Cross-cultural consumer perceptions of service quality in restaurants

Djekic, I; Kane, KJ; Tomic, T; Kalogianni, E; Rocha, A; Zamioudi, L; Pacheco, R

Abstract

Purpose – This paper aims to present results from a research that analyzed consumer perceptions of
service quality in restaurants in four European cities – Belgrade (Serbia), Manchester (UK),
Thessaloniki (Greece) and Porto (Portugal).
Design/methodology/approach – A total of 802 respondents have been interviewed using a
structured questionnaire. The service quality statements covered food quality, building exterior,
restaurant interior and layout, seating comfort, restrooms and servicing.
Findings – Within all analyzed categories (city, gender and age), servicing of food and taste of food
were the most influential factors. However, this study confirmed that there are different patterns in
analyzed cities. For each factor analyzed, in at least two cities, results for the items were significantly
different. Consumers from different cities showed different perceptions regarding service quality in
restaurants. Gender of consumers plays a significant role in the perception of interior, restroom and
servicing factors in restaurants. Age of respondents was the category with no significant difference
with respect to food quality, layout, restrooms and servicing.
Research limitations/implications – Given the great cultural and other differences within the four
cities/countries, more research is necessary to determine if similar results would be derived from
different samples across various other continental and Mediterranean European cities.
Originality/value – In addition to increasing the theoretical understanding of the cultural aspects of
the service quality, this paper can be of managerial relevance.

Citation

Djekic, I., Kane, K., Tomic, T., Kalogianni, E., Rocha, A., Zamioudi, L., & Pacheco, R. (2016). Cross-cultural consumer perceptions of service quality in restaurants. Nutrition and Food Science, 46(6), 827-843. https://doi.org/10.1108/NFS-04-2016-0052

• Journal Article Type: Article
• Acceptance Date: Jun 23, 2016
• Online Publication Date: Nov 14, 2016
• Publication Date: Nov 14, 2016
• Deposit Date: Aug 24, 2017
• Journal: Nutrition and Food Science
• Print ISSN: 0034-6659
• Publisher: Emerald
• Volume: 46
• Issue: 6
• Pages: 827-843
• DOI: https://doi.org/10.1108/NFS-04-2016-0052
• Publisher URL: http://dx.doi.org/10.1108/NFS-04-2016-0052
• Related Public URLs: http://www.emeraldinsight.com/loi/nfs