'Marketing Research', a World-Renowned Scientific Magazine; ISSN 1131-6144, Nº. 88, 2005. By Author: Roberto Santana-Vizcaino
Author: Roberto Santana -Vizcaino (MBA, Eng.)
Referenced in: Research & Marketing Magazine: http://old.aedemo.es/aedemo3/revistas/pagina.php?revista=88&articulo=5
NOTE: This is a paper that I published in Spanish, 5 years ago, in a scientific renowned Spanish magazine, as part of my PhD studies (I changed my professional interests, and did not finished it). I decided to put it here because of the multivariate techniques that were applied. They are very useful in Quality of Services activities, due to the great amount of variables involved.
Madrid University, Spain:
Dialnet. Portal of Hispanic cientific Production:
This research work was accomplished during the year 2003. Its General Objective was to design a methodological Procedure for measuring Quality of services based on Multivariate Statistics techniques.
(Using multidimensional scaling with euclidean distance and SERVPERF model, restaurant & Hospitality services)
The words that revolve around "services" comes from the Latin word "Servus" emerging in the early first century. c., on the Italian Peninsula as a name given to prisoners of war, ie servant.
In modern times, the abolition of slavery, the word service is appropriate to connote focus and dedication, obsequious and obedient attitude, and even an appearance of humility. Service is a process that involves interpersonal respect in the objective sense to respond to customer expectations. It is feasible and desirable to serve as equals, practice the profession with dignity; perform semantic paradox "Serving Without Being Servile" [Chase-Aquilano, 1995].
In the 50s this new service concept was developed in business and service entities began to define themselves, with the evolution of these ideas came to realize that the industry could sell image, money, speed, safety and comfort, just as in manufacturing.
Dimensions of Quality,
Reliability: The staff always adheres to the rules, keeps promises and get things going right the first time.
Responsiveness: The staff responds promptly, enjoys providing the service and demonstrates a sincere desire to serve.
Competition: The staff has the knowledge and experience necessary to provide the service as expected by the customer.
Access: Employees are communicative and easy to contact them
Courtesy: Employees show consideration and respect for the client and their belongings, all employees who have contact with customers are dressed neatly.
Communication: You must inform and guide customers with clear language and polite, listen carefully when asked.
Credibility: The customer thinks he can trust the staff and they all take care to help.
Security: The client feels physically and psychologically safe.
Understanding: The staff strives to understand the needs and concerns of the customer and to meet their special wishes; know and serve each client individually.
Tangibles: the material elements are related to construction conditions of the facilities and external appearance of the employees, which should be perfect and suitable to your image.
Results with Software Package SPSS:
Table 1: Results of the application of factor analysis in the restaurant 'Pearl' using the SERVPERF model.
Figure 2. Multidimensional Scaling showing four groups of variables that could form four dimensions of quality, according to clients survey.
«There are no such things as service industries. There are only industries whose service components are greater or less than those of other industries. Everybody is in service»
Table 1: Correlation coefficients between SERVPERF model and general measures of quality for "Pearl Center"
(Coef. Correlation is significant at the 0.01 level)
SURVEY / Questionnaire
1 Attractiveness of building exteriors
2 Employees´ appearance
3 A decor in keeping with its image and price range
4 Easily readable menu
5 Quality of food
6 Quality of beverages
7 Cleanliness of service areas
8 Comfort of service areas
9 Mistakes correction
10 Promptness of service
11 Extra effort for special requests
12 Employees willingness to give you information
13 Safety of the Restaurant / Cafeteria
14 Employees competence
15 Employees sensibility to your individual needs and wants
16 Employees courtesy and kindness
17 Employees sympathy
18 Quality – price relation (value for money)
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SPSS para Windows/ L. Lizasoain, L. Joaristi.__ Madrid:Paraninfo, 1996.
Zeithaml, V. A., Parasuraman, A., Berry, L. L. Delivering quality service/ V. A. Zeithaml, A. Parasuraman, L. L.Berry.__ New York: The Free Press, |s.a.|.