The Strategic Management as a Factor of Customer Satisfaction in the Foodservice Industry in Sarajevo Canton

Ferda Gursel, Senad Busatlic, Sonja Ketin and Semsudin Plojovic
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Ferda Gursel: International University of Sarajevo, Bosnia & Herzegovina
Senad Busatlic: International University of Sarajevo, Bosnia & Herzegovina
Sonja Ketin: Faculty of Technical Science, Novi Sad, Serbia
Semsudin Plojovic: International University of Sarajevo, Bosnia & Herzegovina

Management, 2019, vol. 14, issue 3, 238-248

Abstract: This study can help to explore and measure food service quality, and the effect of strategic management factor on the foodservice industry in Bosnia and Herzegovina, and level their impacts on customer satisfaction. This study was structured in two parts as a literature review and survey research. And the data were collected primarily by considering the quality. The period of collecting the data from adapting to the questionnaire and applications of the samples for employing the modified version took eight months. The participants were the customers, who were chosen randomly, in the restaurants and cafes in Sarajevo. 120 surveys applied in this research, the diversity of restaurants and cafes were also chosen randomly, by considering the equal diversities, such as luxury restaurants, fast food restaurants, and cafes which serve foods. The data were analyzed by using SPSS statistic software for descriptive statistic, for variance analysis by ANOVA, Turkey and t-test methods and for analyzing of significant differences by Post Hoc LSD and Levene’s tests. According to survey results, the customers are seen as satisfied with the quality of foods and their tastiness and also attributes of restaurants. However, they stated that the service quality in the restaurants is needed to be improved. Particularly, while increasing the income and age of participants, their expectations from the service standards and restaurant attributes and conveniences have been increased. The participants who prefer a longer time to spend in the restaurant, also caring more about the ambiance of restaurants and feeling comfortable themselves while staying there. And the most of reason for going to the restaurant is for a social occasion. And interestingly, 57% of participants are going ‘rarely’ to restaurants, and 42% of participants have less than 1000 km per month, the two results can be evaluated together to explain the reasons of each other.

Keywords: food industry; food service; service quality; restaurant management; strategic management; customer satisfaction (search for similar items in EconPapers)
Date: 2019
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DOI: 10.26493/1854-4231.14.238-248

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