A 7P Comparison between Restaurant Managers’ and Customers’ Post-COVID-19 Quality Expectations

Marko Kukanja
Additional contact information
Marko Kukanja: University of Primorska, Slovenia

Academica Turistica - Tourism and Innovation Journal, 2022, vol. 15, issue 2, 249-264

Abstract: This study examines restaurant management and customer quality expectations (expected performances) in the post-COVID-19 pandemic period. The purpose of this study is to investigate which marketing-quality (7P) dimensions best explain the construct of restaurant quality expectations after the crisis caused by the COVID-19 pandemic and to determine whether differences exist between restaurant managers’ and customers’ quality expectations. An online survey was delivered via emails (managers) and social media (customers) in the Republic of Slovenia. A total of 422 valid online questionnaires were obtained from customers, and 89 completed questionnaires were gathered from managers. The 42-item questionnaire was based on the principles of the marketing mix. Results of exploratory factor analysis indicate that six marketing dimensions best explain restaurant quality expectations in the post-COVID-19 pandemic period (in order of importance): Physical evidence, Product, Promotion, Processes, Placement, and Price. Results also reveal a significant gap in quality expectations since price is the only dimension where no differences were found between restaurant managers’ and customers’ quality expectations. This research contributes to the literature by explaining the importance of the different 7P quality indicators for assuring restaurant quality in the post-COVID-19 pandemic period. By applying a 7P research methodology, we have also facilitated a benchmarking process for the international restaurant industry.

Keywords: COVID-19; managers; customers; restaurant; quality; marketing (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.hippocampus.si/ISSN/2335-4194/15.249-264.pdf full text in English (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:prp:jattij:v:15:y:2022:i:2:p:249-264

DOI: 10.26493/2335-4194.15.249-264

Access Statistics for this article

Academica Turistica - Tourism and Innovation Journal is currently edited by Gorazd Sedmak

More articles in Academica Turistica - Tourism and Innovation Journal from University of Primorska Press
Bibliographic data for series maintained by Alen Jezovnik ().