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Avaliação do serviço de restauração : uma aplicação do Servqual
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Abstract(s)
O turismo de experiências tem colocado a área da restauração em foco, considerando-se que uma boa experiência gastronómica influencia toda a experiência do destino. O desafio que se coloca às unidades de restauração é o de compreender o que gera a satisfação e noção de qualidade nos clientes. Ao longo dos anos têm sido propostos diversos modelos que procuram aferir a qualidade destes serviços. Porém, o nível de exigência crescente e as experiências passadas levam a que se tenha de validar estes modelos constantemente.
Deste modo, através deste estudo pretende-se perceber quais são os aspetos que os consumidores atribuem maior importância durante um serviço de restauração e que aspetos devem ser melhorados para satisfazer e fidelizar os clientes. Pretende-se assim descobrir de que maneira as características individuais dos consumidores influenciam as suas expetativas face a um serviço e se o comportamento futuro do cliente é influenciado ou não pelas expetativas.
Numa primeira fase deste estudo, realizou-se uma revisão bibliográfica de modo a explorar melhor o tema. Na segunda fase, elaborou-se um questionário com base no Dinserv e recolheu-se uma amostra sobre a última experiência de restauração do inquirido.
Da análise dos dados, importa destacar que as expetativas dos consumidores têm um papel ativo antes, durante e depois do serviço, e que é influenciada por elementos intrínsecos (idade, sexo, hábitos de consumo, entre outros) e por elementos extrínsecos (tipo de restaurante, qualidade do serviço, comunicação, entre outros).
No final deste estudo são então apresentadas algumas das conclusões sobre como o comportamento do consumidor é influenciado pela prestação de serviço dos restaurantes.
ABSTRACT: The tourism evolution highlighted restaurants experiences as key part of overall destination experience. For this reason, restaurants and DMOs tend to look closely to customers´ expectations and overall quality assessment. Good experiences make good memories and future intentions. Some models attempted to monitor quality. However, due the customer behavior changes, a follow up is needed. This study should help to understand which aspects costumers give greater importance during a service in a restaurant and how they can improve to get customer’s trust. In other words, we intend to find out how the individual characteristics of consumers influence their expectations and how will influence customer’s future behavior. At first, data was collected from other authors in order to search as much as possible about the subject. Next, a questionnaire was created based on Dineserv and a sample of the latest experience in a restaurant was collected. From the data analysis, it is important to emphasize that the expectations of consumers play an active role before, during and after the service, and that is influenced by intrinsic factors (age, gender, consumption habits, etc.) and extrinsic elements (type of restaurant, quality service, communication, etc.). In the final chapter are presented some conclusions about the factors that influence custumers attitudes after they tried a service at a restaurant.
ABSTRACT: The tourism evolution highlighted restaurants experiences as key part of overall destination experience. For this reason, restaurants and DMOs tend to look closely to customers´ expectations and overall quality assessment. Good experiences make good memories and future intentions. Some models attempted to monitor quality. However, due the customer behavior changes, a follow up is needed. This study should help to understand which aspects costumers give greater importance during a service in a restaurant and how they can improve to get customer’s trust. In other words, we intend to find out how the individual characteristics of consumers influence their expectations and how will influence customer’s future behavior. At first, data was collected from other authors in order to search as much as possible about the subject. Next, a questionnaire was created based on Dineserv and a sample of the latest experience in a restaurant was collected. From the data analysis, it is important to emphasize that the expectations of consumers play an active role before, during and after the service, and that is influenced by intrinsic factors (age, gender, consumption habits, etc.) and extrinsic elements (type of restaurant, quality service, communication, etc.). In the final chapter are presented some conclusions about the factors that influence custumers attitudes after they tried a service at a restaurant.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, 19 de Janeiro de 2017, Universidade dos Açores.
Keywords
Qualidade de Serviço Restauração Satisfação do Cliente Turismo Ilha de São Miguel (Açores)
Pedagogical Context
Citation
Mota, Rogério Carvalho. "Avaliação do serviço de restauração: uma aplicação do Servqual". 2017. 99 p.. (Dissertação de Mestrado em Ciências Económicas e Empresariais). Ponta Delgada: Universidade dos Açores, 2016. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/4098>.