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- Title
VARTOTOJŲ PASITENKINIMO KAUNO MIESTO PICERIJOMIS NUSTATYMAS.
- Authors
GRIGALIŪNAITĖ, VIKTORIJA; PILELIENĖ, LINA
- Abstract
Relevance of the research. food can be called as a necessary good for human existence and welfare. Nowadays, as a speed of our life is intensifying and busyness is growing, many fast-food restaurants are establishing and getting their part in the catering service field. Due to a technical progress (people can reach foreign countries in a few hours) and globalization, businesses are not framed by a borders of a particular country any longer -- they are expanding to other countries and cultures. contemporary society is facing the possibility to try and make preferences to cuisines by many different countries. consequently, many restaurants serving other countries' traditional meals can be found in Lithuania. The popularity of foreign cuisine restaurants is growing in Kaunas, as well as in all the country. According to Lithuanian Department of statistics (2012), there were more that 330'000 inhabitants in Kaunas in 2011; moreover, there were 470 registered enterprises providing catering activities and sharing 26 200 seats. The figures highlight that amount of seats in catering industry in Kaunas is only 13 times smaller than the number of inhabitants. Accordingly, it can be stated that catering is a very popular service in society. considering that one of the most popular foreign cuisines in Lithuania is Italian cuisine, pizzerias were chosen under consideration. Accordingly, scientific problem solved in this article is: what is customer satisfaction with pizzerias' services in Kaunas and what are the factors determining their satisfaction. The object of the article is customer satisfaction with pizzerias in Kaunas. The aim of the article is to evaluate customer satisfaction with pizzerias in Kaunas. To meet the aim of the article following tasks were set: * To reveal the conception and models of customer satisfaction. * To perform the research on customer satisfaction with pizzerias in Kaunas. * To design the model of customer satisfaction with pizzerias in Kaunas. Research methods. On purpose of analysing conception and models satisfaction which could be used for the research, the theoretical analysis and synthesis was provided. customers' attitudes and evaluations towards pizzerias in Kaunas were determined providing the questionnaire research. structural equation modelling (sEM) using partial least squares (PLs) path modelling methodology was applied for statistical analysis. After the analysis of scientific literature it can be concluded that various authors highlight different customer satisfaction determinants; however many of these determinants lack scientific substantiation. Moreover, there is a polemic about the impact existence of main determinants. As main determinants of customer satisfaction can be named: organization's image, customer expectations, customer perceived quality, customer perceived value. Analyzing long-term impact of customer satisfaction, many authors state that bigger customer satisfaction is one of the factors providing organization's value; however, some outcomes of satisfaction are being criticized and held as indirect, those are: customer loyalty, customer complaints. The indexes of customer satisfaction variables and their interpretation made during the research, leads to a conclusion that customer satisfaction with pizzerias in Kaunas is low. Research results let us state that endeavoring to reach greater customer satisfaction with pizzeria most important is balance between customer expectations and product or service quality. While designing the model of customer satisfaction with pizzerias in Kaunas it was determined that customer expectations have no direct impact on customer satisfaction with pizzerias in Kaunas. The direct impact of customer expectation on perceived value, image's impact on satisfaction, and customer's complaints' impact on loyalty were neither substantiated, nor unsubstantiated. Therefore, latter impacts were showed at the designed model. During the analysis of variables' impacts on satisfaction (with pizzerias) it was determined that all the variables included into a model are significant for calculation of customer satisfaction and its' outcomes for the organization. considering research results for pizzerias in Kaunas it can be recommended to stop elevating customer expectations, herewith improving product and service quality, or to maintain balance level of quality and price which would lead customer satisfaction to at least an average level.
- Subjects
KAUNAS (Lithuania); LITHUANIA; PIZZERIAS; CUSTOMER satisfaction; STRUCTURAL equation modeling; LEAST squares; CUSTOMER loyalty
- Publication
Regional Formation & Development Studies, 2012, Issue 7, p19
- ISSN
2029-9370
- Publication type
Article