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A Quality of Services Assessment using multivariate techniques
'Marketing Research', a World-Renowned Scientific Magazine; ISSN 1131-6144, Nº. 88, 2005.

Author: Roberto Santana - 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. (DOWNLOAD HERE)


Madrid University, Spain:



Dialnet. Portal of Hispanic cientific Production:

 

ABSTRACT


 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.
In the implementation process was necessary to identify the different attributes of the service provided, using the observation method, expert’s opinion and literature review. With this information a survey was designed. There were used different statistics techniques like Factorial Analysis, multidimensional Scaling, Clusters, and non parametrical tests like Kruskal Wallis, Mann–Whitney U.


Key words: Quality of Services, Factor analysis, Multimensional Scaling, Discriminant, Non-parametric tests Kruskal Wallys and Mann Whitney U, Clusters; SERPERF and SERVQUAL.

(Using multidimensional scaling with euclidean distance and SERPERF model, restaurant & Hospitality services)

Results with SPSS Software Package:



«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»
Theodore Levitt.


SURVEY / Questionnaire

                                                                                                                                                                Perceptions  

                        Attributes                                                                                Low    1    2    3    4    5    High

 

TANGIBLES:

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

RELIABILITY:

9     Mistakes correction

RESPONSIVENESS:

10   Promptness of   service

11   Extra effort for special requests

ASSURANCE:

12   Employees willingness to give you information

13   Safety of the Restaurant / Cafeteria

14   Employees competence

EMPATHY:

15   Employees sensibility to your individual needs and wants

16   Employees courtesy and kindness

17   Employees sympathy

---

18   Quality – price relation (value for money)

----x----

Bibliography

 

Atkinson, Ann. Answering the Eternal Questions: What Does the Customer Want?/ Ann Atkinson.__(U.S.A.): Cornell Hotel and Restaurant Administration Quarterly  , 1988.__p. 12-13.

Barsky, Jonathan D. A Strategy for Customer Satisfaction./ Jonathan D. Barsky, R. Labagh.__(s.l): Cornell Hotel and Restaurant Administration Quarterly , 1992.__p.17-27.

Boarden, W. O. Selected determinants of consumer satisfaction and complaint reports/ W. O. Boarden, J. E Teel.__ (s.l.): Journal of marketing research, 1983.__p. 21-28.

Bojanic, D. C. Measuring service quality in restaurants: An application of the SERVQUAL instrument/ D. C. Bojanic.__U.S.A: Hospitality Research Journal , 1994.__p. 33-47.

Bolton, R. N.  A longitudinal analysis of the impact of service changes on customer  attitudes/  R. N. Bolton, J.H. Drew.__(U.S.A.): Journal of Marketing , 1991.__p.1-9.

Oliver, R., L. What is customer satisfaction?/ R., L. Oliver.__(U.S.A.): The Wharton Magazine, Spring, , 1981.__p.36-41.

Parasuraman, A. A conceptual model of service quality and its implications for future research/ A. Parasuraman, V.A. Zeithaml, , L.L.Berry.__(s.l.): Journal of Marketing, 1985.__p.41-50.

Parasuraman, A. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality/ A. Parasuraman, V. A. Zeitham, L.L. Berry.__(s.l.): Journal of Retailing, 1988.__64p.

     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.|.

 

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