1. A Tool for Measuring Service Quality in Restaurants
DINESERV:
A Tool for Measuring Service Quality in Restaurants
조리외식경영학과
김수지

2. Contents
Background
DINSERV
1) Methodology
2) Results
3) Conclusion

3. The restaurateur who provides great service and value ┗satisfaction┛
Background
SERVQUAL
1988
Parasuraman, Zeithaml & Berry
31 items, 5 dimensions
Shopping mall
LODGSERV
1990
Knutson & Stevens
26 items, 5 dimensions
Lodging properties
DINESERV
1995
Stevens, Knutson & Patton
29 items, 5 dimension
Restaurant
The restaurateur who provides great service and value
┗satisfaction┛
has a competitive advantage over those operators who do not.

4. Background The five dimensions of service quality Reliability
Ability to perform the promised service dependably and accurately
Assurance
Knowledge and courtesy of employees and their ability to convey trust and confidence
Responsiveness
Willingness to help customers and provide prompt service
Tangibles
Physical facilities, equipment, and appearance of personnel
Empathy
Caring, individualized attention
Expectations: 1) prediction of future events, an expectation of what WILL happen
2) normative expectation, an expectation of what SHOULD happen
Measuring Service Quality should comprise statements about perceptions.
Perceptions result from a combination of
Expectations of both what will and what should happen
The reality of the service encounter
The expectation of what SHOULD happen↓ → The perception of what did happen↑
The expectation of what WOULD happen↑ → The perception of what did happen↑
☞ Perception of service quality↑ → intention to return an to recommend↑

5. Dimension-to=dimension
DINESERV_Methodology
Methodology
Survey - the instrument contained 40 statements of what should happen
seven-point scale: (1) strongly disagree – (7) strongly agree
Random sample from telephone directories, North-central U.S.
Telephone interview
Respondents - adults who had eaten out 6 or more times during the previous 6 months.
200: fine-dining, 198: casual-dining, 198: quick-service
Reliability of the five dimensions of DINESERV
Reliability
(alpha)
Item-to –dimension
(range)
Dimension-to=dimension
(average)
Dimension-to-total
Assurance
.9180
.7022
.9049
Empathy
.9153
.5972
.8431
.9025
.6057
.7641
Responsiveness
.8883
.6608
.8238
Tangibles
.8966
.6299
.8578
Overall
.9528 -
Factor analysis: 40 → 29 items,
improved reliability alpha for DINESERV, reduced the interview time
19 tangibles, 5 reliability, 3 responsiveness, 6 assurance, 5 empathy
We sum the means of the 5 dimensions and divide by 5
( no given more weight than any other because of the low inter dimension correlations)

6. DINESERV_Results Service quality expectation index Skewness value -0.6
Kurtosis
0.12
Median
5.95
Standard deviation
0.67
The score(95%)
5.28 – 6.62
Dimension
Mean
Reliability
6.47
Tangible
5.99
Assurance
5.96
Responsiveness
5.82
Empathy
5.77
entire
6.0
Consumers of restaurants have
high normative expectations of restaurants.
The higher those expectations,
the more difficult to fulfill.
Tangibles is in second place for restaurant customers instead of the fourth place assigned by lodging customers.

7. DINESERV_Conclusion HOW?
Relation of normative expectations(should), predictive expectations(will), actual service quality
Expectations about what should happen↓ → customers’ perceptions of the actual service↑
Expectations about what will happen↑ → customers’ perceptions of the actual service↑
There are 3 ways to improve customers’ perceptions about service
★ improve the service
★ lower the expectations of what should happen
★ raise the expectations about what will happen
WHAT?
Cost: $10 to get a guest to come > $1 to get one to return
Increasing of return customer 76%→81%, restaurant’s net profit will likely double.
Word of Mouth: 44% of first comer went because of a recommendation and another
10% went with someone who had been there before.
SO,
Restauranteur should measure customer’s perception about service by DINESERV and establish strategies to increase customer’s satisfaction who can make positive word-of-mouth.

8. ?