The Strategic Management as a Factor of Customer Satisfaction in the Food-service Industry in Sarajevo Canton

TitleThe Strategic Management as a Factor of Customer Satisfaction in the Food-service Industry in Sarajevo Canton
Publication TypeJournal Article
Year of Publication2019
Date PublishedSeptember/2019
JournalManagement, University of Primorska, Kopar, Slovenia
Volume14
Issue3
Pagination237-248
Publication LanguageEnglish
AuthorsGursel, F, Busatlic, S, Keting, S, Plojovic, S
PublisherUniversity of Primorska Press Titov trg 4, 6000 Koper, Slovenia
Place PublishedKoper Slovenia
ISSN Number 1 8 5 4 - 4 2 3 1
Keywordscustomer satisfaction, food industry, food service, restaurant management, service quality, strategic management
Abstract

This study can help to explore and measure food service quality, and the effect of strategic management factor on the foodservice industry in Bosnia and Herzegovina, and level their impacts on customer satisfaction. This study was structured in two
parts as a literature review and survey research. And the data
were collected primarily by considering the quality. The period of
collecting the data from adapting to the questionnaire and applications of the samples for employing the modified version took
eight months. The participants were the customers, who were
chosen randomly, in the restaurants and cafes in Sarajevo. 120
surveys applied in this research, the diversity of restaurants and
cafes were also chosen randomly, by considering the equal diversities, such as luxury restaurants, fast food restaurants, and cafes
which serve foods. The data were analyzed by using spss statistic
software for descriptive statistic, for variance analysis by anova,
Turkey and t-test methods and for analyzing of significant differences by Post Hoc lsd and Levene’s tests. According to survey results, the customers are seen as satisfied with the quality of foods
and their tastiness and also attributes of restaurants. However,
they stated that the service quality in the restaurants is needed
to be improved. Particularly, while increasing the income and age
of participants, their expectations from the service standards and
restaurant attributes and conveniences have been increased. The
participants who prefer a longer time to spend in the restaurant,
also caring more about the ambiance of restaurants and feeling
comfortable themselves while staying there. And the most of reason for going to the restaurant is for a social occasion. And interestingly, 57% of participants are going ‘rarely’ to restaurants, and
42% of participants have less than 1000 km per month, the two
results can be evaluated together to explain the reasons of each
other.

DOI10.26493/1854-4231.14.238-248
Refereed DesignationRefereed