PERCEPTION OF SERVICE QUALITY IN RESTAURANT ESTABLISHMENTS: AN ANALYSIS USING STRUCTURAL EQUATION MODELING IN THE CONTEXT OF COVID-19
Article Sidebar
Main Article Content
Abstract
This study analyzes the perception of service quality in restaurant establishments in the Rumiñahui canton, Pichincha province, Ecuador. An on-site survey was conducted at five establishments, using the SERVQUAL scale and the ECSI (European Customer Satisfaction Index) as measurement instruments. To process and interpret the data, the structural equation modeling (SEM) technique was applied, with the aim of identifying the influence of different variables on the perception of service quality. The questionnaire consisted of 40 constructs grouped into seven sections, designed to gather information on users' perceptions across the following dimensions: tangible elements, intangible elements, corporate image, reputation, service quality, and satisfaction level. The results showed that tangible elements were not significant determinants of service quality perception, whereas intangible elements demonstrated a significant influence. Furthermore, the impact of service quality on image, reputation, and customer satisfaction was confirmed, as was the effect of satisfaction on image and the relevance of image on corporate reputation.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
All articles published in e3 – Journal of Economics, Business and Entrepreneurship in the community of Portuguese-speaking countries are licensed under the Creative Commons Attribution (CC BY) license.
This license allows users to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) for any purpose, including commercial use, provided that appropriate credit is given to the original author(s) and the journal, a link to the license is provided, and any changes made are indicated.
References
Camacho Castellanos, J. C. (2012). Marketing de servicios. EUMED. https://elibro.net/es/ereader/bibliotecautpl/34494?page=7
Chamba-Rueda, L., Dávila, G., & Pardo-Cueva, M. (2021). Evaluación de modelos estructurales en investigación turística. (Referencia por verificar según publicación original).
Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Gudiño, M., & Aguayo, E. (2015). Competitividad y satisfacción turística en las regiones del estado de Michoacán (México). International Journal of Scientific Management and Tourism, 1(1), 289–296.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Pearson.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277–319.
Hernández-Rojas, R. D., & Huete Alcocer, N. (2021). The role of traditional restaurants in tourist destination loyalty. PLOS ONE, 16(6). https://n9.cl/36zak
Kotler, P., & Armstrong, G. (2013). Fundamentos de marketing (16.ª ed.). Pearson.
Manzano, A. (2017). Introducción a los modelos de ecuaciones estructurales. Investigación en Educación Médica, 7(25), 67–72.
Martínez, A. N. (2017). Normas de calidad, responsabilidad social y turismo: Hacia un turismo sustentable. Fundación Proturismo.
Martínez Ávila, M., & Fierro Moreno, E. (2018). Aplicación de la técnica PLS-SEM en la gestión del conocimiento: Un enfoque técnico práctico. RIDE. Revista Iberoamericana para la Investigación y el Desarrollo Educativo, 8(16), 130–164.
Mateos de Pablo Blanco, M. Á. (2019). Atención al cliente y calidad en el servicio. IC Editorial.
Ministerio de Turismo del Ecuador. (2019). Rumiñahui, un destino para disfrutar de la cultura, naturaleza y aventura.
Molina-Velásquez, E., Méndez, J., Proaño, P., Quishpe, E., Mañay, D., & Sandoval, L. (2017). Evaluación de la gestión empresarial de los prestadores de servicios turísticos de Puerto Ayora. Revista Turydes: Turismo y Desarrollo, 23.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill.
Organización de las Naciones Unidas. (2015). Transformar nuestro mundo: La Agenda 2030 para el desarrollo sostenible.
Organización Mundial del Turismo. (1999). Código ético mundial para el turismo.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1993). More on improving service quality measurement. Journal of Retailing.
Gobierno Autónomo Descentralizado Municipal del Cantón Rumiñahui. (2020). Plan de desarrollo turístico del cantón Rumiñahui. https://amevirtual.gob.ec/wp-content/uploads/2020/07/PLAN-DE-DESARROLLO-TUR%C3%8DSTICO-GAD-RUMI%C3%91AHUI_compressed.pdf
Roberts, P., Priest, H., & Traynor, M. (2006). Reliability and validity in research. Nursing Standard, 20(44), 41–45.
Sánchez, E. (2021). Metodología cualitativa.
Valdez-Juárez, L. E., Salvador, N., Limón-Ulloa, R., & Ramos-Escobar, E. (2019). The quality of the service, superior value generator in the restaurant sector. International Journal of Marketing Studies, 11