Effective strategies for optimizing the services marketing of Shahrazad restaurant Oy

Abstract

The main purpose of this study was to give the sponsor company and other potential startups possibilities to determine the main factors that affect the performance of service quality in the food industry field. One intent was to understand in-depth knowledge of customers’ satisfaction from the current services quality of Shahrazad restaurant. It important to identify the key elements of internal and external marketing services of the company in order to improve the perceived service quality and minimize the main causes of the gap between customers’ perception and expectation of service quality which reflects considerable on the customer loyalty, customer satisfaction, and increasing profitability.

The empirical study was executed based on data collected from the single case study to answer the phenomenon under the chosen case. The data collection was implemented on mixed methods through quantitative and qualitative methods of this study. The qualitative method has conducted with management and employees through employing semi-structured interview in order to gain the holistic views and explanation of what the outcomes from operational processes and HRM specification to deliver high service quality. Meanwhile, the quantitative has been gathering from non-probability and convenience samples of the questionnaire customers in order to comprehend the customers’ perspective toward their perception and expectation of the service quality in the Shahrazad restaurant.

The analysis of the results and conclusion of the quantitative approach measured service quality through using the SERVQUAL instrument to recognize the gap between what customers experience and expect. The analyzing data of interviews has been revealed the interpretation of management and staffs according to results of operational process and the quality standard of the current services.

To conclusions, this thesis provided demonstrative views of customers’ perceptions (satisfaction) and expectations of service quality in Shahrazad restaurant and it enables the commissionaire to estimate the gap between service providers and end customers through utilizing from SERVQUAL model in order to ensure customer satisfaction.