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Service Quality in Restaurants Operating in a Rural Area: The Case of Slovenian Istria

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Listed:
  • Marko Kukanja

    (University of Primorska, Faculty of Tourism Studies – Turistica, Slovenia)

  • Tanja Planinc

    (University of Primorska, Faculty of Tourism Studies – Turistica, Slovenia)

Abstract

The purpose of this paper was to investigate service quality in restaurants operating in the rural area of Slovenian Istria. The dineserv tool was used as a research instrument. The research sample consisted of 25 restaurant facilities and 250 valid questionnaires completed by domestic guests. Based on results of the exploratory factor analysis, two main factor groups that best explain domestic guests’ quality perceptions in rural restaurant facilities were identified: (1) Empathy, Responsiveness, and Assurance (era) and (2) Tangibles. The results of our study are significantly different from those obtained in a previous study performed in the coastal area of Slovenian Istria (Kukanja & Planinc, 2015), as they indicate a relatively bipolar and homogeneous service quality structure. This study is of great managerial interest at the micro (restaurant) and macro (destination) levels. Research results indicate that restaurant managers should emphasise the importance of the two identified quality dimensions (era and Tangibles) and continuously measure the level of their offerings. Accordingly, research results may also be implemented in future destination quality and development strategies. In terms of future research, it would be of great interest to see if similarities in guests’ quality perceptions exist between Slovenian Istria and other competitive rural destinations.

Suggested Citation

  • Marko Kukanja & Tanja Planinc, 2019. "Service Quality in Restaurants Operating in a Rural Area: The Case of Slovenian Istria," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 12(2), pages 147-159.
    • Handle: RePEc:prp:jattij:v:12:y:2019:i:2:p:147-159
    DOI: 10.26493/2335-4194.12.147-159
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    References listed on IDEAS

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    3. Khurram Sharif & Norizan Mohd Kassim, 2012. "Non-academic service quality: comparative analysis of students and faculty as users," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 22(1), pages 35-54, June.
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    5. Jinsoo Park & EuiBeom Jeong, 2019. "Service Quality in Tourism: A Systematic Literature Review and Keyword Network Analysis," Sustainability, MDPI, vol. 11(13), pages 1-21, July.
    6. Marko Kukanja & Tanja Planinc, 2015. "Restaurant Quality: A Cross-National Comparison between two Neighbouring North Mediterranean Tourist Destinations – Portorož and Opatija: Domestic Customers’ Perspective," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 8(2), pages 85-96.
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