Мерење ставова потрошача о квалитету услуга у ресторатерству
Measuring Consumers’ Attitudes Towards Service Quality In Restaurants

Summary/Abstract: Testing restaurant service quality is a significant business activity that helps restaurants build long-term relationships with their clientele. The quality of services provided by restaurants is a complex category that, in addition to quality food, includes several other important elements, such as physical environment, ambience, courtesy of the staff, hygiene, and food and beverage prices. For the purposes of measuring service quality, researchers have conceived a number of models. One of the most commonly used models in the service sector is SERVQUAL. Wide application, but also criticism, of the SERVQUAL model has led to the emergence of new models for measuring quality, specifically focused on hospitality industry. The bestknown among them are the following models: LODGSERV, DINESERV, HOLSERV, TANGSERV, and DINESCAPE. The application of these models helps managers identify key dimensions of quality that imply guest satisfaction. This paper presents the results of empirical research on consumer attitudes toward restaurant service quality. The research was conducted on the territory of Kragujevac. Data were collected using the survey method. Specifically, the questionnaire included 16 attributes of restaurant service quality, which were evaluated by respondents using the seven-point Likert scale. The items were selected on the basis of relevant literature, and the basis for their formulation also consisted of SERVQUAL and DINESERV models. In analysing the data, we used the measures of descriptive statistics, t-test, and exploratory factor analysis. The analysis was conducted on the total sample and on separate segments. All the respondents were divided into two segments (customers with low or moderate levels ofsatisfaction and customers with high level of satisfaction). Respondents were divided into two groups with the aim of identifying differences in attitudes toward the selected attributes between the two groups

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