A 7P Comparison between Restaurant Managers’ and Customers’ Post-COVID-19 Quality Expectations

Abstract

This study examines restaurant management and customer quality expectations (expected performances) in the post-covid-19 pandemic period. The purpose of this study is to investigate which marketing-quality (7p) dimensions best explain the construct of restaurant quality expectations after the crisis caused by the covid-19 pandemic and to determine whether differences exist between restaurant managers’ and customers’ quality expectations. An online survey was delivered via emails (managers) and social media (customers) in the Republic of Slovenia. A total of 422 valid online questionnaires were obtained from customers, and 89 completed questionnaires were gathered from managers. The 42-item questionnaire was based on the principles of the marketing mix. Results of exploratory factor analysis indicate that six marketing dimensions best explain restaurant quality expectations in the post-covid-19 pandemic period (in order of importance): Physical evidence, Product, Promotion, Processes, Placement, and Price. Results also reveal a significant gap in quality expectations since price is the only dimension where no differences were found between restaurant managers’ and customers’ quality expectations. This research contributes to the literature by explaining the importance of the different 7P quality indicators for assuring restaurant quality in the post-covid-19 pandemic period. By applying a 7P research methodology, we have also facilitated a benchmarking process for the international restaurant industry.

Keywords: covid-19, managers, customers, restaurant, quality, marketing