regional formation and development studies - KlaipÄdos universitetas

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Viktorija Grigaliūnaitė, Lina Pilelienė VARTOTOJŲ PASITENKINIMO KAUNO MIESTO PICERIJOMIS NUSTATYMAS ganizacijai kai kurie autoriai nesutaria, todėl skiriamos tokios pagrindinės pasekmės organizacijai: vartotojų lojalumas, vartotojų skundai. Tyrimo rezultatų analize nustatyti vartotojų pasitenkinimo modelio kintamųjų indeksai ir jų apibendrinimas leidžia teigti, kad vartotojų pasitenkinimas Kauno miesto picerijų teikiamomis paslaugomis yra mažas. Tyrimo duomenys leidžia daryti išvadą, kad siekiant didesnio vartotojų pasitenkinimo picerijomis, svarbiausia suderinti vartotojų lūkesčius ir produktų bei aptarnavimo kokybę. Rengiant vartotojų pasitenkinimo Kauno miesto picerijomis modelį nustatyta, kad vartotojų lūkesčiai vartotojų pasitenkinimui Kauno miesto picerijomis tiesioginės įtakos neturi. Nepatvirtinta, bet ir nepaneigta lūkesčių tiesioginė įtaka suvokiamai vertei, įvaizdžio – pasitenkinimui, vartotojų skundų – lojalumui, todėl šios įtakos modelyje pavaizduotos. Analizuojant kintamųjų įtakas (dėl picerijų) nustatyta, kad visi modelio kintamieji yra reikšmingi, apskaičiuojant vartotojų pasitenkinimą bei jo pasekmes organizacijai. Remiantis atlikto tyrimo rezultatais, Kauno miesto picerijoms rekomenduojama didinti ne savo vartotojų lūkesčius, bet teikiamų produktų ir paslaugų kokybę arba užtikrinti tokį kokybės ir kainos lygį, kad vartotojų pasitenkinimas pasiektų vidutinį lygį. Literatūra Appiah-Gyimah, R., Boohene, R. A., Agyapong, G. K. Q., Boohene, K. A. (2011). Customer Satisfaction in the Outdoor Advertising Industry: A Case of Alliance Media Ghana Limited. International Joumal of Marketing Studies, Vol. 3, No. 2, May. Bayol, M. P., Foye, A., Tellier, C., Tenenhaus, M. (2000). Use of PLS Path Modelling to estimate the European Consumer Satisfaction Index (ECSI) modelį. Statistica Applicata, Vol. 12, No. 3. Blonskis, J., Bukšnaitis, V., Jusas, V. ir kt. (2005). C++ Builder. Kaunas: Smaltijos leidykla. Boulding, W., Kalra, A., Staelin, R., Zeithaml, V. A. (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of Marketing Research, Vol. 30, February. Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation, and Satisfaction. Journal of Marketing Research, Vol. 2, August. Chan, L. K., Hui, Y. V., Lo, H. P., Tse, S. K., Tso, G. K. F., Wu, M. L. (2003). Consumer satisfaction index: new practice and findings. European Journal of Marketing, Vol. 37, No. 5/6. Ciavolino, E., Dahlgaard, J. J. (2007). ECSI – Customer Satisfaction Modelling and Analysis: A Case Study. Total Quality Management, Vol. 18, No. 5. Day, R. L. (1984). Modeling choices among alternative responses to dissatisfaction. Advances in Consumer Research, Vol. 11, January. Eklof, J., Selivanova, I. (2008). Human aspect in service quality: EPSI benchmark studies. Total Quality Management, Vol. 19, No. 7/8. Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, Vol. 60, October. Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, Vol. 56, January. Gudergan, S. P., Ringle, C. M., Wende, S., Will, A. (2008). Confirmatory tetrad analysis in PLS path modeline. Journal of Business Research, Vol. 61. Yang, X., Tian, P., Zhang, Z. (2005). A Comparative Study on Several National Customer Satisfaction Indices (CSI). Aetna School of Management, Shanghai Jiao Tong University, Shanghai, P. R. China. Johnson, M. D., Anderson, E. W., Fornell, C. (1995). Rational and Adaptive Performance Expectations in a Customer Satisfaction Framework. Journal of Consumer Research, Vol. 21, March. Johnson, M. D., Gustafsson, A., Andreassen, T. W., Lervik, L., Cha, J. (2001). The evolution and future of national customer satisfaction index models. Journal of Economic Psychology, Vol. 22. Krishan, A. R., Hari, K. (2011). Factors Determining Customer Satisfaction in Consumer Durable White Goods: Factor Analysis Approach. Asia Pacific Journal of Research in Business Management, Vol. 2, June. Kristensen, K., Martensen, A., Gronholdt, L. (1999). Measuring the impact of buying behaviour on customer satisfaction. Total Quality Management, Vol. 10, No. 4/5. Lietuvos statistikos departamentas. (2012). Prieiga internetu: http://www.stat.gov.lt/lt/ [žiūrėta 2012 02 23]. Martensen, A., Gronholdt, L., Kristensen, K. (2000). The drivers of customer satisfaction and loyalty: cross-industry findings from Denmark. Total Quality Management, Vol. 11, No. 4. 30
ISSN 2029-9370. Regional Formation and Development Studies, No. 2 (7) O’Loughlin, C., Coenders, G. (2004). Estimation of the European Customer Satisfaction Index: Maximum Likelihood versus Partial Least Squares. Application to Postal Services. Total Quality Management and Business Excellence, Vol. 15, No. 9. Pan European Customer Satisfaction Report. (2011). Prieiga internetu: http://www.epsi-rating.com/en/News/the-paneuropean-customer-satisfaction-report-1999-2009-is-now-available.html [žiūrėta 2012 02 20]. Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., Lauro, C. (2005). PLS path modeline. Computational Statistics and Data Analysis, Vol. 48. Turkyilmaz, A., Ozkan, C. (2007). Development of a customer satisfaction index model, An application to the Turkish mobile phone sector. Industrial Management and Data Systems, Vol. 107, No. 5. DETERMINATION OF CUSTOMER SATISFACTION WITH PIZZERIAS IN KAUNAS Viktorija Grigaliūnaitė, Lina Pilelienė Vytautas Magnus University (Lithuania) Summary Relevance of the research. Food can be called as a necessary good for human existence and welfare. Nowadays, as a speed of our life is intensifying and busyness is growing, many fast-food restaurants are establishing and getting their part in the catering service field. Due to a technical progress (people can reach foreign countries in a few hours) and globalization, businesses are not framed by a borders of a particular country any longer – they are expanding to other countries and cultures. Contemporary society is facing the possibility to try and make preferences to cuisines by many different countries. Consequently, many restaurants serving other countries’ traditional meals can be found in Lithuania. The popularity of foreign cuisine restaurants is growing in Kaunas, as well as in all the country. According to Lithuanian Department of Statistics (2012), there were more that 330’000 inhabitants in Kaunas in 2011; moreover, there were 470 registered enterprises providing catering activities and sharing 26 200 seats. The figures highlight that amount of seats in catering industry in Kaunas is only 13 times smaller than the number of inhabitants. Accordingly, it can be stated that catering is a very popular service in society. Considering that one of the most popular foreign cuisines in Lithuania is Italian cuisine, pizzerias were chosen under consideration. Accordingly, scientific problem solved in this article is: what is customer satisfaction with pizzerias’ services in Kaunas and what are the factors determining their satisfaction. The object of the article is customer satisfaction with pizzerias in Kaunas. The aim of the article is to evaluate customer satisfaction with pizzerias in Kaunas. To meet the aim of the article following tasks were set: • y To reveal the conception and models of customer satisfaction. • y To perform the research on customer satisfaction with pizzerias in Kaunas. • y To design the model of customer satisfaction with pizzerias in Kaunas. Research methods. On purpose of analysing conception and models satisfaction which could be used for the research, the theoretical analysis and synthesis was provided. Customers’ attitudes and evaluations towards pizzerias in Kaunas were determined providing the questionnaire research. Structural equation modelling (SEM) using partial least squares (PLS) path modelling methodology was applied for statistical analysis. After the analysis of scientific literature it can be concluded that various authors highlight different customer satisfaction determinants; however many of these determinants lack scientific substantiation. Moreover, there is a polemic about the impact existence of main determinants. As main determinants of customer satisfaction can be named: organization’s image, customer expectations, customer perceived quality, customer perceived value. Analyzing long-term impact of customer satisfaction, many authors state that bigger custo- 31
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