- Title
- Antecedents and outcomes of service encounters in the restaurant industry in Zimbabwe
- Creator
- Mukucha, Paul
- Subject
- Consumer behavior
- Subject
- Hospitality industry -- Zimbabwe -- Management Management -- Zimbabwe
- Date Issued
- 2018
- Date
- 2018
- Type
- Thesis
- Type
- Doctoral
- Type
- DPhil
- Identifier
- http://hdl.handle.net/10948/32949
- Identifier
- vital:32479
- Description
- This study aimed to determine the antecedents and outcomes of service encounter experiences of patrons in the restaurant industry in Zimbabwe. In addition, the study aimed to test the strength of the relationships between service encounter experiences and the selected antecedents, and outcomes. Service encounter experiences were investigated to contribute to the success of restaurants in Zimbabwe. The study presented literature on the restaurant industry in Zimbabwe. The literature explored the types of restaurant businesses that are operating in Zimbabwe, the contribution of the restaurant industry to the national economy, the attractiveness of the restaurant industry and the market structure of the restaurant industry. The literature also revealed that the restaurant industry immensely contributes to the national economy of Zimbabwe through employment creation and statutory payments. It was further revealed that the restaurant industry in Zimbabwe is attractive because there are little entry and exit barriers, and there is some degree of differentiation of service delivery. The contemporary issues that affect the restaurant industry in Zimbabwe cut across several macro business factors, and were identified as political, economic, social, technological, legal and environmental factors. Theories and literature were considered, and the study extensively presented content related to the postulated relationships among the study’s variables, namely the specified antecedents of service encounter experiences which are the variables service contact levels, ambience factors, service delivery quality, and typology of patrons; and the selected outcomes of service encounter experiences, namely patronage retention, re-patronage retention, and patronage loyalty. A synthesis of how all the study constructs are interrelated, culminating with the proposed conceptual model, were presented. The proposed conceptual model that captures service encounter experiences and its possible antecedents and outcomes, depicted a series of hypotheses. The hypotheses presented were developed by using extant theoretical and empirical literature. The study further presented the research methodology, and the results of this study. This explanatory study followed a quantitative survey research design and 400 restaurant patrons in Zimbabwe were respondents to the study’s questionnaire. Descriptive statistics were calculated. In addition, using exploratory factor analyses results, the conceptual framework was updated, and further inferential statistics were computed. These statistics included a reliability analysis, correlation analysis and regression analyses to statistically test the proposed relationships. The empirical results revealed that all the postulated independent variables, except the variable service contact levels, are positively and significantly related to the patrons’ service encounter experiences. Furthermore, the study revealed that the patrons’ service encounter experiences significantly influence two specified dependent variables namely re-patronage intention and patronage loyalty. Patronage retention, which was one of the hypothesised outcomes of service encounter experiences, was eliminated from the proposed conceptual model during the measurement scale validation phase as almost all of its items loaded onto the patronage loyalty factor. This suggested the absence of a conceptual distinction between patronage retention and patronage loyalty. The study concluded that the levels of the patrons’ service encounter experiences in the restaurant industry in Zimbabwe are high as a result of higher levels of the postulated antecedents such as ambience factors, service delivery quality and typology of patrons. However, the levels of contact in restaurants did not have any significant impact on the patrons’ service encounter experiences. The study also concluded that eliciting pleasant service encounter experiences generates higher levels of re-patronage retention and patronage loyalty. The conclusions generated in this study subsequently led to a number of recommendations for restaurants in Zimbabwe. The study also contributed by either closing or clarifying many research gaps as well as by developing a hypothetical model and measuring instrument. This study was the first to show how ambience factors, service quality delivery and the typology of patrons, based on their personality traits, could positively influence the service encounter experiences of Zimbabwean restaurants’ patrons. Furthermore, the study confirms that in the restaurant industry, the patronage retention construct is conceptually the same as the patronage loyalty construct. Moreover, restaurant businesses must exploit the differences in their patrons’ dispositions in order to enhance service encounter experiences through providing differentiated service offerings.
- Format
- xvii, 303 leaves
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economics Sciences
- Language
- English
- Rights
- Nelson Mandela University
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | PAUL MUKUCHA.pdf | 3 MB | Adobe Acrobat PDF | View Details Download |