Determination of customer satisfaction with services of pizzerias "Cili pica"

Straipsnyje analizuojamas vartotojų pasitenkinimas „Čili pica“ picerijų paslaugomis. Straipsnio tikslas – įvertinus vartotojų pasitenkinimą „Čili pica“ picerijų paslaugomis, nustatyti jį formuojančius veiksnius. Tyrimas atliekamas adaptuojant Europos vartotojų pasitenkinimo indekso metodiką. Remiantis tyrimo rezultatais, „Čili pica“ picerijoms nustatyti modelio kintamieji, kuriuos reikėtų stiprinti, siekiant padidinti vartotojų pasitenkinimą šiomis picerijomis ir jų teikiamomis paslaugomis.In recent decades, as a result of globalization, environmental instability, and growing competition, customers are becoming tough receivers of information, criticizing products and having large spectrum of choice possibilities. Organizations which seek for a profitable business are forced to find measures for maintaining market shares, attracting and keeping their customers. Unsatisfied with organization’s product consumer will choose a competitor. Therefore, many organizations become consumeroriented. One of the features of consumer-oriented organization is customer satisfaction management. Customer satisfaction is being measured by calculation of customer satisfaction indexes. Many national and international models of customer satisfaction indexes are created. By calculating the index, organization finds out the level of customer satisfaction and main factors which affect satisfaction. By managing latter factors, organization better serves its customers and affects its competitive positions in a market. Moreover, customer satisfaction indexes are being calculated not only for a single company, but for an industries, countries or continents, as well. Catering industry is very popular because of being necessity. There are many catering companies all over the world, as well as in Lithuania. JSC "Cili Holdings" has a biggest net of restaurants in Baltic countries. Pizzerias "Cili pica" are very popular in Lithuania. However, achieving to keep their market share and popularity, the company has to keep their customers satisfied. Therefore, the problem of the research is what is: what is customer satisfaction with services of "Cili pica" pizzerias and what are the factors determining their satisfaction. Accordingly, the object of an article is customer satisfaction with services of pizzerias "Cili pica", and the aim – to define the factors determining satisfaction based on estimation of customer satisfaction with services of pizzerias "Cili pica". Questionnaire research was performed to determine customers’ valuations of services provided by chosen pizzerias. Structural equation modelling (SEM) using partial least squares (PLS) path modelling methodology, regression and logical analysis were provided for statistical analysis. A model of European customer satisfaction index (with a component of customer complaints) was adjusted for the research. Determined indexes of factors affecting customer satisfaction and their generalization imply that customer satisfaction with services of "Cili pica" is low. Pizzerias "Cili pica" stimulate high customer expectations which are not fulfilled with existing quality of products and services. This lowers customer satisfaction. As a result, customer satisfaction with services of "Cili pica" is low and a number of complains is high. Research results let us state that achieving to enhance higher satisfaction company has to make a balance between customer expectations and service quality. However, no results for direct impact of customer expectation on customer satisfaction with pizzerias "Cili pica" were obtained. Analyzing the impact of model’s variables, it was determined that all variables of the model were significant in calculation of customer satisfaction and its consequences for an organization. Based on research results, for pizzerias "Cili pica" it can be recommended the reduction of customer expectations or the enhancement of product and service quality as a tool for customer satisfaction management