Determination of customer satisfaction with pizzerias in Kaunas

Maitinimo įstaigų populiarumo Lietuvoje didėjimas pagrindžia vartotojų pasitenkinimo šiomis įstaigomis tyrimo aktualumą. Vertinant itališkos virtuvės atitikimą tradiciniam lietuvio skoniui, tyrimą nuspręsta atlikti picerijų sektoriuje. Tiriant siekta įvertinti vartotojų pasitenkinimą Kauno miesto picerijomis. Tyrimo duomenys leidžia daryti išvadą, kad siekiant didesnio vartotojų pasitenkinimo picerijomis, svarbiausia suderinti vartotojų lūkesčius ir produktų bei aptarnavimo kokybę. Apibendrinus atlikto tyrimo rezultatus, sudarytas vartotojų pasitenkinimo Kauno miesto picerijomis modelis, kuris gali būti taikomas apskaičiuojant vartotojų pasitenkinimą visomis picerijomis arba konkrečia Kauno miesto picerija, taip pat adaptuotas kitų miestų picerijų ar kitų maitinimo įstaigų vartotojų pasitenkinimui matuoti.[...] 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: to reveal the conception and models of customer satisfaction; to perform the research on customer satisfaction with pizzerias in Kaunas; to design the model of customer satisfaction with pizzerias in Kaunas. 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 customer satisfaction is one of the factors providing organization's value; however, some outcomes of satisfaction are being criticized and held as indirect, those are: customer loyalty, customer complaints. The indexes of customer satisfaction variables and their interpretation made during the research, leads to a conclusion that customer satisfaction with pizzerias in Kaunas is low. Research results let us state that endeavoring to reach greater customer satisfaction with pizzeria most important is balance between customer expectations and product or service quality. While designing the model of customer satisfaction with pizzerias in Kaunas it was determined that customer expectations have no direct impact on customer satisfaction with pizzerias in Kaunas. The direct impact of customer expectation on perceived value, image's impact on satisfaction, and customer's complaints' impact on loyalty were neither substantiated, nor unsubstantiated. Therefore, latter impacts were showed at the designed model. During the analysis of variables' impacts on satisfaction (with pizzerias) it was determined that all the variables included into a model are significant for calculation of customer satisfaction and its' outcomes for the organization. Considering research results for pizzerias in Kaunas it can be recommended to stop elevating customer expectations, herewith improving product and service quality, or to maintain balance level of quality and price which would lead customer satisfaction to at least an average level