The Benchmarking Operations Strategies via Hybrid Model: A Case study of Café-Restaurant Sector
Keywords:
Operations Strategy, Benchmarking, Café-Restaurant, VIKOR, MCDMA, Hybrid Method, Customer Satisfaction
Abstract
The aim of this research was to benchmark operations strategies among café-restaurants. The hybrid model has been employed to propose benchmarking. SEM has been initially used to detect the market expectations from the customers. Obtained regression coefficients have been normalized and integrated with the VIKOR method to benchmark the café-restaurants’ operations strategies. This hybrid method is a pioneer one which detects the changes in the market from the customers and benchmarks the alternatives using the VIKOR method.
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References
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Torlak, N. G., Demir, A., & Budur, T. (2019). Impact of operations management strategies on customer satisfaction and behavioral intentions at café-restaurants. International Journal of Productivity and Performance Management.
Wang, L., Chu, J., & Wu, J. (2007). Selection of optimum maintenance strategies based on a fuzzy analytic hierarchy process. International journal of production economics, 107(1), 151-163.
Watson, G. H. (1993). How process benchmarking supports corporate strategy. Planning Review, 21(1), 12-15.
Worsfold, P. (1999). HRM, performance, commitment and service quality in the hotel industry. International Journal of Contemporary Hospitality Management, 11(7), 340-348.
Yoo, S. A. (2012). Customer perceptions of restaurant cleanliness: A cross cultural study (Doctoral dissertation, Virginia Tech).
Zerella, S., von Treuer, K., & Albrecht, S. L. (2017). The influence of office layout features on employee perception of organizational culture. Journal of Environmental Psychology, 54, 1-10.
Aydinli, C., & Demir, A. (2015). Impact of non-technical dimensions of service quality on the satisfaction, loyalty, and the willingness to pay more: a cross-national research on GSM operators. International Journal of Economics, Commerce and Management, 3(11), 1-16.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of marketing, 56(2), 57-71.
Bojanic, D. C., & Drew Rosen, L. (1994). Measuring service quality in restaurants: an application of the SERVQUAL instrument. Hospitality Research Journal, 18(1), 3-14.
Budur, T. & Demir, A. (2019a). Leadership Effects on Employee Perception about CSR in Kurdistan Region of Iraq. International Journal of Social Sciences & Educational Studies, 5(4), 184-192.
Budur, T. B. (2018). Analytic Hierarchy Process to Evaluate Corporate Image, Trust, and Switching Cost of GSM Operators: A Case of Kurdistan Region of Iraq. International Journal of Social Sciences & Educational Studies, 5(2), 241-250.
Budur, T., Rashid, C. A., & Poturak, M. (2018). Students perceptions on university selection, decision making process: A case study in Kurdistan Region of Iraq. International Journal of Social Sciences & Educational Studies, 5(1), 133-144.
Bujisic, M., Hutchinson, J., & Parsa, H. G. (2014). The effects of restaurant quality attributes on customer behavioral intentions. International Journal of Contemporary Hospitality Management, 26(8), 1270-1291.
Chang, K. (2000). The impact of perceived physical environments on customers’ satisfaction and return intentions. Journal of Professional Services Marketing, 21(2), 75-85
Chen, Y.C.D. and Lee, C.S. (2018), “Is it the staff or is it the food? How the attire of restaurant employees affects customer judgments of food quality”, British Food Journal, Vol. 120 No. 6, pp. 1223-1235.
Craig, C.S. (1984), “Models of the retail location process: a review”, Journal of Retailing, Vol. 60 No. 1, pp. 5-36.
Demir, A. (2019a). A Benchmarking of Service Quality in Telecommunication Services: Case Study in Kurdistan Region of Iraq. International Journal of Social Sciences and Educational Studies, 5(3), 216-231.
Demir, A. (2019b). THE IMPACT OF STRATEGIC OPERATIONS MANAGEMENT DECISIONS ON SHOPPERS' WELLBEING. Asian Academy of Management Journal, 24(1).
Demir, A. & Budur, T. (2019). Roles of Leadership Styles in Corporate Social Responsibility to Non- Governmental Organizations (NGOs). International Journal of Social Sciences & Educational Studies, 5(4), 174-183.
Demir, A., & Aydinli, C. (2016). Exploring the Quality Dimensions of Mobile Instant Messaging Applications and Effects of Them on Customer Satisfaction. International Journal of Computer Theory and Applications, 9(22), 1-15.
Dyer, J. S. (1990). Remarks on the analytic hierarchy process. Management science, 36(3), 249-258.
Haghighi, M., Dorosti, A., Rahnama, A., & Hoseinpour, A. (2012). Evaluation of Factors Affecting Customer Loyalty in the Restaurant Industry. African Journal of Business Management, 6(14), 5039-5046.
Heung, V.C. and Gu, T. (2012), “Influence of restaurant atmospherics on patron satisfaction and behavioral intentions”, International Journal of Hospitality Management, Vol. 31 No. 4, pp. 1167-1177.
Jabar, a., Kamal, s., Kamal, t., & Top, c. (2019). Benchmarking hotels: applying analytic hierarchy process.
KAZANÇOĞLU, Y., & KAZANÇOĞLU, İ. (2013). Benchmarking service quality performance of airlines in Turkey. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 8(1).
Kotler, P., 2000, Marketing Management. 10th ed., New Jersey, Prentice-Hall.
Koys, D. J. (2003). How the achievement of human-resources goals drives restaurant performance. Cornell Hotel and Restaurant Administration Quarterly, 44(1), 17-24.
Lee, H., & Kim, C. (2014). Benchmarking of service quality with data envelopment analysis. Expert Systems with Applications, 41(8), 3761-3768.
Nikou, S., Mezei, J., & Bouwman, H. (2011, June). Analytic Hierarchy Process (AHP) Approach for Selecting Mobile Service Category (Consumers' Preferences). In 2011 10th International Conference on Mobile Business (pp. 119-128). IEEE.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.
Pecotić, M., Bazdin, V., & Samardžija, J. (2014). Interior design in restaurants as a factor influencing customer satisfaction. RIThink, 4, 10-14.
Rust, R. T., & Oliver, R. W. (1994). The death of advertising. Journal of Advertising, 23(4), 71-77.
Rynes, S.L., Colbert, A.E., Brown, K.G., 2002. HR professionals’ beliefs about effective HR practices: correspondence between research and practice. HR Manag. 41, 149–174 (org/10.1002/hrm.10029).
Ryu, K., & Han, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: Moderating role of perceived price. Journal of Hospitality & Tourism Research, 34(3), 310-329.
Ryu, K., Lee, H.R. and Gon Kim, W. (2012), “The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions”, International Journal of Contemporary Hospitality Management, Vol. 24 No. 2, pp. 200-223.
Saaty, T. L. (1990). An exposition of the AHP in reply to the paper “remarks on the analytic hierarchy process”. Management science, 36(3), 259-268.
Saaty, T. L. (2013). Analytic network process (pp. 64-72). Springer US.
Saglik, E., Gulluce, A., Kaya, U., & Ozhan, C. (2014). Service quality and customer satisfaction relationship: A research in Erzurum Ataturk university refectory. American International Journal of Contemporary Research, 4(1), 100-117.
Sedgwick, S. (1995). Benchmarking and best practice: Promise and performance. Australian Journal of Public Administration, 54(3), 401-407.
Sekhar, S. C. (2010). Full Length Research Paper. African Journal of Business Management, 4(6), 882-885.
Shetty, Y. K. (1993). Aiming high: competitive benchmarking for superior performance. Long Range Planning, 26(1), 39-44.
Singh, B., Grover, S., & Singh, V. (2017). An empirical study of benchmarking evaluation using MCDM in service industries. Managerial Auditing Journal, 32(2), 111-147.
Spendolini, M. J., & Spendolini, M. J. (1992). The benchmarking book (Vol. 4). New York, NY: Amacom.
Torlak, N. G., Demir, A., & Budur, T. (2019). Impact of operations management strategies on customer satisfaction and behavioral intentions at café-restaurants. International Journal of Productivity and Performance Management.
Wang, L., Chu, J., & Wu, J. (2007). Selection of optimum maintenance strategies based on a fuzzy analytic hierarchy process. International journal of production economics, 107(1), 151-163.
Watson, G. H. (1993). How process benchmarking supports corporate strategy. Planning Review, 21(1), 12-15.
Worsfold, P. (1999). HRM, performance, commitment and service quality in the hotel industry. International Journal of Contemporary Hospitality Management, 11(7), 340-348.
Yoo, S. A. (2012). Customer perceptions of restaurant cleanliness: A cross cultural study (Doctoral dissertation, Virginia Tech).
Zerella, S., von Treuer, K., & Albrecht, S. L. (2017). The influence of office layout features on employee perception of organizational culture. Journal of Environmental Psychology, 54, 1-10.
Published
2019-10-11
How to Cite
Budur, T., Faraj, K., & Ali Karim, L. (2019). The Benchmarking Operations Strategies via Hybrid Model: A Case study of Café-Restaurant Sector. Amazonia Investiga, 8(23), 842-854. Retrieved from https://amazoniainvestiga.info/index.php/amazonia/article/view/870
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