The third study used the same methodology developed for study two but employed a larger and more diversified sample size. The findings indicated that the effectiveness of providing duration and cause information was not consistent between low and high goal attractive subjects. Similarly, it was found that the level of dining usage also played a role in the effectiveness of delay-related information. However, gender had a limited effect on the service interventions tested. The results indicated that the different outcomes resulting from the provision of duration and cause information might be counterproductive if the service intervention were applied routinely to different groups of customers. For instance, the results indicated that providing both types of information had a positive effect on subjects with high levels of goal attractiveness or high levels of dining experience. However, more importantly, it was identified that, for other groups of subjects, the intervention could have a negative effect on service outcomes. Accordingly, this research extended previous studies, such as those conducted by Begri (2004), Hui and Tse (1996), Hui and Zhou (1996) and Meyer (1994), into the efficacy of service interventions. IV In conclusion, a new wait-management model was developed and tested for the restaurant industry. Findings suggested that managers needed to be wary of developing and executing expensive service recovery strategies without due regard to the customer segment being targeted. Managers are advised not to apply service interventions, such as duration and cause information, routinely without first understanding the effects that this type of information might have on different types of customers. Consequently, restaurant owners/managers need to improve their understanding of the range and nature of situations facing their customers and to develop specific strategies to suit such situations.
|Qualification||Doctor of Business Administration|
|Award date||01 Oct 2008|
|Place of Publication||Australia|
|Publication status||Published - 2008|