Evaluation of Service Quality of Ethnic Restaurants with Importance Performance Analysis

Abstract

The purpose of this study is to evaluate the service quality of ethnic restaurants using Importance Performance Analysis (IPA). The population of the study consists of ethnic restaurant customers in Istanbul. Accordingly, survey technique was utilized as a data collection method. Between July and August 2023, 390 questionnaires were applied to ethnic restaurant customers and 386 of them were found suitable for analysis. Using the obtained survey data, the SCM matrix was created in the SPSS program. The findings show that respondents attribute higher importance to trust, empathy, physical evidence and enthusiasm. However, the performance of the relevant businesses in these dimensions was found to be below the desired level. In addition, it was found that employees need improvement in gaining customer trust, being polite and giving competent answers to questions. The results of the study emphasize that businesses should focus on specific areas to increase customer satisfaction and improve service quality.