Evaluation of service quality in brewery using importance-performance analysis

Abstract

Because of its specificity, service quality is difficult to assess, especially since there is no materiality in it, it cannot be seen. Usually the gap between the expectations of customer and their perceptions in relation to a particular service is observed. This article aim is to evaluate the quality of catering services offered by one of the breweries (restaurant) in Silesia. The importance-performance analysis, which is often underestimated, was used in order to show its advantages. The survey was conducted among 137 customers of the selected brewery in Czestochowa. The average values of evaluations of all individual questions from both parts of survey were calculated. Then, average values for the pair of statements (performance; importance) were placed in the importanceperformance map. The analysis revealed that the service quality of the research brewery is placed in quadrant II, i.e. the area of reasonable property of needs. This means that the improvement of service quality is not necessary.