An approach to determining customer satisfaction in traditional Serbian restaurants

Abstract

The aim of this paper is to make a proposal for an easy–to–use approach to the evaluation of customer satisfaction in restaurants. In order to provide a reliable way to collect respondents’ real attitudes, an approach based on the use of smaller number of evaluation criteria and interactive questionnaire created in a spreadsheet file is proposed in this paper, whereby an easy-to-understand and simple-to-use procedure is proposed for determining weights of criteria. In addition to the said, the proposed approach applies the simplified SERVQUAL-based approach, for which reason a simplified version of the Weighted Sum Method based on the decision maker’s Preferred Levels of Performances is used for the final ranking of the alternatives. The usability of the proposed approach is considered in the case study intended for the evaluation of traditional restaurants in the city of Zajecar.