Role of service encounters in creating patrons’ experiential value in classified restaurants in Nairobi City County, Kenya

Abstract

The growth and diversity of restaurants has been tremendous worldwide. This growth has been fuelled by quality service encounters hence repatronage. Service encounters involve a high degree of interaction between staff, customers and the physical environment. Harmonizing the three interactions is a milestone that could act as a competitive advantage in the highly competitive restaurant business environment. However, managing the three interactions has been outlandish for many restaurant owners and managers. In light of the aforementioned, the current study sought to determine the role service encounters play in creating patrons experiential value in classified restaurants. Thus, the study adopted DINESERVE and DINESCAPE models in deriving the constructs that were used to measure service encounters and Experiential Theory (ET) in deriving constructs that were used to measure patrons‟ experiential value. The study targeted all classified restaurants in Nairobi City County, Kenya. While employing descriptive survey design, stratified and simple random sampling techniques were used in selecting individual from the target population for inclusion in the sample. Data were collected using both closed and open ended self-administered questionnaires which were distributed to a sample size of 387 participants. Cronbach‟s Alpha coefficient was used to determine internal reliability of the constructs where coefficients ranging 0.67 to 1 were considered adequate for data analysis and reporting. Both quantitative and qualitative data analyses were used. Descriptive statistics were used to analyze quantitative data were percentages, means and standard deviation were used to report data. Pearson correlation and multiple linear regression analysis were further used to examine the relationship and test the study null hypotheses. The study results revealed a significant positive relationship between personal service encounter dimensions and patrons experiential value. In addition, the study revealed a significant positive relationship between (ambience, table setting and service staff) as physical service encounter drivers and patrons‟ experiential value. The study further revealed DINESERVE model as the most significant predictors of patron's experiential value. Finally, qualitative analysis conducted on major themes derived from opened ended questions resulted to percentages which revealed personal service encounters as key to creating patrons experiential value. The study recommends that owners and managers need to develop strategies geared towards boosting patrons‟ experiential value by ensuring elegant service encounters for sustainable classified restaurant business.