MONOGRAPHY: quality of service in restaurants in Loreto, Mexico

The analysis of the restaurant environment within an economy based strictly on the tourism sector is of the utmost importance because customers are becoming more and more demanding in relation to the service they demand and request from food and beverage providers. In view of this complexity faced by business managers in this business segment, investigating service quality and customer satisfaction allows them to strategically visualise the different variables under study, so that decision-makers can identify, evaluate and analyse all those factors or dimensions that have a greater or lesser impact on the perception of diners. Service quality is a study phenomenon of enormous importance for decision-makers today; in other words, the objectivity dictated by strictly economic thinking through price is nowadays surpassed by subjectivity in the understanding of customer perceptions.