which examined
characteristics of small enterprises as restaurants in their performance and also the
attitude of staff serving customers in those restaurants. The qualities examined in the
research included tangibility, reliability, responsiveness, assurance and empathy – the
characteristics were measured based on responses to a survey of customers as well
as a survey of management and staff. Output compared these five characteristics for
dimensions of service in terms of importance as ranked by customers, by
management, by other staff within the restaurant. The study used a instrument
referred to as the SERVQUAL model, and applied this to the food and beverage
Industry to determine the quality of service, in particular, attitudes of customers and
staff to service quality. Thus, the research demonstrated many characteristics of
successful enterprises in the food and beverage Industry in Asia. The research had
obvious implications for the industry, for government, for training institutions
associated with the food and beverage Industry and for potential entrepreneurs. The research concluded with a conceptual model for improving service performance in the
industry covering planning, implementation, and control leading to improvement in
performance.
A research study in Thailand looked at factors influencing consumer purchase of
service products and although the research focused on consumers, the study also
examined the qualities and characteristics of enterprises providing services to
consumers. The thesis