Relæ - A restaurant in the World of Digitalization: A Case Study of the impact of digitalization on overall service quality

Emilie Sophie Birkedal Siebert Strands

Student thesis: Master thesis

Abstract

This research represents the case of digital development effects in the restaurant industry in Copenhagen, and set out to understand the digital consequences for the creative service industry. Using qualitative methods, the study provides an explanation of the contribution of digitalization to the overall quality of service between customer and service provider. The case of restaurant Relæ, was selected based on the results from a pilot test, as it was the restaurant with the worst online rankings on review websites, employing netnography as the primary data collection method, to grasp the complexity of online sources and the influence on Relæ. Theoretically, this study provides an insight into the theoretical impact of consumer increased empowerment on the customer journey, the service consumption stages and their decision-making process in context of Relæ's digital behavior. Thedynamics uncovered were further discussed, in terms of managing legitimacy, service recovery and thus also the online reputation.Methodologically, this case study’s prime focus is the online interactions relating Relæ for the past two years. Specifically, understanding both the company-controlled information, which is the company's social media, public media information such as articles, blogs, food reviews, as well as customers' ability to produce, consume and evaluate restaurants based on other people's experiences experiences taken into account to understand the changes in this industry, and the publicly generated information. This findings shows that the relationship between consumer online behavior and perceived service quality is related due to the digitalization and that the customer's journey should be seen as a continuous action, why other customers’ perception of the quality of service, can have an affect the new customers purchasing process and that Relæ must take action, in becoming an online agent advocating and managing the user-generated content to succeed in managing their reputation, leading to higher service quality.

EducationsMSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2018
Number of pages133
SupervisorsJesper Strandgaard