This thesis investigates the quality of service at the Christkindlesmarkt Nuremberg and reveals how the sociocultural factors region, gender and age influence the visitors’ perception of service quality. The results provide support for using a two-dimensional model to measure service quality at the Christkindlesmarkt. Based on the findings of the study, this work provides recommendations for improvement. The results of the study enhance the understanding about the service quality on the Christkindlesmarkt Nuremberg. Overall, the findings emphasize that when investigating service quality, considering variables pertaining to the individual characteristics of the visitors and the service itself is of major importance.
The Christkindlesmarkt Nuremberg is the most famous Christmas market in Germany and is one of the most famous landmarks of the city. Every year, more than two million people from all over the world visit the market. However, the competition among the German Christmas markets is increasing. The markets in eastern Germany are catch-ing up and threating the supremacy of the Christkindlesmarkt Nuremberg. The Christkindlesmarkt is a complex service comprised of several interdependent sub-services. Visitors to the Christkindlesmarkt, especially those who are not from Nuremberg or the metropolitan area, invest time and money to see the market and can only get intangible satisfaction in return. The visitors’ final evaluations of service quality are strongly affected by their subjective expectations and experiences.
In consideration of the fierce competition, delivering high quality service that results in satisfied customers can give the Christkindlesmarkt a sustainable competitive advantage. It is therefore vital for the operators of the market to be aware of the current perception of service quality. This thesis aims to assess which instrument is appropriate for evaluating the service quality at the Christkindlesmarkt and appraise the market accordingly. This research assesses the relative influence of different service quality dimensions on overall satisfaction. Therefore, the research groups different aspects of service quality on the Christkindlesmarkt and their relative influence is computed by running a multiple regression analysis.
Inhaltsverzeichnis (Table of Contents)
- 1. Introduction
- 2. Theoretical Background
- 2.1 Christkindlesmarkt Nuremberg
- 2.2 Consumer behavior
- 2.3 Service Quality
- 2.3.1 Definition
- 2.3.2 Measurements
- 2.4 Sociocultural factors
- 2.4.1 Socioculture
- 2.4.2 The factors region, gender, and age
- 2.5 Literature Review
- 2.5.1 The Influence of geographic background on service quality perception
- 2.5.2 The Influence of gender on service quality
- 2.5.3 The Influence of age on service quality
- 2.6 Research objectives and hypothesis
- 3. Method
- 3.1 Sample
- 3.1.1 Sampling procedure
- 3.1.2 Sample characteristics
- 3.2 Technique
- 3.2.1 Data collection
- 3.2.2 Data analysis
- 3.1 Sample
- 4. Results
- 4.1 Overall Service Quality perception
- 4.2 Hypotheses tests
- 5. Discussion
- 5.1 Interpretation of the results
- 5.2 Implications and recommendations
- 5.3 Limitations and implications for future research
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis aims to investigate service quality at the Nuremberg Christkindlesmarkt and analyze how sociocultural factors (region, gender, and age) influence visitor perceptions. The study uses a combination of literature review and empirical data collection through personal interviews. * Service quality perception at the Nuremberg Christkindlesmarkt. * Influence of regional background on service quality perception. * Impact of gender on service quality ratings. * Effect of age on service quality assessment. * Development and application of a two-dimensional model for measuring service quality in this specific context.Zusammenfassung der Kapitel (Chapter Summaries)
1. Introduction: This chapter introduces the research topic, providing context and background information on the Nuremberg Christkindlesmarkt, consumer behavior, and service quality. It lays the groundwork for the study by outlining the importance of understanding service quality in this specific context, highlighting the gaps in existing research and setting the stage for the empirical investigation.
2. Theoretical Background: This chapter delves into the theoretical underpinnings of the study. It defines service quality, explores its various measurement methods, and examines the influence of sociocultural factors (region, gender, and age) on service quality perception. A comprehensive literature review synthesizes existing research on the impact of these sociocultural factors, highlighting relevant findings and providing a theoretical framework for the empirical research conducted later. The chapter concludes by clearly stating the research objectives and hypotheses to be tested.
3. Method: This chapter details the methodology employed in the study. It describes the sampling procedures used to obtain a representative sample of 800 respondents from the Christkindlesmarkt. It outlines the data collection methods (personal interviews) and the specific questionnaire used to gather data. The techniques used for data analysis, including statistical methods, are also explained in detail. This meticulous explanation of the methodology ensures transparency and reproducibility of the research findings.
4. Results: This chapter presents the findings of the empirical study. It reports on the overall service quality perception among visitors, presenting the data in a clear and concise manner. Key results from hypothesis testing are presented, demonstrating the relationship between sociocultural factors and service quality perception. Tables and figures are likely used to visually represent the data, enabling easier understanding and interpretation of the results. The chapter provides a structured summary of the quantitative findings, preparing the ground for the subsequent discussion and interpretation.
5. Discussion: This chapter interprets the results of the study in the context of the theoretical framework and existing literature. It discusses the implications of the findings, offering recommendations for improving service quality at the Christkindlesmarkt based on the empirical evidence gathered. Furthermore, it acknowledges limitations of the study and suggests avenues for future research to address any remaining gaps or unanswered questions. The chapter connects the findings back to the research objectives and provides concluding remarks without revealing any major conclusions or spoilers.
Schlüsselwörter (Keywords)
Service quality, Christkindlesmarkt Nuremberg, Sociocultural factors, Region, Gender, Age, Consumer behavior, Empirical research, Qualitative data analysis, Service improvement.
Frequently Asked Questions: A Comprehensive Language Preview
What is this document about?
This document provides a comprehensive overview of a research thesis investigating service quality at the Nuremberg Christkindlesmarkt. It analyzes how sociocultural factors (region, gender, and age) influence visitor perceptions of service quality. The overview includes the table of contents, objectives and key themes, chapter summaries, and keywords.
What are the key themes explored in the thesis?
The main themes revolve around service quality perception at the Nuremberg Christkindlesmarkt and the impact of sociocultural factors. Specifically, it examines the influence of regional background, gender, and age on service quality ratings. A two-dimensional model for measuring service quality in this specific context is also developed and applied.
What methodology was used in the research?
The study employed a mixed-methods approach, combining a literature review with empirical data collection. Data was gathered through personal interviews with a representative sample of 800 respondents from the Christkindlesmarkt. Statistical methods were used for data analysis.
What are the main findings of the research (as summarized)?
The results chapter presents the overall service quality perception and the results of hypothesis testing regarding the relationship between sociocultural factors and service quality perception. Specific findings on the influence of region, gender, and age on service quality ratings are detailed.
How is service quality defined and measured in this research?
The thesis provides a detailed definition of service quality, exploring various measurement methods. A two-dimensional model is developed and applied specifically to the context of the Nuremberg Christkindlesmarkt to assess service quality.
What are the implications and recommendations of the study?
The discussion chapter interprets the findings, providing recommendations for improving service quality at the Christkindlesmarkt based on the empirical evidence. It also acknowledges limitations and suggests avenues for future research.
What is the structure of the thesis?
The thesis is structured into five chapters: 1. Introduction; 2. Theoretical Background (including literature review and research objectives); 3. Method (sampling, data collection, and analysis); 4. Results; and 5. Discussion (interpretation, implications, recommendations, and limitations).
What are the keywords associated with this research?
Keywords include: Service quality, Christkindlesmarkt Nuremberg, Sociocultural factors, Region, Gender, Age, Consumer behavior, Empirical research, Qualitative data analysis, Service improvement.
What is the target audience for this document?
This document is intended for academic use, allowing for analysis of the themes in a structured and professional manner.
Where can I find more details?
The full thesis provides detailed information on the methodology, results, and discussion. (Note: The full thesis is not included in this preview.)
- Citation du texte
- Elisabeth Lagebram (Auteur), 2017, The Influence of Sociocultural Factors on Service Quality Perception. A Christkindlesmarkt Nuremberg Study, Munich, GRIN Verlag, https://www.grin.com/document/503514
