Level of Customer’s Satisfaction Regarding Food and Service Quality Rendered in a Food Court

Topics: Customer service, Restaurant, Customer satisfaction Pages: 20 (5005 words) Published: January 23, 2012
Chapter 1


Customers are the lifeblood of every organization. As such, customer satisfaction is its primary goal and profit maximization is only secondary. Most companies in every industry aim to deliver great value in their products and services to maintain a competitive position food quality was found to be the most important factor contributing to customers' overall satisfaction. (Yen-Soon, Moreo, Yeh, 2004). It is suggested that management should pay attention to the freshness, appearance, and nutrition of the food to increase the customers' satisfaction Foodservice is the art and science of planning, preparing, cooking and serving of quality meals in proper quantity. Viewed as a system, foodservice is grouping of separate parts of components working together to attain the goal of serving quality meals.

Foodservice had been called “ultimate people business (Payne-Palacio and Theis,2003)”. As a single most important source in any work carry a heavy responsibility for health and well of the people they serve. The important of their good personal habits and using of correct food handling techniques cannot be overemphasized. An outbreak of food-borne illness among those who eat at a foodservice establishment may result from carelessness of the employees. Moreover, food courts also offer foodservice which a lot of people find practical and accessible to their needs and expectations . Food court is generally an indoor plaza or common area within a facility that is contiguous with the counters of multiple food vendors and provides a common area for self-serve dining. Food courts may be found in shopping malls and airports, and in various regions (such as Asia and Africa) may be a standalone development. In some places of learning such as high schools and universities, food courts have also come to replace or complement traditional cafeterias.

Theoretical Framework

This study professed the theory advocated by Leonard Berry in 2002. It stated that customer satisfaction is largely a reflection of the expectations and experiences that the customer has with a product or service. However expectations also reflect that influences the evaluation of the product or service. When they make major purchases, they research the product or service and gain information from the advertising, salespersons, and word-of-mouth from friends and associates. This information influences their expectations and ability to evaluate quality, value, and the ability of the product or service to meet their needs. A diagnostic approach to satisfaction measurement is to examine the gap between the customer's expectation of performance and their perceived experience of performance. This "satisfaction gap" involves measuring both perception of performance and expectation of performance along specific product or service attributes dimensions. Dimensions are often used to develop an evaluative set of satisfaction measurement questions that focus on each of the dimensions of customer satisfaction in a service environment.

Operational Framework

This study evolved along the aforementioned theories on management and service. The paradigm below considered the respondents of the study; random selection of customers at food court; and the assessment of the level satisfaction in terms of food quality and service quality.

Figure 1. The Research Paradigm

Statement of the Problem

This study determined the level of customers’ satisfaction on food and service quality in food court. Specifically it sought answers to the following problems:

1.What is the perception of the customers in food court in terms of Food Quality:

1.1Food taste
1.2Menu Variety
1.3Food Presentation

2.What is the perception of the customers in food court in...

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