Influence of Service and Product Quality towards Customer Satisfaction: A Case Study at the Staff Cafeteria in the Hotel Industry

World Academy of Science, Engineering and Technology, 53,  2009

AUTHOR:
Dayang Nailul Munna Abang Abdullah
Francine Rozario

ABSTRACT:

The main objectives of this study were to identify attributes that influence customer satisfaction and determine their relationships with customer satisfaction. The variables included in this research are place/ambience, food quality and service quality as independent variables and customer satisfaction as the dependent variable. A survey questionnaire which consisted of three parts to measure demographic factors, independent variables, and dependent variables was constructed based on items determined by past research. 149 respondents from one of the well known hotel in Kuala Lumpur, MALAYSIA were selected as a sample. Psychometric testing was conducted to determine the reliability and validity of the questionnaire. From the findings, there were positive significant

relationship between place/ambience (r=0.563**, p=0.000) and service quality (r=0.544**, p=0.000) with customer satisfaction.

However, although relationship between food quality and customer satisfaction was significant, it was in the negative direction (r=- 0.268**, p=0.001). New findings were discovered after conducting this research and previous research findings were strengthened by the results of this research. Future researchers could concentrate on determining attributes that influence customer satisfaction when cost/price is not a factor and reasons for place/ambience is currently becoming the leading factor in determining customer satisfaction.

Keywords: Ambience, Customer Satisfaction, Food Quality, Service Quality.

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