Customer Satisfaction Level Towards Thè Food And Beverage Outlets In .

Apeejay Journal of Management & TechnologyVoi. 13, Number 2, July 2018, 1-9Customer Satisfaction Level towards thè Food and Beverage Outlets inthè Punjab RegionAbstractSanjeev Rumar *Rashidur Rahman**This paper analyses thè factors that influence level of customer satisfaction in region of Punjab. Ibis research paper finds out somenew factors that are important to satisfy thè customers of food outlets. Customer prefers one food outlet to another based on theirpreferences of quality of food, Service quality, environment and price. Some customers consider food as an important factor inselecting food outlets while some prefer Service quality and don't care of thè high price. The Service aspects of each of these dimensionswere discussed and recommendations were made for food outlets to improve their Service to ensure higher levels of customersatisfaction. A sample of food outlets in Punjab were surveyed using a structured questionnaire. Results prove that some of thè factorsplay cruciai role for customer satisfaction. The data was collected from respondents through questionnaires based on five point likertscale. There are total 150 questionnaires filled from thè respondents. Food outlets which focused on food quality, Service quality,environment and price factors, are thè valuable factors for food outlets to increase thè satisfaction level of customers and it will create apositive impact through word of mouth.Keyword : Customer satisfaction, food quality, Service quality, physical environment of food outlets, priceIntroductionThis pari introduces Food and Beverage Industry, which consists of multiple activities such as purchasing of raw material, preparationand maintaining best Service consistently. Normally, we too expect that food outlet should be clean and hygienically good andstandards of food and beverage should be high. The quality of food and beverage should satisfy thè guest's requirement to attract thèpeople due to quality and best Service. Ultimately, this will increase thè yield of business. Methodologies used in this research paperare factor analysis, correlation and multiple regressions to find out which factor has strong impact on customer satisfaction. The datacollected was analyzed using SPSS software version 20.0. The respondents are from thè region of Punjab who visited food outletssituated on thè Jalandhar - Amritsar National Highway. Questionnaires were distributed and responses were received from thèrespondents. The 5 point Likert Scale was used for measuring thè performance of all factors for customer satisfaction. In this researchpaper, quantitative methods were used. Food Service is one of thè major department producing thè revenue in hospitality industry andto maintain thè quality in these outlets is not so easy therefore while designing such outlets one should consider factors whichcontribute to thè smooth execution from raw material purchasing, sorting and food preparation, dish presentation, serving etc.Commercial approach is important while designing thè outlet. Few points are considerable such as identifying our customer segment,type of food expected by individuai segments, method of food distribution and finally to serve there should be skilled staff.*Assistant Professor and HOD, School of Hotel Management, Lovely Professional University, Phagwara, IndiaEmail: kumarsharmal2360@gmail.com** Rashidur Rahman, Assistant Professor, School of Hotel Management, Lovely Professional University Phagwara, IndiaEmail:rashidurrahman749@gmail.com

2Apeejay Journal of Management & TechnologyJulyHospitality plays an important role in business and sustaining in competitive world. In travel, everyone needs food outlets andtherefore most of thè highways in India are full of Dhabas. Nowadays, branded restaurants, fast food outlet, coffee shop and take awayoutlets etc. are very popular. Hence, maintaining thè hygiene, cleanliness, good food quality and best Service are thè pillars of thisindustry else, it will become diflicult to attract thè customer. This is thè reason that most of thè customer who was earlier used to dine indhabas has shifted to branded restaurant, fast food outlet and coffee shops. All thè factors discussed above gives room for thè fast foodoutlets and branded F &B outlets to grow on thè highways. The demand for quality product and Service has increased in thè recent yearsin terms of adding new innovative practices in food Service industry.Review of LiteratureAccording to thè Adediran (2003), most of thè travelers consider food quality, Service quality, physical environment of food outlets,hygienic and cleanliness as prime factors to select food outlet while travelling. Sanitation is a key component to food Service safety,and it is a responsibility that you accept as a food Service provider for your customers. From allergen management to contaminationreduction, sanitation promotes thè well-being of your equipment, your workers, and your customers. Now days, there are so manyother factors like physical environment, entertainment facility, hygiene and cleanliness has become more popular than thè foodquality. Quality of food depends upon thè taste, texture, color, foundation of ingredients, sauce, flavor, and aroma, method of cooking,nutritional aspects and gamish. Henson & Trail (1993) mentioned in their study that food outlets focus on quality of food and quality ofService. Outlets must focus on improving thè quality of product and Service through this ways food outlet can maintain healthyrelationship with guest in term of guest satisfaction. According to Pecotic (2014), physical environment and surrounding of thèrestaurant also has a great influence on image of restaurant. Wong (2013), discussed that cleanliness and hygienic of restaurant is oneof thè important factors which influence thè choices of customer to remain loyal towards food outlets. The cleanliness in food outletsattract more number of customers and it also effect on thè sale of thè outlets, where customers recommend thè same outlets for theirfriends and relatives. Haghighi, M. et al. (2012) discussed about thè increasing competition between restaurant and food outlets,attracting new customers to generate more profit, but retaining existing customers is more important. It has a direct impact onorganization profitability and long relationship; author identified thè different factors for satisfaction of customers that are Servicequality, Service features and future intention. If organization improves thè Service standard it will help to increase thè profitability andrun organization successful. Many researchers apply thè model SERVQUAL for measuring thè Service quality for customersatisfaction and another model used is SERVPERF model.Objective of Study To measure thè Customer Satisfaction level among selected Food & Beverage Outlets in Punjab.Research MethodologyResearch Design and SamplingProcedureThe sample of this study consists of travelers who are travelling on Jalandhar - Amritsar National Highway Punjab. Conveniencesampling technique was used for collection of data from thè respondents. A total o f200 questionnaires were distributed, out of which150 are received form thè respondents. The 5 points Likert Scale was used to measuring thè performance of customer satisfaction. Datawas collected from traveler who avail thè Services in thè food outlets which were situated on thè National Highway.Research ModelA qualitative approach is applied to find out thè factors that effect on customer satisfaction in food & beverage outlets on highways.Figure 2 : Research Model of thè StudySource: Authors' own Construction

20183Sanjeev Kumar & Rashidur RahmanParameters AppliedFood Quality of a product should be very good in conditimi and as good as its packaging. When we think about thè food and beverageoutlets, every item must be tightly (airtight) sealed (if it is for packaging) and stored at thè correct temperature to maximize life. Foodquality is one of thè product where it help to satisfied thè customer and make food outlet profitable in future. Personal hygiene inrestaurants is very important in order to maintain food health standards as it directly relates with thè customers.Table 1 : Variables used in thè StudyF oo dw as palatableFood w as freshThe crispness and flavor o f thè foodO verall dining experienceFood QualityW illingness o f guestsA ttitude and behavior o f staffQ uality and efficiency o f staffFood served on tim eLayout & design outletsSeating arrangem ent and Them e o f restaurantFlooring, ceiling and w ood w orkService QualityPhysical EnvironmentHygienic CleanlinessStandard o f Groom ing and personal hygieneCleanliness o f thè food outlets and ancillary sectionCustomer SatisfactionSatisfaction towards food outletsRecom m end outlets to friends and relativeChoose againSource: Authors' ownDemographicAnalysisThe results show that thè different age groups of respondents choose their food outlets different according to their age group. The resultdepict that when customers travell on thè national highway, 15.3% of respondent choose branded restaurant, 23.3% fast food outletsrather than branded restaurant because traveler has no time to spend in food outlets, 27.3 % customers choose take away outlets andonly 19% of customer choose other categories of food outlets like dhabas.Table 2 : Demographic Characteristics of thè RespondentsTypes of food e Shoptake awayOtherTotalSource: Primary Data from QuestionnaireFrequency35Percent23.3Valid Percent23.3Cumulative Percent23.33825.325.348.744151815029.329.378.01 0 .01 2 .01 0 0 .01 0 .01 2 .01 0 0 .08 8 .01 0 0 .0

Apeejay Journal of Management & Technology4JulyGender andAge wiseAnalysisThe preference of F&B outlet across different age and income group, Demographic Findings are as follows:Table3 : Gender WiseAnalysisAge GroupValidF req uen cyP ercen tag 5-5455and aboveTotalV alidP ercen tag e15.323.321.327.312.71 0 0 .01 0 0 .0Percent58.741.3Valid Percent58.741.31 0 0 .01 0 0 .0C u m u lativeP ercen t15.338.760.087.31 0 0 tive Percent58.71 0 0 .0Summary OutputRegression StatisticsM ultiple R0.945478376R SquareAdjusted R SquareStandard ErrorObservationsSource: Authors' ownR Square is 89.39 %, which is very good, fit andhence above will help to decide thè age wise ion between Food Quality & OtherParametersThe food qualities, Service quality, physical environment, hygiene and cleanliness of F&B outlets for customer satisfaction. In order tocalculate thè most significant factor that has significant impact on customer satisfaction; therefore four factors are studied (foodquality, Service quality, physical environment, hygiene & cleanliness) to find out thè association with customer satisfaction.Table 4 : Correlation between Various ParametersDependent VariablesIndependent VariablesFood VariablesFood PalatableFood was freshPearsonCorrelationSig. (2-tailed)NPearsonCorrelationSig. (2-tailed)NCustomerRecommendSatisfaction Rate to their friends& relativeChoose againOverall Satisfaction.522**.694**.647**.584**.0 0 0.0 0 0.0 0 0.0 0 0.0 0 0.0 0 0.0 0 0.0 0 0150.518**150150.681**150150.550**150150.486**150