Factors Affecting Food Quality and Its Impact on Customer Satisfaction: The case of Hawassa Hotels, Ethiopia

Research article

Abstract

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Customers are becoming increasingly knowledgeable and value-conscious. Therefore, food establishments need to provide high-quality food and beverage services, thereby meeting customer satisfaction. The study analyzed the factors affecting food quality and its effect on customer satisfaction. A Descriptive and explanatory research design was employed using quantitative and qualitative research approaches. The data was collected by non-probability, convenience, and purposive sampling techniques. The effective sample size is 372 participants. Data were analyzed using descriptive and inferential statistics, and a multiple linear regression model was applied. Additionally, the Customer Satisfaction Score was employed to measure customer satisfaction. The result indicated that all food quality attributes positively and significantly correlate with customer satisfaction. The study revealed that food quality attributes like menu design, physical environment, and nutritional value of food items highly affect customer satisfaction in the hotels. The main implication drawn from this study is that to ensure customer satisfaction, food and beverage managers should constantly plan, construct, improve, and observe physical environments, menu design, and nutritional value of food items.