Food Quality and Customer Satisfaction in Coffee Houses in Nairobi, Kenya

Abstract

The food-service industry operates in highly dynamic and competitive environment hence there is a need for organizations within this industry to devise ways on how they can improve the quality of food they offer to increase the level of customer satisfaction as well increase their competitive advantage in the marketplace. The study had two objectives; one, to identify the food quality dimensions pursued by coffee houses in Nairobi and two, to identify the effect of food quality “on customer satisfaction” in coffee houses. The study adopted a census research design which questioned respondents on the food quality of coffee houses. The target population was drawn from eight coffee houses within Nairobi with a total of sixty-five (65) branches. The respondents of the study were regular customers visiting the coffee houses. A sample of 100 respondents was randomly picked from twenty (20) branches representative of the coffee houses within Nairobi. Questionnaire was the tool “for data collection”. The collected data was analyzed by the use of frequency, percentage, means and correlation analysis via the use of SPSS analysis software. From the analysis, the study discovered that all the food quality dimensions are adopted and considered by coffee houses in Nairobi during the preparation and serving of meals, snacks and beverages to their customers, since, these “dimensions were highly rated by” respondents. The study further established that food quality has is positively related to customer satisfaction in coffee houses. The correlation analysis revealed that all the dimensions of food quality positively affect satisfaction of customers but on varying levels. Variety of meals and snacks was found to contribute most towards customer satisfaction followed by freshness and hygiene, temperature, healthy options and taste. Presentation of meals was found to provide the least towards satisfaction of customers. An increase in food quality leads to an increase in “customer satisfaction”.