Customer satisfaction and loyalty towards foodservice outlet / Abd Rajak Muta

In today’s competitive business environment, creating customer satisfaction is important to the success of a business organization. Many belief customer satisfactions can lead to loyalty; increased customer loyalty can lead to increase in profitability. However satisfaction is a very subjective issue. A customer can be satisfied with the service received while another may not; depending on what is the want and expectation of the service. In this preliminary study, it was found that although satisfaction are fulfilled, other factors are also important and can influence customer to return to the outlet. A clean establishment is among the important factor the operator of a food service outlet should emphasize, beside quality of food and others. Satisfaction alone is not simply enough to create utmost loyalty. Even though the results of the study supported the hypotheses that there is a relationship between customer satisfaction and cleanliness with loyalty, further findings shows that although there is a relationship between the variable of satisfaction with loyalty, the significant rate is quite low. This is because customer tend to get bored easily with the similar type of food served and may dine at another, either to sample new menus or have new experience.