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Abstract:

Purpose The purpose of this study is to explore the quality of fast food and its impact on health, customer satisfaction and number of customers.. Design/methodology/approach The study is empirical in nature, it is the study based on data collected

by questionnaires, personal interviews and surveys. Findings Foodservice satisfaction was strongly associated with variety, avour, meat texture, temperature, meal taste, and menu Research limitations/implications This new foodservice instrument and the methods of analysis may be generalisable, but application is likely to be context-specic. Further applications of the instrument are required to produce greater condence in its validity and reliability across different foodservice settings. It is found that quality of food has great impact on health of customers and their satisfaction. Good Quality attracts lots of customers. Practical implications Global statements often used in health service satisfaction surveys (e.g. a single rating of food quality) provide insufcient information to allow managers to adapt foodservices to suit consumers preferences Originality/value Detailed information of the kind produced here is required for the formulation of managerial and sectoral policies to improve the quality of health and consumer nutrition care. The ndings are noteworthy and, as far as the literature review showed, no previously published study has produced this level of detail on consumer preferences across foodservice attributes or their relationship to overall foodservice satisfaction. Keywords- Service quality, Customer value, Customer satisfaction, Service delivery, Price, Practical Pakistan implications These findings will help a lot to fast food restaurants to know the importance of quality. They can use these findings to attract lot many public to their restaurant. Originality/value The paper examines an unexplored yet rapidly growing consumption behavior in Paper type- Research paperuse of low quality mineral waters. Evaluation of this consumer trend has Pakistan: the unprecedented largely focused on demographic factors relative to adopters (and non-adopters). Keywords Food service, Customer satisfaction, Service delivery, price, impact on health. Paper type- Research paper

Table of Contents:

Introduction Statement of Problem Scope of Study Justification Study Literature Review Hypothesis Development Questionnaire Definition of Keywords Research Methodology Data Analysis Results Time Activity Validity or Reliability Ethical Consideration Summary/Conclusion References

Introduction:
Food quality seems to be accepted as a fundamental component to satisfy restaurant customers; however, it has been often overlooked in restaurant service quality and satisfaction studies. The primary objective of this study was to investigate how food quality is perceived in relation to satisfaction and behavioral intentions in fri chiks. This study also attempted to identify which attributes among food-related qualities are critical in improving satisfaction and heightening revisit intention. With a structural equation modeling technique, this study shows that overall food quality significantly affects customer satisfaction and behavioral intentions and also revealed that the relationship between food quality and customer behavioral intentions is mediated by satisfaction. Subsequent regression analyses demonstrated that taste and presentation were the two greatest contributors to customer satisfaction and behavioral intentions. Thus, managers should pay attention to the key food quality attributes that elicit customer satisfaction and enhance return visits in the restaurant business.

food quality satisfaction behavioral intentions

A thorough understanding of the components of foodservice satisfaction is essential to promote the health and nutritional status of consumers. Assessment of consumer satisfaction with the foodservice is an essential component of dietetic quality management processes. If the food and service does not suit consumer tastes, consumption declines and the risk of malnutrition increases.

Statement of Problem:
The quality of food is declining resulting is declining of restaurant reputation and customer value. Number of customers are getting decreased day by day. How to attract new customers. It is quality of food that satisfies customers and attracts them. The quality of food in Fri chiks is getting low which results in dissatisfaction of customers and hence illoyality of customers.

Scope of study:
. Objective for this study was to clarify the relationships between quality, value,

satisfaction, and behavioral intentions. We suggest that the consumer decisionmaking process for service products is best modeled as a complex system that incorporates both direct and indirect effects on behavioral intentions. There are a number of implications of this study for future research projects. The obvious implication is the need for further consideration of similar composite models. Additional decision-making variables should also be included. Potential measures

include the physical or tangible quality of service products, the quality of the service environment etc.

Literature Review:
Satisfaction Measurement (CSM), Customer Value Management (CVM), and ideologies such as are both the foundation and consequence of these waves. However, the result of these efforts has been mixed. That is, although a consensus is beginning to emerge for some topics, others remain unresolved. The current study is intended to address both the convergent and divergent literatures. The Interrelationships In addition to measurement issues, developing an understanding of the conceptual relationships between service encounter constructs has preoccupied services researchers over the past two decades. Since then, numerous studies have endeavored to model these links (e.gThe result is that at least a partial consensus has emerged (Taylor, 1997) that is captured by the following excerpts. The service management literature argues that customer satisfaction is the result of a customers perception of the value received. . . where The rst determinant of overall customer satisfaction is perceived quality. . . the second determinant of overall Customer satisfaction is recognized as being highly associated with value and. . . is based on conceptually, on Although convergence seems to have emerged from the study of interrelationships, ambiguity persists relative to Rust and Olivers (1994) third directive, the study of consequences. That is not to say that direct links to outcome variables have not appeared in the literature. Numerous studies, have specied relationships between quality, value, satisfaction and such consequences as customer loyalty, positive word of mouth, price premiums, and repurchase intentions. However, a closer evaluation of Table 1 reveals little uniformity concerning which of the three variables, or combinations therein, directly affect consequence measures. In fact, model structure appears highly dependent on the nature of the study. For instance, if the research objective is to assess customer satisfaction implications, then the model tends to be satisfaction dominated, such that the primary link to outcome

measures is through satisfaction (see Table 1). This is also true of studies that focus on either service quality or service value. It should be noted that we do not suggest that these studies are incorrect; rather, most are just limited in scope. Therefore, managers who look to the literature as a means of setting service goals risk being misled by the objective of the research as well as the time period (i.e., wave) in which it was written. That is, as shown in Figure 1, depending on the source, several competing models of direct effects can be identied. The rst model depicted in Figure 1 is based on the service value literature, where (e.g.

Hypothesis:
Quality: H1. There is a positive relationship between the quality of food and customer satisfaction. Value: H2. There is a positive relationship between quality of food and value of firm.. . Health: H3. There exists a positive relationship between quality of food and health of customers. Service delivery: H4. There exists a positive relationship between quality of service delivery and number of customers.

Questionnaire:
Each question in the questionnaire was given 5 options to ticks. The options were in the form of numbers from 1 to 5 where 1 correspond to strongly disagree and moving rightward ward mean showing agreement. No. 5 is meant strongly agree.

Eating Out Pattern


1. Fri chick 2. 3. Which of the following fast food restaurants do you usually like to eat at? (You can tick more than one) Pizza Hut Which of the above is your favourite restaurant? ---------------------------For how long have you been eating out at your favourite restaurant? 1-3 years 3-5 years 5 years and above AFC

Less than a year 4. Daily

How often do you eat at your favourite restaurant? Once a week Twice a week Once a month Rarely / occasionally

Service Quality::
.
Your fast food restaurant uses modern looking equipment Your restaurants physical facilities are visually appealing The employee of your restaurant are neat appearing Your restaurant issues error free bills and other documents Employee of your restaurant tell customers exactly when service will be performed Employee of your restaurant give you prompt service Employee of your restaurant are always willing to help you Employee of your restaurant are never too busy to respond to your requests You feel safe in your transactions with your restaurant The bahaviour of your restaurant employee instills confidence in you Employee of your restaurant are consistently courteous with you Employee of your restaurant have the necessary knowledge to answer your questions Your restaurant gives you individual attention Your restaurant has hours convenient to all its customers Your restaurant has employees who give you personal attention Your restaurant has your best interests at heart

Employees of your restaurant understand your specific needs

Point allocation questions:


The appearance of restaurants physical facilities, equipment, personnel and communication materials The ability of restaurant to perform the promised service dependably and accurately The willingness of restaurant to help customers provide prompt service The knowledge and courtesy of restaurants employees and their ability to convey trust and confidence The caring, individualized attention the restaurant provides its customers points

points

points points

points

In addition to these questions, demographic were asked in the questionnaire.

Explanation of Keywords:
Service quality: It can be explained with the help of following points

Understand and improve operational processes. Identify problems quickly and systematically. Establish valid and reliable service performance measures. Measure customer satisfaction and other performance outcomes.

Customer value: It refers to difference between what a customer gets from a product, and what he or she has to give in order to get it. Customer satisfaction: A business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four of a Balanced Scorecard.

Research Methodology:
Research Design: The study is empirical in nature, based on the primary data gathered through actual field survey. The data were collected from a sample of 50 students randomly selected from selected University.

Population:
To check the impact of quality on customer satisfaction and customer value. The data was taken from Sargodha main city so total population was about 20000 who come on fast food restaurants. Sample Size: A sample of 50 students is randomly selected to collect the data. All of the such sample size is being determined by Questionnaire and as well as the Interviews. Research Tools\Instrument: Interviews are conducted and Questionnaire was designed and administered to collect the views. Respondents were asked to mark their awareness and perceptions about the quality of mineral water on a continuous five-point Likert scale as strongly agree, agree; neither agrees nor disagrees, disagree and strongly disagree. The questions were focused both on the issue of price, distribution system, mineral water impact on health and economy.

Data Analysis: CONCLUSION:


Companies increasingly look to quality, satisfaction, and loyalty as keys to achieving market leadership. Understanding what drives these critical elements, how they are linked and how they contribute to your companys overall equity is fundamental to success Our objective for this study was to clarify the relationships between quality, value, satisfaction, and behavioral intentions. We suggest that the consumer decision-making process for service products is best modeled as a complex system that incorporates both direct and indirect effects on behavioral intentions. The hypothesis we generated were true that
. H1. There is a positive relationship between the quality of food and customer satisfaction. H2. There is a positive relationship between quality of food and value of firm.. . H3. There exists a positive relationship between quality of food and health of customers.

H4. There exists a positive relationship between quality of service delivery and number of customers. .

These hypothesis are verified after this detailed study Reiterating our initial set of questions, is it necessary to measure all three of these variables? The answer is yes as the effect of these variables on behavioral intentions is both comprehensive and complex. Specically, we provide evidence that quality, value, and satisfaction directly inuences behavioral intentions.. There are a number of implications of this study for future research projects. The obvious implication is the need for further consideration of similar composite models. Additional decision-making variables should also be included. Potential measures include the physical or tangible quality of service products, the quality of the service environment.This is especially true if we are to better understand the complexities of how service quality inuences customer service behavior.

LIMITATIONS :
As is the case with any research project, the studies presented exhibit limitations that should be considered.We limit our consideration to the identied variables simply because the focus of the investigation is on the composite set of links between consumers service quality and value perceptions, the satisfaction they attribute to the service provider, and their behavioral intentions.In addition, methodology may be construed as a limitation. The results presented here are based on the analysis of a causal model with cross-sectional data. Because the model is not tested using an experimental design, strong evidence of causal effects cannot be inferred.

REFERENCES:
customer delight (Oliver, Rust, and Varki, 1997)., Athanassopoulos, 2000; Chenet, Tynan, and Money, 1999; Clow and Beisel, 1995; Fornell et al., 1996; Garbarino and Johnson, 1999; Roest and Pieters, 1997; Spreng, Mackenzie, and Olshavsky, 1996; Zeithaml, Berry, and Parasuraman, 1996). value equals perceived service quality relative to price. . . (Hallowell, 1996, p. 29). customer satisfaction is perceived value. . . (Fornell etal., 1996, p. 9). (Athanassopoulos, 2000, p. 192).

The amalgamation of service quality attributes with such attributes as price. . . value is suggested to lead directly to favorable outcomes Chang and Wildt, 1994; Cronin et al., 1997; Gale, 1994; Sirohi, McLaughlin, and Wittink, 1998; Sweeney, Soutar, and Johnson, 1999; Wakeeld and Barnes, 1996) Alford, Bruce and Daniel L. Sherrell. (1996). The Role of Affect in Consumer Satisfaction Judgments of Credence-Based Services, Journal of Business Research, 37 (September): 7184. Anderson, Erin W. and Mary Sullivan. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms, Marketing Science, 12: 125143. Anderson, Eugene and Claes Fornell. (1994). A Customer Satisfaction Research Prospectus. Pp. 241268 in R. T. Rust and R. L. Oliver (Eds.) Service Quality: New Directions in Theory and Practice. Thousand Oaks, CA: Sage Publications. and Donald R Lehmann. (1994). Customer Satisfaction, Market Share, and Protability: Findings from Sweden, Journal of Marketing, 58: 5366. Anderson, James and David Gerbing. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two Step Approach, Psychological Bulletin, 103 (May): 411423.