Perceived influence of physical service scape of Food service facilities on customer satisfaction in selected Universities, Nairobi Kenya

Abstract

Customer satisfaction refers to the fulfillment of a buyer expectations with a product or service being offered. Diverse studies have examined customer satisfaction in both commercial and welfare food service sectors. However the research focus has essentially been inclined on the effects of diverse food service dimensions on consumer behavior. Specifically, variables such as food quality, menu varieties and taste of food, have been explored with limited attention on the dining atmosphere or the physical servicescape.University food service facilities aim to maximize capacity while exceeding customer expectation. However, there has been a mismatch between utilization of food service facilities andprojected demand.This study therefore investigated the perceived influence of physical servicescape on customer satisfactionin selected university food service outlets in Nairobi County, Kenya. The specific objectives were: to establish the influence of ambient conditions, space and communicators on customer satisfaction. The study was guided by the study was guided by the study was guided by the study was guided by the study was guided by the study was guided by the study was guided by the study was guided by the study was guided by the study was guided by the study was guided by the study was guided by the study was guided by the study was guided by the study was guided by the study was guided by the study was guided by the study was guided by the Expectancy-Disconfirmation Theory and Bitner’s Servicescape Model. The study adopted a mixed method research design but specifically adopts descriptive and explanatory sequential research designs. The target population was 1,490 customers and 4 catering officers from four purposively selected universities. Systematic random sampling technique was used to select a sample of 305 customers while purposive was used to select 4 catering officers. Structured questionnaires were administered to customers and interviews conducted with catering officers. An observation checklist on physical servicescape aspects related to ambient conditions, space and communicators of each of the selected food service facilities was also completed. Quantitative data was analyzed using measures of central tendency and inferential statistics while qualitative data was analyzed using content analysis. The regression analysis established that physical servicescape explained 61.7% (R2=.617) of the variance in customer satisfaction. In addition, regression results revealed that ambient conditions (β=.494, p=0.000); space (β=.384, p=0.000) and communicators (β=.296, p=0.000) have a positive and significant relationshipwith customer satisfaction. The regression results were significant because the p values were less than 0.05. The interviews revealed that management continuously improve physical servicescape in order to remain pleasant and more so meet ever changing customer needs. To support upgrading of any form, the limited space allocation and ambience should also be considered as revealed in the observation checklist. The study concludes that the physical servicescape significantly influences customer satisfaction. In addition, aspects related to space, and communicators which received limited attention by management should be improved.