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Article Title:
Effect of Customer Satisfaction on Food Quality in Relation to Demographic Characteristics as a Result of Sustainable Practices
by Margaret Ngeci Githiri

Abstract:
Sustainable restaurant practices can be viewed as a response to economic challenge that is facing many restaurants. Offering food quality (well cooked and served food) to customers can mean reduction of food waste from satisfied customers and more saving by avoiding food purchase cost. Food quality has largely been acknowledged as an important component of any restaurant, and therefore it has a main influence on customer satisfaction and future purchase intention leading to more profits. The food quality dimensions measured included food variety, colour, taste, texture, smell, temperature, presentation and selection of condiments. The main objective of this study is therefore to assess the effect of customer satisfaction of food quality in relation to social demographic characteristics as a result of cooking and service practices. The social demographic characteristics of customers assessed included gender, age, education level, monthly income and nationality. A cross sectional survey study was employed in recording the information in the population. The sample size of customers was calculated using Fisher, Storman and Heaton (1998) formula. Simple random sampling method was used in selecting three hundred and forty five (345) customers used in the study. The target population included all customers visiting the star rated restaurants. Structured self administered questionnaire were used in acquiring relevant information from customers. A five point type likert scale was used to measure satisfaction level with food quality. The food quality dimensions were adapted from DINESERV and past related studies. The data collected was analyzed using Statistical Package of Social Sciences version 18. Gender and nationality was analyzed using T- test while age group, monthly income and educational level was analyzed using one way Analysis of Variance (ANOVA). Post hoc test (Lower Significant Difference) was employed to identify the specific social demographic group differing with food quality. The results indicated that there was significant difference (p<0.05) between age group, educational level and monthly income. Significant difference between gender and nationality with food quality was not found. The results imply that satisfaction level of respondents on food quality was influenced by age group, educational level and monthly income. By supporting staff development through training and motivation, the restaurant can save operating costs and reduce the social and environmental impact of doing business while also appealing to a new demographic of customers that are becoming conscious about food quality.

Keywords: satisfaction, demographics, food quality, customers, sustainable practices

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