International Journal of Hospitality and Tourism Systems

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

The Influence of Food Quality Attributes on Customers’ Choice of Food Service Outlets in Ilorin, Nigeria


Affiliations
1 School of Tourism, Hospitality and Events Management, College of Humanities and Management Sciences, Kwara State University, Nigeria
2 Department of Home Economics and Food Science, Faculty of Agriculture, University of Ilorin, Nigeria
     

   Subscribe/Renew Journal


With a plethora of studies that have confirmed that food quality is vital to customer patronage of food service outlet, attention is lacking on the aspect (attributes) of food quality and their influence on patronage. This quantitative study designed a research instrument through an exploration of relevant past studies and experts’ opinion and used the same in data collection. After an empirical validation of the questionnaire through a pilot study which resulted in a reliability value of 0.869, data were collected from 685 non-randomly selected customers from seven purposely selected food service establishments in the study area. Findings show that all food quality attributes validated and examined were exceptionally influential to customers’ patronage of food service outlet. Accordingly, the topmost food quality attributes and their mean scores are food tastes (x̅ = 4.66, food appearance (x̅ = 4.56, texture/mouth feel when eating (x̅ = 4.53, portion size/quantity (x̅ = 4.51 and the presence of certain ingredient(s) (x̅ = 4.51. of all customers’ demographic characteristics examined, only marital status was significantly influential to their perception. This study recommends that food production staff should be trained to be able to deliver all the food quality attributes herein consistently to realise consistent customer choice of a food service outlet and that similar studies should be repeated in major cities across Nigeria so that tailor-made outcomes are available for an individual situation if required.

Keywords

Food Quality, Food Service Outlets, Food Quality Attributes, Customer Patronage, Ilorin
Subscription Login to verify subscription
User
Notifications
Font Size


  • Abdullah, D., Hamir, N., Nor, N. M., Krishnaswamy, J., & Rostum, A. M. M. (2018). Food quality, service quality, price fairness and restaurant re-patronage intention: The mediating role of customer satisfaction. International Journal of Academic Research in Business and Social Sciences, 8(17), 211-226.

  • Akbar, Y. A., & Alaudeen, M. S. (2012). Determinants of factors that influence consumer in choosing normal full-service restaurant: Case in Seri Iskandar, Perak. South East Asian Journal of Contemporary Business, Economics and Law, (1), 137-145.

  • Aktaş, A., Çevirgen A., & Toker, B. (2009). Assessing holiday satisfaction of German and Russian tourists visiting Alanya. Tour. Hosp. Manage., 15(1), 1-12.

  • Alao, O. O., Akinola, G. O., & Akinbobola, A. O. (2020). Factors affecting customers’ repeat patronage of fast-food restaurants in Southwest Nigeria. Global Journal of Management and Business Research, 20(2), 30-38.

  • Babatunde, I. R., Iyanda, B. A., Mayowa, R. M. & Ola, A. A. (2014). Appraisal of urbanization trends in Ilorin, Nigeria. Journal of Sustainable Development in Africa, 16(8).

  • Baiardi, D., Puglisi, R., & Scabrosetti, S. (2016). Individual attitudes on food quality and safety: Empirical evidence on EU countries. Food Qual. Prefer, 49, 70-74.

  • Bello, Y. O., & Omoh, B. J. (2018). Dining experience and customers’ satisfaction in fast food industry. International Journal of Research in Arts and Social Sciences, 11(2), 280-300.

  • Boushaba, I., & Elatife, E. (2020). Consumer satisfaction in fast food: Moroccan market case study. IOSR Journal of Business and Management, 22(6), 45-52.

  • Carew, F. (2010). The winning formula for Nigeria fast food players consulting. CHSOI- 0810-FC.

  • Chirawan, S. (2008). Consumers’ choice factors of an upscale ethnic restaurant (A master thesis). Department of Commerce and Management, Lincoln University, New Zealand.

  • City Population. (2017). Kwara state in Nigeria. Retrieved December 3, 2019, from https://www.citypopulation.de/php/nigeria-admin.php?adm1id=NGA024 Cousins, J., Lillicrap, D., & Weekes, S. (2014). Food and beverage service (9th ed.). Hodder Education: UK.

  • Creswell, J. W., & Plano Clark, V. L. (2007). Designing and conducting mixed methods research. Thousand Oaks, CA: Sage.

  • Cronin, J. J., Brady, M. K., & Hult, T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioural intentions in service environments. Journal of Retailing, 76, 193-218.

  • Dube, L., Renaghan, L. M., & Miller, J. M. (1994). Measuring customer satisfaction for strategic management. Cornell Hotel and Restaurant Administration Quarterly, 35(1), 39-47.

  • Dutta, K., Parsa, H. G., Parsa, A. R., & Bujisic, M. (2013). Change in consumer patronage and willingness to pay at different levels of service attributes in restaurants. A study from India. Journal of Quality Assurance in Hospitality and Tourism, 15(2), 149-174.

  • Grunert, K. G. (2005). Food quality and safety: Consumer perception and demand. Eur. Rev. Agric. Econ, 32, 369-391.

  • Hassan, M. M., & Shahnewaz, M. (2014). Measuring tourist service satisfaction at destination: A case study of Cox’s Bazar sea beach, Bangladesh. American Journal of Tourism Management, 3(1), 32-43.

  • Islam, N., & Ullah, S. G. M. (2010). Factors affecting consumers’ preferences on fast food items in Bangladesh. The Journal of Applied Business Research, 26(4), 48-72.

  • Jang, S., & Namkung, Y. (2009). Perceived quality, emotions and behavioral intentions: Application of an extended mehrabian – Russell model to restaurant. Journal of Business Research, 62, 451-460.

  • Kramer, A., & Twigg, B. (1968). Measure of frozen food quality and quality changes. In The Freezing Preservation of Foods (vol 2). AVI Pub. Co: Westport, WA, USA.

  • Kumar, S., Kumar, D. B. S., & Bhatnagar, D. (2017). Effect of food and service quality on customer satisfaction a study of 3 star hotels in Punjab region. International Journal of Sales & Marketing Management Research and Development, 7(4), 35-48.

  • Lancaster, K. (1971). Consumer demand: A new approach. Columbia University Press: NY, USA.

  • Liu, Y., & Jang, S. (2009). Perceptions of Chinese restaurants in the U.S.: What affects customer satisfaction and behavioral intentions? International Journal of Hospitality Management, 28, 338-348.

  • Mattila, A. S. (2001). Emotional bonding and restaurant loyalty. The Cornell Hotel and Restaurant Administration Quarterly, 42(6), 73-79.

  • Mattila, B. A. S., & Wirtz, J. (2001). Anna-congruency of scent and music as a driver of in store evaluation and behavior. Journal of Retailing, 77(2), 273-289.

  • Mhlanga, O., & Machingambi, S. (2016). The influence of demographic variables on customers’ expectations in restaurants in the Eastern Cape Province of South Africa. African Journal of Hospitality, Tourism and Leisure, 5(1), 1-21.

  • Middleton, F. (2019). The four types of validity. Retrieved January 2, 2020, from https://www.scribbr.com/methodology/qualitative-quantitative-research/ Molnar, P. (1995). A model for overall description of food quality. Food Qual. Prefer., 6, 185-190.

  • Mustapha, A. M, Fakokunde, T. O., & Awolusi, O. D. (2014). The quick service restaurant business in Nigeria: Exploring the emerging opportunity for entrepreneurial development and growth. Global Journal of Commerce and Management Perspective, 3(3), 8-14.

  • Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality & Tourism Research, 31(3), 387-409.

  • Neuman, W. L. (2011). Social research methods qualitative and quantitive approaches. Pearson: Boston.

  • Nwokah, G. N., & Nne, K. A. (2018). Predatory effect of food quality on patronage of quick service restaurants in Port-Harcourt, Nigeria. Journals of Economic and Business Development, 7(1), 1-11.

  • Oxford Business Group. (2016). Fast food restaurants in Nigeria. Retrieved December 13, 2019, from https://oxfordbusinessgroup.com/analysis/fast-food-restaura nts-nigeria

  • Parasuraman, A., Zeithaml, V. A., & Berry L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41-50.

  • Parsa, H. G., Self, J. T., Njite, D., & King, T. (2011). Why restaurant fail? Cornell Hotel and Restaurant Administration Quarterly, 46(3), 304-322.

  • Peri, C. (2006). The universe of food quality. The First European Conference on Sensory Science of Food and Beverages: A Sense of Identity, 17(1-2), 3-8.

  • Petrescu, D. C., Vermeir, I., & Petrescu-Mag, R. M. (2019). Consumer understanding of food quality, healthiness, and environmental impact: a cross-national perspective. Int. J. Environ. Res. Public Health, 17(1), 169.

  • Qin, H., & Prybutok, V. R. (2008). Determinants of customer-perceived service quality in fast-food restaurants and their relationship to customer satisfaction and behavioral intentions. Quality Management Journal, 15(2), 35-50.

  • Raju, P. S. (1995). Consumer behavior in global markets: The A-B-C-D paradigm and its application to eastern Europe and the third world. Journal of Consumer Marketing 12(5), 37-56.

  • Ryu, K., Lee, H., & Kim, W. (2012). The influence of the quality of the physical environment, food and service on restaurant image, customer perceived value, customer satisfaction and behavioral intentions. The International Journal of Contemporary Hospitality Management, 24(2), 200-223.

  • Salami, C. G. E., & Ajobo, R. T. (2012). Consumer perceptions about fast food restaurants in Asaba.Global Journal of Management and Business Research, 12(1), 74-81.

  • Sefian, M. N. I. M., Jaini, A., Sharudin, N. N., & Abdullah, M. H. (2013). Determining factors that influence customers repatronage intention: The case study of radix fried chicken (RFC), the local home-grown fast food chain restaurant in Malaysia. The 2nd IBSM, International Conference on Business and Management, Chiang Mai - Bangkok, 2-4 October, 2013.

  • Shaharudin, M. R., Mansor, S. W., & Elias, S. J. (2011). Food quality attributes among Malaysia’s fast food customer. International Business and Management, 2(1), 198-208.

  • Shaw, E. H. (2012). Marketing strategy: From the origin of the concept to the development of a conceptual framework. Journal of Historical Research in Marketing, 4(1), 30-55.

  • Sulek, J. M., & Hensley, R. L. (2004). The relative importance of food, atmosphere and fairness of wait: The case of full service-restaurant. Cornell Hotel and Restaurant Administration Quarterly, 45(3), 235-247.

  • Susskind, A. M., & Chan, E. K. (2000). How restaurant features affect check averages. Cornell Hotel and Restaurant Administration Quarterly, 41(6), 56-63.

  • Tabassum, A., & Rahman, T. (2012). Differences in consumer attitude towards selective fast food restaraunts in Bangladesh: An implication of multi-attribute model. World Review of Business Research, 2(3), 12-27.

  • Walter, U., Evardsson, B., & Ostrom, A. (2010). Drivers of customers’ service experiences: A study in the restaurant industy. Managing Service Quality, 20(3), 236-258.


Abstract Views: 163

PDF Views: 0




  • The Influence of Food Quality Attributes on Customers’ Choice of Food Service Outlets in Ilorin, Nigeria

Abstract Views: 163  |  PDF Views: 0

Authors

Olabanji Jamiu Adediran
School of Tourism, Hospitality and Events Management, College of Humanities and Management Sciences, Kwara State University, Nigeria
Taibat Tunrayo Adebisi
Department of Home Economics and Food Science, Faculty of Agriculture, University of Ilorin, Nigeria

Abstract


With a plethora of studies that have confirmed that food quality is vital to customer patronage of food service outlet, attention is lacking on the aspect (attributes) of food quality and their influence on patronage. This quantitative study designed a research instrument through an exploration of relevant past studies and experts’ opinion and used the same in data collection. After an empirical validation of the questionnaire through a pilot study which resulted in a reliability value of 0.869, data were collected from 685 non-randomly selected customers from seven purposely selected food service establishments in the study area. Findings show that all food quality attributes validated and examined were exceptionally influential to customers’ patronage of food service outlet. Accordingly, the topmost food quality attributes and their mean scores are food tastes (x̅ = 4.66, food appearance (x̅ = 4.56, texture/mouth feel when eating (x̅ = 4.53, portion size/quantity (x̅ = 4.51 and the presence of certain ingredient(s) (x̅ = 4.51. of all customers’ demographic characteristics examined, only marital status was significantly influential to their perception. This study recommends that food production staff should be trained to be able to deliver all the food quality attributes herein consistently to realise consistent customer choice of a food service outlet and that similar studies should be repeated in major cities across Nigeria so that tailor-made outcomes are available for an individual situation if required.

Keywords


Food Quality, Food Service Outlets, Food Quality Attributes, Customer Patronage, Ilorin

References