To cite this article review. Ahmed A.

AL-T on the Effect of Service and Food

Quality on Customer Satisfaction and Hence Customer Retention evidence from
restaurants of Jordan.

Reviewer: Adisu Getachew Welde

1;Purpose of the Article/problem statement discussed in these article review

The paper aims to identify the effects of of Service and Food Quality on Customer
Satisfaction and Hence Customer Retention evidence from restaurants of Jordan . A
questionnaire-based survey was distributed to 400 students served at 10 limited service
restaurants in the neighbourhood of universities in Amman, the capital city of Jordan. From
distributed questionnaires 283 is valid.

Specific objectives(outcome) the article tries to achieve is:

Clearly to identify the effects of service and food quality on customer satisfaction and customer
retention in Jordan restaurants based on questionnaires conducted in 2015.To examining
service quality, food quality and customer satisfaction constructs in different settings

Data used or Data collection method of these article:(Including its type-

quantitative and qualitative parts) in these article review is that.

The study utilized both primary and secondary data. The primary was collected via
questionnaires which is distributed equally to all customers or students served at 10 limited
service restaurants in the neighborhood of universities in Amman, the capital city of Jordan. A
total of 400 questionnaires were distributed equally across these restaurants (40 questionnaires
for each restaurant). In all, 387 of the questionnaires were completed and returned, representing a
response rate of 70 per
cent. Of these, 283 were valid for analysis. The questionnaire was developed to collect data on
the study constructs and comprised 28 items covering tangibles (5 items), reliability (3 items),
responsiveness (3 items), empathy (3 items), food quality (5 items), customer satisfaction (3
items) and customer retention (3 items).

According to Muller and Woods (1994, as cited in Bujisic et al., 2014), restaurants can be
classified into five types: quick service, midscale, moderate upscale,upscale and business
dining.While the secondary data were obtained from various source which study was occurred in
different country in different time. The author of this study was used the census type of data
collection to collected the data on service quality and food quality on customer satisfaction and
retention.
Method of data analysis in this article is:
The empirical evidence on the effects of service and food quality on customer satisfaction and
customer retention in Jordan restaurants. The author of these article was used questionnaire-based
survey and distributed to 400 students served at 10 limited service restaurants in the
neighborhood of universities in Amman,the capital city of Jordan. From those distributed
questionnaires only 283 has been valid and were analyzed by using SPPS 20.0.
The author of these article is used only fixed or Cross-sectional (One –time) study to examined
the effects of service and food quality on customer satisfaction and customer retention in Jordan
restaurants.

The author of the article also analyze the data by identifying the study in to tangibles, reliability,
responsiveness, assurance and empathy. These constructs are linked to customer satisfaction and
customer retention. Service quality was assessed using the SERVQUAL model proposed by Parasuraman
et al. (1988). As SERVQUAL does not measure the presumed attributes of restaurant quality, such as
food quality (Bujisic et al., 2014), the food quality attributes were adopted, as mentioned above, from Ryu
et al. (2012). Customer satisfaction was measured drawing on three main
attributes identified in the literature, satisfaction with the dining experience, mood and waiting time
(Kanning & Bergmann, 2009; Qin & Prybutok, 2009). Finally, customer retention was measured in
relation to three main attributes, as identified in Edward and Sahadev (2011) and Li et al. (2012):
intention to revisit, likelihood of using the restaurant over the coming year and word-of-mouth
recommendation. Subjects (i.e. students) were asked to indicate their satisfaction level based on a five-
point Likert measurement scale (1 = strongly disagree and 5 = strongly agree).

Findings, conclusion,and policy recommendations of the study.

Service quality dimensions have a positive influence on customer satisfaction. Multiple regression
analysis was conducted to verify this and explore how much variation in customer satisfaction could be
explained by the variability in service quality dimensions. Such analysis is appropriate in the case that
there a set of predictor variables (tangibles, reliability, responsiveness, assurance, empathy and food
quality) and one response variable (customer satisfaction). The independent variables have a significant
and positive effect on customer satisfaction. The article show that food quality will have a positive
influence on customer satisfaction and service quality dimensions have a positive influence on customer
retention. The simple regression analysis performed to test this relationship revealed that tangibles,
responsiveness and empathy have significant and positive effects on customer retention. On the other
hand, reliability and assurance have no effect on
customer retention again customer satisfaction has a positive influence on customer retention finally the
author was argued with customer satisfaction mediates the relationship between service quality and
customer retention. The mediation was employed to explore the mediation effects of customer satisfaction
in the relationship between service quality and customer retention. The test of service quality and
customer retention is increased significantly by the effect of customer satisfaction. Therefore, there is
evidence of mediation.

The aim of the study was to examine the relationship between service and food quality dimensions and
customer satisfaction, as well as the relationship between service quality and customer retention. The
study presumed that both service and food quality would have a positive influence on customer
satisfaction, which in turn would positively affect customer retention. In addition, the study proposed that
customer satisfaction would mediate the relationship between service quality and customer retention.

In conclusion, the study found a significant relationship between service quality and food quality
and customer satisfaction. In addition, service quality has a positive influence on customer
retention. Similarly, customer satisfaction has a positive influence on customer retention and
mediates the relationship between service quality and customer retention. The results of this
study suggest that service quality not only enhances customer satisfaction, but also leads to
customer retention.

2:My evaluation based on the article was: The specific objectives of the articles was try
to achieve the direct relationship between service and food quality dimensions and customer
satisfaction, as well as the relationship between service quality and customer retention. From these article
the findings of these article was answer the specific of the articles.

3; My comment on point, Strength,weakness of the article. My opinion the

following are the strength the articles
 The logical sequence of background information and the focus as the state of the art
research shoud be examined
 Checked upon clarity, theoretical, latest literature, critical review, scope for related
research
 The methods of data analysis and interpretation are very understandable
 The method of data collection is specific and clear
Us my opinion one of the weakness of the article I have observed that is there is not
generalize the general objective of the article it is focuses only on the specific objectives.

The limitation and short coming of the study I have observed is that the author of the
article focus only on one specific objectives with specific case study,