Evaluating Food Court Operation in Shopping Malls to Enhance Customer Satisfaction for Different Market Segments | ||||
| International Journal of Heritage, Tourism and Hospitality | ||||
| Article 11, Volume 13, Issue 1, March 2019, Page 152-172 PDF (900.23 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/ijhth.2019.35112 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Noha EL Shaer | ||||
| Abstract | ||||
| Food courts in shopping malls become a huge food operation market. Mall's visitors always seek for good meal with reasonable price. Menus and services in food courts need more attention to reaching for the customers' satisfaction. The overall objective of the study is to analyze the different ways to enhance customer satisfaction for different market segments. The specific objectives of the study are: 1. To identify the influence of prices on different customers ages. 2. To identify the problems of the services provided by the food court restaurants. 3. To identify different services such as E-ordering, ethnical food, and green food items. There were 500 surveys are distributed in food court of different shopping mall in Egypt (Dandy Mega Mall, Mall of Egypt, and Mall of Arabian). Questions revolved around age categories and purpose of visiting the mall. Cross tabulation had been done between age categories and different preferences in services. The results showed that, price was the most relevant factor for different ages. There was a statistically significant correlation between dissatisfaction and problems in food court such as places availability, food quality, and staff. The wireless services and software application were not activated till now. Green and ethnical food items were begun to take place in food courts. This study concluded that the relationship of food quality attributes and customer satisfaction at food court restaurants | ||||
| Keywords | ||||
| Food Court; Shopping Malls; Fast Food Operations; Customer Service; E-Ordering in Food Court | ||||
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