INFLUENCE OF MEAL EXPERIENCE ON CUSTOMER SATISFACTION IN

FIVE SELECTED HOTELS IN THIKA TOWN, KIAMBU COUNTY, KENYA

FAITH CHEPTOO NGENO

Ds22 /182443

A RESEARCH PROJECT SUBMITTED TO THE SCHOOL OF HOSPITALITY

AND TOURISM IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR
THE AWARD OF THE CERTIFICATE OF FOOD AND BEVERAGE OF RIFT
VALLEY INSTITUTE OF SCIENCE AND TECHNOLOGY

NOVEMBER 2023
DECLARATION

I Ann hereby declare that this is my own work and has never been submitted to any award of
certification and examination purpose, it is written for the award of certificate in food and
beverage

Presented by.............FAITH CHEPTOO NGENO

SIGNATURE…………………………..

DATE…………………………………
 DEDICATION
I dedicate this study to my lovely parents and my brother for their undying support

both mentally and financially

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 ACKNOWLEDGEMENT
I thank the Almighty God for this great work. Also acknowledge my family and
hospitality lecturers who tirelessly offered me help whenever I got stuck. I also
acknowledge the respondents who participated in responding to my questionnaires.

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 TABLE OF CONTENTS

DECLARATION................................................................................................................i

DEDICATION...................................................................................................................ii

ACKNOWLEDGEMENT...............................................................................................iii

LIST OF FIGURES..........................................................................................................vi

ABBREVIATION AND ACRONYMS..........................................................................vii

OPERATIONAL DEFINATIONS...............................................................................viii

ABSTRACT........................................................................................................................x

CHAPTER ONE: INTRODUCTION..............................................................................1

1.0 Introduction................................................................................................................1

1.1Background of the study.............................................................................................1

1.2 Statement of the problem...........................................................................................4

1.3 The study purpose......................................................................................................4

1.4 Conceptual Framework of Effect of Meal Experience on Customer Satisfaction.....5

1.5 Research questions.....................................................................................................5

1.6 Objectives of the Study..............................................................................................6

1.6.1 General objective.................................................................................................6

1.6.2 Specific objectives.........................................................................................6

1.7 Hypotheses of the study.............................................................................................6

1.9 Scope of the study......................................................................................................7

1.10Limitation of the study..............................................................................................7

CHAPTER TWO: LITERATURE REVIEW.................................................................8

2.0 Introduction................................................................................................................8

2.1Influence of meal experience......................................................................................8

2.1.1 Food quality.........................................................................................................9

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 2.1.2 Speed of service...................................................................................................9

2.1.3 Atmosphere..........................................................................................................9

2.2 Customer satisfaction.................................................................................................9

2.3 Relationship between meal experience and customer satisfaction..........................10

2.4 Theoretical framework.............................................................................................11

2.4.1 The dissonance theory.......................................................................................11

2.4.2 The expectancy disconfirmation paradigm.......................................................11

2.5 Summary of the literature review.............................................................................11

CHAPTER 3: RESEARCH METHODOLOGY..........................................................13

3.0 Overview..................................................................................................................13

3.1 Study Design............................................................................................................13

3.2 Study Area................................................................................................................13

3.3 Target population.....................................................................................................13

3.4 Sample Size..............................................................................................................14

3.5 Sampling Techniques...............................................................................................14

3.6 Validity and Reliability............................................................................................14

3.7 Measurement of Variables.......................................................................................15

3.8 Data Collection Techniques.....................................................................................15

3.9 Data analysis............................................................................................................15

3.10 Logistical and Ethical consideration......................................................................15

CHAPTER FOUR: FINDINGS AND DISCUSSION..................................................17

4.0 Introduction..............................................................................................................17

4.1Response Rate...........................................................................................................17

4.3.1 Gender of Respondents......................................................................................17

4.3.2Age of Respondents............................................................................................18

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 4.3.3 Occupation of Respondents...............................................................................18

4.3.4. Number of Times Visited.................................................................................19

4.4 Descriptive Statistics of Study Variables.................................................................19

4.4.1 Descriptive Statistics on Food Quality..............................................................19

4.4.2 Descriptive Statistics on Speed of Service........................................................20

4.4.3 Descriptive Statistics on Atmosphere................................................................20

4.4.4 Descriptive Statistics on Customer Satisfaction................................................21

4.5 Pearson Correlation Results.....................................................................................22

4.5 Summary and Discussion of the Findings................................................................23

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS...24

5.1 Introduction..............................................................................................................24

5.2 Summary of Findings...............................................................................................24

5.3 Conclusions..............................................................................................................24

5.4 Recommendations....................................................................................................25

5.5 Recommendation for Further Research...................................................................25

REFERENCES................................................................................................................26

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 ABBREVIATION AND ACRONYMS
NRAI: National Restaurant Association of India

CBD: Central Business District

COVID: Corona Virus Disease

EDP: Expectancy Disconfirmation Paradigm

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 OPERATIONAL DEFINATIONS
Customer satisfaction- refers to how well a service or a product provider fulfills the

expectations and needs of their customers

Hospitality - is an industrial activity which involves creating a pleasant dining

experience for guests by providing foods, beverages and accommodation.

Hotel- is any duly licensed establishment that offers accommodation, drinks and

food to the persons in need of them.

Meal experience- refers to a series of events both tangible and intangible that a customer

experiences when eating out.

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 ABSTRACT
This research project focused on investigating the influence of meal experience on
customer satisfaction in five selected hotels in Thika town. The specific objectives were;
to determine the influence of meal experience in hotels, to investigate the level of
customer satisfaction in hotels and to investigate the relationship between meal
experience and customer satisfaction in hotels. Descriptive research design was used
where the study area was in Thika Town. A sample of 133 customers from 5 selected
hotels in Thika Town was taken from a target population of 200 hotel customers using
convenience sampling. The research instrument used was a close-ended questionnaire.
Descriptive statistics in form of percentage and frequencies as well as inferential statistics
in form of Pearson correlation analysis were used to analyze data. The findings revealed
that most customers revisit the hotel, are loyal to the hotel, refer other customers as well
as spread positive comments about the hotel as result of good quality foods offered,
quality service, friendly staff, conducive environment as well as good atmosphere in the
hotel. The researcher concluded that customer satisfaction depends on the meal
experience in the hotel. Recommendations were made on the improvement on the meal
experience in order to satisfy the customers.

Keywords; Meal experience, Customer satisfaction, Thika town, hospitality industry,

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 CHAPTER ONE: INTRODUCTION

1.0 Introduction
This chapter consists of the background of research, statement of research problem,
purpose, objectives, conceptual framework, significance, hypothesis, scope and
limitations of the study.

1.1Background of the study

According to Solomon, (2017) meal experience is a response from customers’ senses.
There are five senses; sight, smell, taste, hear and touch. Making a choice for food and
beverage is an unconscious decision making process which is affected by lighting,
colours, plate sizes, smells, and multicultural avenues (De Castro & Stroebele, 2010).
Moreover, eating is a fundamentally rewarding behavior, and is linked to emotions and
mood. (Gibson and Vögele, 2017).

The main aim of food and beverage operations is to achieve customer satisfaction or to
meet the customers’ needs. According to Lillicrap and Cousins (2016), the needs that
customers might be seeking to satisfy include; physiological needs, economic, social, and
psychological and convenience

Meal experience is the series of activities both tangible and intangible that the customer
experiences when eating out in a restaurant, (Lillicrap& cousins, 2016). The process
begins from the time customers gets inside a restaurant and seats in their tables up to the
time they leave. Meal experience has a combination of indicators such as speed of
service, food and drink on offer, menu variety, children facilities, level and interior
design, price value of the meal, mood and atmosphere of customers, group size and other
customers which helps to achieve customer satisfaction (Anderson & Mossberg, 2017).

Ozdemir & Caliskan(2014) had a view that; offering a unique and excellent meal
experience and making sure that customers are satisfied is the main sources as far as
competitive advantage for a hotel or restaurant is concerned. A good quality Meal is an
essential part of a leisure journey basically for the provision of physiological and

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convenience need which has emotional benefits partly derived from customers’
expectation.

In the assessment of meal experience, customer makes use of the five senses, that is,
sight, taste, smell, touch and hearing. Customer sight gives information on appearance,
colour, furniture, interior design, quantity, equipment and other customers. The mouth
gives information on texture, taste and quality. The nose smells aroma of the meal and
the sense of hearing through word of mouth allows people to assess a hotel in their own
way.

Ozdemir and Caliskan (2014) are of the view that giving a good meal experience to the
customers and making sure that they are satisfied, are main competitive advantage for a
hotel. Meal experience is an essential part of leisure travelers basically by providing
physiological and convenience need which has emotional benefits partly derived from
customer expectation

The gap between customer expectations and what a restaurant is able to serve him with is
an area of opportunity for a restaurant. Also it is a challenge on the flipside. Customers
who are dissatisfied can do more harm by informing their friends about their experience
at the restaurant. A 2017 Deloitte report showed that a positive experience will encourage
60% of guests to be loyal and visit the restaurant frequently. The restaurant interior
design should be comfortable enough for target customers. Hotels are no longer just a
place where people go to /eat out; rather it has become a lifestyle need and a platform to
socialize and entertainment.

According to the food services report from NRAI, 2017, the quality of food they offer
will make about 23% of customers to choose to dine out at a hotel. Around 7% returns for
a reason that they liked the taste of a certain and specific dish. The quality of food is
certainly the most fundamental indicator determining the success of a hotel. Since
generations, customers have put the quality of food at the top of their checklist while
choosing a hotel. The frequent clients are mainly concerned about the quality of food.
They would assume the waiting time taken for preparing the food if the food offered is of
premium quality and gratifying.

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The staff acts as the face of the hotel to the customers. When hiring staff, hotel should
ensure that their image should not be compromised. Staff training should include norms
that are aligned with the desired customer experience and the brand hotel want to deliver.
Staff retention is actually closely related to providing customers with a better experience
as well as making them want to visit again. Develop a customer centric culture and
reward good performance to gain the trust of the staff. This will pay rich dividends in
terms of ensuring a quality customers experience.

Surveys suggest that people might not revisit to a pricey hotel or where the food quality is
not justified for the price they are selling it at. It’s only a problem when the vibe of the
place is not clearly reflected in the quality of food the hotel is serving.

Understanding consumer behavior is the first step to provide them with stellar experience
at the hotel. Restaurant interiors can easily dictate the perception of the hotel brand in the
eyes of your customers. As they say, the first impression is the last impression, it is
important to create an ambience that reflects the uniqueness of the brand so as to create a
positive impact. The interiors should have the power to create an emotion or experience
for the customer and make him to return.

Thika is a sub-county of Kiambu county, Kenya. It is an industrial town and a major

commerce hub. Thika has a population of 276,429 as of the 2019 National Census. There
are two explanations of the origin of the name Thika. One was from kikuyu word
‘Guthika’ which means ‘to bury’. The second claims it was derived from the Maasai
word ‘Sika’ which means ‘rubbing something off an edge’. Europeans and Asians settled
in Thika, the former setting up farms and the latter shops. A monument in the shape of a
pillar was erected by the British in the early 1900s in the central business district of
Thika, commemorating the founding of Thika as a town. The town was given its status by
the government gazette in 1924. Thereafter it was elevated to a municipality when Kenya
gained independence in 1963, and the first mayor was chosen in 1968. The main
economic activities in Thika include agricultural processing, particularly in horticulture
and pineapple, coffee, cooking oil and animal feed processing. Other industries include
textile, macadamia nuts, wheat, tannery, motor vehicle assemblies, cigarette

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manufacturing, bakeries, packaging and industrial chemicals. The service sector is well
represented with the establishments and growth of educational and financial institutions.

1.2 Statement of the problem

Olga, 2018; noted that most customers are dissatisfied in hotels. This is due to low
quality of food and beverages, poor customer service, rude staff, as well as poor handling
of customers complaints. These indicators can spread bad comments about the hotel,
increase customer churn rate, and hence result to customers trying out the next hotel
competing with that hotel since the customer would lose loyalty of the hotel. Customers
enter the restaurant with expectation to be satisfied in terms of service quality, food and
drink, ambiance and price value, (Fraikue& Osman, 2017).It’s not clear whether this
happens in hotels in Thika Town and therefore this forms the basis of the researcher’s
study; to research whether this happens in Kenya, and more specifically in Thika C.B.D

1.3 The study purpose

The project proposal was investigating the influence of meal experience on customer
satisfaction in the five selected hotels in Thika C.B.D

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1.4 Conceptual Framework of Effect of Meal Experience on Customer Satisfaction

Independent Variables Dependent Variable

Meal Experience Customer Satisfaction

Food quality

Texture
Portion size
Flavour
Colour

Speed of service
Customer satisfaction
Time taken
Order accuracy Positive comments
Enough staff Refer other customers
Strategize schedules Visit again
Customer loyalty

Atmosphere

Air quality
Music
Noise
Temperature

Source: Modified and adopted from Gustafsson et al. (2008); Ismail et al. (2012);Lawton
(2016).

1.5 Research questions

i. How does food quality influence customer satisfaction in five selected hotels in
Thika town, Kenya?

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 ii. How does speed of service influence customer satisfaction in five selected hotels
in Thika town, Kenya?
iii. How does atmosphere influence customer satisfaction in five selected hotels in
Thika town, Kenya?

1.6 Objectives of the Study

1.6.1 General objective

To investigate the influence of meal experience on customer satisfaction in five selected
hotels in Thika town, Kenya.

1.6.2 Specific objectives

i. To determine the influence of food quality on customer satisfaction in five
selected hotels in Thika town, Kenya.
ii. To investigate the influence of speed of service on customer satisfaction in five
selected hotels in Thika town, Kenya.
iii. To assess the influence of atmosphere on customer satisfaction in five selected
hotels in Thika town, Kenya.

1.7 Hypotheses of the study

H 0 1: There is no statistically significant relationship between food quality and customer
satisfaction in five selected hotels in Thika town, Kenya.

H 0 2: There is no statistically significant relationship between speed of service and

customer satisfaction in five selected hotels in Thika town, Kenya.

H 0 3: There is no statistically significant relationship between atmosphere and customer

satisfaction in five selected hotels in Thika town, Kenya.

1.8 Significance of the study

The study findings were to make contributions to the management of hotels in Thika
town. The study findings were to provide managers with insights on how to achieve
customer satisfaction. The hotels will use the basis of the study findings to ensure that
meal experience factors are improved in order to eliminate customer dissatisfaction. The

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findings on the factors that influence meal experience on customer dissatisfaction will
help managers to put strategies that would improve meal experience on customer
satisfaction. In addition, future researchers with an interest in related studies will find the
findings of this study valuable.

1.9 Scope of the study

The research was carried out in the five selected hotels in Thika Town CBD, which are;
Coconut grill, Shuhan hotel, The Luke Cravers hotel, Paleo Hotel and Eton hotel. The
researcher collected data on all the five hotels.

1.10 Limitation of the study

The researcher experienced challenges due to COVID 19 pandemic. Customers had
negative attitude towards receiving and answering the questionnaires, and therefore this
limited the researcher so much.

The researcher had to prepare the respondent to understand the purpose of the study so
that they give response on the simple and precise questionnaires.

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 CHAPTER TWO: LITERATURE REVIEW

2.0 Introduction
This chapter consists of the study reviews on the influence of meal experience on
customer satisfaction in hotels in Thika town.

2.1Influence of meal experience

The main aim of food and beverage operations is to achieve customer satisfaction or to
meet the customers’ needs, that is, physiological, economic, social, psychological and
convenience (Lillicrap and Cousins, 2016).

Meal experience is the series of activities either tangible or intangible that the customer
experiences when eating out in a restaurant (Lillicrap & cousins, 2016). The process of
Meal experience starts from the time customers gets inside a restaurant and seats in their
tables up to the time they leave the restaurant .Meal experience has a combination of
indicators such as level and speed of service, food and drink on offer, price value of the
meal, interior design, menu variety, children facilities, mood and atmosphere of
customers, group size and other customers which aids to achieve customer satisfaction
(Anderson & Mossberg, 2012).

Caliskan and Ozdemir (2014) had a view that; offering a unique and excellent meal
experience and making sure that customers are satisfied is the main sources of
competitive advantage for a hotel. A good quality meal is an important part of a leisure
journey basically for the provision of physiological and convenience need which has
emotional benefits partly derived from customers’ expectation.

Meal experience includes intangible and tangible activities that clients experiences in a
restaurant. A clients’ meal experience includes direct or indirect contact with the hotel
which involves ordering and consuming of the food and drink.

The assessment on the meal experience on customer satisfaction varies greatly in various
factors; variety of menu, food and drinks, quality and speed of service, price value of
food and drinks, atmosphere and mood of staff, location and place at which activities take
place in the restaurant (Noone et al.2014); Shahim&Semea. 2010).

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2.1.1 Food quality
Food is the most basic and important factor that influences meal experience and an
integral part of the entire experiences at any restaurant (Rucks &Geussler2011). Food is
also is an unconditional requirement in satisfying theexpectations and needs of hotels’
clients. To discover the sensory aspects of food includestaste of food, temperature,
quality,colour of food and aroma,textures, quantity and type of food, (Geissler& Rucks,
2011)

2.1.2 Speed of service

Service is the presentation of food to the customer which takes a number of styles in a
foodservice operation (Gregoire, 2015). In restaurant, the only point of contact that
customers have with the company is through the service brigade. Prybutok (2011) points
out that service quality is one of the indicators of customer satisfaction. Staff can meet
consumers’ expectations if they pay attention and effectively provide timely service.

2.1.3 Atmosphere
The restaurant atmosphere influencing meal experience comprises of tangible and
intangible aspects which is the number one point of call and the first thing that a customer
noticed when he /she enters a restaurant (Gustafson et al., 2013). It’s true to say that if
food was the only thing that draws clients to dining out, most of them would prefer
cooking at home or order for home delivery. The atmosphere part of tangible aspects in
the restaurant are size, shape, layout, colour scheme, furniture and fitting, lighting, air
conditioning, temperature, appearance, music, table settings, seating arrangement,
crockery and cutlery.

2.2 Customer satisfaction

Customer satisfaction is described as a measurement that shows how happy and satisfied
clients are with an establishment’s products capabilities and services. Customer
satisfaction can be measured in terms of surveys and ratings.These can help a hotel to
determine how best it can improve or change its products and services for better
satisfaction.

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Customer satisfaction is the starting point to build customer loyalty and long-term
relationship. To obtain loyalty and outweigh other competitors, hotel providers must be
able to obtain high levels of customer satisfaction for the service supplied. There are
several studies that analyze the needs and the desires of customers. A research by
Wuestet al. (2015) indicates that; the perception of hotel attributes as the degree to which
clients may find various facilities and services critical for their stay in the hotel. Hotel
attributes like personal service, price, cleanliness, security and location, level of service,
reputation and appealing image as well as physical attractiveness. All these are
recognized as of great importance by clients to assess the quality of the hotel.

Hoteliers need to fully acknowledge which service attributes are most likely to influence
clients’ choice. Customer satisfaction practices can also help them to identify the crucial
elements affecting customers’ meal experience. Providing high quality services to the
diners with components such as courtesy, attentiveness, knowledge, memory, accuracy,
promptness, servers’ neatness and clean appearance, cheerful, and friendly attitude are all
crucial in determining customer satisfaction, (Lillicrap&Cousins,2016)

Despite the type of restaurant in terms of quick service, full service, and limited service,
the quality of food is the highest influential indicator towards a customer satisfaction
which can result to a repeat visit of the guest to the hotel services. The food attributes
includes ingredients, menu, portion size, taste, texture and appearance. Therefore, for
customers to be satisfied out of food quality there should be food made from fresh and
good quality ingredients, food portion should be large enough, delicious and well
presented.

2.3 Relationship between meal experience and customer satisfaction.

A number of researchers have researched the relationship between meal experience and
customer satisfaction. Namkung and Jang (2020) reviewed that client satisfaction relates
very well to quality of food and behavior aspects of the staff from the hotel. Furthermore,
there are investigations related to customers by determining their satisfaction perceived
by the quality and visit intentions which would help the hoteliers’ strategies to be
directed. This would help the managers to enhance customer satisfaction by improving
the quality of hotel attributes to encourage repeat visit by the customers. This study

10
attempted to determine whether there is any relationship between meal experience and
customer satisfaction.

A case study conducted by Gandolfo Dominici (2010), by improving meal experience

indicators to the customers will lead to customer satisfaction as well as boost the hotel
performances which will definitely results to increase profitability. This would be as a
result of customers having a desire to come again and enjoy the products and services
offered previously.

2.4 Theoretical framework

2.4.1 The dissonance theory

This theory states that if a customer expect a high-value of product and received a low-
value of product he would conclude the disparity and experience as a cognitive
dissonance. According to this theory, the existence of dissonance creates pressure and
psychological discomfort to the customers,(Yi, 1991). For example, customer would visit
a hotel with expectations of getting delicious food, warm welcome, friendly waiters,
clean environment among others but contrary to that he gets opposite of those variables,
this would lead to dissatisfaction. It is as a result of this that brings about a gap between
meal experience and customer satisfaction.

2.4.2 The expectancy disconfirmation paradigm

Oliver (2010) proposed the expectancy Disconfirmation Paradigm (EDP) as the most
promising theoretical framework for assessment of customer satisfaction. This theory
implies that a guest pre-visits hotel with expectations on the meal experience. As a result
the customer compares the expectation and the actual experience. If the outcome matches
the expectation, the confirmation of customer satisfaction occurs, while if they don’t
match disconfirmation occurs. Therefore a customer is either satisfied or dissatisfied as a
result of positive or negative differences between expectations and perceptions.

2.5 Summary of the literature review

From the reviewed literature above, it is evident that the meal experience is very
important for customer satisfaction in hotel organizations. Therefore that gap between the
meal experience and customer satisfaction need to be bridged to ensure that there is a

11
relationship that will last between customers and the products and service providers. It is
clear that there are a number of factors that influences the meal experience on customer
satisfaction in hotels, that is, quality of food and beverages, variety in the menu, value for
money and price, level and speed of service, attitude of the staff, atmosphere mood in the
service area, handling of complains by the supervisors.

Customers can be satisfied in a hotel if the mentioned factors that influence meal
experience can be looked at. Out of the satisfaction, customers will be royal to the hotel,
visit the hotel again, give positive comments about the hotel, recommend others to visit
the hotel thus leads to increase in business sales and profit maximization. This study
therefore will look at how meal experience influences customer satisfaction in the
selected five hotels in Thika town, Kiambu County, Kenya.

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 CHAPTER 3: RESEARCH METHODOLOGY

3.0 Overview
This section comprises of research design, study area, target population, sampling
techniques and sample size, measurement of variables, validity and reliability, data
collection techniques, data analysis and finally logistical and ethical considerations.

3.1 Study Design

The researcher sought to examine how meal experience affects customer satisfaction in
selected five hotels in Thika town. A descriptive research design was selected to conduct
this study. This described and gave a depth analysis of the relationship between meal
experience and customer satisfaction variables.

3.2 Study Area

The researcher examined how meal experience influences customer satisfaction in the
five selected hotels in Thika Town CBD. Concrete and relevant information on the
factors influencing meal experience in hotels was gathered. Thika town central business
district has got five hotels, that is, Coconut grill hotel, Eton hotel, Shuhan hotel, The
Luke hotel and Paleo hotel.

3.3 Target population

The study targeted all the customers in the selected food restaurants in Thika town. This
population is believed to be in a position to understand the influence of meal experience
on customer satisfaction. A total of 200 customers from five selected restaurants at Thika
town were targeted in this study based on the sitting capacity in each restaurant.

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Table 3.3.1: Target Population

RESTAURANT TARGET SAMPLE SIZE (30% OF

POPULATION THE TARGET
POPULATION)

Etom 38 11
Paleo 32 10
Shuhan 36 11
The Luke Cravers 44 13
Coconut Grill 50 15
Total 200 60

3.4 Sample Size

Mugenda and Mugenda, (2003) recommended that a sample size of between 10% and
30% is a good representation of the target population and hence the researcher took 30%
of the target population which was considered adequate for analysis as represented in the
table 3.3.1 above.

3.5 Sampling Techniques

Convenience sampling technique was used whereby the researcher ensured that
population was adequately represented within the whole sample of the research study.

3.6 Validity and Reliability

Validity is the accuracy and meaningfulness of the inferences based on the research
(Mugenda&Mugenda, 2008). Face validity was carried out where the research instrument
was checked with the help of the supervisor and food and beverage manager to check
whether the instrument was measuring what it intended to measure. Reliability is a
measure of the degree to which a research instrument yields constant results after
repeated attempts. The researcher used pretesting technique to evaluate the reliability of
the questionnaires in different customers of different restaurants.

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3.7 Measurement of Variables
Variable Measures/indicators Measurement scale Question number.
Independent -Input Nominal&ordinal Part one & two of
variable -Impact scale. question sheet
Dependent variable -outcome Interval &likert scale Part three & four
of question sheet

3.8 Data Collection Techniques

The researcher used questionnaires to gather primary raw data from the participants using
closed questions in order to give the scholar a provision of specific answers towards the
study. The question sheets were distributed to the participants via the hotel’s Food and
beverage Managers or supervisors as per the establishment setup. The researcher was
picking up the questionnaires after two days or as per the agreement with the managers.
Drop – and – pick aspect of collecting data, was used by the researcher. The
questionnaires had four parts. The first Part was to grasp generally the knowledge
concerning the participants’ gender, age, occupation and number of times he/she has
visited the hotel. Part two was illustrating insight in connection to meal experience
influence factors. The third Part focuses on examining the factors influencing customer
satisfaction in different hotels. Fourth part focuses on the relationship between meal
experience and customer satisfaction.

3.9 Data analysis

Data was processed after collecting back questionnaires from the respondents. The data
was checked, coded and entered and then transformed to enable for the analysis of the
data by use of statistical packages for social sciences (SPSS). Both descriptive and
inferential statistics to analyze the data collected. Descriptive statistics such as
frequencies, percentages, means, standard deviation was used whereas inferential
statistics such as Pearson correlation tests was used to calculate the effect of change in
one variable when the other variable changes.

3.10 Logistical and Ethical consideration

Ethics are the values that the researcher used when conducting the research. She seeks the
consent from the food and beverage managers and also obtains the data collection letter

15
from Rift Valley Institute of Science and technology requesting the hotels to allow her to
collect data from the customers. The researcher did not cause any interference with the
normal activities of the hotels. The researcher explained to the respondents about the
study and its purpose was for academic only. The researcher requested the respondents to
voluntarily participate upon assuring them of confidentiality over the information they
provided in the question sheet as it is meant only for research work. Their privacy was
protected completely by the researcher

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 CHAPTER FOUR: FINDINGS AND DISCUSSION

4.0 Introduction
This chapter consists of the research findings, interpretation and explanation of the study
findings.

4.1Response Rate
The researcher distributed 60 questionnaires to the respondents in the hotels covered in
the study. All 60 questionnaires were returned having been fully filled as required
therefore yielding a response rate of 100%.

4.3 Demographic Information

4.3.1 Gender of Respondents

Frequency Percent Valid Cumulative

Percent Percent
Male 36 60.0 60.0 60.0
Valid Female 24 40.0 40.0 100.0
Total 60 100.0 100.0

The findings revealed that 60% of the respondents were male, while 40% were female.
This indicates that the majority of hotels in Thika town are male.

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4.3.2Age of Respondents

Frequency Percent Valid Percent Cumulative

Percent
Below 20 4 6.7 6.7 6.7
21-30years 13 21.7 21.7 28.3
31-40 years 33 55.0 55.0 83.3
Valid
Above
10 16.7 16.7 100.0
40years
Total 60 100.0 100.0

This shows that the age between 31-40 years, i.e. 55%, are the most customers who
patronize the hotels in Thika town. This is followed by age between 21-30 years, i.e.
21.67%. The least age group is below 20 years.

4.3.3 Occupation of Respondents

Frequency Percent Valid Cumulative

Percent Percent
Unemployed 5 8.3 8.3 8.3
self employed 15 25.0 25.0 33.3
Valid
employed 40 66.7 66.7 100.0
Total 60 100.0 100.0

The findings show that 66.67% of the customers are employed while 25% were self-
employed.

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4.3.4. Number of Times Visited

Frequency Percent Valid Cumulative

Percent Percent
Once 5 8.3 8.3 8.3
Twice 13 21.7 21.7 30.0
Valid Thrice 18 30.0 30.0 60.0
above three times 24 40.0 40.0 100.0
Total 60 100.0 100.0

The findings show that 40% of the customers had visited the hotels more than three times
followed by 30% who had visited the hotels three times.
4.4 Descriptive Statistics of Study Variables

4.4.1 Descriptive Statistics on Food Quality

Descriptive Statistics
Statements N Mean Std.
Deviation
Texture 60 3.40 .821
Portion size 60 3.23 .816
Colour 60 2.67 .723
Flavour 60 3.43 .831
Valid N (listwise) 60

The table above shows that most of the respondents moderately agreed with the fact that

there are factors that of food quality which are the texture of the food, portion size and

flavour of the food where measures had means of 3.40, 3.23 and 3.43 respectively..

However, others seemed to disagree with the measure that states colour is an indicator of

19
food quality in meal experience that leads to customer satisfaction; this only recorded a

mean score of 2.67.

4.4.2 Descriptive Statistics on Speed of Service

Table 4.4.2 Descriptive statistics on Speed of

Service

Statements N Mean Std.

Deviation
Time taken 60 3.63 .910
Order accuracy 60 3.54 .806
Schedule strategy 60 2.38 .714
Enough staff 60 3.80 .820
Valid N (listwise) 60

The table above shows that most of the respondents moderately agreed with the fact that

the speed of service while serving the customers affect meal experience due to the time

taken to serve food and beverage after the staff has taken the order, order accuracy and

enough staff where the measures had means of 3.63, 3.54 and 3.80 respectively.

However, some of the respondents seemed to disagree with the measure that states

employees are expected to come to work as per schedule strategy, this only recorded a

mean score of 2.38.

4.4.3 Descriptive Statistics on Atmosphere

Table 4.4.3 Descriptive statistics on Atmosphere

Statements N Mean Std.

Deviation
Air quality 60 3.43 .870
Music 60 3.51 .843
Noise 60 2.15 .703
Temperature 60 3.83 .832

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 Valid N (listwise) 60

The table above shows that most of the respondents moderately agreed with the fact that

atmosphere in the restaurant can affect meal experience on customer satisfaction as result

of air quality, music and temperature where the measures had means of 3.43, 3.51 and

3.83 respectively. However, some of the respondents seemed to disagree with the

measure that states atmosphere in terms of noise affect meal experience in the restaurant

as this only recorded a mean score of 2.15.

4.4.4 Descriptive Statistics on Customer Satisfaction

Table 4.4.4 Descriptive statistics on Customer Satisfaction

Statements N Mean Std.

Deviation
Positive comment 60 3.50 .882
Refer other customer 60 3.41 .812
Visit again 60 2.29 .742
Customer loyalty 60 3.79 .831
Valid N (listwise) 60

The table above shows that most of the respondents moderately agreed with the fact that

customer satisfaction in the restaurant can lead to a customer giving positive comments

about the hotel, refer other customer and customer becomes loyal to the restaurant. The

measures had means of 3.50, 3.41 and 3.79 respectively. However, most of the

respondents seemed to disagree with the measure that states customer will visit again to

the restaurant since they are satisfied and this only recorded a mean score of 2.29.

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4.5 Pearson Correlation Results

A Pearson correlation was conducted to investigate the relationship between study

variables.

Table 4.5.1: Correlations

1 2 3 4
r 1
1.Food Quality Sig. (2-tailed)
N 60
r .043 1
2. Speed of service Sig. (2-tailed) .0564
N 60 60
r .479 .258* 1
3. Atmosphere Sig. (2-tailed) .648 .060
N 60 60 60
4. Customer Satisfaction r .509* .651* .747* 1
Sig. (2-tailed) .005 .002 .643

N 60 60 60 60

*. Correlation is significant at the 0.05 level (2-tailed).

22
4.5 Summary and Discussion of the Findings

Table 4.9 Correlations among variables

Variables Work Output Decision

Rule
Food Quality Pearson Correlation (r) .509* Reject Ho1

p-value .001

Speed of Service Pearson Correlation (r) .651* Reject Ho2

p-value .000

Atmosphere Pearson Correlation (r) .747* Reject Ho3

p-value .001

Notes: n = 60. **. Correlation is significant at the 0.01 level (2-tailed)

According to the correlation analysis table above (table 4.9) that was set at a p-value of

<.001, the researcher was able to conclude that all the study null hypotheses (Ho1, Ho2

and Ho3) are all rejected hence there is a statistically significant relationship between

food quality, speed of service, atmosphere and customer satisfaction. Although there

exists a statistically significant relationship between food quality and customer

satisfaction (p-value= .001), the strength of relationship between this two variables is

positive but not as strong (r=.509). On the other hand, both speed of service and

atmosphere have a strong positive relationship with customer satisfaction (I.e. r=.651 and

r=.747 respectively).

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 CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Introduction
This chapter entails the summary of the findings and its implication of the study. It also
includes the conclusion of the study and the recommendations as well as areas for further
research.

5.2 Summary of Findings

The research shows that there are factors that influences meal experience that guests face
while eating out in the hotels restaurants which may lead to customer satisfaction or
dissatisfaction. They range from quality of food with the indicators; portion size, texture,
colour and flavour, speed of service with the indicators; time taken to serve customers,
order accuracy, enough staff and schedule strategy, to the atmosphere of the restaurant
with the following indicators; air quality, music, noise and temperature.

The level of customer satisfaction according to the study shows that the above indicators
of meal experience results to customer satisfaction measured by a number of indicators.
i.e. customers revisiting the hotel, recommending hotel to other guests, giving positive
comments about the hotel and being loyal to the hotel.

The research revealed that there is a strong positive correlation between meal experience
and customer satisfaction. The findings show that coefficient of correlation was 0.509.
This means while meal experience is low it continues to affect customer satisfaction in
hotels and thus revenue will be low. This findings support the statement by Anderson&
Mossberg, (2012), that customers are satisfied as result of the meal experienced in the
hotel.

5.3 Conclusions
In the basis of findings, a number of conclusions can be made about the study; Quality of
food, atmosphere and speed of service are major factors that influence meal experience in
customer satisfaction. They are key determinants of whether customers will visit the hotel

24
again, recommend other guest, be loyal to the hotel or give positive comments about the
hotel.

5.4 Recommendations
As a result of the study and the findings got, several recommendations on the running of
the hotels to improve the meal experience and thus increase revenue and profitability.
Hotels operators need to motivate their staff in order to have positive attitudes towards
customers as well as having a professional way of handling complaints from the guests.
Also they should have enough staff in order to speed up service to avoid long time
waiting for orders by the customers. They should make sure that the restaurant has a
conducive atmosphere favorable to the guests. The food and beverages should of high
quality for the value of customer’s money. All these factors will definitely results to
customer satisfaction.

5.5 Recommendation for Further Research

This study recommends that more research to be done in other the departments such as
housekeeping and front office, in order to find out how customers are satisfied in those
areas.

25
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APPENDIX 1 : DATA COLLECTION LETTER
OFFICE OF THE HEAD, SCHOOL OF HOSPITALITY & TOURISM
MANAGEMENT
10/09/2023
Dear Sir/Madam
This letter is to introduce Faith cheptoo ngeno registration number [DS22 /182443]
who is a student in the School of Hospitality and Tourism Management at Rift Valley
Institute of Science and technology pursuing Certificate. in Food and beverage.
To complete her certificate course, she is undertaking research leading to the production
of a research report or other publications and her study is entitled:
“Influence of Meal Experience on Customer Satisfaction in Selected Star-rated
Hotels in Thika Town, Kiambu County, Kenya”
She would like to invite you to assist in this project by filling in the questionnaire which
covers certain aspects of this topic.
Be assured of confidentiality of any information you provide and that none of the
participants will be individually identifiable in the resulting research report or other
publications. You are entirely free to discontinue your participation at any time or to
decline to answer particular questions.
Thank you for your attention and assistance.
Yours Sincerely

Faith Cheptoo Ngeno

29
APPENDIX 2: QUESTIONNAIRE

The researcher aims to investigate the influence of meal experience on customer

satisfaction in the selected hotels in Thika town, CBD, Kiambu County, Kenya. You are

requested to participate in this study to help the researcher achieve her objectives. This

questionnaire is designed to collect data strictly for academic purposes.

SECTION A: DEMOGRAPHIC INFORMATION

Please tick where appropriate.

1. Gender : Male [ ] Female [ ]

2. Age;

Below 20 years [ ]

21-30 years [ ]

31-40 years [ ]

Above 40 years [ ]

3. Occupation;

Unemployed [ ]

Self-employed [ ]

Employed [ ]

4. Number of times you have visited this hotel?

Once [ ]

Twice [ ]

Thrice [ ]

30
 Above three times [ ]

PART B: MEAL EXPERIENCE

Please circle your answer to each statement based on the Key below:
(1) Strongly Disagree (SD); (2) Disagree (D); (3) Moderately Agree (MA); (4)
Agree (A); (5) Strongly Agree (SA)
S/N Food Quality SD D MA A SA
1 Portion size 1 2 3 4 5
2 Texture 1 2 3 4 5
3 Flavour 1 2 3 4 5
4 Colour 1 2 3 4 5

Speed of Service SD D MA A SA
1 Time taken 1 2 3 4 5
2 Order accuracy 1 2 3 4 5
3 Enough staff 1 2 3 4 5
4 Schedule strategy 1 2 3 4 5

S/N Atmosphere SD D MA A SA
1 Air quality 1 2 3 4 5
2 Music 1 2 3 4 5
3 Noise 1 2 3 4 5
4 Temperature

PART C: CUSTOMER SATISFACTION

Please circle your answer to each statement based on the key below:
(1) Strongly Disagree (SD); (2) Disagree (D); (3) Moderately Agree (MA); (4)
Agree (A); (5) Strongly Agree (SA)
Customer Satisfaction SD D MA A SA
Customers will visit the hotel again
1 1 2 3 4 5

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 Customer will refer other customers
2 1 2 3 4 5

Customer will be loyal to this hotel

3 1 2 3 4 5

Customers will give positive comments about the hotel

4 1 2 3 4 5

32