Evaluating Food Court Operation in Shopping Malls to Enhance Customer Satisfaction for Different Market Segments

Abstract

Food courts in shopping malls become a huge food operation market. Mall's visitors always seekfor good meal with reasonable price. Menus and services in food courts need more attention toreaching for the customers' satisfaction. The overall objective of the study is to analyze thedifferent ways to enhance customer satisfaction for different market segments. The specificobjectives 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 (DandyMega Mall, Mall of Egypt, and Mall of Arabian). Questions revolved around age categories andpurpose of visiting the mall. Cross tabulation had been done between age categories and differentpreferences in services. The results showed that, price was the most relevant factor for differentages. There was a statistically significant correlation between dissatisfaction and problems infood court such as places availability, food quality, and staff. The wireless services and softwareapplication were not activated till now. Green and ethnical food items were begun to take placein food courts. This study concluded that the relationship of food quality attributes and customersatisfaction at food court restaurants