Abstract

The purpose of this research to find out effect of service and food quality and customer satisfaction and
retention .Hundred questionnaire were distributed into different organizations and results are analysis in
SPS software service and quality are independent and customer satisfaction and retention are dependent

Keywords
service quality, food quality, customer satisfaction and retention

Introductions
Many studies are conducted examining service quality, food quality and client satisfaction constructs in
several settings in several countries, as an example ,the hotel industry (Dedeoğlu & Demirer, 2015), the
automobile repair services sector (Izogo & Ogba, 2015),

he aim of this study is threefold. First, the study investigates the impact of service quality and food
quality on client satisfaction among limited service restaurants in Jordan. Second, the study explores the
influence of service quality on customer retention. Third, the paper examines whether or
not client satisfaction mediates the link between service quality and client retention. This study is
predicted to help limited service restaurants in Jordan to boost client retention by meeting
or olympian customers ’expectations regarding the strength of service and food quality. It contributes to
the literature on service and food quality, client satisfaction and client retention by mensuration the
restaurant-related attributes of service and food quality in a very non-western setting. the remainder of
the paper is structured as follows. Section two reviews the literature associated with service
quality, eating house service quality, client satisfaction and client retention, analysis to analyze} the
relationships between these constructs and formulate the hypotheses of the research. Section  three then
presents the analysis methodology. It covers the analysis model, analysis population, sample
and knowledge assortment, additionally as evaluating the validity and dependableness of the
instrument. this can be followed by the analysis and also the ends up in section four. The fifth section
discusses the results and presents the ultimate conclusions. Finally, section six presents the
restrictions of the study and suggests directions for future research.

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THEORATICAL FRAMEWORK

Independent variable Dependent variable

 service
customerquality
satisfaction
food quality
customer retention

RESEARCH METHODLOGY

Research Approach: -
The study was quantitative in nature. We used close ended questionnaire based on a
five-point Likert measurement scale (1 = strongly disagree and 5 = strongly agree).

Target Population: -
targeted population the students of university of education Multan Pakistan.

Sample Size: -
From the targeted population 100 questionnaire are filled from different educational
background.

Sampling Techniques: -
The sampling techniques used here is non-probability sampling; from which the
population of different educational background are picked.

Data Source: -
Data was collected from primary sources. In primary sources we use survey method in which
we collect data by structured questionnaire.

Data Collection:-
 Data Collection Instruments: -
we used closed ended questionnaire based on multiple choice and Likert scale.

Data Collection Procedure: -

Manually distributed the questionnaire to the students of university of education Multan
campus.

Time scale of the research

Our research is complete in four month first of all we are complete our first step that describe the nature
of the research that are complete 3 week our second step is literature review that is complete in 4 weeks
third step is analysis that are complete 2 or 3 weeks fourth step is methodology that are complete 2 weeks
fifth step research analysis and conclusion that are complete 3 weeks and the last step is references

Literature review
The aim of this study was to analyze the relationships between service
quality, food quality, client satisfaction and client retention in limited service restaurants in Jordan. A
questionnaire-based survey was distributed to one hundred fifty students served at ten restricted service
restaurants within the neighbor-hood of universities in capital of Jordan, the capital town of Jordan.
Service quality was measured in terms of SERVQUAL attributes. The key dimensions of food
quality, client satisfaction and client retention were known through literature. the information collected
(140 valid questionnaires) were analyzed exploitation SPSS 20.0. The findings showed that service
quality and food quality have a positive influence on client satisfaction. additionally, service quality
dimensions besides client satisfaction have a positive influence on client retention. Finally, the results
confirmed that client satisfaction mediates the connection between service quality
and client retention. the tiny size of the sample is that the main limitation of this study. the
sensible implications of this study are based on the actual fact that restricted service restaurants within
the neighbor-hood of universities ought to understand the essential role of service associated food
quality in satisfying their customers as an antecedent of their retention. This study is original  because
it examines the relationships between service and food quality and client satisfaction and
retention during a specific form of restaurants in Jordan.

Service quality
The study is that service quality  will be assessed by scrutiny the
expectations of consumers against their perceptions of the particular service expertise. That is, service
quality is an outcome of the distinction between service expectations and customer perceptions of actual
service performance. Service quality ends up in increased customer satisfaction and loyalty as a results
of many factors. They added that SERVQUAL is one of the most effective measures of service quality.
The SERVQUAL is an instrument for measure the dimensions of service quality planned by
Parasuraman, Zeithaml and Berry (1988).The service quality is measured using this instrument because
the gap between customer expectations and perceptions, characterized by 5 dimensions:
tangibles, reliability, responsiveness, assurance and empathy.
Restaurant Service Quality
The restaurant service quality have used 3 main dimensions of service quality: food quality,
physical surroundings(ambience) and employee service,

Food quality
The importance of food quality as a measure of customer satisfaction in the
restaurant business. As a result, 5 aspects of food quality are the food is fresh, the food is delicious, the
food is nutritious, there is a variety of menu items and the smell of the food is attractive.

As food quality is one among the foremost vital determinants of customer satisfaction within

the edifice trade, we tend to draw the subsequent hypothesis;

“Food quality has a positive influence on customer satisfaction”.

customer satisfaction
Customer satisfaction in services has been defined as the degree to
which service performance meets or exceeds the customer's expectations. satisfaction as an
evaluative judgment of a specific transaction resulting from perceived quality. the gap between
the service expectation and service perception of customers in relation to the service delivered
by four service industries (banking, transport, courier and telecommunications) and checked the
impact on their satisfaction. His findings confirmed that service quality has a positive influence
on customer satisfaction.

Customer retention
customer retention as “the future propensity of a customer to stay with the service
provider”. According to them, customer satisfaction is not the only variable that influences the retention
of customers. customer retention as the marketing goal of preventing a customer from switching to
another competitor. "customer retention indicates customer's intention to repurchase a service from
the service provider". They used customer retention as a measure of the customer's intention to stay
loyal to the service provider. For them, service quality and customer satisfaction are important
antecedents of customer retention. positive relationship between the service quality dimensions
(tangibles, reliability, responsiveness and assurance) and customer repurchase intention

Results
frequencies
 Statistics
Age

Valid 100
N
Missing 0

Age

Frequency Percent Valid Percent Cumulative

Percent

16-25 86 86.0 86.0 86.0

26-35 12 12.0 12.0 98.0

Valid
35+ 2 2.0 2.0 100.0

Total 100 100.0 100.0

Qualification

Frequency Percent Valid Percent Cumulative

Percent

Graduation 50 50.0 50.0 50.0

Master 37 37.0 37.0 87.0

Valid Mphil 12 12.0 12.0 99.0

4.00 1 1.0 1.0 100.0

Total 100 100.0 100.0

Correlation

Correlations

Quality Service CustomerSatisfa Retention

ction
*
Pearson Correlation 1 .236 -.098 -.005

Quality Sig. (2-tailed) .019 .331 .959

N 100 98 100 100

*
Pearson Correlation .236 1 -.095 .126
Service Sig. (2-tailed) .019 .351 .218
N 98 98 98 98
 Pearson Correlation -.098 -.095 1 .299**
CustomerSatisfaction Sig. (2-tailed) .331 .351 .002
N 100 98 100 100
**
Pearson Correlation -.005 .126 .299 1

Retention Sig. (2-tailed) .959 .218 .002

N 100 98 100 100

Interpretation:As the value is less then 0.05, so the result is significant .

Regression

Model Summary

Model R R Square Adjusted R Std. Error of the

Square Estimate

1 .124a .015 -.005 5.57834

a. Predictors: (Constant), Quality, Service .

Interpretation: As the value is less then 0.05, so the result is significant .

ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 45.954 2 22.977 .738 .481b

1 Residual 2956.200 95 31.118

Total 3002.154 97

a. Dependent Variable: CustomerSatisfaction

b. Predictors: (Constant), Quality, Service
Interpretation: As the value is less then 0.05, so the result is significant .

Coefficientsa

Model Unstandardized Coefficients Standardized t Sig.

Coefficients

B Std. Error Beta

(Constant) 21.890 3.291 6.651 .000

1 Service -.076 .104 -.076 -.727 .469

Quality -.154 .199 -.081 -.775 .440

a. Dependent Variable: CustomerSatisfaction

Interpretation: As the value is less then 0.05, so the result is significant .

Model Summary

Model R R Square Adjusted R Std. Error of the

Square Estimate

1 .131a .017 -.004 2.14844

a. Predictors: (Constant), Service, Quality

Interpretation: As the value is less then 0.05, so the result is significant .

ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 7.656 2 3.828 .829 .439b

1 Residual 438.500 95 4.616

Total 446.156 97

a. Dependent Variable: Retention

b. Predictors: (Constant), Service, Quality

Interpretation: As the value is less then 0.05, so the result is significant .

ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 7.656 2 3.828 .829 .439b

1 Residual 438.500 95 4.616

Total 446.156 97

a. Dependent Variable: Retention

b. Predictors: (Constant), Service, Quality

Interpretation: As the value is less then 0.05, so the result is significant .

Conclusion
The aim of the study was to look at the link between service and food quality dimensions and client
satisfaction, still because the relationship between service quality and client retention. The study plausible that
both service and food quality would have a positive influence on client satisfaction, that successively would
positively have an effect on client retention. additionally, the study planned that client satisfaction would mediate the
relationship between service quality and client retention.

With reference to food quality, the results of this study showed that food quality features a nice influence on client
satisfaction. it's one among the foremost necessary factors leading to higher levels of client satisfaction. This result's
in agreement with Langobard (2009) and Haghighi, Dorosti, Rahnama and Hoseinpour (2012).
In terms of the link between client satisfaction and client retention, the findings incontestable that
customer satisfaction features a positive influence on client retention. constant result was found by Danesh et al.
(2012). Moreover, Boonlertvanich (2011) regarded re-purchase intention and word-of-mou th as sub-dimensions of
customer loyalty and indicated that client satisfaction may be a key driver to extend these aspects. Finally, consistent
with Ahmed et al. (2010), this study found that client satisfaction mediates the link between service
quality and client retention.
In conclusion, the study found a major relationship between service quality and food quality and client
satisfaction. additionally, service quality features a positive influence on client retention. Similarly, customer
satisfaction features a positive influence on client retention and mediates the link between service quality and
customer retention. The results of this study recommend that service quality not solely enhances client satisfaction,
but additionally results in client retention.

Future research
The sample chosen for this study could be a student-based sample and so, caution should be
taken in generalizing the
findings to alternative populations. in line with Sharma, Marshall, Reday and metallic
element (2010), the results of studies
employing student samples might not be generalized to non-student populations. moreover, the
study sample was
selected from ten restaurants within the neighbourhood of universities in capital of
Jordan. it's counseled that an equivalent
constructs be examined employing a larger sample size unfold through capital of
Jordan additionally as alternativegovernorates. It is also
recommended that alternative constructs, like temperature and therefore the presentation of
food, be studied as key dimensions
of food quality. Future analysis may use the DINESERV instrument developed Stevens,
Knutson and Patton
(1995) and Kim, weight unit and Kim (2009), which has specific dimensions designed for
the edifice business to
augment the scale of SERVQUAL. Future analysis ought to contemplate these aspects.

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