Measuring customer satisfaction on the cleanliness of food premises using fuzzy conjoint analysis: A pilot test

Abstract

Determining the level of customer satisfaction in cleanliness regarding a product or service is a significant aspect of businesses. However, the availability of feedback tools for consumers to evaluate the cleanliness of a restaurant is a crucial issue as several aspects of cleanliness need to be evaluated collectively. To overcome this issue, this study designed a survey instrument based on the standard form used for grading the food premises and transformed it into a seven Likert scale questionnaire and consists of seven questions. This study employed fuzzy conjoint analysis to measure the level of satisfaction in cleanliness in food premises. This pilot study recruited 30 students in Universiti Teknologi MARA (UiTM) Seremban 3. The student’s perception was represented by the scores calculated based on their degree of similarities and corresponding levels of satisfaction, whereby, only scores with the highest degree of similarity were selected. Furthermore, this study identified the aspects of hygiene that assessed based on the customers’ satisfaction upon visiting the premises. The results indicated that the fuzzy conjoint analysis produced a similar outcome as the statistical mean, thus, was useful for the evaluation of customer satisfaction on the cleanliness of food premises.

Understanding Customer Insights Through Big Data: Innovations in Brand Evaluation in the Automotive Industry

“…We find conjoint analysis to be one of the most common references across empirical studies on brand perception and customer insights. Conjoint analysis has been applied in addressing customer preferences (Tripathi and Siddiqui, 2010), customer satisfaction (Lim et al, 2021), branding (Eggers et al, 2016), among many other factors of brand evaluation and customer insight development (Youn et al, 2020;Saura et al, 2019;Chiang & Yang, 2018). This indicates that conjoint analysis is highly pertinent to the purposes of the present study, in which we evaluate company brands in Indonesia's automotive industry.…”

Customer preference in food vendor during the COVID-19 pandemic: a case study of university student

“…The customer trust that hygiene and cleaning could reduce their chance of getting COVID-19 infection through food. Besides, the cooking process by heating could destroy the virus [1,5,7]. Several customers also believe that price has associated the quality.…”

“…Canteens in schools, colleges, or factories may consist of food vendors or food vending services, which are any food services operator selling food or drink to the public directly. The factors influencing customer preferences for food vending services include taste, price, service, freshness, variety of food, environmental hygiene, and personal hygiene [1,2]. Therefore, the food vendor operator should enhance the influence factor to meet the customer's expectations, increasing the willingness to buy their products [1].…”

“…The factors influencing customer preferences for food vending services include taste, price, service, freshness, variety of food, environmental hygiene, and personal hygiene [1,2]. Therefore, the food vendor operator should enhance the influence factor to meet the customer's expectations, increasing the willingness to buy their products [1].…”

“…Customer preference also correlates to the serving environment, including environmental sanitation and personal hygiene. For the customer with a health concern, poor hygiene implies poor quality of food and a higher risk to contact with the foodborne pathogen [1][2][3].…”