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ABSTRACT
The food sector has recently witnessed great interest at all levels, as the issue of food service quality has become a
matter of increasing global interest in an effort by hospital institutions to provide their food services with high quality
to achieve the maximum possible customer satisfaction. This research aims to study the reality of food service quality
in the public hospital institution in the Al-Aqsa Health Center for Primary Care and its relationship to customer
satisfaction. The research relied on the independent variable of food service quality, which includes dimensions
(technical capacity, ease of access to services, effectiveness, relationship between individuals, continuity) and the
dependent variable of customer satisfaction. This study was able to conclude that the customer is satisfied with the
services provided by the Union Food Industries Company, but he is not satisfied with the tangibility dimension, which
requires developing food services in line with the needs of customers, by keeping pace with technological
development by improving the material dimension.
Research Article
THE RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER
SATISFACTION AT AL-ITTIHAD FOOD INDUSTRIES COMPANY
Submission Date:
November 09, 2024,
Accepted Date:
November 14, 2024,
Published Date:
November 22, 2024
Crossref doi:
https://doi.org/10.37547/ijmef/Volume04Issue11-11
Haider Harbi
Ministry Of Higher Education And Scientific Research University Of Babylon College Of Management And
Economics Department Of Business Administration, Iraq
Zahraa Yassin Alwan
Ministry Of Higher Education And Scientific Research University Of Babylon College Of Management And
Economics Department Of Business Administration, Iraq
Shafa Turki Ayez
Ministry Of Higher Education And Scientific Research University Of Babylon College Of Management And
Economics Department Of Business Administration, Iraq
Journal
Website:
https://theusajournals.
com/index.php/ijmef
Copyright:
Original
content from this work
may be used under the
terms of the creative
commons
attributes
4.0 licence.
Volume 04 Issue 11-2024
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International Journal Of Management And Economics Fundamental
(ISSN
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VOLUME
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111-130
OCLC
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Publisher:
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KEYWORDS
Quality of service, customer satisfaction.
INTRODUCTION
Within the last few decades, an emphasis on services
has emerged and these services became one of the
most essential branches in the economy of countries,
drawing many competitors to the providers of
services. Under these conditions, appropriate
attention was paid by scientists and practitioners
associated with the provision of services to such an
aspect as the quality of the provided services and its
influence on the clients’ satisfaction in respect of
enhancing competitive advantage and profitability of
service organizations. As they aim to grow and expand,
their obsession in achieving customer satisfaction has
made service organizations become obsessed with
quality management and as customers have become
their focus of attention, their needs and desires are
continuously being anticipated and met by the
provision of appropriate services. This is particularly
true as the communications and information
technology revolution has made it easier for the
customer to distinguish services according to his
preferences and preferences.
Due to increased competition among service
providers and seeing the customer as one of the two
parties to the service, the customer should be targeted
by every organization, who should irrespective of not
being the main party to the service, get the service as
per his or her wants and needs, and that the
organization does its best to come as close to him or
her as possible and to hear his or her desires and to be
in a position to have the relevant authority to provide
high quality services with the aim to satisfy the
customers, make them trust the service provider and
make it possible for the clients to continue for a long
time in the business so as to increase its competitive
edge, Organizations have rather confirmed that it is
less costly and it makes more business sense to keep
original customers than to lose the original customers
and make efforts to look for new customers. Potential
gaps between the interventions of these organizations
have focused on the quality of service and
performance and the differences that exist between
expected and actual levels of service. In practice
however, control over the performance of this service
is not easy and requires exploration of some elements
that would possibly influence customer choice captive
for what the customer use to assess the service.
RESEARCH METHODOLOGY
This section will present the research methodology,
which represents the scientific path in determining and
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achieving its objectives and proving its hypotheses.
This section has been divided into :
First: The research problemTo nations whose economy
is limited the food industries extended by the
government free of charge or for a sum commensurate
with the income if the people particularly the Iraqi
citizen are of great importance and in these hard times
economically for a lot of members of the people. This
should be the case in terms of the service offered and
indeed the overall price of the service in order to
enhance the satisfaction levels of clients. After this
preamble, it can be stated that the research problem
can be divided into three questions as follows:
1- To what extent does food service quality contribute
to customer satisfaction at the Union Food Industries
Company Center?
2- What is the level of customer satisfaction at the
Union Food Industries Company Center? The research
sample.
3- What are the improvements made in the quality of
food sector services?
Second: The importance of research
In the case of this study, the provision of primary health
care within the e Union Food Industries Company in
Babylon is investigated to see if the service meets the
satisfaction of those patients who attend to this
centre. It is known that food supply in industries has a
wider relevance particularly in the lives of the people
of Iraq in the case of the food supply coming from the
government food industry.
Third: Research objectives The following goals are the
focus of this study:
1. Offering a theoretical framework on customer
satisfaction and quality in the food sector so that you
can profit from it. in the food industry.
2. Outlining the actual quality of the food items that the
aforementioned factory offers to its clients.
3. How pleased are clients with the caliber of services
rendered by the company under investigation? 4. To
understand the nature of the link between the
dependent variable (consumer satisfaction in all its
aspects) and each of the independent variables
(quality of the food industry).
Fourth: Research hypothesis
The researcher started this study based on the
following hypothesis: “There is a positive, significant,
and significant relationship between the quality of
food industries and customer satisfaction in all its
dimensions.”
Fifth: Study community and sample
Customers who came in on 1/3/2024 and wanted to
purchase the food industries that the aforementioned
sector offered them were the ones from which the
researcher selected the study community.
Regarding the study sample, it is a purposeful
selection of clients who come to the aforementioned
facility to buy food items, as long as they don't... Less
than 10% Twenty of them were present.
Sixth: Collection of information and data and study
method
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For both the theoretical and practical aspects, the
researcher was able to provide the study material by
gathering data and information about the independent
and dependent variables in order to provide a
thorough theoretical framework around them. For the
theoretical aspect, the researcher used research and
publications published in periodicals as well as the
international network (the Internet) to gather data and
information about the variables.
However, in terms of the practical side of things, the
researcher was able to gather data and information
about the study by using the study instrument, which
is a questionnaire form that was given to the study
sample members in order to analyze and get findings.
Seventh: Study tool
A three-part questionnaire was employed as a study
tool by the researcher. The study sample members'
demographic data (gender, age, and educational
background) are included in the first section. The study
sample members are asked a series of paragraph-long
questions about the independent variable (food
industry quality) in the second section. Paragraphs of
questions pertaining to the dependent variable
(consumer satisfaction) are included in the third
section.
Completely agree, agree, neutral, disagree, and
completely disagree are the five paragraphs that make
up the five-point Likert scale that was used to develop
this questionnaire. This survey was created using the
researcher's input and was sent out in 20 questions.
Eighth: Statistical and mathematical methods
The researcher used a set of statistical and
mathematical methods for analyzing data and testing
the study hypothesis, including: 1- Frequencies 2-
Percentages 3- Arithmetic mean 4- Standard deviation.
As for the correlation coefficient, it was used for the
purpose of testing the study hypothesis.
The first topic
Food industry quality
First: The concept of food industry qualityWe must
define quality before we can understand the quality of
the food sector. The concept of quality is out of our
control; that is, it is hard to define precisely, but it may
be understood and deduced. Quality, which is hard to
quantify, is superiority or excellence. To put it another
way, it is challenging to define a good or service's
quality before the consumer or recipient sees it. (Alawi,
2008: 45)
The unifying denominator of the interests of
administrations worldwide, particularly the more
developed ones, and at all levels is quality. A natural
outcome and a fundamental starting point for
government agencies to address the internal and
external issues was interest in production quality.
The concept of quality varies according to the
individual’s position. From the point of view of
customers or consumers, quality is linked to the value
of the product or service, its benefit, or even its price,
and how the product can achieve the basic purpose for
which it is purchased at a specific price. From the point
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of view of the producer, it is linked to the conformity
of the product or service to the specified specifications
(Al-Jariri, 2006: 66).
"Continuous suitability or conformance between the
customer's expectations and his perceptions of the
service" is one definition of quality. The first of the
concept's several axes is appropriateness or
conformance, which refers to the service's capacity to
People's perceptions of quality vary depending on
their situation. The value, benefits, or even price of the
product, as well as how well it performs the primary
purpose for which it is purchased at a specific price, all
affect how customers or consumers perceive its
quality. According to the manufacturer, it has to do
with whether the good or service satisfies the specified
criteria (Al-Jariri, 2006: 66). particular requirements
(service approach). The concept's second component,
stability or consistency, indicates that quality is a
priority that intersects with the organization's
operations and design to deliver services that satisfy
requirements (product approach), rather than an
emergency or incidental event. Expectations, on the
other hand, represent an attempt to bring together the
user's perspective or approach and the value
perspective or approach. This is because the term
expectations has meaning because, although needs
refer to the customer's basic requirements, desires
refer to anything the customer desires, and
expectations refer to what the customer believes or
believes about how the product or service will
perform. These differ based on the knowledge and
experience Some concentrate on quality and its
components.
According
to
them,
the
best
manufacturing and the greatest service that meets
expectations spring to mind when the word quality is
used. As a result, quality is described as a collection of
traits and features that are present in the product or
service and their capacity to meet the specific needs of
the consumer. Al-Mansour (1997), p. 7.
According to the International Organization for
Standardization (ISO), it is the extent to which a set of
predetermined qualities and characteristics satisfy
expressed or implied needs (Al-Sultani, 2004: 24)
. Nowadays, governments, corporate organizations,
citizens, and customers all have an interest in the
crucial and complex topic of food service quality,
regardless of whether it is provided by public or private
entities. The government and its responsible agencies
have made numerous initiatives to enhance the quality
of public service in order to raise residents' satisfaction
with public institutions. Dispersion and lack of
integration, however, were characteristics of these
attempts, particularly those made in recent years, as
they lacked a clear and specific general framework for
raising the caliber of food service due to the absence
of precise and widely accepted ideas about service
quality, its dimensions, standards, and measurement
techniques.
Additionally,
these
efforts
were
constrained
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Along with the aforementioned, the distinct qualities
of services, whether they are provided by public or
private entities (profit-oriented businesses), in
contrast to tangible goods, are another factor that
accounts for the challenges encountered by all prior
attempts to gauge and assess service quality before
attempting to improve it. Serious research efforts to
develop workable models for assessing food service
quality using realistic, objective standards and
instruments have continued in spite of these and other
challenges. This persistence in these efforts can be
attributed to officials' increased interest in and
understanding of service quality, which has a direct
impact on return on investment and production
efficiency in both public and commercial management
of service companies.
food quality
-Improving and meeting the needs and wants of the
customer.
-Decrease expenses and increase competitiveness.
Reaching long-term and strategic objectivesCosts can
be minimized by incorporating quality standards into
every step of the service creation process.
-The factory's reputation rises as a result of the
improved customer satisfaction and increasing desires.
Providing high-quality services is essential for the
factory's continued growth and success because it
fosters a positive work environment, which raises
service standards. From Hassan (2008), quoted
Third: Dimensions of food industry quality
Serving the beneficiary, who is the center of the
laboratory's existence and the driving force behind its
expansion and continuation, is its primary goal. Giving
the receiver a worthwhile service that fulfills the
benefits or advantages intended by acquiring it is the
way to serve him. In order to provide him with a service
of appropriate quality, appropriate timing, and
reasonable price, the laboratory must have a thorough
understanding of his needs and expectations through
an information system that gives it facts about his
needs, desires, and ambitions. This is because the
quality of the service will give the laboratory a
competitive advantage on the one hand, and
satisfaction on the other. (Al-Samarrai, 2000)
There are various aspects of quality, and their relative
importance varies depending on the context. Food
care, administrative services, and other support
services are consistent with these dimensions. They
assist in determining issues and gauging how well they
adhere to previously set standards. The following are
some of these dimensions (Al-Ubaidi, 2004: 38-40)
A: Technical proficiency
It refers to the abilities, skills, and nutritional
performance of every employee in the restaurant,
including the administrators, support personnel, and
food service suppliers. The degree to which technical
performance complies with the previously mentioned
norms and specifications is a measure of technical
capacity.
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The second topic
Customer satisfaction
A significant portion of an organization's thought is
focused on customer pleasure. The American
Marketing Association defines marketing as "planning
and
implementing
the
development,
pricing,
distribution, and promotion of ideas, goods, and
services in order to create exchanges that achieve the
goals of customers and organizations." (Source:
American Marketing Association). It becomes evident
that the primary goal of any bank's operations is to
ensure that its customers are satisfied. It is simply
unnecessary to make and offer the service if the
customer is not happy with it because he has the
option to reject it. As a result, consumer happiness has
emerged as a crucial marketing concern, particularly
given the rivalry and the quick and ever-evolving
technology advancements.
First: The concept of customer satisfaction
If perceived performance and expectations determine
customer happiness, then a customer will be unhappy
and disappointed and will not do business with the
bank again if performance is below expectations. The
customer will feel at ease and content if the
performance lives up to expectations, but he can
choose to use a different bank that offers the same
services. On the other hand, the customer will be
extremely happy and satisfied if the performance
surpasses expectations. This high level of satisfaction
fosters loyalty and a sort of emotional bond with the
bank. "The customer's assessment of the services he
requires, and his satisfaction with them, when they
achieve results better than expected" is another name
for it. Ahmed (2001: 17)
Second: The importance of customer satisfaction
Value expectations are created and acted upon by
customers, who are the ones who produce value.
Since total satisfaction results in a high level of
customer loyalty to the food company, customer
satisfaction is a function of performance met to
customer expectations.
Customers are always more satisfied when new
services are offered to them, and they are more likely
to tell others about the new services the food
organization offers.
The operations and financial results of the food
business may be significantly impacted by the loss of
any customers. Relationship marketing is the secret to
keeping clients around. The food organization must
establish close ties with its clients and bring social and
financial benefits to the food industry's offers in order
to maintain customer satisfaction and happiness.
Third: Customer satisfaction goals
First / Identifying customers .
Differentiate customers through marketing channels.
Discover new customers.
Gain new customers.
Secondly // Customer distinction .
Every customer has unique needs and requirements.
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Use the service to distinguish between different
products.
Thirdly // Customer interaction
Organizations must continue to understand their
customers.
Improving and increasing communication between
organizations and their customers.
Appropriate response to customer requirements.
Building effective business connections.
Building relationships with customers.
Improve customer interaction.
Electronic communication.
Fourth // Personality
Interact with customers in an exceptional way.
Manufacture products and services according to
customer request.
Ensure the provision of personal customer services.
(Al-Anzi, 2010: 34)
Talk directly to the customer, and find out whether he
is satisfied or not.
Managing and directing business to achieve customer
satisfaction
Fourth: Dimensions of customer satisfaction
According to the research, there are three primary
components to service quality, and each of these
components has a direct impact on the client's
pleasure.
Following the completion of the transactions, it entails:
executing the transactions promptly and within a
specified time frame; and the operations are
straightforward, uncomplicated, and routine-free.
Following the workers' efficiency and good treatment:
This includes the workers' politeness in dealing with
clients, their attentiveness to their needs, their
consistent presence at the forefront of their work,
their execution of transactions without discrimination,
and their timely submission to finish the transactions.
The effectiveness of the public service office, the
availability of parking spaces, the appropriateness of
the signboards directing the locations of the
directorates and departments, the presence of forms
and documents pertaining to the progress of
transactions at all times, the availability of food
facilities and appropriate waiting rooms, the service of
photocopying documents, and the efficiency of
telephone communication with the department are all
included in the list of services provided in the
department. (Alawi, 2008: 36)
Al-Anzi went on to say (2010: 38)
Acquisition of customers: The organization uses a
variety of tactics to gather the names of new
consumers through advertising, mail, and telephone
marketing in order to discover potential clients and
turn them into permanent customers.
Chapter Three
The analytical side of the research
In this chapter, the research hypothesis will be proven
through a questionnaire distributed at the Nutrition
Center . The Union Laboratory on the individuals
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working in it, where the researcher distributed 25 of
them and retrieved only 20 of them, and the research
was based on its results in proving the research
variables.
Proving research hypotheses
First: - Food industry quality variable
This table will display the frequencies, arithmetic
means and standard deviations of the food industry
quality variable.
Table No. (1) Frequency distributions of the food industry quality variable
the details
Totally
agree
I
agree
neutra
l
I
disa
gre
e
I
disag
ree
Arithme
tic
mean
Standar
d
deviatio
n
1
are
Raw
materials
available inside the
factory
.
28
46
12
10
4
2.99
.999
2
The
laboratory
is
conveniently located and
easy to access
.
22
45
13
12
8
3.00
.987
3
The food equipment and
devices in the laboratory
are
modern
and
advanced
.
15.0
42.0
21
15.0 7
3,200
.998
4
All nutritional specialties
are available in the lab
.
35.0
42.5
2.5
12.5 7.5
3.
3
500 1.2437
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5
The food staff is
committed to providing
food services in the field
of diagnosis and product
.
20.0
25.0
15.0
32.5 7.5
3.1750
1.2904
6
The
laboratory
management seeks to
know the customer’s
opinion upon leaving the
the
laboratory about
quality of the service
provided
.
17.5
30.0
25.0
17.5 10.0
3.2750
1.2322
7
to respond
are quick
when the customer
needs them
.
45
%
55
%
4.45
0.900
8
The customer has the
right to request food
when needed
.
85
%
15
%
4.85
0.96
9
feels that
The customer
he is in safe hands
inside the laboratory
.
67.5
%
32.5
%
4.67
1.33
10
The behavior of the
and the food
worker
staff is characterized by
80
%
20
%
4.8
0.97
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courtesy and kindness
towards the customer
.
11
The
customer's
accounts inside the
laboratory
are
characterized
by
accuracy and lack of
deficiency
.
14.0
41.0
22.5
15.0 7.5
3.4000
1.1329
12
There is full listening to
the
customer's
complaint
by
the
laboratory workers
.
35.0
42.5
2.5
12.5 7.5
3.
3
500 1.2437
13
Cooling,
heating
,
electricity and water
services are available
inside the laboratory
.
8
%
51
%
37.5
%
4.5
%
3.45
.780
0
14
Ease of contacting the
Authority via phone and
.
7
%
4
4
%
49
%
3.5
0.810
15
The workers in the lab
are polite and their
dealings
with
the
25
%
61.7
%
13.7
3.22
0.97
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The arithmetic mean (2.99) and standard deviation
(.987) support the findings of the analysis of the first
paragraph, which states that raw materials are
available inside the laboratory. Based on the
conclusions drawn, we observe that there is a strong
agreement and agreement appeared in percentages
respectively (28% and 46%). The arithmetic mean (3.00)
and standard deviation (.987) support the analysis of
the second paragraph, which states that the laboratory
enjoys a convenient location that is easy to access.
Based on the conclusions reached, we observe that
there is a strong agreement and agreement appeared
in percentages respectively (22%), (45%). Additionally,
the third paragraph's analysis results, which state
(food
and when analyzing the fourth paragraph which states
(all nutritional specialties are available in the
laboratory) and according to what was reached, we
notice that there is a strong agreement and agreement
appeared and in percentages respectively (35%),
(42.5%) which is supported by the arithmetic mean (3.3)
and a standard deviation (1.24), and through the
analysis results of the fifth paragraph which states
((the food staff is committed to providing food
services in the field of diagnosis and product)) and
according to what was reached, we notice that there is
a strong agreement and agreement appeared and in
percentages respectively (20%), (25%) which is
supported by the arithmetic mean (3.175) and a
standard deviation (1.2904) And when analyzing the
sixth paragraph, which states (The laboratory
management seeks to know the customer's opinion
upon leaving the laboratory about the quality of the
service provided.) According to what was reached, we
note that there is agreement and strong agreement,
which appeared at rates of (17.5%), (30%), respectively,
which is supported by the arithmetic mean (3.2750)
and a standard deviation (1.2322). Through the analysis
results of the seventh paragraph, which states (The
workers head quickly when the customer needs them.)
According to what was reached, we note that there is
agreement and strong agreement, which appeared at
rates of (45%), (55%), respectively, which is supported
by the arithmetic mean (4.45) and a standard deviation
(0.900). Through the analysis results of the eighth
paragraph, which states (The customer has the right to
request processed food when needed.) According to
what was reached, we note that there is agreement
and strong agreement, which appeared at rates of
(85%), (15%), respectively, which is supported by the
arithmetic mean (4.85) and a standard deviation
(0.96), and when analyzing the ninth paragraph, which
customer are brotherly
and special
.
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states ((The customer feels that he is in safe hands
inside the laboratory.)) According to what was
reached, we notice that there is a strong agreement
and agreement appeared and the percentages are
(67.5%), (32.5), respectively, which is supported by the
arithmetic mean (4.67) and a standard deviation (1.33),
and through the analysis results of the tenth
paragraph, which states ((The behavior of the nurse
and the food staff is characterized by courtesy and
kindness to the customer.)) According to what was
reached, we notice that there is a strong agreement
and agreement appeared and the percentages are
(80%), (20%) respectively, which is supported by the
arithmetic mean (4.8) and a standard deviation (0.97),
and when analyzing the eleventh paragraph, which
states that the customer’s accounts inside the
laboratory are characterized by accuracy and lack of
deficiency.)) According to what was reached, we
notice that there is a strong agreement and agreement
appeared and the percentages are (14%), (41%)
respectively, which is supported by the arithmetic
mean (3.400) With a standard deviation of (1.1329), and
through the analysis results of the twelfth paragraph
which states ((There is full listening to the customer’s
complaint by the laboratory workers.)) and according
to what was reached, we note that there is agreement
and strongly agreed appeared and in percentages
respectively (35%), (42.2%) which is supported by the
arithmetic mean (3.5) and with a standard deviation
(1.2437), and when analyzing the thirteenth paragraph
which states (Cooling, heating, electricity and water
services are available inside the laboratory.)) and
according to what was reached, we note that there is
agreement and strongly agreed appeared and in
percentages respectively (8%), (51) which is supported
by the arithmetic mean (3.45) and with a standard
deviation (780, 0) and through the analysis results of
the fourteenth paragraph which states (Ease of
contacting the Authority via telephone and e-mail.) and
according to what was reached, we note that there is
agreement and strongly agreed appeared and in
percentages respectively (7%), (44%) which is
supported by the arithmetic mean (3.5.) and with a
standard deviation of (810.), and when analyzing the
fifteenth paragraph which states (the workers in the
laboratory are polite and their treatment of the
customer is brotherly and distinguished) and according
to what was reached, we note that there is strong
agreement and agreement that appeared at rates of
(25%), (61.7%) respectively, which is supported by the
arithmetic mean (3.22) and with a standard deviation
of (0.97).
First: Customer satisfaction variable
Table No. (2) shows the frequency distributions,
percentages, arithmetic mean values and standard
deviations for the customer satisfaction variable. The
researcher relied on (15) elements to measure this
variable, as shown in the following table:
Table No. (2) Frequency distributions and standard deviation of the customer satisfaction variable
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Servi
T
raphs
Parag
Totall
y
agre
e
I agree
neutral
I
disagr
ee
I
total
ly
disa
gre
e
Arith
metic
mean
Stand
ard
deviati
on
1
The laboratory offers a
variety of food services that
meet
the
needs
of
customers
.
60.5
%
22.5
17
%
2.99
0.895
2
The laboratory provides
services to the customer
quickly
.
0.5
%
85
%
0.5
%
5
%.
3.22
0.866
3
Good relationship between
workers and customers in
the laboratory contributes to
providing better service
.
28
%
66
%
0.3
%
0.3
%
3.72
0.900
4
Placing signboards about
laboratory's
work
the
environment
and
its
sections for providing food
services
0.7
%
85
%
0.7
%
3
0.850
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5
Our lab workers do not
hesitate to find the right
time to provide the best
service to the customer
.
7
%
10
%
83
%%
2.22
0.750
6
problem, the
If there is a
lab will be willing to discuss
it
.
12.0
7.5
17.5
50.5
12.5
2.6
1
7
Our lab staff has the
knowledge to serve you
immediately
.
75
%
20
%
5
%
3.55
0.790
8
The lab is trustworthy
.
8.8
%
50.2
%
37.5
%
4.5
%
3.45
.790
0
9
The interior design of the
facilitates
the
building
smooth flow of work
.
6
%
45
%
49
%
3.55
0.800
10
The lab workers are very
a
open to me when I have
problem to solve
.
25
%
61.7
%
13.7
3.22
0.97
11
I often say positive things
services the lab
about the
provides to other people
.
75
%
20
%
5
%
3.55
0.790
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Through what was stated in the previous questionnaire
and the presentation of the analysis results, we notice
the first paragraph, which states (The laboratory
provides a variety of food services that meet the needs
of customers.) According to what was stated, we
notice that there is insistence on completely agree and
agree, which appeared at rates of (60.5%), (22.5%)
respectively, which is supported by the arithmetic
mean (2.99) and a standard deviation ( 0.895 ).
Through the analysis results, the second paragraph,
which states (The laboratory provides services to the
customer quickly.) According to what was reached, we
notice that there is agreement on completely agree
and agree, which appeared at rates of (0.5%), (0.85%)
respectively, which is supported by the arithmetic
mean (3.22) and a standard deviation (0.866). Through
the analysis results, the third paragraph, which states
(The good relationship between workers and
customers in the laboratory contributes to providing
better service.) According to what was reached, we
12
There is full listening to the
customer's complaint by the
laboratory workers
.
9
%
50
%
37.5
%
4.5
%
3.45
.790
0
13
Cooling, heating, electricity
and water services are
available
inside
the
laboratory
.
2
%
49.4
%
46.6
%
3.55
0.790
14
Ease of contacting the
Authority via phone and
.
25
%
62
%
13.7
3.22
0.97
15
The workers in the lab are
polite and their dealings
with the customer are
brotherly and special
.
50
%
30
%
20
%
3.53
0.88
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notice that there is agreement on completely agree
and agree, which appeared at rates of (28. %),(0.66%)
which is supported by the arithmetic mean (3.72) and a
standard deviation (0.900), and through the analysis
results of the fourth paragraph which states ((Placing
signs about the laboratory work environment and its
departments for providing food services) and
according to what was reached, we note that there is
agreement on agreed and neutral and appeared at
rates respectively (0.7%), (85%) which is supported by
the arithmetic mean (3) and a standard deviation
(0.850) and through the analysis results of the fifth
paragraph which states (laboratory workers do not
hesitate to find the appropriate time to provide the
best service to the customer) and according to what
was reached, we note that there is agreement on
completely agreed and agreed and appeared at rates
respectively (7%), (10%) which is supported by the
arithmetic mean (2.225) and a standard deviation
(0.750) and through the analysis results of the sixth
paragraph which states (If there is a problem, the
laboratory will be willing to discuss this matter) and
according to what was reached, we note that there is
agreement on agreed Completely agreed and
appeared in percentages respectively (12%) (7.5%)
(17.5%), which is supported by the arithmetic mean
(2.6) and a standard deviation (1) and through the
analysis results of the seventh paragraph which states
(laboratory workers have the necessary knowledge to
serve you immediately.) According to what was
reached, we note that there is agreement on
Completely agreed and agreed and appeared in
percentages respectively (75%), (20%) which is
supported by the arithmetic mean (3.55) and a
standard deviation (0.790), and through the analysis
results of the eighth paragraph which states (the
laboratory deserves trust.)
)According to what was reached, we note that there is
completely agreed, agreed, and appeared at rates
respectively (8.8%), (50.2), which is supported by the
arithmetic mean (3.45) and a standard deviation
(0.790). Through the analysis results of the ninth
paragraph, which states (The internal design of the
building facilitates the smooth flow of work).
According to what was reached, we note that there is
agreement on completely agreed, agreed, appeared at
rates respectively (6%), (45%), which is supported by
the arithmetic mean (3.55) and a standard deviation
(0.800). Through the analysis results of the tenth
paragraph, which states (The laboratory workers act
freely with me when I face a problem). According to
what was reached, we note that there is agreement on
completely agreed, agreed, appeared at rates
respectively (25%), (61.7), which is supported by the
arithmetic mean (3.22) and a standard deviation (0.97
Through the attached table, which is specific to the
correlation relationship, we notice that there is a weak
correlation with a negative sign ((There is a
relationship between the quality of service provided by
doctors in the private food sector and customer
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satisfaction)) and this relationship is weak according to
what the correlation results showed.
The fourth topic
Conclusions and recommendations
First: Conclusions
1. Through the results of the questionnaire, it appeared
that there is distinction in the center’s services that the
customer visits and that they are of appropriate quality
in terms of customer satisfaction. We note that the
analysis of the paragraph (The raw materials are
available in the laboratory) and according to what was
reached, we note that there is a strong agreement and
agreement appeared at rates of (28%), (46%)
respectively, which is supported by the arithmetic
mean ( 2.99 ) and a standard deviation of ( 987 ).
2. Through the results of the analysis of the paragraphs
of satisfaction with the service provided in the center,
the results showed that the center enjoys a convenient
location that is easy to reach. According to what was
reached, we note that there is a strong agreement and
agreement appeared at rates of (22%), (45%)
respectively, which is supported by the arithmetic
mean ( 3.00 ) and a standard deviation ( .987 ).
3. High level of service quality provided from the
customer’s po
int of view at the center
4. The topic of satisfaction in the food center is related
to the human element, which is the determining factor
for the success of management in performing its
functions in planning, control, and decision-making.
Therefore, it is in constant need of more research in it
due to the changing human being, and the
development and diversity of his needs, which are the
sources of his satisfaction, and which, if satisfied,
achieve his satisfaction.
RECOMMENDATIONS
1.
The necessity of continuing to support the
service quality process in the center to achieve and
maintain customer satisfaction.
2.
The importance of the government taking into
account the center, especially the issue of price and the
pricing policies adopted to price prescriptions, and
taking appropriate measures towards reducing the
current price levels in a manner consistent with the
quality of service.
3.
Not only focusing on directing the service, but
also focusing on the quality of the service provided to
the customer in this center.
4.
The customer must be satisfied by obtaining
the integrated quality and services available at the
center.
REFERENCES
Arabic sources
1-
Abdul Nabi, Nour Salah, “Measuring the Impact
of Service Quality Dimensions and Job
Satisfaction on Dealing with Bank Customers,”
Nutritional Research Submitted to the Council of
the Higher Institute for Accounting and Financial
Studies, University of Baghdad, 2008.
2-
Hassan, Reda Abdel Moneim Mohammed, “The
Relationship
between
Officialism
and
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Centralization and Their Impact on the Quality of
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3-
Alawi, Ahmed Rasn, “Banking Technologies and
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4-
Al-
Samarrai, Hafsa Atallah Hussein, “Marketing
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5-
Al-
Anzi, Omid Ismail, “The Role of Accounting
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the
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6-
Al-
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7-
Al-Mansour, Yasser Mansour Al-Hajj Rashid,
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8-
Al-Sultani, Saadia Haif Kazim, (2004) Diagnosis of
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Business
Administration,
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of
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9-
Al-Qazwini, Hussein Ali Hadi, ((Services
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10-
Arab Human Resources Management Website,
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1-
Philip Kotler, Gary Armstrong, (1999),
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2-
Philip Kotler, (1997), Marketing Management:
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3-
Richard Lekander, (1997), A New Perspective
on Customer Satisfaction, Work Group
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International Journal Of Management And Economics Fundamental
(ISSN
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Resources, Inc., 5800 V-Santa Rose Suite 114,
Camarillo, California, 93012, 805-383-3018,
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Feigenbaum, Armand V. "Total Quality
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6-
Dale, ibid., 1997.
7-
Dale, Barrie& Cooper, Cary& Wilkinson, Adrian,
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Greg Bound & others, “Beyond Total Quality
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