Supporting Activities to Achieve Total Quality in the Jordanian Tourist Restaurants and Their Impact on Customer Satisfaction
Akif Lutfi Al-Khasawneh

Abstract
The aim of the present study was to identify customer satisfaction regarding quality management supporting activities (personnel adequacy, conformity to specifications, location attractiveness, image and reputation, service communicated to customer, product variety, and price) at Jordanian tourism restaurants operating in vicinity of the Yarmouk University area in Irbid City. Further, the study sought to identify the impact of application of quality management supporting activities on customer satisfaction, and to identify whether there were statistically significant differences regarding satisfaction levels by demographics of gender, and family income level. Population (n=8) consisted of all Jordanian restaurants located in vicinity of the Yarmouk University in Irbid City classified and registered by Jordanian Ministry of Tourism. A random sample of (50) customers were surveyed at each restaurant separately. A total of (400) customers were administered the questionnaires at the restaurants surveyed. Out of 400 questionnaires administered, 328 were retrieved and (8) questionnaires were found unusable for statistical analysis, remaining 320 questionnaires representing 80% of population useable for the statistical analysis. Major conclusions were that:
1. There was satisfaction among customers of Jordanian restaurants located in vicinity of the Yarmouk University, Irbid City regarding the quality supporting activities as represented by personnel adequacy, conformity to specifications, service communicated to customer, and price.
2. There was no satisfaction among customers regarding conformity to specifications, location attractiveness, and image and reputation.
3. There was an effect for quality supporting activities (personnel adequacy, conformity to specifications, location attractiveness, image and reputation, service communicated to customer, product variety, and price on customer satisfaction.
There was no statistically significant difference among customer satisfaction levels regarding quality supporting activities at the Jordanian tourism restaurants adjacent the Yarmouk University in Irbid City attributed to gender and family income level.

Full Text: PDF