According to a report in Oman Daily Oman market has been experiencing rapid socio-cultural changes since the past few years, mainly due to the accelerating economy, which allowed people from the country to travel to western countries for tourism and education, thus, exposing them to western food and culture. The market study revealed a lot of opportunities for major tourism initiatives. Oman is moving toward becoming a world-class global tourism hub, backed by competitive advantages that attract international travelers looking for new experiences. This creates a huge opportunity for pizza restaurants in the country. As westernization is influencing consumers’ dietary habits, Oman population is increasingly opting for pizza from international food chains, like Domino’s and Pizza Hut. As a result, international food chains are continuously expanding their stores in the country to continue dominating the market share. The growth of the online food delivery market is significantly driving the pizza restaurants market growth. This is due to the rising young population, enhanced purchasing power, internet connectivity and modern and changing lifestyles. Omani pizza restaurants market is competitive and fragmented and comprises regional and international competitors. The United States-based fast-food chains continue to dominate the pizza restaurant sector in this region. Omani restaurants market is anticipated during the forecast period:

• The increasing demand for home delivery of pizza, aided by the increasing internet connectivity and consumer spending, is projected to extensively drive the market growth. Moreover, the strong influence of western culture, especially in the food sector, further assists the growth of pizza consumption in Oman

• However, the rising burger chains and other fast-food chains with more economical and satiating food offerings entice the larger share of consumers

Within the GCC, Oman is likely to witness the highest growth at 4.6% in terms of food consumption which is anticipated to grow from 3.2 million MT in 2018 to 4.0 million MT in 2023. Population and real GDP growth of 3.2% and 2.5%, respectively during the period will be a major factor driving the food consumption in the country. Tourism will also play a key role in defining the upcoming food demand. The Pizza businesses are in severe competition in the present market. Numerous brands are currently operating their business in Oman such as Pizza Hut, Domino’s Pizza, Volare Pizzaria, La Fattoria Della Pizza, Italiano Pizzeria and Pasta, Pizza Express, Fresco Oman, The Pizza Company, Pizza Inn, Pizza and Pasta Broccoli, Yellow Cab Pizza. Shakespeare and Co, Angelo’s Pizza. In Nizwa, the two leading Pizza brands that operate in the market are Pizza Hut and Domino’s Pizza. Kandampuly and Suhartanto [1] revealed that customer satisfaction and customer loyalty have a positive relationship. This research aims to examine the factors such as quality of product, customer satisfaction and impact on customer loyalty.

Product Quality 

Food quality is defined as one of the most critical constituents of a dining performance and productivity, [2,3]. Food quality is main factor affecting on customer loyalty, expressing customer's perspective; a primary determinant for appealing customers and retaining them repeatedly, as well as a core predictor of loyal level from customers [4]. When it is compared with other standards as service quality or environment, food quality is the most crucial component of customer satisfaction [3]. There is a positive relationship between food quality and customer satisfaction when measuring the impact of this key term on satisfaction and behavioural intention [5]. Product quality is stated to comprise three main factors for evaluation quality as "safety, appeal and dietary acceptability" [3] and it is always the most important part impacting on customer satisfaction which is equivalent with other factors in restaurants as physical environment and service quality. Singh and Sirdeshmukh [6] found that food quality is one the most important attributes that leads to customer satisfaction. Other studies have also focused on food quality, identifying three key components; taste, appropriate temperature and presentation of the food served [2,5,7-9]. These studies found that food quality has a high impact on customer satisfaction and brand loyalty. The relationship between food quality and customer satisfaction in the fast food industry is proven to be one key to success [10]. Several components of food quality exist, including, (1) The freshness of the ingredients, (2) Taste, (3) Quality consistency and (4) Appearance [2,11].

Customer Satisfaction

Customer satisfaction is a psychological state that results when the emotion surrounding disconfirmed expectations is coupled with prior feelings about the customer experience [12]. Oliver [13] stated that satisfaction is the consumer's fulfillment response. Kotler [14] defines customer satisfaction as a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance or outcome in relation to his/her expectations. Customer satisfaction is a measure of how an organisation’s total product performs in relation to a set of customers’ requirements [15,16].

Customer Loyalty

Attitude and behaviour are two very crucial dimensions in determining customer loyalty [1]. The behaviour dimension is the behaviour of customers towards re-visiting a restaurant over a period of time [17]. The dimension of behaviour and customer loyalty is usually shown through repeated purchases [18]. Gremler and Gwinner [19] also found a positive relationship between satisfaction and the intention to be a loyal customer. According to Griffin [20] definition of customer loyalty as a manifestation of the behavior of the units of decision making purchases continue-going against the goods or services of a company that is selected. Vanessa defines loyalty as a customer commitment to defend in depth to repurchase of products or services consistently in the future, although the influence of the situation and marketing efforts have potential to cause behavioral changes. The characteristics of loyal customers by Griffin [20] refer to re-purchase on a regular basis and show resistance to the pull of competitors. According to Yuen and Chan [21] better product quality will maintain high level of customer satisfaction, which encourages customers to make future purchases. 

Statement of the Problem

Like in other Middle East countries, culture in Oman is not just about shopping but also about going out to eat (Aaron Allen Associates). While majority of the GCC produce less food, Oman food production has witnessed ample growth during the last ten years. This rise is driven by high demand, better efficiency and the need for better nutrition and work very closely with local food producers to enhance fortification programs across the food value chain (Alpen Capital, GCC Food Industry). The food consumption is expected to grow at a rate of 4.6% annually. Oman is likely to witness the highest growth at 4.6% in terms of food consumption which is anticipated to grow from 3.2 million MT in 2018 to 4.0 million MT in 2023. Food quality is a major driving force that motivates consumers towards pizza. Thus this study attempts to identify the attributes of quality of pizza and aims to analyse the customer satisfaction and its effect on repurchase of pizza.

Significance of the Study

Omani population is influenced by the western dietary habits. Oman population is increasingly opting for pizza from international food chains. The study aims to identify the product quality attributes of pizza and its impact on customer satisfaction and repurchase (loyalty). This study will be very helpful for the Pizza brand marketers to establish and survive in the existing markets in Oman. Furthermore, they can expand their markets and enter into new markets with more profits from the existing markets. The results of this study would be helpful for the marketers to satisfy their customers and to make them loyal.

Objectives of the Study

• To study the attributes of Product Quality that influence the purchase of Pizza

• To identify the impact of product quality on consumer satisfaction

• To examine the effect of customer satisfaction on repurchase

Shinde et al. [22] studied the components of customer satisfaction at Rolls Mania a fast food service restaurant at Kolhapur City, India among 154 customers. Dining experience; accessibility, convenience and affordability and product test are the important components of customer satisfaction. There is a significant relationship between customer satisfaction and customer loyalty. Abdullah et al. [23] conducted a study among 250 customers to understand the relationships between customer loyalty and factors of loyalty that contribute to loyalty towards fast food restaurants in Malaysia such as KFC, McDonalds and Dominos and Nando’s chicken in Kuala Lumpur, Malaysia. Customer loyalty is associated with the quality of product, restaurants environment, convenience and price and value towards fast food businesses. Convenience and quality of food has the most influence on customer loyalty. Restaurant environment and price have no impact on customer loyalty. Manikandan et al. [24] focused on the customers of Domino’s pizza outlets in Chennai. They studied the customer satisfaction in Domino’s pizza outlets, customer perception and customers’ preference about Dominos products. Customers' perceived value, brand trust; customers' satisfaction, repeat purchase behavior and commitment are found to be the key influencing factors of brand loyalty. Bhatnagar and Kushwah [25] examined the factors influencing the liking and satisfaction of customers towards Dominos’ Pizza in Gwalior, India and found that all the factors showed liking and satisfaction level in favour of Domino’s Pizza. Fazal and Kanwal [26] examined the relationship between service design and product design with customer satisfaction and customer’s repurchasing behaviour among 300 consumers in Pakistan. There is a positive impact of product and process on consumer repurchase behaviour. Buying behaviour is highly influenced by product attributes and it positively influence to shape repurchase behavior of consumers. Phan and Nguyen [27] investigated the customers' evaluation and perception about determinants influencing on customer satisfaction at Vietnamese fast-food restaurants. Respondents are likely satisfied and interested in the decoration and design style in fast-food restaurants in Vietnam because it almost generates the comfortable and good feelings in order to enjoy and eat their meals. Service quality and food quality, price and environment elements have impact on customer satisfaction as well as loyalty in the Vietnam fast-food restaurant. Usman and Suresh [28] explored the factors influencing consumer’s satisfaction towards branded fast food outlets in Chennai city in India. The factors include variety of product, quality of product, accuracy of service, delivery time, store location, staff courtesy, ambient conditions and overall satisfaction. 253 consumers were contacted from Chennai city who are customers of KFC, Dominos, Subway, Pizza Hut and Mc Donald’s. Quality of product is more important and there is an association between branded retail outlets and overall satisfaction. Raduzzi and Massey [29] determined the drivers of customer satisfaction and brand loyalty at McDonald’s restaurants in Morocco from 150 participants. Price, food quality, service quality and physical environment affects customer satisfaction and brand loyalty. Price fairness at McDonald’s increases both customer satisfaction and brand loyalty. Food quality, such as taste, appropriate temperature and food presentation, are significant attributes leading to enhanced customer satisfaction, as well as brand loyalty. Another research focused factors for fast food industry in region of Peshawar, Pakistan from 150 customers of Four fast food restaurants; KFC, Chef, Arabian Chick and Pizza Hut. Service quality and brand are the key factors for satisfaction in fast food industry in Peshawar, Pakistan. Brand, Service quality, physical environment and promotion are the key determinant of customer satisfaction in the purchase of fast food industry. There is a significant positive relationship between the promotion, service quality, customer expectations, brand, physical environment, price and taste of the product to customer satisfaction. Nair [30] focused on identifying the relationship between customer satisfaction and brand loyalty in the fast food industry in United Kingdom from 100 customers of five fast-food restaurants; Pizza Hut, KFC, Mc Donald’s, Burger King and Dominos in order to identify the relationship between customer satisfaction and customer loyalty. The findings showed that if the customers are satisfied with the existing brands of fast food companies then they are very less likely to get attracted towards the other brands. 

Research Gap

The researcher has identified that previous studies focused only on fast foods exclusively. The satisfaction of consumers in Pizza is not addressed in previous studies. Product quality is the most important attribute that influences consumers [2,3,21]. This study focuses on the satisfaction of Omani consumers and various attributes that influence Pizza quality are addressed in this study. Moreover, such studies on product quality, consumer satisfaction and loyalty has not been conducted previously in Oman. Thus, this study addresses these issues through this study. The conceptual frame work is shown in Figure 1.

Figure 1: Conceptual Frame Work

It is a descriptive study as it covers the attributes of product quality of pizza, customer satisfaction and repurchase. The study area selected for this research is Nizwa. The period of study is from October 2020 to December 2020. According to the National Center for Statistics and Information, Statistical Year Book the population of Omanis in Nizwa is 86,031. This is taken as the sampling frame. The sample size is determined as 384 espondents. The sampling method adopted is simple random sampling method, where in the customers are contacted on a random basis. Primary data is collected with the help of a structured questionnaire. Pilot study is to be conducted among 15 respondents to identify the validity of the questions. The data is collected online using Google form in both English and Arabic. Coefficient of variation is used to find the most consistent and reliability of variables. The impact is measured with the help of regression method. Hypothesis is tested using ANOVA and correlation tests. 

Analysis and Discussions

The analysis in this section is based on the data collected from 380 sample responses.

According to the demographic profile shown in Table 1, 70% of respondents are females and 30% are males. The age group revealed that 62% of respondents 
are 20 to less than 30 years old and 14% are less than 20 years old. Only 3% of respondents are 40-50 years old because old people don’t like to eat fast food. Among the sample respondents, 25% of respondents have between 7-8 family members. 21% of respondents have 9-10 family members. Among the sample, 36% of respondents are students and 12% of respondents have their own Business. The income of the respondents showed that 26% of respondents their monthly family income is from 301-500 OMR and 15% of respondent’s family income is above 900 OMR.

The favourite pizza brand is identified through Table 2. 59% of respondents prefer Pizza Hut brand. Thus Pizza Hut is the leading brand in this market. 25% of the market share is captured by Domino’s Pizza. 16% of respondents prefer pizza from restaurants, shops and hypermarkets in Nizwa.

It is identified that 58% of respondents prefer to buy pizza from the shop and take away. This is due to the present pandemic situation of Corona virus. 23% of the consumers prefer to dine in the restaurant itself. But 19% of respondents prefer to make order of pizza online. This is because of the development of online restaurants ordering Apps such as Talabat, Daleel 1010 and Akeed food delivery (Table 3).

The product quality attributes of Pizza are analysed with the help of coefficient of variation. Those variables with less coefficient of variation are the most reliable and consistent variable. The most consistent variable that consumers influence on the product quality of pizza is on the varieties and choices of Pizza (26.42). The second most consistent variable is the consistency of pizza quality (28.19). Consumers also give importance to the freshness of ingredients (28.94). It is found that consumers never consider Pizza as a healthy dish (40.25) and safe (33.33) (Table 4).

Table 1: Demographic Profile of Respondents

Table 2: Favourite Pizza Brand

Table 3: Preference to Buy 

Table 4: Rating the Quality of Pizza

Table 5: Satisfaction on Consumption of Pizza

Table no. 6 Opinion About Future Purchase of Pizza

Table 7: Preference to buy Pizza Frequently

Table 8: Recommend to Friends and Relatives

The satisfaction of pizza consumers is analysed through Table 5. It is found that 35% of respondents are highly satisfied by the consumption of pizza. 32% of Omani consumers are satisfied by pizza consumption. Only 7% of the consumers are dissatisfied. Thus 67% of Omani consumers are satisfied by the consumption of pizza.

From Table 6 it is identified that 77% of the Omani consumers prefer to buy pizza in future. Only 23% opined that they do not consume in future as they are health conscious. Thus the market for pizza seems to be promising as there is a great demand from Omani consumers.

The frequency of future purchase is analysed through Table 7. It is observed that 37% of Omani consumers purchase very frequently in future. 18% of them will buy frequently. Thus 55% of the consumers will frequently buy pizza in future. This also shows the potential demand for pizza consumption. 28% of the consumers have not decided. They can be encouraged by the marketers to convert to potential consumers.

The satisfaction of pizza consumption is also revealed and supported that 41% of the consumers will strongly recommend pizza to friends and relatives. 25% of the respondents stated that they will recommend to their friends and relatives. This also shows that the brand marketers of pizza have served to the standards and expectations of the consumers (Table 8).

Impact of Product Quality of Pizza on Satisfaction

Table 9 shows the descriptive analysis of product quality of pizza (independent variable) and satisfaction (dependent variable). The mean value of dependent variable, satisfaction is 3.92 with a standard deviation of 1.01. The mean value of product quality is 3.68 and a standard deviation of 0.76. A low standard deviation indicates that the data points tend to close to the mean. A high standard deviation indicates that the data points are spread across a wider range of values. The mean is high for the dependent factor ‘satisfaction.

Table 9: Descriptive Statistics

Table 10: Correlations

Table 11: Model Summary

^aPredictors: (Constant), Quality, ^bDependent Variable: Satisfaction

Table 12: ANOVA^a

^aDependent Variable: Satisfaction, ^bPredictors: (Constant), Quality

Table 13: Coefficients^a

^aDependent Variable: Satisfaction

From Table 10 it is clear that there is positive correlation between product quality of pizza and satisfaction. But the relationship is slightly positive correlation as the value is 0.165. So there is no strong correlation between quality of pizza and satisfaction. The significance value is less than 0.5 (p<0.5). Thus the null hypothesis is rejected and the alternate hypothesis is accepted. Therefore, it is concluded that there is a significant relationship between customer satisfaction and product quality.

The model Summary Table 11 provides the R, R², adjusted R² which can be used to determine how well a regression model fits the data. The R value represents correlation coefficient and the value of 0.165 which is positive. The "R Square" column represents the R² value (also called the coefficient of determination), which is the proportion of variance in the dependent variable that can be explained by the independent variable. Thus, product quality contributes only 3% to satisfaction of pizza consumption. Remaining 97% contributes to other factors that influence the satisfaction of pizza. This means that there are other independent variables that were not put into consideration in this study. The other factors include price, promotion, place, physical evidence, people and process as it a service oriented product. The adjusted R² (0.025) gives an idea how well the model generalizes that the value is close to R² (0.027). There is a difference of 0.002.

The ANOVA test was performed to identify the statistical significance of the regression model on whether it is a good descriptor for the relationship between the independent (product quality) and the dependent variable (satisfaction) (Table 12). The F-ratio in the ANOVA table tests whether the overall regression model is a good fit for the data. The independent variable significantly predicts the dependent variable, F (1, 378) = 10.544, p<0.05. This means that the independent variable (product quality) is significant in explaining the variation in the dependent variable (satisfaction). The ANOVA table, proves that the overall correlation 0.165 is significant. Hence the model is fit.

The coefficients in Table 13 helped to find out the contribution of product quality on satisfaction. To make the comparison, the Beta standardized coefficients were used. The results indicate that Product quality (β = 0.219; p = 0.001) is a significant predictor of satisfaction.

Therefore, the Regression equation is developed as follows:

Y = a+b X

where, ‘Y’ is the dependent variable ‘Satisfaction’, a and b are constants.

The model equation based on the analysis is given below:

Y (Satisfaction) = 3.119 + 0.219 product quality (X)

Where, X is product quality.

Satisfaction = 3.119 + 0.219 (Product quality)

This means that for every one unit change in quality of pizza, there is a 0.219 change in the satisfaction.

Table 14: Descriptive Statistics

Table 15: Correlations

Table 16: Model Summary^b

^aPredictors: (Constant), Satisfaction, ^bDependent Variable: Repurchase

Table 17: ANOVA^a

^aDependent Variable: Repurchase, ^bPredictors: (Constant), Satisfaction

Table 18: Coefficients^a

^aDependent Variable: Repurchase

Impact of Satisfaction of Pizza on Repurchase (Brand Loyalty)

Table 14 shows the descriptive analysis of satisfaction of pizza (independent variable) and repurchase (dependent variable). The mean value of dependent variable, repurchase is 3.87 with a standard deviation of 0.94. The mean value of satisfaction is 3.92 and a standard deviation of 1.01. A low standard deviation indicates that the data points tend to close to the mean. A high standard deviation indicates that the data points are spread across a wider range of values. The mean is high for the independent factor ‘satisfaction but the standard deviation is less for the dependent variable, ‘repurchase’.

From Table 15 it is clear that there is positive correlation between satisfaction and repurchase. There is a moderate positive correlation between satisfaction and repurchase (0.530). So there is a strong correlation between quality of pizza and satisfaction. The significance value is less than 0.5. (p<0.5). Thus the null hypothesis is rejected and the alternate hypothesis is accepted. Therefore, it is concluded that there is a significant relationship between customer satisfaction and repurchase.

The model summary Table 16 provides the R, R², adjusted R² which can be used to determine how well a regression model fits the data. The R value represents correlation coefficient and the value of 0.530 which is positive. The "R Square" column represents the R² value (also called the coefficient of determination), which is the proportion of variance in the dependent variable that can be explained by the independent variable. Thus, satisfaction contributes only 28% to repurchase of pizza. Remaining 72% contributes to other factors that influence the repurchase of pizza. This means that there are other independent variables that were not considered in this study. The other factors are brand name, offers given, convenience, delivery services, price and income factors etc. The adjusted R²(0.279) gives an idea how well the model generalizes that the value is close to R² (0.281). There is a difference of 0.002.

The ANOVA test was performed to identify the statistical significance of the regression model on whether it is a good descriptor for the relationship between the independent (satisfaction) and the dependent variable (repurchase) (Table 17). The independent variable significantly predicts the dependent variable, F (1, 378) = 147.555, p<0.05. This means that the independent variable (satisfaction) is significant in explaining the variation in the dependent variable (repurchase). The ANOVA table, proves that the overall correlation 0.530 is significant. Hence the model is fit.

The coefficients in Table 18 helped to find out the contribution of satisfaction on repurchase. To make the comparison, the Beta standardized coefficients were used. The results indicate that Satisfaction (β = 0.496; p = 0.000) is a significant predictor of repurchase.

Therefore, the Regression equation is developed as follows:

Y = a + b X

where, ‘Y’ is the dependent variable repurchase, a and b are constants. 

The model equation based on the analysis is given below:

Y (Repurchase) = 1.930 + 0.496 Satisfaction (X)

where, X is satisfaction

Repurchase = 1.930 + 0.496 (Satisfaction)

This means that for every one unit change in satisfaction, there is a 0.496 change in the brand loyalty. 

Findings of the Study

• The most consistent variable that influence consumers related to the product quality of pizza is on the varieties and choices of Pizza (26.42). The second most consistent variable is the consistency of pizza quality (28.19). Consumers also give importance to the freshness of ingredients (28.94). Consumers never consider Pizza as a healthy dish (40.25) and safe (33.33)

• There is no strong correlation between quality of pizza and satisfaction (0.165). There is a significant relationship between customer satisfaction and product quality. Product quality of Pizza contributes 3% to satisfaction of pizza consumption. For every one unit change in quality of pizza, there is a 0.219 change in the satisfaction

• There is a moderate positive correlation between satisfaction and repurchase (0.530). It is proved through hypothesis testing that there is a significant relationship between customer satisfaction and repurchase. Satisfaction of pizza consumption contributes 28% to repurchase of pizza. For every one unit change in satisfaction, there is a 0.496 change in the brand loyalty

• 59% of market share is captured by Pizza Hut brand and 25% of the market share is captured by Domino’s Pizza, which is the follower

• 58% of respondents prefer to buy pizza from the shop and take away. This is due to the present pandemic situation of Corona virus. 23% of the consumers prefer to dine in the restaurant itself. 19% of respondents prefer to make order of pizza Online

• 35% of respondents are highly satisfied by the consumption of pizza. 32% of Omani consumers are satisfied by pizza consumption. 37% of Omani consumers purchase very frequently in future. 18% of them will buy frequently. 41% of the consumers will strongly recommend and 25% will recommend pizza to friends and relatives

Recommendations

• Since the pizza varieties affects greatly on consumer satisfaction, it is necessary to introduce more menu and add new varieties

• Pizza brand companies in the Sultanate of Oman, especially in Nizwa, must change consumers’ perception that pizza is unhealthy. Awareness and promotion must be given that it is prepared from healthy ingredients, fresh vegetables and also using low-fat cheeses. In the dough it is better to choose flour that contains bran Healthy wheat and put the choice of healthy pizza on the menu so that dieters can eat it also without gaining weight and it can be written how many calories each meal contains

• Providing family offers to increase the level of recommendations of friends and relatives, through attractive packaging that is easy to carry and putting up contests on social media such as Instagram, Snapchat, Twitter and others, by sharing a picture of pizza on the buyer's personal account, put tags of the pizza shop from which he bought it and the image obtained. For the most real likes and the largest number of friends, the winner gets a family offer or with a number of friends

• Holding celebrations and competitions in cooking skills, baking pizza and preparing to attract more customers and cooking hobby to develop services and taste for pizza

• As consumers prefer chicken pizza, it is necessary to invent new and delicious types of chicken pizza, which attracts more buyers. The ingredients should be added according to the choice of the buyer. Also customers' suggestions about the new items, notes and the rate of evaluation can be taken

• Make barcode which can sell to customers, customers can give their friends or family as a gift which can stick on the cover of gifts box or which can be scanned by pizza shop website or mobile Applications to make this process easy. Pizza shop can cooperate with one of the gift coordinating shops, the buyer can coordinate with the gift shop and request the pizza meal barcode with the appropriate budget, after that the pizza shop can provide and coordinate it. This increases the participation of individuals, relatives and friends and thus increase sales

Through the research in the studied area, most of the buyers are youth and students and they are the most productive community groups. Therefore, pizza must be presented with healthy and delicious standards and measures that suit their requirements and gain their satisfaction to ensure community productivity effectively, the percentage of buyers choosing other brands not present in the region The percentage of online orders and the percentage of satisfaction with the consumption of pizza tells us that other brands and pizza manufacturers can invade the market with reasonable success, as consumers have not shown great loyalty to the companies that currently exist. By nature, consumers like constant change, especially in restaurants and meals, as they are always looking for the best.

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