The Impact of Food Safety Management System ISO 22000 on Customer Satisfaction and Loyalty, Case Study of Coca-Cola Company in Algeria
DOI:
https://doi.org/10.2478/eb-2020-0016Keywords:
Coca-Cola Company, Customer loyalty, Customer satisfaction, Food Safety Management System (ISO 22000)Abstract
The present paper aims at determining the impact of Food System Management ISO 22000 on Coca-Cola customer’s loyalty in Algeria through satisfaction as an intermediate variable. Based on a descriptive, analytical approach and a case study method, an electronic questionnaire was used as the main tool for data collection. It was distributed to a random sample of 385 customers at Coca Cola Company in Algeria. In addition, SPSS and AMOS programs were used to analyse the data and test the research hypotheses. The paper reached significant conclusions that the level evaluation of ISO 22000, in customers’ point of view, varied between a weak rate of green and safe products, while innovative and quality products were highly rated. The result also demonstrated a weak indirect effect between food safety management system and customer loyalty through satisfaction expressed by a correlation coefficient, which was estimated at 0.23. The direct effect was greater with a correlation coefficient of 0.56. In fact, the output of food safety management system leads directly to the saturation of customer satisfaction and also to loyalty.References
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Arvey, R. & Murphy, K. R. (1998). Performance Evaluation in Work Settings. Annual review of psychology, 49, 141–68. https://doi.org/10.1146/annurev.psych.49.1.141
Belbali, A. et al. (2009). The Role of International Marketing in Achieving Quality of Banking Services and Gaining customer Satisfaction. Ouargla, Algeria: Kasdi Merbah University.
Carrasco, E. et al. (2011). Food Safety Risk Management. Risk Management in Environment, Production and Economy, 78–103. https://doi.org/10.5772/17757
Casolani, N. &. (2018). Implementation of quality management system with ISO 22000 in food Italian companies. Quality - Access to Success, 19(165), 125–131.
Chivandi, A. &. (2017). An Evaluation of ISO 22000 Food Safety Standards Awareness and Implementation in Zimbabwean Branded Fast Food Outlets: Customer, Employee and Management Perspectives. African Journal of Hospitality, Tourism and Leisure, 6(2). Available from: https://www.researchgate.net/deref/http%3A%2F%2Fwww.ajhtl.com%2F, 1-24.
Daragahi, G. A. (2017). The impact of innovation on customer satisfaction: A study of the cosmetics producer in Tehran. International Review, 1-2, 121–132. https://doi.org/10.5937/intrev1702121D
Escanciano, C. & Santos-Vijande, M. L. (2014). Reasons and constraints to implementing an ISO 22000 food safety management system: Evidence from Spain. Food Control, 40(1), 50–57. https://doi.org/10.1016/j.foodcont.2013.11.032
Knechtges, L. (2011). Food safety: theory and practice. Carolina: Jones and Bartlett.
Kotler, P. et al. (2009). Marketing Management, 12th Edition. Paris: Pearson Education.
Kumar, P., & Bhimrao, G. (2015). Green Marketing Mix: A Review of Literature and Direction for Future Research. International Journal of Asian Business and Information Management, 6(3), 39–55. https://doi.org/10.4018/IJABIM.2015070104
Lawfer, M. R. (2003). Why customers come back how to create lasting customer. USA: The Career Press.
Meziane, A. E. (2012). The Impact of Service Quality Determinants on Customer Satisfaction. Tlemcen, Algeria: Abi bakr Belkaid University.
Michon, C. (2003). The Marker. Paris: Pearson edition.
Moorman, C. &. (2016). Organizing for Marketing Excellence. Journal of Marketing, 80(6). https://doi.org/10.1509/jm.15.0423
Mounad, A.-A. (2014). The Importance of Green Products in Environmental Protection- case Study France. Algeria: University of Algeria.
Multon, J.-l. et al. (2013). Food law treaty. Paris: Lavoisier Edition.
Population of Algeria. (2020). Retrieved from: https://www.populationpyramid.net/ar/Population of Algeria 2020.
Potra, S. et al. (2018). Customer Perspective of Value for Innovative Products and Services. Procedia - Social and Behavioral Sciences, 238, 207–213. https://doi.org/10.1016/j.sbspro.2018.03.025
Seram, N. (2015). I Product Innovation ‘For Customers’: A Study of Innovation Process. International Conference on Apparel, Textile and Fashion Design, (pp. 1–14). Sri Lanka.
Teixeira, S., & Paulo, S. (2012). Food safety management system implementation and certification: Survey results. Total Quality Management and Business Excellence, 24(3-4), 1–19. https://doi.org/10.1080/14783363.2012.669556
Thompson, S. K. (2012). Sampling. 3rd. ed. John Willey and Sons, Inc. https://doi.org/10.1002/9781118162934
Yusuf, M. et al. (2019). The Impact of Product Quality, Price, and Distribution on Satisfaction and Loyalty. Journal of Distribution Science, 17(10), 17–26. https://doi.org/10.15722/jds.17.10.201910.17
Zhuang, G. et al. (2006). Impacts of situational factors on buying decisions in shopping malls: An empirical study with multinational data. European Journal of Marketing, 40, 17–43. https://doi.org/10.1108/03090560610637293
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04.12.2020
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Copyright (c) 2020 Sabri Mekimah et al., published by Sciendo
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Mekimah, S., & Sayad, N. (2020). The Impact of Food Safety Management System ISO 22000 on Customer Satisfaction and Loyalty, Case Study of Coca-Cola Company in Algeria. Economics and Business, 34, 246-260. https://doi.org/10.2478/eb-2020-0016
