The Role of Kithul Treacle and Jaggery Based Cuisine in Enhancing Customer Satisfaction at Sinharaja Treacle (Pvt) Ltd.

Abstract

This study explores the role of Kithul treacle and jaggery-based cuisine in enhancing customer satisfaction at Sinharaja Treacle (Pvt) Ltd. The research aims to examine how Kithul-based dishes influence overall dining experiences, assess customer perceptions of taste, quality, and authenticity, explore their role in creating memorable dining experiences, and identify strategies for improving customer satisfaction. The study is grounded in the Expectancy Disconfirmation Theory (EDT) and the SERVQUAL model, which provide a framework for evaluating customer perceptions and satisfaction levels. The research adopts an interpretivist philosophy with an inductive approach, using quantitative methods to collect customer opinions through structured questionnaires. Data was gathered from 43 respondents, and results were analyzed using statistical tools and graphical representation. Key findings indicate that perceived authenticity, food quality, expectation match, and perceived health value significantly influence customer satisfaction. Customers appreciated the cultural authenticity of Kithul-based dishes, but some expressed concerns about taste consistency and service responsiveness. Additionally, the health benefits of Kithul treacle and jaggery emerged as a major factor influencing repeat dining decisions. The study recommends improving taste consistency, enhancing service quality through staff training, refining dish presentation, and leveraging cultural storytelling to create a more immersive dining experience. These insights can help Sinharaja Treacle (Pvt) Ltd strengthen its market position, attract repeat customers, and enhance the overall experience for local and international diners. The research contributes to the broader understanding of culinary tourism and its impact on customer satisfaction.