Importance-Performance Analysis (IPA) of University Foodservice Quality by Customer Group according to the Foodservice Satisfaction and Customer Loyalty
2019
Lee, K.A., Catholic University of Daegu, Gyeongsan, Republic of Korea | Lyu, E.S., Pukyong National University, Busan, Republic of Korea
This study examined the importance and performance of the service quality of a university foodservice by Importance-Performance Analysis (IPA) according to four customer strata. The survey was administered from April to May to 880 university students at eight universities in Gyeongsang-do area. The average customer satisfaction and customer loyalty scores were 3.06/5.00 and 3.04/5.00, respectively. The customers were classified into four groups according to their satisfaction and loyalty. The 'loyalist' group had 35.2% of customers, while the 'mercenary', 'hostage', and 'defector' groups had 7.2%, 14.0%, and 43.7%, respectively. The total mean score for the performance of the 'loyalist' group was significantly (P less than 0.001) higher than that of the 'defector' group, whereas the importance score was similar in the four customer groups. As shown in the IPA grid, 'taste', 'freshness of food', 'portion size', 'temperature', 'menu variety', 'rapid response to complaints', 'offering menu information', 'appropriate temperature of dining hall', 'hygiene of meals', 'cleanliness of utensils', 'cleanliness of restaurants', 'cleanliness of distribution and return area', 'convenient location', 'easy accessibility', and 'waiting time' fell into quadrant ¥° (focus here) for the 'defector' group. On the other hand, nothing fell into quadrant ¥° (focus here) in the 'loyalist' group. Because there was a difference in the university foodservice quality of the four customer strata, university foodservice managers should focus on increasing customer satisfaction and loyalty by planning differentiated foodservice operation strategies.
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