Relations among Foodservice Quality between Customer Loyalty of High School Students in Busan Area
2009
Kim, S.H., Pukyong National University, Busan, Republic of Korea | Kim, H.S., Pukyong National University, Busan, Republic of Korea | Lyu, E.S., Pukyong National University, Busan, Republic of Korea
The purpose of this study was the improvement of satisfaction for school foodservice customers through analysis of the importance and performance of school foodservice quality and the understanding what factors affected customer's loyalty. The questionnaire was distributed to three hundred students at five high schools in Busan. Students evaluated the factors of importance and performance, the order of importance was sanitation greater than food greater than service and then, the order of performance was sanitation greater than service greater than food. Gap analysis resulted 4.39 for importance factors and 2.51 for performance factors; importance scores were higher than performance scores at all areas (p less than 0.01) and the sanitation factor gap was the biggest gap compared to all others. Each factor's analysis resulted that the gap analysis order was taste greater than balance of main and sub side dish greater than diversity of food in food area, quick react to customer complaint greater than reflection of customer proposal and recommendation greater than provide better service than competitor in service area, sanitation of food greater than cleanness of tableware greater than cleanness of container in sanitation area. The average score of customer's loyalty was 1.66 and female' score was significantly higher than male (p less than 0.001). Food, service and sanitation had a significant correlation to customer's loyalty than service (p less than 0.01), food (p less than 0.05), and sanitation (p less than 0.05) affected customer's loyalty significantly. So, intensive control is needed in the sanitation area which had the highest gap analysis result between importance and performance in food service. Especially, service factor was very important in explaining customer's loyalty, so service improvement through training is needed to improve student's satisfaction.
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