A Study on Utilization and Perceived Service Quality of the University Foodservice
2013
Jung, H.Y., Mokpo National University, Jeonnam, Republic of Korea
This study investigated the efficiency of university foodservice operations by analyzing the effect of consumer perception towards university foodservice quality. University students in the Jeonnam area were surveyed and 571 out of 700 surveys were chosen (response rate: 97.0%). SPSS (ver. 20.0) was used to conduct descriptive analysis, factor analysis, reliability analysis, t-test, and multiple regression analysis. The results show that 21.9% of university students have never used the university foodservice, while 48.7% of university students have eaten there 1～2 times per week. The most common reasons reported for avoiding the university foodservice were a limited menu selection (51.5%) and an untasty food (45.8%). The perception of overall service quality at the university foodservice scored relatively low (3.01 points), compared with its importance (3.89 points). The food taste, menu variety, and quality of food ingredients are factors that require improvement for operational strategies by the importance-performance analysis (IPA). The food factors (taste, variety, and quality) among university foodservice qualities had a significantly positive effect on consumers' overall satisfaction (p0.001), perceived value (p0.01), intent to recommend (p0.001), and intent to revisit (p0.01). These result indicate that the university foodservice management should focus on developing food factors and strive to meet the needs of university students through continuous customer surveys.
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