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KMID : 1011620100260040413
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Korean Journal of Food and Cookey Science
2010 Volume.26 No. 4 p.413 ~ p.421
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Relationship between Satisfaction with Foodservice and Customer Loyalty of University Students in Busan
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이경아:Lee Kyung-A
류은순:Lyu Eun-Soon
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Abstract
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The purpose of this study was to improve the satisfaction of college foodservice customers by analyzing the correlation between college student satisfaction with foodservice and customer loyalty. The questionnaire was distributed to 480 customers at six universities in Busan. The average customer satisfaction score was 2.76, and customer satisfaction was highest with food, followed by sanitation, environment, and service (in decreasing order). Customers reported the frequency with which they were satisfied when using university foodservice operations (on an increasing scale from “almost never” to “more than five times”) in four areas: food (p＜0.001), service (p＜0.01), sanitation (p＜0.05), and environment (p＜0.001). The average scores of customer loyalty, intent to purchase again, intent to advertise by word-of-mouth, and intent to switch were 2.67, 2.83, 2.52, and 2.67, respectively, and these scores demonstrated differences according to frequency of foodservice use (p＜0.001). Food, service, sanitation, and environment correlated significantly (＋) with customer loyalty. Intent to repeat purchase showed the highest correlation with food quality (p＜0.05), and intent to advertise by word-of-mouth and to continue patronizing foodservice demonstrated the highest correlations with service (p＜0.01). After classifying customers into four groups according to customer satisfaction and loyalty, a comparison was done to determine satisfaction and loyalty by each customer strata. In the “loyalist” group, satisfaction with environment and the intent to advertise by repurchase were significantly higher than in the other groups (p＜0.001). In “defectors” group, satisfaction with service and the intent to advertise by word-of-mouth were significantly lower than in the other groups (p＜0.001).
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KEYWORD
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customer loyalty, service quality, satisfaction, university student
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