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KMID : 1011620180340010113
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Korean Journal of Food and Cookey Science
2018 Volume.34 No. 1 p.113 ~ p.123
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Perception of Foodservice Quality according to the Customer Loyalty among University Students in Daegu·Gyeongbuk Area
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Lyu Eun-Soon
Lee Kyung-A
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Abstract
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Pupose: The purpose of this study was to improve satisfaction of university foodservice customers through analysis of the importance and performance of foodservice quality as well as the underlyingfactors affecting customer’ loyalty.
Methods: Surveys were administered from May 1 to 30, 2017. University students in the Daegu and Gyeongbuk areas were surveyed, and 373 out of 390 surveys were chosen (response rate: 97.4%). SPSS (ver. 18.0) was used to conduct descriptive analysis, factor analysis, reliability analysis, t-test, and multiple regression analysis.
Results: Total mean for the importance of low loyalty group was significantly higher (p<0.05) than that of the high loyalty group, whereas performance was significantly lower (p<0.001) than that of the high loyalty group. For the results of the importance-performance analysis, ‘taste’, ‘freshness of food’, ‘temperature’, ‘menu variety’, ‘rapid treatment about complaints’, ‘appropriate temperature of dining hall’, ‘sanitation of meals’, ‘cleanliness of utensils’, ‘cleanliness of restaurants’, ‘cleanliness of distribution and return area’, and ‘waiting time’ fell into quadrant I (focus here) for the low loyalty group. On the other hand, nothing fell into quadrant I (focus here) in the high loyalty group. Customer loyalty showed significant positive correlations with six foodservice quality factors. The meal (β=0.165, p<0.05) and accessibility (β=0.174, p<0.05) factors among university foodservice qualities had significantly positive effects on customer loyalty of the high loyalty group, whereas meal (β=0.372, p<0.05) and menu (β=0.170, p<0.05) factors had significantly positive effects on customer loyalty of the low loyalty group.
Conclusion: The results indicate that meal factor was very important in explaining customer loyalty. Thus, university foodservice managers should focus on increasing the perception of customer’ foodservice quality, especially meal and menu factor.
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KEYWORD
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university foodservice quality, customer loyalty, importance, performance
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