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KMID : 1134820090380091271
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Journal of the Korean Society of Food Science and Nutrition
2009 Volume.38 No. 9 p.1271 ~ p.1278
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Relations among Foodservice Quality between Customer Loyalty of High School Students in Busan Area
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Kim Sun-Hee
Kim Hyun-Sook
Lyu Eun-Soon
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Abstract
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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＞ food＞ service and then, the order of performance was sanitation＞ service＞ 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＜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＞ balance of main & sub side dish＞ diversity of food in food area, quick react to customer complaint＞ reflection of customer proposal and recommendation＞ provide better service than competitor in service area, sanitation of food＞ cleanness of tableware＞ 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＜0.001). Food, service and sanitation had a significant correlation to customer’s loyalty than service (p＜0.01), food (p＜0.05), and sanitation (p＜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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KEYWORD
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service quality, importance, performance, customer loyalty
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