KMID : 1134820190480010109
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Journal of the Korean Society of Food Science and Nutrition 2019 Volume.48 No. 1 p.109 ~ p.119
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Importance-Performance Analysis (IPA) of University Foodservice Quality by Customer Group according to the Foodservice Satisfaction and Customer Loyalty
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Lee Kyung-A
Lyu Eun-Soon
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Abstract
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This study examined the importance and performance of the service quality of a university foodservice by Importance-Performance Analysis (IPA) according to four customer strata. The survey was administered from April to May to 880 university students at eight universities in Gyeongsang-do area. The average customer satisfaction and customer loyalty scores were 3.06/5.00 and 3.04/5.00, respectively. The customers were classified into four groups according to their satisfaction and loyalty. The ¡®loyalist¡¯ group had 35.2% of customers, while the ¡®mercenary¡¯, ¡®hostage¡¯, and ¡®defector¡¯ groups had 7.2%, 14.0%, and 43.7%, respectively. The total mean score for the performance of the ¡®loyalist¡¯ group was significantly (P<0.001) higher than that of the ¡®defector¡¯ group, whereas the importance score was similar in the four customer groups. As shown in the IPA grid, ¡®taste¡¯, ¡®freshness of food¡¯, ¡®portion size¡¯, ¡®temperature¡¯, ¡®menu variety¡¯, ¡®rapid response to complaints¡¯, ¡®offering menu information¡¯, ¡®appropriate temperature of dining hall¡¯, ¡®hygiene of meals¡¯, ¡®cleanliness of utensils¡¯, ¡®cleanliness of restaurants¡¯, ¡®cleanliness of distribution and return area¡¯, ¡®convenient location¡¯, ¡®easy accessibility¡¯, and ¡®waiting time¡¯ fell into quadrant ¥° (focus here) for the ¡®defector¡¯ group. On the other hand, nothing fell into quadrant ¥° (focus here) in the ¡®loyalist¡¯ group. Because there was a difference in the university foodservice quality of the four customer strata, university foodservice managers should focus on increasing customer satisfaction and loyalty by planning differentiated foodservice operation strategies.
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KEYWORD
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university, foodservice quality, customer satisfaction, loyalty
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