대한지역사회영양학회지 (Korean Journal of Community Nutrition)

대한지역사회영양학회 (The Korean Society of Community Nutrition)
권호 표지

대학 교직원의 라이프스타일에 따른 세분시장별 대학 교직원 급식소 서비스 품질 인식 분석

Measuring Service Quality Perception of University Faculty Members ＆ Staffs Towards Faculty Foodservice Based on Lifestyle Segmentation

  • 박문경 (연세대학교 생활과학대학 식품영양학과) ;
  • 양일선 (연세대학교 생활과학대학 식품영양학과) ;
  • 김동훈 (연세대학교 경영대학 경영학과) ;
  • 신서영 (향항이공대학 주점급여유업관이학원) ;
  • 이해영 (연세대학교 식품영양과학연구소)
  • 발행 : 2003.08.01
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Market segmentation helps providers to find better marketing opportunities and allows foodservice managers to develop the right product for each target market. Therefore, this study, taking university faculty and staff as subject, is intended to diagnose the relative value of service quality attribute, on the basis service quality scenario of faculty foodservice; to suggest price for improving customer loyalty in market segments. A questionnaire was developed ar d mailed to 600 Yonsei university faculty and staffs. A total of 385 questionnaires were usable; resulting in a 58.7％ of faculty and a 69.7％ of staff response rate, respectively. Statistical data analysis was completed using the SAS/Win 6.12 for descriptive Analysis, ANOVA, principal factor analysis, cluster analysis, reliability test and discriminant analysis. The results of the study are as below. Eighteen questions were selected for measuring respondents' lifestyle by AIO method and the seven lifestyle factors derived from factor analysis and aggregated distinct 4 clusters. Service quality attributes of the scenario were determined with 'food quality', 'menu variety', 'atmosphere', 'fast service', and 'clean and sanitation'. 'Food quality', 'menu variety', 'atmosphere', 'fast service', and 'clean and sanitation', in decreasing order, were identified as improving customer loyalty. However, most faculty and staffs were satisfied with the present meal price. The result of this study indicates that the relative value of service quality was differed significantly among the various market segments. 'Food quality', 'menu variety', and 'atmosphere' were determined as major service quality attributes. Thus, customer loyalty could be increased by improving food taste and quality, atmosphere, and service delivery. (Korean J Community Nutrition 8(4) : 556 ∼565, 2003)

키워드

참고문헌

  1. Budinelli KA, Engstrom JC (1993): Licensed foodservice outlets in campus: Qhat is it? and Why? Journal of College & University Foodservice 1(3): 33-53 https://doi.org/10.1300/J278v01n03_04
  2. Cnae SI (1993): Social Science Research Methodology. Hakhyunsa
  3. Dohrman K (1993a): Critical issues of the 1990's. Journal ofCollege & University Foodservice I (I): 71-74
  4. Dohrman K (1993b): Future challenges facing today's dingig services. Journal ofCollege & University Foodservice I (I): 75-77
  5. Eulen J (1999): Quality control. Restaurants and Institutions. February 15: 38-52
  6. Edett SJ. Prout HW (1994): Marketing research in an institutional environment. Journal of College & University Foodservice 2(1): 13-32
  7. Creen CG (1993): Using customer survey data to develop marketing strategies in college/university foodservices. Journal of College & University Foodservice 1(I): 39-51
  8. Green CG (1994): Nutrition awareness and branding in college/university foodservices: What motivates these trends? Journal of College & University Foodservice 2 (I): 39-57
  9. Han KS (1997): Development and evaluation of customer satisfaction easurement tool for contracted foodservice management. Yonsei University Ph.D thesis
  10. Kim gY, Chon MS (1990): Korea University Statistics Institute 10Principle component analysis. Jayuacademy
  11. Kim MG (1994): A study on interrelationship between life style & moviegoing behavior. Yonsei University Master Degree thesis
  12. Kim SH (1997): Service Quality in Restaurant: Delivery vs Perception. Yonsei University Ph.D thesis
  13. Kim SI (1999): Relationship Marketingfor controling mobile communication churn. KyungMoonSa
  14. Lee JG (1993): SAS's comprehension and practice for analyzing experiment and research data. Sungwondang
  15. Lee SM (1995): Factor Analysis I Hakjisa
  16. McCool AC, Smith FA, Tucker DL (1994): Dimensions ofNoncommercial Food Service Management. Van Nostrand Reinhold
  17. Novak TP, MacEvoy B (1990): On Comparing alternative segmentation schemes: list of values (LOV) and values and lifestyles (VALS). Journal ofConsumer Research 17 (June): 105-109
  18. Rudd DP, Beahen SA (1994): Marketing research in an institutional environment. Journal of College & University Foodservice 1(4): 55-59 https://doi.org/10.1300/J278v01n04_07
  19. Silver D (2000): Active service. Restaurants and Institutions. February 15: 38-44
  20. Sung WH (1999): Business Statistics Analysis using Window SAS. Muyokpub
  21. Sutherlin DH, Badinelli KA (1993): The future of college and university foodservice: an environmental perspective. Journal of College & University Foodservice 1 (I): 53-61
  22. Webster's II New Riverside University Dictionary (1988): Boston: Houghton Mifflin Company
  23. Weon CH (1999): University residence hall foodservice in Korea: measuring customer perception levels towards service quality attributes. Yonsei University Master Degree thesis
  24. Yang IS, Jang YJ, Kim SH, Kim DH (1995): Assessing how the Yonsei University Foodservice is perceived by the students: Toward and effective strategy formulation. Korean J Dietary Culture 10(4): 327-337
  25. Yang IS, Lee YE, Kim DH (1998): Assessing how the Yonsei University Foodservice is perceived by the students: Toward and effective strategy formulation. Korean J Dietary Culture 13 (5): 423-430