Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
권호 표지

Relationship between Satisfaction with Foodservice and Customer Loyalty of University Students in Busan

부산지역 대학교 급식소의 급식서비스 만족도와 고객충성도와의 관계

  • Lee, Kyung-A (Research Institute Human Ecology, Donga Unitersity) ;
  • Lyu, Eun-Soon (Department of Food Science & Nutrition, Pukyong National University)
  • 이경아 (동아대학교 생활과학연구소) ;
  • 류은순 (부경대학교 식품영양학과)
  • Received : 2010.07.06
  • Accepted : 2010.07.21
  • Published : 2010.08.31
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Abstract

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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