DOI QR코드

DOI QR Code

Relationship between Foodservice Satisfaction and Customer Loyalty of University Dormitory Foodservice in Gyeongsangbuk-do Area

경북지역 대학교 기숙사 급식소의 고객만족과 충성도와의 관계

  • Lee, Kyung-A (Department of Food and Nutrition, Catholic University of Daegu) ;
  • Park, So-Young (Department of Food and Nutrition, Catholic University of Daegu) ;
  • Lyu, Eun-Soon (Department of Food Science & Nutrition, Pukyong National University)
  • 이경아 (대구가톨릭대학교 식품영양학과) ;
  • 박소영 (대구가톨릭대학교 식품영양학과) ;
  • 류은순 (부경대학교 식품영양학과)
  • Received : 2016.09.28
  • Accepted : 2017.01.07
  • Published : 2017.02.28

Abstract

The purpose of this study was to improve satisfaction of university dormitory foodservice customers by analyzing the correlation between foodservice satisfaction and customer loyalty. The questionnaire was distributed to 510 students residing in a dormitory of a University located in Gyengsangbuk-do from 1st to 8th December, 2015. The average customer satisfaction score was 3.19/5.00. The category with the highest score was sanitation, followed by environment, food, reactivity, and menu. Male students showed significantly higher foodservice satisfaction score than females in terms of reactivity (P<0.01) category. Students living in the dormitory for over 2 years were significantly less satisfied with the dormitory foodservice in terms of menu (P<0.05) and reactivity (P<0.001) categories. The average customer loyalty score was 2.73/5.00. Scores for revisit intention, words-of-mouth intention, and intent not to switch were 2.80, 2.73, and 2.65, respectively. Revisit intention and words-of-mouth intention showed a significant (P<0.001) positive correlation with food, environment, menu, sanitation, and reactivity. Non-switching intention showed a significant (P<0.001) positive correlation with food, menu, and reactivity. After classifying customers into four groups according to customer satisfaction and loyalty, a comparison was carried out to determine satisfaction and loyalty by each customer stratum. In the "loyalist" group, satisfaction with sanitation and the advertise intention by revisit and words-of-mouth were significantly higher than in the other groups (P<0.001). In "defector" group, satisfaction with menu (P<0.001) and advertise intention by words-of-mouth (P<0.01) were significantly lower than in the other groups.

본 연구는 경북지역 D 대학교 기숙사 급식소를 이용하는 고객들을 대상으로 2015년 12월 1일부터 8일간 설문조사를 통해 급식서비스 만족도가 고객충성도에 미치는 영향을 파악하고, 충성도에 따른 고객 분류를 통해 효과적인 마케팅 전략을 수립하고자 시도되었다. 조사대상자 학생 중 기숙사 급식소를 아침과 저녁 모두 이용하는 경우는 17.5%, 아침 또는 저녁 한 끼만 이용하는 경우는 48.8%, 거의 이용하지 않는 경우는 33.7%로 나타났다. 급식만족도의 전체 평균점수는 3.19/5.00점이며, 위생요인, 환경요인, 음식요인, 반응성요인, 메뉴요인 순으로 나타났다. 반응성요인은 남학생이 여학생보다 유의하게(P<0.01) 높았고 1학년이 4학년보다 유의하게(P<0.05) 높은 점수를 보였다. 기숙사 거주기간에서는 1년 미만 군이 2년 이상 군보다 전체 평균 점수가 유의하게(P<0.01) 높았다. 기숙사 급식소를 아침 또는 저녁만 이용하는 군과 아침과 저녁 모두 이용하는 군이 거의 이용하지 않는 군보다 위생요인을 제외한 모든 영역에서 유의적(P<0.001)으로 높았다. 기숙사 급식소에 대한 고객충성도 평균점수는 2.73/5.00점이며, 재방문 의도, 구전 의도, 전환하지 않을 의도의 순으로 나타났다. 재방문 의도는 남학생이 여학생보다 유의하게(P<0.05) 높았고, 구전 의도는 1학년이 2학년과 4학년보다 유의하게(P<0.05) 높은 점수를 보였다. 기숙사 거주기간 1년 미만 군이 2년 이상 군보다 전체 평균점수가 유의적(P<0.05)으로 높았다. 기숙사 급식소 이용 빈도에 따른 차이에서 아침과 저녁 모두 이용하는 군, 아침 또는 저녁만 이용하는 군, 거의 이용하지 않는 군의 순으로 전체 평균점수, 재방문 의도, 전환하지 않을 의도가 유의적인(P<0.001) 차이를 보였다. 급식서비스 만족도 요인인 음식, 환경, 메뉴, 위생, 반응성은 모두 재방문 의도, 구전의도와 양(+)의 유의적인(P<0.001) 상관관계를 보였으며, 급식서비스 만족도 요인 중 음식, 메뉴, 반응성 등 3가지가 전환하지 않을 의도와 양(+)의 유의적인(P<0.001) 상관관계를 보였다. 급식소 이용고객을 급식서비스 만족도와 충성도 고객군(충성 용병 인질 이탈고객)으로 분류한 결과, 충성고객군은 급식서비스 만족도에서는 위생요인이, 고객충성도에서는 재방문 의도와 구전 의도가 유의적(P<0.001)으로 높았고, 용병고객군과 인질고객군은 급식서비스 만족도에서 메뉴요인이 유의적(P<0.001)으로 낮았으며, 이탈고객군은 급식서비스 만족도 중 메뉴요인(P<0.001)이, 고객충성도에서는 구전 의도(P<0.01)가 유의적으로 가장 낮았다. 본 연구를 통해 효과적으로 대학교 기숙사 급식소의 고객만족도를 향상하기 위해서 각 고객군에 따른 차별화된 마케팅 전략 수립이 필요하다 보겠다.

Keywords

References

  1. Yang I, Weon C, Kang H. 2000. University residence hall foodservice in Korea: Investigation on the operation and management systems. Korean J Diet Cult 15: 69-78.
  2. Kang S, Choi KH. 2009. Measurement and analysis of the service quality of dormitory restaurants through a statistical methods. J Korean Data Inf Sci Soc 20: 983-990.
  3. Yang I, Weon C, Kang H. 2000. Evaluation of customer's patronage behaviors and satisfaction levels towards service quality dimensions of university residence hall foodservice. Korean J Diet Cult 15: 79-94.
  4. Choi MK, Choi SH, Lee S. 2009. An assessment of customer satisfaction towards university residence hall foodservice and subjective QOL (quality of life): focused on the university students in Daegu, Gyeongbuk area. Korean J Community Nutr 14: 114-122.
  5. Choi EN. 2010. Quality evaluation of university dormitory foodservice in Chungbuk Province. MS Thesis. Chungbuk National University, Cheongju, Korea. p 52-58.
  6. Im MY. 2010. Assessment student's eating behaviors of demands towards university residence hall food services in Gyeongju area. MS Thesis. Yeungnam University, Gyeongbuk, Korea. p 31-35.
  7. Hong SM. 2011. University students's recognition and importance on meal service of university dormitory. MS Thesis. Mokpo National University, Jeonnam, Korea. p 8-9.
  8. Han AR. 2011. A survey on the satisfaction to the food service in the dormitories of some universities in Gwang Ju, dining habit and preferences. MS Thesis. Sungshin Women's University, Seoul, Korea. p 5-20.
  9. Yi Y, Lee C. 2007. The role of customer loyalty variables in the effects of customer satisfaction on firm's performance. J Korean Marketing Assoc 22: 81-102.
  10. Yi NY. 2015. Mediating effects of perceived value on the relationship between university foodservice quality attributes and satisfaction of Chinese students in Daejeon. J Korean Soc Food Sci Nutr 44: 1750-1758. https://doi.org/10.3746/jkfn.2015.44.11.1750
  11. Kim SH, Kwon S, Ly SY. 2005. Comparison of student's satisfaction with sanitary, environment, and service of college food service by operating system. Korean J Community Nutr 10: 331-340.
  12. Kim HC. 2006. A study on the causal model of student's perceived service quality, affect and satisfaction in college and university foodservices. Korean J Tourism Research 20(3): 245-262.
  13. Yang I, Shin S, Kim H. 2000. The effects of customer expectations & satisfaction on customer loyalty in restaurants. Korean J Community Nutr 5: 225-235.
  14. Oliver RL. 1999. Whence consumer loyalty?. J Marketing 63: 33-44.
  15. Yi YJ, La SA. 2002. The relationship of customer satisfaction, adjusted expectation and repurchase intention: the moderating role of customer loyalty. J Custom Stud 13: 51-78.
  16. Song E. 2006. A study on the effect of the well-being awareness on the satisfaction of university dormitory foodservice. J Korean Home Econ Assoc 44: 161-170.
  17. Jung HY, Jeon ER. 2011. Preference for Korean food and satisfaction of dormitory foodservice by Chinese students studying at Mokpo National University. J Korean Soc Food Sci Nutr 40: 283-289. https://doi.org/10.3746/jkfn.2011.40.2.283
  18. Do HW. 2001. Analysis on the menu quality for the marketing strategies in university residence hall foodservice. MS Thesis. Yonsei University, Seoul, Korea. p 7-22.
  19. Choi SY. 2010. A study on evaluations of customer satisfaction for university dormitory cafeteria food service. MS Thesis. Youngsan University, Busan, Korea. p 30-56.
  20. Kim HS. 2013. Study on relationship between satisfaction, loyalty, and subjective quality of life: Generation Y consumers in university foodservice. J Korean Data Anal Soc 15: 489-500.
  21. Kim H, Yang I, Shin S. 2000. Effect of the service providers perceived service quality on customer loyalty in restaurants. Korean J Community Nutr 5: 236-242.
  22. Lee KA, Lyu ES. 2010. Relationship between satisfaction with foodservice and customer loyalty of university students in Busan. Korean J Food Cook Sci 26: 413-421.
  23. Kim HA. 2006. Effect of the consumer's perception of the university foodservice quality on the consumer attitude. J Korean Soc Food Sci Nutr 35: 815-822. https://doi.org/10.3746/jkfn.2006.35.6.815
  24. Kim SH, Kim HS, Lyu ES. 2009. Relations among foodservice quality between customer loyalty of high school students in Busan area. J Korean Soc Food Sci Nutr 38: 1271-1278. https://doi.org/10.3746/jkfn.2009.38.9.1271
  25. Kim HJ, Lyu ES. 2013. Relationship between foodservice satisfaction and customer loyalty in industry contracted foodservice. J Korean Soc Food Sci Nutr 42: 1318-1324. https://doi.org/10.3746/jkfn.2013.42.8.1318
  26. Son ES, Jung MW, Lee JH. 2015. The effect of selection properties on the customer satisfaction and loyalty in context of institution foodservice -Moderating effect of number of use-. Korean J Culinary Res 21: 55-71.
  27. Kang GW, Yoo SR, Ko JY. 2015. The effect of foodservice employee's ability of communication on service quality, customer satisfaction and customer loyalty. J Tourism Leisure Research 27(6): 169-190.
  28. Lim YH, Kim MW, Kwak HO, Park SH. 2002. Survey of foodservice satisfaction on Daejeon University dormitory restaurant. Living Sci 8: 65-77.
  29. Jung HY. 2013. A study on utilization and perceived service quality of the university foodservice. J Korean Soc Food Sci Nutr 42: 633-643. https://doi.org/10.3746/jkfn.2013.42.4.633
  30. Yang JY, Shin SJ. 2013. Foodservice customer's WOM motivation and WOM intention. Korean Busin Educ Rev 28(6): 23-49.
  31. Choi YM, Mun SS, Park KY. 2015. The effect of fastfood restaurant service quality, customer satisfaction on customer loyalty in area of Jeonnam. Int J Tour Hospit Res 29: 181-194.
  32. Shin HC, Na JK. 2015. The study on relation between relationship marketing of food service establishments and re-visit intention -Focusing on the customers using restaurants in office area zone-. J Foodservice Management 18: 83-102.

Cited by

  1. Perception of Foodservice Quality according to the Customer Loyalty among University Students in Daegu·Gyeongbuk Area vol.34, pp.1, 2018, https://doi.org/10.9724/kfcs.2018.34.1.113
  2. 재한 중국 유학생의 대학급식 이용빈도에 따른 식생활 실태 vol.25, pp.4, 2017, https://doi.org/10.5720/kjcn.2020.25.4.291