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Identifying Relative Importance of Foodservice Attributes to Design a New University Foodservice Operation

대학 내 신규 학생식당의 운영 모델 제안을 위한 급식서비스 속성의 상대적 중요도 규명

  • Published : 2005.08.01

Abstract

The purposes of this study were to: (a) identify students' patronage behaviors on university foodservice, (b) evaluate customers' perception and detect complaints on food service quality, and (c) recommend new design of food service operation by identifying relative importance of university foodservice attributes. The questionnaire was developed and distributed to 400 undergraduates. Statistical data analysis was completed using SPSS/Win 12.0 for descriptive analysis and conjoint analysis. The results of this study were summarized as follows: Students were patronizing university foodservice 3.4 times per week because of 'a short distance', 'a low price' and 'speedy meals' and evaluated overall satisfaction and value as low level. Customers were dissatisfied with eight among twelve food service attributes including handling customer's complain ASAP, According to conjoint analysis, price $(37\%)$ was considered as the most important factor and atmosphere $(30\%),\;food\;(22\%)$ and distance $(11\%)$ were the next factors. Profile 2, which had 4 attributes of a location within 6-10 min, comfortable circumstances, a meal served with 4 side-dish and dessert and a meal price of \2,000 firstly, were recommend as new food service operation model.

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