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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.

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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