Abstract
The current study investigates the relationships between various service features influencing customers’ satisfaction in the university food service. A research structure consisting of three variables representing dining experiences, namely food quality, service quality, and price are further investigated. Taking Manager’s Coffee restaurant at Universiti Utara Malaysia as a case, this study aims to determine the relationships between dining experiences and students’ satisfaction based on the university restaurant setting. The study was carried out using a quantitative approach involving 200 university students as respondents. The research findings showed that all three dining experiences variables have significant positive relationships on students’ satisfaction. The findings also pointed to improved services and resources particularly to the Manager’s Coffee restaurant, which will increase the market position, especially in the university food service business.
Highlights
The food service industry becomes one of the largest and fastest-growing industry
When all variables, such as food quality, service quality, and product price, were tested, they were found to be accurate with a coefficient alpha greater than 0.70 at the aggregate stage, the cut-off point
This study aims to identify the relationship between food quality, service quality, and price with the dependent variable, customer satisfaction
Summary
The food service industry becomes one of the largest and fastest-growing industry. Malaysia’s economy, including the food service industry, grows and rapidly expands (Garg & Kumar, 2017). Higher education has become a dynamic and global industry In this competitive environment, university food service operators must respond to changing consumer demands, intensified competition from fast-food segments on and off-campus, and economic developments in volatile markets (Kohli et al, 2020). Customer satisfaction is critical for various reasons It is a leading predictor of consumer repurchase intentions and loyalty and serves as a point of distinction. It eliminates negative word of mouth, and it is less expensive to retain customers than to gain new ones (Copley, 2017). This study focuses on three main restaurant dining experience attributes, namely food quality, service quality, and price on Manager’s Coffee customers’ satisfaction at Universiti Utara Malaysia (UUM)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Event, Tourism and Hospitality Studies (JETH)
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
