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

摘要

The purposes of this study were to: (a) identify students' patronage behaviors on university foodservice, (b) evaluate customers' perception and detect complaints on foodservice quality, and (c) recommend new design of foodservice 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 resultsof 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 foodservice 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 W2,000 firstly, were recommend as new foodservice operation model.