Relationship Between Foodservice Satisfaction and Customer Loyalty in Industry Contracted Foodservice

摘要

The purpose of this study was to improve the satisfaction of industry contracted foodservice customers by analyzing the correlation between satisfaction with foodservice and customer loyalty. To accomplish this, a questionnaire was distributed to 300customers at five industry contracted foodservice establishments. The average customer satisfaction score was 3.51/5.00, and customer satisfaction was highest with sanitation, followed by service, food, and environment. Blue collar workers showed significantly higher foodservice satisfaction than white collar workers with respect to menu, service, sanitation, and environment (P<0.01). The average customer loyalty score was 3.46/5.00 and revisit intentions, word-of-mouth intentions, and intentions not toswitch were 3.60, 3.52, and 3.46, respectively. Blue collar workers had significantly higher customer loyalty than white collar workers for word-of mouth intentions and intentions not to switch (P<0.0). Revisit intentions correlated significantly (P<0.01) with food (r=0.649), service (r=0.636), sanitation (r=0.648), and environment (r=0.579). Word-of mouth intentions and intentions not to switch showed significant (P<0.01) positive correlation with service. The explanation power (R2) of foodservice satisfaction and revisit intention was 0.483, word-of-mouth intention was 0.526, and intention not to switch was 0.3641. The sanitation satisfaction had the highest positive influence on revisit intentions (F<0.01). Service and food satisfaction had a significant (P<0.01) positive influence on word-of-mouth intentions and intentions not to switch.