Effect of the Consumer's Perception of the University Foodservice Quality on the Consumer Attitude

摘要

The purposes of this study were to investigate the consumer's perception of the subject to manage the foodservice operation in the university, and to analyze the effects of consumer's perception of the university foodservice quality on intent to revisit and intent to recommend. The questionnaires were distributed to 575 students in the K University located in Masan, who were sampled by proportionate stratified sampling method. The surveys were performed from May 17 to June 2, 2005. The 566 questionnaires were responded, and 6 unusable questionnaires were excluded, then 560 were used for the final analysis (response rate: 97.4%). For the statistical analysis, SPSS (12.0) was used to conduct the descriptive analysis, factor analysis, reliability analysis, and multiple regression analysis. The results of this study were as follows: First, 254 respondants (47.3%) did not know that their foodservice operation was managed by contract foodservice company, and 374 students (66.8%) did not know the name ofthe contract foodservice company which runned then- foodservice operation. Second, the food factor of university foodservice quality had a significant positive effect on intent to revisit (p<0.001), and the food factor of university foodservice quality also had a significant positive effect on intent to recommend (p<0.001). It was concluded that as the food factor of university foodservice quality increased, the intent to revisit and the intent to recommend the university foodservice increased. So whenuniversity foodservice managers plan the foodservice operation strategy, they should focus on increasing the perception of customers' foodservice quality and also advertising contract foodservice company's brand name.