Journal of the Korean Dietetic Association (대한영양사협회학술지)

The Korean Dietetic Association (대한영양사협회)
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A Case Study on Establishment of the Authority for Newly-formed Foodservice and the Marketing strategies for College Union Foodservice

고객 확대를 위한 대학급식소 신설의 객관적 근거 모색 및 급식소 위치에 따른 마케팅 전략 수립 사례 연구

  • Park, Mun-Gyeong (Research Institute of Food and Nutritional Science, Yonsei University) ;
  • Kim, Chang-Jun (School of Human Environmental Sciences, Yonsei University) ;
  • Yang, Il-Seon (Dept. of Food & Nutrition, Yonsei University)
  • 박문경 (연세대학교 식품영양과학연구소) ;
  • 김창준 (연세대학교 생활환경대학원) ;
  • 양일선 (연세대학교 식품영양학과)
  • Published : 2007.02.02
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Abstract

This study was designed to : (a) investigate the present situations of a college union foodservice and suggest authority on establishing new college foodservice, (b) estimate the service quality attributes as perceived by students, (c) identify the effecting factor to customer satisfaction, and (d) formulate the plans and marketing strategies for the increasing usage rate of the foodservice in the future. The questionnaire that developed by interviewing student were conducted with 305 male and female students, who were registered for daytime classes. A total of 284 were usable and data was analyzed by the SPSS(ver. 11.0) for the descriptive analysis, factor analysis, reliability test, multiple regression analysis, t-test, and $x^2$. The decrease in the usage rate of college foodservice by the respondents were influenced most by the 'taste of meal' and next by the 'distance'. The service quality attributes of foodservice currently under operation were evaluated above the average only for the 'price' while evaluated generally to be in the lower level of the average or under for others. As the overall level of satisfaction with the college union foodservice, most of the respondents showed the 36% for the ‘dissatisfaction’ and dissatisfied at 54.4%. Two service quality dimensions,"food . sanitation . service" and "price and comfortable environment" were derived from factor analysis and the reasons for decreasing usage rate of the college foodservice both the nearly located group from college union foodservice(NG) and the far away located group from college union foodservie(FG) indicated the ‘poor taste’ and the 'far distance', and the 'evaluation of students' dining room showed a low rating for the factor of "food . sanitation . service". "food . sanitation . service" was analyzed to have more influence to the overall customer satisfaction.

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