Browse > Article

Measuring Service Quality Perception of University Faculty Members & Staffs Towards Faculty Foodservice Based on Lifestyle Segmentation  

박문경 (연세대학교 생활과학대학 식품영양학과)
양일선 (연세대학교 생활과학대학 식품영양학과)
김동훈 (연세대학교 경영대학 경영학과)
신서영 (향항이공대학 주점급여유업관이학원)
이해영 (연세대학교 식품영양과학연구소)
Publication Information
Korean Journal of Community Nutrition / v.8, no.4, 2003 , pp. 556-565 More about this Journal
Abstract
Market segmentation helps providers to find better marketing opportunities and allows foodservice managers to develop the right product for each target market. Therefore, this study, taking university faculty and staff as subject, is intended to diagnose the relative value of service quality attribute, on the basis service quality scenario of faculty foodservice; to suggest price for improving customer loyalty in market segments. A questionnaire was developed ar d mailed to 600 Yonsei university faculty and staffs. A total of 385 questionnaires were usable; resulting in a 58.7% of faculty and a 69.7% of staff response rate, respectively. Statistical data analysis was completed using the SAS/Win 6.12 for descriptive Analysis, ANOVA, principal factor analysis, cluster analysis, reliability test and discriminant analysis. The results of the study are as below. Eighteen questions were selected for measuring respondents' lifestyle by AIO method and the seven lifestyle factors derived from factor analysis and aggregated distinct 4 clusters. Service quality attributes of the scenario were determined with 'food quality', 'menu variety', 'atmosphere', 'fast service', and 'clean and sanitation'. 'Food quality', 'menu variety', 'atmosphere', 'fast service', and 'clean and sanitation', in decreasing order, were identified as improving customer loyalty. However, most faculty and staffs were satisfied with the present meal price. The result of this study indicates that the relative value of service quality was differed significantly among the various market segments. 'Food quality', 'menu variety', and 'atmosphere' were determined as major service quality attributes. Thus, customer loyalty could be increased by improving food taste and quality, atmosphere, and service delivery. (Korean J Community Nutrition 8(4) : 556 ∼565, 2003)
Keywords
service quality; university faculty foodservice; segmentation; lifestyle; scenario;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Edett SJ. Prout HW (1994): Marketing research in an institutional environment. Journal of College & University Foodservice 2(1): 13-32
2 Creen CG (1993): Using customer survey data to develop marketing strategies in college/university foodservices. Journal of College & University Foodservice 1(I): 39-51
3 Kim SH (1997): Service Quality in Restaurant: Delivery vs Perception. Yonsei University Ph.D thesis
4 Rudd DP, Beahen SA (1994): Marketing research in an institutional environment. Journal of College & University Foodservice 1(4): 55-59   DOI
5 Silver D (2000): Active service. Restaurants and Institutions. February 15: 38-44
6 Webster's II New Riverside University Dictionary (1988): Boston: Houghton Mifflin Company
7 Kim gY, Chon MS (1990): Korea University Statistics Institute 10Principle component analysis. Jayuacademy
8 Budinelli KA, Engstrom JC (1993): Licensed foodservice outlets in campus: Qhat is it? and Why? Journal of College & University Foodservice 1(3): 33-53   DOI
9 Weon CH (1999): University residence hall foodservice in Korea: measuring customer perception levels towards service quality attributes. Yonsei University Master Degree thesis
10 Sutherlin DH, Badinelli KA (1993): The future of college and university foodservice: an environmental perspective. Journal of College & University Foodservice 1 (I): 53-61
11 Lee SM (1995): Factor Analysis I Hakjisa
12 Yang IS, Jang YJ, Kim SH, Kim DH (1995): Assessing how the Yonsei University Foodservice is perceived by the students: Toward and effective strategy formulation. Korean J Dietary Culture 10(4): 327-337
13 Kim MG (1994): A study on interrelationship between life style & moviegoing behavior. Yonsei University Master Degree thesis
14 Yang IS, Lee YE, Kim DH (1998): Assessing how the Yonsei University Foodservice is perceived by the students: Toward and effective strategy formulation. Korean J Dietary Culture 13 (5): 423-430
15 Dohrman K (1993a): Critical issues of the 1990's. Journal ofCollege & University Foodservice I (I): 71-74
16 Sung WH (1999): Business Statistics Analysis using Window SAS. Muyokpub
17 Han KS (1997): Development and evaluation of customer satisfaction easurement tool for contracted foodservice management. Yonsei University Ph.D thesis
18 Dohrman K (1993b): Future challenges facing today's dingig services. Journal ofCollege & University Foodservice I (I): 75-77
19 Green CG (1994): Nutrition awareness and branding in college/university foodservices: What motivates these trends? Journal of College & University Foodservice 2 (I): 39-57
20 Lee JG (1993): SAS's comprehension and practice for analyzing experiment and research data. Sungwondang
21 McCool AC, Smith FA, Tucker DL (1994): Dimensions ofNoncommercial Food Service Management. Van Nostrand Reinhold
22 Novak TP, MacEvoy B (1990): On Comparing alternative segmentation schemes: list of values (LOV) and values and lifestyles (VALS). Journal ofConsumer Research 17 (June): 105-109
23 Cnae SI (1993): Social Science Research Methodology. Hakhyunsa
24 Kim SI (1999): Relationship Marketingfor controling mobile communication churn. KyungMoonSa
25 Eulen J (1999): Quality control. Restaurants and Institutions. February 15: 38-52