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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;
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