The Impact of Food Service Attributes on Customer Satisfaction in a Rural University Campus Environment

Abstract

The purpose of this study was to determine different food service attributes that have an impact on customers’ overall satisfaction at a rural university cafeteria. Over 5 weeks, 676 cafeteria users, including academics, staff, and students, were selected through convenience sampling. They completed an anonymous-designed survey with closed questions (n=29) assessing quality of food and beverages, quality of service and setting, and satisfaction with food service attributes. In order to measure the existence and degree of significant relationships between different research variables, Pearson correlation coefficients were employed to analyse the data. Means of scores and frequencies were calculated. Results indicated that customers’ satisfaction with different service attributes was above average. All service attributes had a significant and positive effect on the overall satisfaction. Since most customers (62.9%) would like to continue eating at the cafeteria, the most common improvements suggested to the university management included among others, improving diet quality by offering more nutritious food. Gaining insight into the different food service attributes can enable the university management to meet the needs and expectations of its academics, staff, and students in order to increase their confidence in the food provided.