A Related Research on University Faculties and Students＇Satisfaction of Service Quality and Customer Loyalty to the Campus Cafeterias

• Main Authors: Chen,Yen-Hua, 陳彥樺
• Other Authors: Chen,Shu-Chuan
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/90488424243411052004

碩士 === 國立高雄餐旅大學 === 餐旅教育研究所在職專班 === 104 === This research aims to explore the satisfaction on quality of service and the customer loyalty to three campus cafeterias in National Kaohsiung University of Hospitality and Tourism (NKUHT). The researcher employed questionnaires to collect data from NKUHT faculties and students. A total of 890 valid questionnaires were returned out of 940 questionnaires, in which included 50 questionnaires with missing data. To ensure the reliability and clarity of the proposed measures in this study, the researcher assessed the questionnaire based on SPSS version 18.0 of descriptive statistics, independent sample t-test, one-way analysis of variance, Pearson correlation analysis, and multiple regression analysis.The results of this research are listed below. Firstly, among all aspects of university faculties’ satisfaction on the quality of service in campus cafeterias, " tangibility", " responsiveness", and "concern" are the highest; moreover, as for customer loyalty, “agreeableness to prices of food”, and" willingness to repurchase " are the highest, followed by" recommendation to others." Secondly, in the levels of satisfaction on the quality of service, there are significant differences among the aspects of "gender", "stay at the dormitory ", "school system", "affiliation", "meal break time", "average wait time between taking orders ", and "intentions to purchase meals " from the variables of background information. Thirdly, in the dimension of customer loyalty, there are considerable differences among the aspects of "gender", “social status”, "school system", "affiliation", and "average meal times” from the variables of background information. Fourthly, university faculties have positive correlation to the “satisfaction on quality of service” as well as “customer loyalty”. Fifthly, university faculties have predictive power to “satisfaction on quality of service” and "customer loyalty", including the aspects of “willingness to repurchase," and "recommendation to others”. In conclusion, according to research findings and suggestions to the school cafeterias and supervisory management units, this research can be taken as a valuable reference on management and improvement. Consequently, the satisfaction on quality of service and customer loyalty could expectantly be enhanced.