Albrecht and Bradford's service attribute matrix was used to determine attributes leading to customer satisfaction and dissatisfaction in a college university foodservice. Customer satisfaction/dissatisfaction was measured from a self-administered questionnaire. Two hundred and twelve questionnaires were returned for a response rate of 66.7%. In general, the most important attributes to the customers in the university cafeteria were quality of food, convenient location, cleanliness, and reasonable price. Attributes for each meal were sorted into the matrix according to their level of importance and the satisfaction score. Competitive strengths were found for all meals (breakfast, lunch, and dinner) in quality of food, cleanliness, convenient location, and nutritious food categories, whereas a competitive vulnerability in the category of the price charged was found for two of the meals (lunch and dinner). The Albrecht and Bradford model appears to be useful in analyzing customer satisfaction/dissatisfaction.

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widely applied to develop and enhance Weberian theory and further our understanding of the fundamental nature of human behavioral phenomena in tourism and beyond.

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