Students’ Satisfaction with the University Cafeteria: Structural Relationships of Food Quality, Staff, Price Fairness, and Ambiance

Abstract

This study aims to investigate the relationship between the food quality, price fairness, staff, and ambiance of the university cafeteria with students' satisfaction. To test the conceptual model and test the proposed hypotheses, a quantitative survey was performed via a structured self-administered questionnaire among 78 undergraduates from Universiti Teknologi MARA (UiTM), Sabah campus, Malaysia, utilizing convenience sampling method. Data was analyzed using structural equation modeling (SEM) technique via AMOS 21.0 computer program with maximum likelihood estimation. The empirical results provided strong support that students' satisfaction with the university cafeteria is very much influenced by food quality, followed by staff and ambiance, respectively. Implications of the study from managerial and theoretical perspectives together with directions for future research are also discussed. The findings of this study may help the university cafeteria to improve service quality and raise students' satisfaction.

Effect of dining experience on future intention in quick service restaurants

“…Hyun et al (2018) concluded that the ambiance and aesthetics of a facility stimulate positive attitudes and promote perceived value, customer satisfaction and loyalty. Ambiance is considered as important as food and service quality in influencing the customers’ attitudes and behaviors following their dining experience (Chang et al , 2015; Ha and Jang, 2010). Ambiance often refers to the design of the foodservice setting, which proposes that stimulating the customers’ state of mind and can influence their purchasing decision along with their future intentions to revisit the foodservice outlets, and recommend to others (Ali et al , 2016; Ryu and Jang, 2008).…”

Dining at gas stations: an analysis of nonconventional fast-food outlets from a consumer behavior perspective

“…Jani and Han (2014) as well as Wakefield and Blodgett (1996) found that nonvisual elements of atmospherics, including background music, scent and temperature, may have a subconscious effect on customers. Chang et al (2015) as well as Ha and Jang (2010) found that atmospherics are just as critical as service quality and food quality in shaping the customers' opinion of their dining experience as well as their behavioral intention. Barnes et al (2016a, b), Canny (2014), as well as Swimberghe and Wooldridge (2014) found a substantial connection between atmospherics and overall customer satisfaction.…”