Influence of institutional DINESERV on customer satisfaction,return intention,and word-of-mouth |
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| Authors: | Woo Gon Kim Christy Yen Nee Ng Yen-soon Kim |
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| Institution: | 1. Dedman School of Hospitality, College of Business, Florida State University, 288 Champions Way, UCB 4100 Tallahassee, FL 32306, USA;2. School of Hotel and Restaurant Administration, Oklahoma State University, 210 HESW, Stillwater, OK 74078, USA;3. Department of Food & Beverage Management, William F. Harrah College of Hotel Administration, University of Nevada, Las Vegas, 4505 Maryland Parkway, Box 456022, Las Vegas, NV 89154, USA;1. University of Dar-es-Salaam Business School, Dar-es-Salaam 35046, Tanzania;2. College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Republic of Korea;1. Paradise Sega Sammy, 268 Dongho-Ro, Jung-Gu, Seoul, Republic of Korea;2. School of Hospitality and Tourism Management, Purdue University, 251 Marriott Hall, 900 West State Street, West Lafayette, IN 47907-2115, United States;3. College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwangjin-Gu, Seoul 143-747, Republic of Korea;4. School of Hospitality and Tourism Management, Purdue University, 206E Marriott Hall, 900 West State Street, West Lafayette, IN 47907-2115, United States;1. Department of Tourism Management, Shanxi University, No. 92 Wucheng Road, Taiyuan, Shanxi Province 030006, PR China;2. College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Republic of Korea;1. Ming Chuan University, Department of Leisure & Recreation Administration, 5 De Ming Rd., Gui Shan District, Taoyuan County 333, Taiwan;2. National Defense University, The Institute Resource Management and Decision Science, College of Management, Rm. 1, 4F., No.70, Sec. 2, Zhongyang N. Rd., Beitou Dist., Taipei City 112, Taiwan;1. Dedman School of Hospitality, Florida State University, 288 Champions Way, UCB 4114, Tallahassee, FL 32306, United States;2. Dedman School of Hospitality, Florida State University, 288 Champions Way, UCB 4116, Tallahassee, FL 32306, United States |
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| Abstract: | The objectives of the study were to investigate the relative importance of institutional DINESERV factors (i.e., food quality, atmosphere, service quality, convenience, and price and value) that affect customer satisfaction in the university dining facilities and to examine the influence of customer satisfaction on return intention and word-of-mouth endorsement. A web survey questionnaire was distributed to 4659 students at a public university in the Midwest from May 10–24 in 2005. Factor analysis, ANOVA, correlation analysis, and multiple regression analyses were used to analyze the data. The findings showed that all Institutional DINESERV Dimensions had a significant positive effect on overall customer satisfaction and revisit intention. Improving customer satisfaction, which results in increased return intention and positive word-of-mouth endorsement in university foodservice establishments, will in turn not only strengthen customer loyalty, but also improve the dining facility's reputation and generate greater revenue. |
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