University Students’ Perceptions of Brand Name Foodservices

초록

The purpose of this study was to explore university students’ perceptions of brand name foodservice operations. Data were collected using an online survey of 2400 randomly chosen students enrolled at each of the universities in the NCAA Big 12 conference (200 from each school). A total of 210 students responded; 205 usable questionnaires were obtained. Student ratings suggested that brand name foodservices were perceived to have easily readable menus, tasty food, a variety of food choices, and a clean dining area; brand name foodservices were perceived to be less likely to have a selection of healthful food items and provide nutritional information. Factor analysis results suggested students’ perceptions of brand name foodservices could be described in four dimensions: (1) dining environment/food quality (2) competency of employees (3) menu/variety (4) price/nutritional information. Multiple regression analysis was used to examine the relative importance of each of these factors in explaining the students’ overall satisfaction. The factor, dining environment/food quality, was the most influential dimension in overall satisfaction. Cleanliness and quality of food were rated as the most important attributes in a student’s selection of a brand name foodservice operation. Results of this study emphasize the importance of the dining environment and cleanliness in addition to food quality as attributes important to university students.