INTRODUCTION

The Problem and Its Background

Satisfaction is a function of expectation and perceived performance about food services and

food quality present in the school’s cafeteria. A canteen is a place where food is to be served and

eaten where different snack and drink product are sold a school utilities the canteen to meet the

needs of each student inorder for them to have an energy to do what task they would do for a day.

Service pertains to cafeterias os school canteen taking care of customers before, during and after

of service. While Food Quality pertains to characteristics of food that is acceptable to consumers.

The researcher is interested in investigating the effect of promt service and food quality to students

satisfaction inside the school canteen or cafeteria.

The topic of this research is to measure the satisfaction of students inside the Unida

Christian Colleges in terms of the canteen or cafeteria food services. Currently there seems to be

lack of a new ideas amongst the food service inside the campus, most of the products available are

either value meals or traditional Filipino dishes. Food service must have a throughly clean working

space because of the nature of their products, it is very important that food should be prepared in

a hygienic area. It is also ideal for them to serve a new and exciting meals to customers while still

making good profits at the same time.The satisfaction plays a major role in the determining the

originality and accuracy of a system. The perceived quality is defined as the one’s justification

about the excellence of a service. Preventing boredom and providing familiar and comfort foods

to people is specially important in a non commercial food services sector such as a university, to
improve the morale and general wellbeing of students (William, 2009). This is specially important

with captive customers and where there are few or no alternative sources of meals other than those

provided by the food service.

Review of Related Literature and Studies

This chapter cites significant summaries of published works and researches, both foreign

and local, on the different aspects of the study. This will give the readers a better understanding

and deeper insights on the study.

Related Literature

Most people are concerned with food taken daily without regard for practices or habits

which may influence good health. It is a common observation that when food is presented to a

person his/her attention is focused or the aesthetics value and how the food appeals to the palate,

rather than on the nutrition content. This reality calls for the need to re-orient people on the cause

and effect relationship between eating and health. One's drive for food and the way he is satisfied

is important, food is needed by man not on for energy work and play but also for maintaining

body function such as breathing, beating of the heart, digestion of food, circulation of the food,

absorption of food, exertion of body waist and other processes. No single type of food is capable

of providing all the nutritional need of a person. It is therefore important that daily diet contains

the correct amount of all amount of all food listed in daily guide to good nutrition.

(Velasquez2004).

University students in general are regarded captive customers/consumers, a target market, for

food service providers on a university campus (Kim, Moreo&Yeh, 2004:98; Shanka&Taylor,

2005:329). Captive customers/consumers are defined as those individuals who are restricted by

some means or another to a food service establishment. This can be due to physical condition

(e.g. hospital patients) or due to policies setting a limit of minimum participation or limited

alternative means to obtain meals (e.g. residential students) (Cousinsetal.,2002:11). The

university gives a 50% advance for all residence students, which will become part of the

residential account for food (Department of Residence Affairs and Accommodation, 2010:17;

Van Tonder, 2012b:1) .It is assumed that the majority of students will consume at least some

meals in the residences ‟dining halls. Wealthy students with no constraints on their budget will

still use fast food out lets and restaurant options if these are in close proximity to the residences.

Most students with budget constraints will thus be forced to consume meals in the residential

dining hall as facilities to prepare food in their rooms are limited (Coertze,2012, pers. Comm,

17Aug.)This means that there is evaluation lunch break and students cannot return to the

residence to eat lunch together (Coertze,2012,pers.comm.,17Aug).Residential students who

regularly book meals at the dining halls form a captive customer/consumer market that has to be

catered for and menu fatigue might be experienced because of regular use of the food service.

This study will contribute to existing consumer behavior literature of the older Generation Y in

the educational food service setting.

THE DEVELOPMENT OF THE MEAL EXPERIENCE CONCEPT

The meal experience consists of two components, the concept of the meal and the concept of the

experience.
The meal

The meal refers to both the event of eating as well as to what is eaten and includes both food and

drinks (Meiselman,2008:13). In this research the meal will refer to the event of eating and food

will refer to what is eaten and drunked during a meal. Mäkelä (inMäkelä,2000:7) suggests meal

format, eating pattern, and the social organization of eating as the dimensions which together

form the meal. The meal format considers the composition of the main course and the sequence

of the meal. Eating pattern includes time of eating, the number of eating events and alteration of

hot and cold meals and snacks. The social organization is concerned with the environment in

which the meal is consumed, the company with whom one consumes a meal and the person who

prepared and served the meal (Mäkelä,2000:7). Although customers colloquially refer to a meal

as what is eaten and what has been drunk, it includes the service and ambience.

The meal experience

In order to appreciate the meaning of the meal experience, the concept of turning services in to

experiences has to be appreciated. The idea of an experience economy was introduced ,

according to Darmer and Sundbo (2008:1), by Gerhard Shulze’s writings in1992 about die

erlebniss gesellschaft which means the experience economy from the food service perspective. In

fact,it is similar to the much earlier work of Campbell-Smith (1967:61). As economists Pine II

and Gilmore (1998:4) provide a valuable description of the concept suggesting that services are

turned into experiences, there by creating economic value (PineII&Gilmore,1998:1). The

concept of experience can be described in different ways. The three characteristics of experience

are clear from the Oxford Shorter Dictionary on Historic Principles:” the practical acquaintance
(encounter) or actual observation of events/facts” (Brown & Stevenson, 2007b:899). First, the

customer should be involved in an experience. This can involve either active or passive

participation (PineII&Gilmore,1998:4).The second describes the connection, or environmental

relationship (PineII&Gilmore,1998:4). Third, is that experiences, like goods and services, have

to meet the consumers or customers needs and from which they form expectations

(PineII&Gilmore,1998:5). Morgan (2006:305) confirms that the word experience is used in

leisure and other service sectors too to describe the essence of what a customer is seeking and

paying for. Providing too much leads to experiences that are not appreciated by the

customer/consumer. However, providing just a product is not enough either. Damer and Sunbo

(2008:1) explain that experiences are always more than the product. An experience consists of all

the possible aspects related to the meal that contribute to providing a competitive advantage, as

well as the actual meal itself.

STUDENT’S SATISFACTION

Food

Food is defined as the characteristics of any liquid/solid eaten/served for nourishment. Food

includes the sensory attributes, meal offering and food production. Food is the most important

dimension influencing customer/consumer satisfaction with non-commercial meal experiences

(Lam &Heung,1998:8; Kim etal.,2004:97; Andaleeb&Caskey,2007:58; Kim etal.,2009:15:

Liang&Zhang,2009:121). Food as a collection of attributes that have the ability to satisfy

customers/consumers. Residential students may also consider the food dimension as the most

important aspect of the meal experience. The results also reveal that customers/consumers rated
the food dimension of non-commercial food services the lowest of all dimensions of the meal

experience (Estepa,Shanklin&Back,2005:12,13).

Service

For the purposes of this study service is defined as the process involved in delivering the food to

the consumer and includes interaction with staff and equipment. Service dimension is the second

most important dimension that affects customer/consumer satisfaction with the meal experience

(Kim etal.,2004:60;Andaleeb& Caskey,2007:106). Students may also consider the service

dimension as the second most important dimension of the meal experience.

Gramlingetal.,2005:28). Students may also be most dissatisfied with the service dimension of the

meal experience without following the food dimension. The three service dimensions may be

more appropriate for the food service sector namely tangibles, reliability responsiveness and

empathy-assurance (Fu&Parks,2001:328;Aigbedo&Parameswaran, 2004:888).

Ambience

Ambience is defined, according to Heide et al.(2007:1316), as the customers/consumers

interaction with the environment/physical facility in which the service is delivered.

Customers/consumers rated the ambience dimension the highest of the meal experience

(Aigbedo&Parameswaran,2004:886).Residential students may also be most satisfied with the

ambience dimension of the meal experience. Cafeteria ambiance is determined by the spatial

arrangement of the seating, quality of the interior design, and the suitability of the background

music, which are important contributors to the high satisfaction of diners (NamkungandJang,

2009). More over, food packaging, plate size and design, lighting and dining companions at the

cafeteria influence the individual’s immediate setting (Storyetal.,2008). The design of the
cafeteria environment influences the consumer’s food choices and eating behaviors which call

the personal food environments to promote wellness, combat obesity and complement

interventions at higher levels (RamanandChinniah,2011;Wansinketal.,2001). Further, the

physical setting influences customers’ perceptions of service quality (Hensley and Sulek,

2007;Norhati&NurHafisah,2013). Prior research by Flegaletal. (2010)foundthatthere are

relationships between food information, food quality, eating behavior, eating environments, and

food distribution environments.

Meal offering

The meal offering, refers to the variety of items on the menu, portion size and the price paid. A

menu is a detailed list of foods to be serve data meal or in a broader sense, it is a total list of

food items offered by a food service (Payne-Palacio&Theis,2009:158) at a price (Gregoire,

2010:45). The efficiency of a menu is the selling tool for the food service establishment (Bowen

&Morris,1995:4;Davisetal.,2008:145). Different food service operations will have different

menus because organizational objectives and customers are different (Gregoire,2010:45).The

over ridding concern in all facets of planning should be the satisfaction of customers desires

(Knight & Kotschevar, 2000:53; Gregoire,2010:52). The menu should reflect the place where it

is to be used, bearing in mind the kind of customer who will order from it, the prices, and the

dishes that will satisfy the customers. It is therefore important to design the menu according to

the characteristics of the customers/consumers preferences.

The customers/consumers of the non-commercial institutional food services are captive

customers/consumers. In the case of residential students, they are offered three meals a day in the

dining halls using a cycle menu which repeats every 16 days with snack options being sold

through out the day (Coertze,2012,pers.comm.,17Aug.).

Menu Variety

Providing menu variety is generally recommended as an important consideration for the

improvement of a food service but more specifically for captive diners (Williams,2009:51).

Research from the Coker College (USA) dining hall concludes by recommending the addition of

new menu items on a rotating schedule to improve menu variety (Gramlingetal.,2005:36). Menu

variety is an important consideration of menus, especially for captive customers/consumers. The

way in which food is combined can increase the variety of menu choices (McWilliams,2009:56).

The combinations of food used and seasonings added increase the consumers ‟perceptions of

variety and make the meal more enjoyable (Gregoire,2010:57). In a food service environment

where complete meals are served there are a number of interactions between meal components

(Creed,2010:321) that influence variations in the attributes of the food. The components served

together in a meal interact with each other.

Price (value for money)

The price of the menu needs to meet the consumers “ need to get value for money (Davis et al,

2208:156) value is the custumers overall assessment of the utility of a service or product based

on perceptions of what is received and what is given (Zeithaml & Biner , 2003:491). However,

costumers “perceptions of what is served of what is served as a helping varies ; some may want

large portions, while others want convenience. What the customer pays is also perceived

differently as some customers are not concerned about money. Value represents a trade-off

between what the customer wants and what is costs (Zeithaml & Bitner, 2003:491). Customers

will evaluate a restaurant as a place to eat-out or as a place to dine-out. If a restaurant is

considered an eat-out operation during the week,(a substitute for cooking at home) customers

will be more price conscious. If a restaurant is considered a dining-out operation, the visit is

regarded more as a social occasion or entertainment and price is not so much of a factor (Pavesic

in Wood, 2000:36). Pavesic”s findings indicate that value perception is influenced by the

purpose of eating. In the residential food service where customers eat out due to necessity they

will be more price-sensitive. Price or (value for money) prompts customers to select a particular

item from the menu and this practice cannot be ignored in menu planning (Gregoire, 2010:52).

Food Production

In the context of food services, food production is defined as “the preparation of menu items in

the required quantity and the desired quality at a cost appropriate to a particular operation”

(Gregoire,2010:165). “Food production is the phase of the food flow mainly concerned with the

processing of raw, semi-prepared or prepared food” (Davisetal.,2008:203). “Production in the

generic sense is the process by which products are created ”(Gregoire, 2010:166). In this study

food production is defined as all the processes in which staff members convert purchased

materials into menu items that are ready for consumption by consumers/customers.

The main purpose of food production is to improve the characteristics of food. This can be done

in a number of ways. The application of heat for cooking not only makes the food safe to eat but

also makes it more appetizing by improving the taste, texture, flavour, aroma and appearance

(Gregoire,2010:166). This is substantiated by Gregoire (2010:58) when she asserts that using

different methods of preparation can add variety to the menu. Rozin(2000:135) showed that

cultures will use different cooking or preparation methods there by diversifying food production
methods. Customers expect that a menu item will be consistent in quality in terms of flavor or

taste and texture each time it is selected (Payne-Palacio&Theis,2009:260). In summary then,

food production improves eating characteristics by making food safe to eat, more palatable,

adding variety and by ensuring consistency of menu items. The eating characteristics of any

prepared food depend primarily, according to Gregoire, (2010:195) on the type and

characteristics of raw ingredients, the recipe or formulation of the product, the techniques used in

preparation, the method and duration of holding food items in all stages from procurement

through to service, and on the expertise of the production staff. The standardized recipe also

referred to as a recipe formulation, is considered the most important control tool in food

production (Payne-Palacio&Theis,2009:260). A standardized recipe is a recipe that consistently

delivers the same quantity and quality of a product when it is followed precisely

(Knight&Kotschevar,2000:12;Gregoire,2010:177). Standardized recipes provides pacifications

for the type and quality of ingredients, the formulation of the product (quantity of ingredients)

and the techniques used in preparation. Therefore eating quality of food will depend on a

standardized recipe, the method and duration holding food items in all stages from procurement

to service and on the expertise of the production staff.

Reliability

The five SERVQUAL dimensions, reliability has been consistently shown to be the most

important determinant of perceptions of service quality (Wilsonetal.,2008:84). To be reliable a

company needs to deliver on its promises– promises about delivery, service provision, problem

resolution and pricing (Wilsonetal.,2008:84). No research was located regarding there liability in

the educational non-commercial food service sector, but some research was found in the
commercial food service sector. In Chinese restaurants in America, reliability was found to be an

important contributor to customer satisfaction. This included attributes such as serving the food

as ordered, accurate billing and dependable and consistent service (Liu & Jang, 2009:346).

Some institutional food services offer students the opportunity to pay only for those foods eaten

each day with a declining- balance account systems being used (Gregoire,2010:16).This requires

that customers receive an accurate bill for their purchases. Residential students may perceive the

food service as reliable when all items on the menu are available; when they receive their meal

as they booked it, and when their bill is correct.

Empathy

Empathy refers to personalized attention given to a customer (Schneider & White, 2004:32). The

essence of empathy is conveying, through personalized or customized service, that customers are

important, unique and that their needs are understood (Wilsonetal.,2008:86). Interaction with the

service provider has a substantial impact on customer satisfaction with the service provided.

Knutson (2000:72) found that students at Michigan State University often felt like a number

when using fast-food restaurants, thus they appreciated the impression of being cared for by food

service personnel who gave individual experience.

Measuring the service at an institutional food service using the DINESERVE measuring

instrument, Kim et al.(2009:16) found that staff should be trained to address customers in a

polite manner in order to deliver better service. Residential students may also consider empathy

as an important attribute of the service provided during the meal experience. Limited research
exists regarding the cultural aspect of the personalized attention in the non-commercial food

service sector. Research in the commercial hospitality sector found that Asian

customers/consumers tend to be more sensitive to personal interaction during service than other

nationalities.

Assurance

Assurance service is an independent professional service, typically provided by Chartered or

Certified Public Accountants or Chartered Certified Accountants, with the goal of improving

information or the context of information so that decision makers can make more informed ,and

presumably better, decisions .Assurance services provide independent and professional opinions

that reduce information risk (risk from incorrect information).A Assurances “the ability of the

organization‟ employees to inspire trust and confidence in the organization through their

knowledge and courtesy” (Parasuramanetal.,1988:23;Schneider& White, 2004:32).

Assurance is especially important in institutional food services where the cafeteria service style

is often used and service staff are required to serve food professionally using the proper service

techniques (Gregoire,2010:239). Research conducted in Cyprus found that food service

establishments could redesign their service delivery process by improving employees‟

knowledge and ability to convey trust and honesty to provide assurance to college students

(Zopiatis & Pribic, 2007: 773). Institutional research with the DINESERVE instrument found

that increasing employee‟ knowledge about food will help them improve customers‟ perception

of the service (Kim etal., 2009:16). Residential students may also consider assurance important

as they could require assistance using a service and request information about the ingredients

used to produce the food. The food provider should have such knowledge and be able to

communicate it to the enquirer.

Responsiveness

As a small business owner, you probably spend much of your time trying to meet your

customers' wants and needs, and hopefully, making them happy. To you, being responsive isn't

complex; being responsive means providing fast, friendly, knowledgeable service. Like many

small business owners, you're surprised when you get an occasional complaint from a customer

who has accused you of being less than responsive. To stay ahead of this curve, small business

owners can benefit from the advice of some sympathetic, experienced advisers.

They recommend that small business owners do not confuse responsiveness with efficiency;

listen carefully; monitor all customer communication channels vigilantly; and practice offense

with defensive customers. Confusing efficiency with responsiveness is such an honest over sight

that it would be unfair to call it a “mistake.” As a small business owner, you probably pride

yourself on your company's efficiency, as well you should. Alert customers will notice your

company's efficiency, too.

But given a choice, most customers would prefer responsiveness because it means that their

needs or wants are met. Advice from Inc. Magazine: “Companies need to prioritize flexibility

over efficiency and reduce friction in the flow of information. The companies with the quickest

reactions will own the competitive advantage.”

Tangible

Tangible is usually defined as the physical facilities, equipment, appearance of service personnel

and communication (Wilsonetal.,2008:86). This definition is adapted to include the equipment

(cutlery, crockery and booking system) and the interaction with staff (staff’s physical
appearance) necessary to provide students with quality service, but excluding the physical

facilities as this is a separate dimension. It is important to maintain equipment so that a meal can

easily be booked in the dining hall.

Researchers have found that if the effort to obtain food items is too onerous, customers will

change their choices. The equipment used to book a meal should work effectively and simply to

ensure students do not make use of alternative meal options in view of the difficulties they

experience with the booking facility equipment. The cleanliness of cutlery and crockery and the

appearance of staff convey a sense of the level of hygienic procedures applied in the food service

operation.

SATISFACTION WITH THE MEAL EXPERIENCE

Satisfaction is, or the purpose of this study, defined as the customer’s evaluation of a product or

service by means of a subjective comparison of their expectations and the actual performance of

the product or service that results in a level of fulfillment (also called customer satisfaction)

which can be over- fulfillment (satisfaction/highlysatisfied) or under fulfillment

(dissatisfaction/highly dissatisfied).

Satisfaction as an evaluation process

Customer experience does not merely include the quality of customer care, but also covers

customer interaction with the elements of marketing mix such as the popularly known four Ps

and Cs in the marketing discipline. A customer experiences all aspects of the products and

services offered by the company. Customer experience leads to customer satisfaction, which in
turn acts as an antecedent of brand loyalty, customer retention, market growth and the overall

profitability of the organization.

Scholars have conceptualized customer experience in different ways such as the creation of

memorable events (Pine and Gilmore), as a series of clues (Berryetal), and as the generation of

touch points and customer corridor (Meyer and Schwager). Although there is multiplicity in the

definitions of ‘Customer Experience' we find that none of them is really able to cover its essence

holistically. However, a common thread that runs through all of them is ‘managing touch points’.

But what is easily said may be difficult to accomplish, because there maybe thousands of touch

points that may need to be managed and that depend on several factors such as product-service

mix, target segment, positioning, competition, price, channels of distributions, packaging,

frontline employees, marketing, branding strategy and many more.

The list is endless, as It is very difficult to articulate all of them completely. Therefore, in this

article, among all the proposed definitions, we are illustrating the most conceptual definition

recently projected by Gentile et al. The Customer Experience originates from asset of

interactions between a customer and a product, a company, or part of its organization, which

provoke a reaction. This experience is strictly personal and implies the customer's involvement at

different levels (rational, emotional, sensorial physical and spiritual). Its evaluation depends on

the comparison between a customer's expectations and the stimuli coming from the interaction

with the company and its offering in correspondence of the different moments of contactor

touch-points.

Similar to the differences in definitions, scholars have categorized customer experience in

various ways like Pine and Glmore have classified customer experience into four parts:

entertainment, educational, escapist and esthetic. Schmitt has categorized customer experience
into five elements: sensory, affective, cognitive, physical and social. Similarly, Gentile et al have

proposed six dimensions (components) of customer experience such as: sensorial, emotional,

cognitive, pragmatic, lifestyle and relational. Hong-li has divided it into three layers: attributes,

themes and effects.

Expectation as a standard evaluation

Meeting customer’s expectations would provide good customer service, you need to understand

who your customers are and what they want. Know your customers, gather information about as

many of your customers as possible. Try to find out what your customers are buying, why they

are buying and the frequency of their purchases. When trying to understand their needs, it may

be useful to know details such as their lifestyle, occupation and interests. Include any potential

customers who have made enquiries about your goods or service. Find out more about

researching customers. Understand your customer’s needs. Each customer will have a different

perception of what customer service means to them. If you want to provide good customer

service, you should know the needs of the customer and how to fulfill those needs. Find out how

your customers expect you to meet their needs. The expected level of service varies from

marketplace to marketplace, industry to industry and, to some extent, from consumer group to

consumer group.

Research you marketplace and your target markets to find out what your customers expect of

your business in your location. Meet your customers' needs Tailor your level of service to suit

your customers 'needs. Some businesses work well providing a 'no frills' basic level of service

while others go beyond customer expectations to achieve a level of service to make their

customers say 'wow'. Some ways to go beyond customer expectations are introducing initiatives-

for example, customer focus groups, customer survey cards or a suggestion box. These initiatives
send a clear message to customers that you are interested in their input suggesting add-ons-for

example, 'Would you like batteries as well? 'Failing to meet expectations When a business fails

to meet customer expectations, customers do business elsewhere. Poor customer service and the

perceived in difference of staff and management account for about 68% of customers who don't

return to a business.

Customer complaints can alert you if your business is failing to meet customer expectations.

Learn more about managing customer complaints. Some actions you can take to improve

customer service are, investigate the areas of issue train staff in customer service and sales skills

rotate staff so they can increase their knowledge of other areas encourage and support team work

review recruitment and selection procedures.

Satisfaction as an outcome

A study of student satisfaction, needs, and learning out comes to provide a professional

evaluation of student services and the co-curricular activities of students. Such a study had not

been completed in the past and was needed to align student services with the mission, long range

goals, and strategic planning of the university. The students view interactions outside the

classroom as important opportunities to develop and hone a myriad of personal knowledge and

skill sets important to becoming global citizens and internationally competent professionals. In

measuring satisfaction, food quality was the strongest predictor of revisit intention, indicating the

significant impact of food quality in a restaurant's success (Joung, Lee, Kim, & Huffman, 2014;

Kwunetal,2013). Studies have also shown that food quality and menu variety within university

dining play significant roles in student satisfaction (Andaleeb & Caskey, 2007; Harrington et al.,

2013;Kim,Moreo, &Yeh,2004; Kwunetal., 2013).

Outcome for the customers

The evaluation of a service performance (the meal experience in this case) will result in either

satisfaction or dissatisfaction. The evaluation process of expectancy-disconfirmation brings forth

emotional reactions (Loudon & DellaBitta,1993: 579; Parker & Mathews,2001:39; Giese &

Cote, 2002:14; Oliver,2010).The emotions that result are either positive e.g.delighted as in the

case of satisfaction or negative e.g. disappointed as in the case of dissatisfaction.

Davisetal.(2008:372) adds that when customers ‟are satisfied they feel they have received

quality. Ladhari et al. (2008:572) confirm that emotions are aroused when customers/consumers

evaluate restaurant meal experiences. No tall customers/consumers experience the same level of

satisfaction from the same hospitality experience.

The reason for this is that customers/consumers have different needs, objectives and past

experiences that influence their expectations of the meal experience. Meiselman (2008:18) adds

that cultural background contributes to customers/consumers expectations ,and thus to

customer/consumer satisfaction with the meal experience. The end result of the evaluation of the

meal experience will cause customers to be have in certain ways. The behavior will have either

positive or negative outcomes for the food service establishment. The residential students could

also be satisfied or dissatisfied with the residential meal experience and this would also cause

them to be have in certain ways.

Outcomes for the service establishment

Satisfaction influences the customers/consumers behavior in terms of recommendations to other

customers, loyalty to the establishment and willingness to pay (Ladharietal.,2008:571).

Customer/consumer satisfaction is often used as an indicator of whether or not a

customer/consumer will return to a food service operation. Although there is no guarantee of this

happening, it is almost certain that a dissatisfied customer/consumer will not return. Satisfied

customers/consumers return to a food service (Halstead,1999:13;Oh,1999:77; Iglesias & Guillen,

2004:293; Kimetal.,2009:17) recommend the service to others (wordofmouth)

(Fornell,1992;Kim et al.,2009:17). The result of this satisfaction will affect economic returns

(Oliver,2010:455). Residential students may also express their satisfaction or dissatisfaction with

the residential meal experience by choosing the food provided by the Food Services Division, by

recommending the service offered by the Food Services Division, by complaining in the media

or by choosing the food offered by alternative food services.

Statement of the Problem

This study aims to determine the effects of services and food quality on the students

satisfaction at UCC. This study aim to answer the following questions:

Scope and Delimitation

The focus of this study is to determine if the school food service meets the expectations of

the students, in the school canteen or cafeteria at Unida Christian Colleges. It delimits that the

study may not be generalizable to other population or youth who no longer attend the current

school.

Significance of the study

This study aims to determine the status of school, particularly identifying aspects in the

operation that should be improved. Likewise, it was the objective of this study to evaluate the

difficulties encountered by the students of Unida Christian Colleges to the kind of service that they

received. Finally this research may provide opportunities for reflective thought and thereby

enhance professionalism among members of cooperative, so that they improve efficiency and offer

delicious yet affordable food.The result of this study could provide the management of cooperative

with the information about the present status of the school canteen. This study may also help them

to know that the existing situation really affects the totality of the service that they rendering.The

proposed study will benefits and help future researcher as their guide and will give a background

or an overview.
This study may be beneficial to the following:

School Administrator. The result may provide information as basis for policy formulation and

improvement of canteen services. This may help school principals to provide assistance in the

provision of canteen facilities to be included in the school improvement plan.

Canteen Managers. This may provide the necessary data for the canteen managers to identify

their priority areas of improving the canteen service better serve its customers.

Students. This study may be beneficial to students for them to understand realities about the

canteen operation and the basis services that are expected to be provided by the school.

Future Researchers. This may serve as basis for those research enthusiast to conduct further

inquiry regarding canteen services quality and student satisfaction.

Definition of Terms

For better understanding of this study, several relevant terms are defined as follows:

Canteen- Is place where food is provided in s military camp, college or other organization.

Price- Means the cost or the amount at which something is valued.

Service- Is an act or performance that create value and provide benefits for costumer at specific

time, place.

Quality- Features that meets consumers needs and give costumer satisfaction.

Diversity- A collective mixture characterized in different and similarities that are applied in

pursuit of organizational objective.

Theoretical Framework

Thomassen, (2003) defines satisfaction as follows: “the perception of the customer as a

result of consciously or unconsciously comparing his experiences with his expectations”. Kotler

& Keller (2008) build on this definition, stating that customer satisfaction is determined by“the

degree to which someone is happy or disappointed with the observed performance of a product in

relation to his or her expectations”. Performance that is below expectations leads to a dissatisfied

customer, while performance that satisfies expectations produces satisfied customers.

Expectations being exceeded leads to a “very satisfied or even pleasantly surprised customer”

(Kotler & Keller, 2003). The definition of Zeithaml & Bitner (2003) is slightly different from that

of Thomassen: “Satisfaction is the consumer fulfilment response. It is a judgement that a product

or service feature, or the product of service itself, provides a pleasurable level of consumption-

related fulfilment.” The emphasis of Zeithaml & Bitner is thus on obtaining a certain satisfaction

in relation to purchasing. The definition of Thomassen will be used in the current study, given the

importance of perception. This meshes well with the offerings of company X, which fall into the

luxury category. Although Zeithaml & Bitner (like Thomassen) say that customer satisfaction is a

reaction to the experience gained and focus on a certain satisfaction, there is no distinction between

conscious and unconscious comparisons in their definition. Company X claims in its mission

statement (see Chapter 1) that it wants to sell not only a product, but also a feeling; as a result,

unconscious comparison will play an important role. The definition of Thomassen is therefore

more relevant to the current study.

Conceptual Framework

This study determined the student’s satisfaction in Unida Christian Colleges canteen in

terms of Quality of Food, diversity of food, the service quality, the value of food and the

environment.

Efficiency

Students Service Productivity

satisfaction Quality

Timeliness
 METHODOLOGY

This chapter contains the discussion of the research design used, the respondents of the
study, the research instrument, the data gathering procedure, and the statistical treatment of data.

Research Design
The researcher uses a qualitative research method to gathered information through the use

of survey questionnaire as an instrument of collecting data, that will be answered by students of

Unida Christian Colleges.

Research Locale

Research Respondents
The respondents are composed of 100 girls and 100 boys, that is equivalent to 200 students.

Particularly the grade 11 and 12.

Sampling Procedure

Research instrument

When collecting qualitative interview data, the main instrument for data collection is the

researcher him or herself. The researcher observes, takes notes, talks to people, conducts

interviews etc. According to Helfferich (2019), a good interviewer needs the following skills:

Technical competence, Interactive competence: attention and steering, competencies in

communication theory and knowing how to deal with previous knowledge and personal bias. To

evaluate The Effect of Food Service and to students Satisfaction in Unida Christian Colleges.
Data Collection and Management

Data Analysis Procedure

Statistical Treatment of Data

The following statistical tools were used in the treatment and analysis of the gathered data.

Mean- was used to determined the student satisfaction of grade 11 and 12 student of Unida

Christian Colleges.

Regression Analysis- this was used to determined the significant influence of other domains of

canteen service quality ( Tangibility, Reliability, Responsiveness, Empathy, Assurance) on the

student satisfaction of Unida Christian Colleges.

 RESULTS AND DISCUSSSION

In this chapter, the researchers analyzed the data gathered and interpreted the results to
collect the outcome and how Animated Demonstrated Video helps and affects to the
understanding of the students.

Table 1. Reliability

Items Average

Keeping service accurately. 10.4

Have a good attitude to entertain the students. 6.2

Keeping canteen staff being cheerful all the time. 8.8

Table 1; Weighted Mean per Question

The table above indicates that participants 10.4 agree on how school canteen shown their accurate

service to serve the needs of students, while 6.2 of the respondents disagree about how the school

canteen staff entertain the students and laslty 8.8 of the respondents has agree in keeping canteen

staff being cheerful all the time. This shown that most of the students are not that strongly agree

with the reliability of each school canteen staff regarding food service.
Table 2. Empathy

Items Average

Each staff are approachable to students. 6.6

Showing sincere concern to students. 7.2

Showing kindness to students. 6.4

Table 2; Weighted Mean per Question

The table shown 6.6 of the respondents disagree if each staff are approachable to students , seems

that some of the students are not that agree on how approachable are the school canteen staff has.

7.2 of the respondents agree in showing sincere concern to students its shows that some of the

students are satisfy with the sincere concern of each school canteen staff to students while erving

them, while 6.4 answers disagree on how school canteen staff shows kindness to students.

Table 3. Responsiveness

Items Average

providing prompt service. 10.4

providing good and quality service. 6.8

Having cheerful manner to entertain and serve 8.6

the students.
Table 3; Weighted Mean per Question

The table above shown that 10.4 of students strongly agree with the prompt service has providing

the school canteen staff has, it shows that every staff of canteen has this kind of service that the

students seeking in the school canteen. While 6.8 of students answers agree if the school canteen

are proving a high quality service to students and 8.6 of the students answers agree if each staff

are having a cheerful manner to entertain the students. It shows that students are satisfy with the

responsiveness of each school canteen staff regarding food service.

Table 4. Assurance

Items Average

Showing courtesy and politeness. 6.2

Conveying trust and confidence. 7.6

Having ability to inspire students. 9.2

Table 4; Weighted Mean per Question

The table 4 shown that 6.2 of the respondents answer disagree in showing courtesy and politeness

that have been seen in the school canteen staff assurance. While 7.6 of respondents answer agree

in conveying trust and confidence meaning that most of the students are satisfy with this kind of

assurance is, the school canteen has. Lastly 9.2 of the respondents answer agree in inspiring the

students of each school canteen staff while being serve.

Table 5. Tangibility

Items Average

Keeping the canteen staff well dressed and neat. 9.6

Assinging good canteen staffs. 10.4

Providing comfortable facilities in the school canteen. 8.8

Table 5; Weighted Mean per Question

Table 5 shown 9.6 of respondents answer strongly agree on keeping canteen staff well dressed and

neat all the time, it shows that every staff are well mannered regarding their hygiene. While 10.4

of the respondents answer strongly agree in assinging good canteen staff and 8.8 of the respondents

answer agree in providing comfortable facilitites inside of the school canteen.

 SUMMARY, CONCLUSION, RECOMMENDATION

This chapter shows the summary of the whole study and emphasizes on the important points

and highlights of the research. This chapter will also present recommendations and topics which

can be further analyzed by the future researchers.

Summary of the Findings

Conclusion

Recommendation

 The school canteen staff must be more approachable to students.

 The school canteen staff should be showing more sincere concern to each students.

 The school canteen staff should know how to inspire the students.

 The school canteen staff must have a cheerful manner to entertain and serve the students.

 The students should atleast appreciate the efforts of school canteen staff in order to serve

them well.

 The students must know how hardworking is the school canteen staff to serve them.

 The students must understand the situation of each staff of school canteen.

 And the students must be considerate regarding how school canteen staff to show their

service well.
 REFERENCES

Andaleeb, S. S. and Conway, C. 2006. Customer Satisfaction in the Restaurant Industry:

An Examination of the Transaction-Specific Model,. Journal of Services Marketing, 20(1):

3–11. [Crossref], [Google Scholar]

Anonymous. 2002. College FS Programs Rated,. Food Management, 37: 814 [Google

Scholar]

Bearden, W. O. and Teel, J. E. 1983. Selected Determinants of Consumer Satisfaction and

Complaints Reports,. Journal of Marketing Research, 20(February): 21–28. [Crossref],

[Web of Science ®], [Google Scholar]

Behrens, T. K. and Dinger, M. K. 2003. A Preliminary Investigation of College Students'

Physical Activity Patterns,. American Journal of Health Studies, 18(2/3): 169–172.

[Google Scholar]

Blank, C. 2006. Big Brans on Campus,. Restaurants and Institutions, (sep 15), 116(18): 55

[Google Scholar]

Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J and Bryant, B. E. 1996. The

American Customer Satisfaction Index: Nature, Purpose, and Findings,. Journal of

Marketing, 60(October): 7–18. [Crossref], [Web of Science ®], [Google Scholar]

Friedland, A. 2005. Food on the Run,. Food Management, 40(3): 46–50. [Google Scholar]

Goch, L. 1999. The 51% Niche Market,. Best's Review Life/Health Edition, 99(February):

40–43. [Google Scholar]

Gupta, S. and Zeithaml, V. 2005. Customer Metrics: The Past, the Present, and the Future

in Academia and Practice,. Marketing Science Institute, Special Report No. 05–200

[Google Scholar]
Hartnell College. 2002. 2002 Customer Satisfaction Survey,. Institutional Research &

Planning Office, : 1–4. No. 02–01 (June) [Google Scholar]

Hume, S., Perlik, A, Sheridan, M and Yee, L. 2002. College Students Dine Late, Care

about Nutrition, Quality. Restaurants and Institutions, 12(21): 22 [Google Scholar]

Jones, T., Sasser, W. and Earl, W. Jr. 1995. Why satisfied Customers Defect. Harvard

Business Review, 73(November/December): 688–99. [Google Scholar]

Kesten, D. 1997. Feeding the Body, Nourishing the Soul, Berkeley, California: Conari

Press. [Google Scholar]

McLennan Community College Spring. 2002. Student Satisfaction Survey May 16, 2002

[Google Scholar]

Meyer, M. K. and Conklin, M. T. 1998. Variables Affecting High School Students'

Perceptions of School Foodservice,. Journal of the American Dietectic Association, 98:

121424–1429. [Google Scholar]

National Restaurant Association. 2003. Restaurant Industry Forecast, Washington, DC:

Executive Summary. [Google Scholar]

Nunnally, J. 1978. Psychometric Theory, , 2nd ed., New York, NY: McGraw-Hill.

[Google Scholar]

Nyer, P. 1999. Cathartic Complaining as a Means of Reducing Consumer Dissatisfaction,.

Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 12: 15–25.

[Google Scholar]

Oliver, R. L. 1987. “An Investigation of the Interrelationship Between Consumer

(Dis)Satisfaction and Complaining Reports,”. In Advances in Consumer Research, Edited

by: Wallendorf, Melanie and Anderson, Paul. Vol 14, 218–222. Provo, UT: Association

of Consumer Research. [Google Scholar]

Oliver, R. L. 1997. Satisfaction, A Behavioral Perspective on the Consumer, New York:

McGraw-Hill. [Google Scholar]

Paula, A. D., Long, R. and Weiner, D. E. 2002. Are Your Patients Satisfied,. Marketing

Health Services, Vol 22(No 3): 28–32. Ranger College,

www.ranger.cc.tx.us/Selfstudy/surveyresults/student_survey_result.htm [Google

Scholar]

Rhode Island College. 2004. www.ric.edu/Committee_Students_Life/STUDENT [Google

Scholar]

Richardson, N. J., Shepard, R. and Elliman, N. 1994. Meat Consumption, Definition of

Meat and Trust in Information Sources in the UK Population and Members of the

Vegetarian Society,. Ecology of Food and Nutrition, 33: 1–13.

SATISFACTIONDATA/2004/res.(December). [Taylor & Francis Online], [Web of

Science ®], [Google Scholar]

Rybczynski, A., Schreiber, D., Chakraborty, K., Panagopoulos, V., De Ryck, A., Wehr,

R., Bass, B. and Bialowas, Y. 2004. Food Security: A Study of University of Toronto

Students' Attitudes and Needs Towards Food on the St. George Campus,

www.cquest.toronto.edu/env/env421h/HealthyUT/Food/ [Google Scholar]

Singer, N. 2006. 15 Pounds: Part of Freshman Meal Plan,. The New York Times, : G1

Aug 31 [Google Scholar]

Szymanski, D. M. and Henard, D. D. 2001. Customer Satisfaction: A Meta-Analysis of

the Empirical Evidence,. Journal of the Academy of Marketing Science, 29(1): 16–35.

[Crossref], [Web of Science ®], [Google Scholar]

Yale University Home Page. 1999. Dining Services Surveys Customer Satisfaction at

Campus Eateries,. Yale Bulletin and Calendar, 27: 19 (February).

www.yale.edu/opa/v27.n19/story4.html [Google Scholar]

APPENDIX