Students Satisfaction in Campus Cafeterias

International Journal of Innovative Research and Publications (2022) 2(5): 58-77
https://doi.org/10.51430/IJIRP.2022.25.004
Article
Students’ Satisfaction in Campus Cafeterias: An Empirical Study

on Public Universities at Klang Valley in Malaysia
Kaniz Afroza1, Ahasanul Haque2,*, Mohammad Serazul Islam3
Received: 05 March 2022 / Accepted: 27 April 2022 / Published online: 30 July 2022
Abstract
Cafeteria facilities are a key component of a wholesome arrangement that impacts personal happiness
for both native and foreign students. For university students, the first option for dining is on-campus
food services which imply the importance of the quality of the cafeteria service and must be reviewed
and improved regularly. Considering the importance of students’ satisfaction this study was conducted
to investigate the link between variables such as pricing, food quality, customer service, and the atmos-
phere of students’ satisfaction. The convenience sampling method was used to collect quantitative data
from 250 students at public universities in Klang valley of Malaysia which are IIUM, UPM, UM, UiTM,
UKM and UTM. The survey was conducted via google form in September 2021. For the data analysis,
descriptive, reliability, exploratory factor analysis and regression analysis have been conducted by using
SPSS. The study revealed that students’ satisfaction was associated with the four independent variables.
All the factors had a significant and positive influence on students’ satisfaction. From the regression
analysis, it was found that customer service and price fairness had the most significant influence over
student satisfaction which was followed closely by the other two variables which were food quality and
atmosphere. It was also concluded that all of the independent factors included in the study had a sub-
stantial influence on the dependent variable, which was student satisfaction.
Keywords: Student Satisfaction, Campus Cafeteria, Public Universities, Malaysia
1,2
Department of Business Administration, Faculty of Economics and Management Sciences,
International Islamic University Malaysia, Box No. 10 5.728, Kuala Lumpur, Malaysia
3
Department of Business Administration, Trust University, Barishal, Bangladesh
*
Corresponding Email: ahasanul@iium.edu.my
To cite this article:

Afroza, K., Haque, A., & Islam, M. S. (2022). Students’ Satisfaction in Campus Cafeterias: An Empir-
ical Study on Public Universities at Klang Valley in Malaysia. International Journal of Innovative Research
and Publications, 2(5), 58-77.
https://doi.org/10.51430/IJIRP.2022.25.004
© 2022 by the authors. Licensee: MAC Arts & Communication. This article
is an open access article distributed under the terms and conditions of the
Creative Commons Attribution (CC BY-SA) license. (https://creativecom-
mons.org/licenses/by/4.0/)
International Journal of Innovative Research and Publications www.ijirp.com
Introduction
In a student’s life apart from acquiring knowledge, students’ welfare in terms of food intake
plays a significant role (Zainol & Seladorai, 2016a). Eating is a daily necessary activity in every
human’s life. One of the most crucial element through which users or potential users perceive
the superiority of some facility is the quality of food service (Serhan & Serhan, 2019). In the
higher education sector, food service quality has become a crucial part which actively affects
the campus life comfort and quality (El-Said & Fathy, 2015; Kwun, 2011). This area of research
has been so important that a lot of research done on university food service was aimed at the
nutritional consumption of students consuming on campus food and the implications on their
health (Ali et al., 2015; Staunæs et al., 2018; Symonds et al., 2013; Torres et al., 2015). Besides
that, the aim of some other similar researches was on student’s satisfaction regarding products,
service and service environments of university food service (El-Said & Fathy, 2015; Joung et
al., 2016; H. S. Kim et al., 2012; Park et al., 2013). The research of Lugosi suggests that when
the expectations of the customers are high, a more responsive approach is expected from the
food services of campus (Lugosi, 2019). The cafeteria will forever be a place where students
go to enjoy their meals after a long day, all the while chatting or socializing with friends. Dif-
ferent types of cafeteria models are present in both domestic and international practice (Foot et
al., 2015; M.R. & H.R., 2004; Mathis et. al., 2016). In Malaysia, university food service oper-
ators have a daunting task of catering to a diverse and widely varied community of individuals,
who are mostly living on campus and take their daily meals in the campus food outlets. Malay-
sia is a country of conspicuous multi-ethnicity. It has become customary for many of these
restaurants to keep food items for different ethnic group to quench the thirst of wide range of
customers and their taste (Ishak et al., 2019).
Currently there are 88 public higher education institutions in Malaysia (Indicator,
2019). Among them, the largest number of public higher education institutions are situated in
Selangor State. Klang Valley is the biggest metropolitan of this state where 6 public higher
education institutions are situated. The distinction of pre-purchase expectations and evaluations
made after purchase can lead customer to experience a positive or negative effect which could
be defined as satisfaction. If the satisfaction is high, then the service provider could reap a lot
of benefits such as a loyal customer base, positive “word of mouth” to increase popularity and
so on. The negative outcome can also be very detrimental if the satisfaction felt by the customer
is very low. In case of university cafeteria, the customer base is not very dynamic since every
day many new students do not come into campus unless the semester starts or ends. Moreover,
the students, who are the main customers of cafeteria are often communicate with each other
which is why the satisfaction or dissatisfaction of a cafeteria could be spread very fast among
the students. For these reasons, it is very critical for cafeteria managements to uphold a high
quality and closely focus on satisfaction. For which identifying out the vital factors which in-
fluence customer satisfaction is vital. Several studies have been conducted in order to discover
the significant factors in the food industry (Andaleeb & Caskey, 2008; Chang et al., 2014; El-
Said & Fathy, 2015).
Food quality is a major factor according to most of the research conducted related to
cafeteria and restaurants (Chang et al., 2014; DK et al., 2020; Imran, 2018; S.-H. Lee et al.,
2016). If the food quality is not proper then various short term negative effect such as stomach
related sickness, poor immunity and long term effects such as micro and macronutrient defi-
ciency would be eminent which will hamper the business of a cafeteria tremendously and might
even lead to temporary or permanent shut down (Ali et al., 2015; Fayet-Moore et al., 2014;
García et al., 2013; Hwalla et al., 2017) . In the context of Malaysia, previous studies have
uncovered that, university food service authority often fails to ensure proper food quality for
students (Noraishah et al., 2012; Zainol & Seladorai, 2016b). As a result, it leads to students’
2
discontentment regarding cafeteria food. The price and the fairness of price have a great impact
on determining students’ satisfaction towards university services. Some of the same observa-
tion came from (Y. N. Ng, 2013) about pricey foods (Noraishah et al., 2012) and these are also
very important factors for students’ dissatisfaction when they would cater for university food
service. The atmosphere of the cafeteria includes all the surrounding elements like lighting,
decoration, cleanliness and so on. These elements often have vital importance to students’ sat-
isfaction. Even as per a research by (Chang et al., 2014), every student cares a lot about food
handling, clean environment, quality service, a variety in menu etc. while dining in the café.
Customer service is tremendously important in food service industry which is why many re-
search has been done in related subjects (Khuhro et al., 2011; Kong & Jamil, 2014; S. Ng et
al., 2011; Raman & Chinniah, 2011; Yüksel & Yüksel, 2002). Any customer service standard
is centered around the experience of the customer (Abdullah & Rozario, 2009). This study aims
to investigate the influence of food quality, price fairness, atmosphere, and customer service
offered at university cafeteria on student satisfaction at Klang valley in Malaysia.
Literature Review and Hypothesis Development

Student Satisfaction
Student satisfaction has been an area of interest to researchers for quite some time. Some re-
searches were focused on food quality, variety, price fairness, service quality and the atmos-
phere of students’ satisfaction regarding food service. It was thought that the research and its
results would help various university managements to include different measurements to im-
prove more on achieving students’ satisfaction through their cafeteria services (Chang et al.,
2014). The study is different from the most other researches- where often the focus of students’
satisfaction is the perspective of customer satisfaction, here the researcher wants to make a
standard definition of students’ satisfaction (Hom, 2002). It provides the view of customer
satisfaction as well to take out a selected and modified meaning of students’ satisfaction too.
Although there is a risk to see students as customers, but there’s also a trending moral prerog-
ative for students viewed as customers due to the current environment of tertiary education
marketplace where their views on services have to be considered and acted upon since they are
fee payers as well (Imran, 2018). Customer satisfaction is a customer’s view followed by ex-
pectation and the experiences of post purchases as per the research carried out by Suchánek
and others ( Suchánek et al., 2017).
A major factor is the environment of the restaurant is not satisfactory and the staff has
failed to create the atmosphere which connects psychologically, emotionally and cognitively
with the customers’ needs. For any organization, price is just an exchanged value for the need
of satisfaction. It has to be compatible in perceiving and pricing any consumer-based business
environment. The price is a very crucial and prominent factor to guess whether a service is
good enough or not based on satisfactory service. It also helps the customer to decide whether
to buy a product or not (Mohsan et al., 2011). For highly intangible services, a higher price
may be considered as equivalent to better quality to the customers. But in many scenarios, the
environment of a café is really important for any professional service. Besides that, it is also a
greater part of students’ satisfaction. It may look like- a great arrangement of sitting for the
customers where they have enough comfort of coziness or high-quality architecture of musical
surroundings, or maybe even a decent music.
Many research show that 68% of the customers do not return to the same business be-
cause of an attitude of indifference from any of the employees there. It is a must for every
retailer to give good customer service to achieve customer satisfaction. The standard of service
can be set on the scale of payment for the service (Ribeiro Soriano, 2003) . As per Klassen
Chal (Klassen et al., 2005), the price is a prime factor for every student to purchase anything.
3
A good idea of portion size, amount and the price will count in overall consideration. It is also
true that when the price is low, the expectation of the service would be low as well. For stu-
dents’ satisfaction, it is important to value the food quality to measure students’ satisfaction.
The satisfaction on the varsity café is mainly based on the quality of food portion, hygiene,
variety of food and the ambience (Imran, 2018; W. G. Kim & Kim, 2004) . The food quality
dimension is judged on the freshness, taste and the eye appealing gestures (Y. N. Ng, 2013).
The food safety is a concerning factor. For any food service quality, hygiene is a must and very
influential to impact on satisfaction as per some authors (Barber & Scarcelli, 2010; Yoo &
Park, 2007). Not to mention that a serious threat of food contamination is also attached with it.
Food Quality
To create a good impact and students’ satisfaction, food quality is a determining factor. It is
considered a vital factor for the satisfaction of university students (Akbara et al., 2021; Akter
et al., 2020; Bourne, 2021). The importance of this factor is crucial since it is thought to be a
significant factor by a recent study which focuses on fighting non-commutable disease by pro-
moting healthy cafeteria (DK et al., 2020). The quality criteria are- taste, freshness, smell,
presentation, shape, color, consistency, size and texture. These are the most important factors
playing roles in achieving the customer satisfaction and meeting their expectations (Noraishah
et al., 2012). The definition of food quality is a ‘combination of attributes or characteristic of a
product that have significance in determining the degree of acceptability of the product to a
user’ (Imran, 2018). In many research studies, it has been found that, food quality is the most
significant factor in terms of customer satisfaction (Clark & Wood, 1998; Mattila, 2001;
Namkung & Jang, 2007; Peri, 2006; Sulek & Hensley, 2004). In the previous research, there
were many factors and attributes which had been discussed associated with food quality,
namely taste, menu variety, aroma, temperature, innovative menu items, hygiene, authentic
food, health options, freshness, presentation, quality of ingredients, safety, portion, halal, tex-
ture, and nutrition (Zainol & Seladorai, 2016b).
Food and beverage quality are determining factors for understanding whether a cus-
tomer would return to the same restaurant based on the customer’s satisfaction (S. Lee, 2004).
Andaleeb and Caskey (2008) investigated that students in a campus would decide to have meal
in the campus if the food and beverage quality is satisfactory to them. Food quality can be
described by its appearance, taste, texture and also if it meets the expectations of the customer
(Kaura et al., 2014; Patwary & Omar, 2016).The quality of a food item is a critical factor that
restaurants must fulfill to meet the customer’s wants and satisfaction, according to a study by
Peri (Peri, 2006). Studies directed by other researchers (I. Mensah & Mensah, 2018; Pettijohn
et al., 1997) have shown that one of the most crucial factors in leaving a customer satisfied is
the quality of food provided. Measuring customer satisfaction by food quality is also an im-
portant way to evaluate an institutional food service. A study conducted by Ng showed that the
quality of food provided was an essential component to satiate students’ demand (Y. N. Ng,
2013).
H1: Food quality has a positive influence on students’ satisfaction of university cafeteria.
Price Fairness
Price is a vital factor in cafeteria food satisfaction which is further established as the key factor
by a recent study (DK et al., 2020). For students’ satisfaction, this factor has been found to
have negative impact (Akter et al., 2020). Price and value fairness happen when the overall
judgement of a product is referred on the view of what has been received and what has been
given in exchange. Economic food is very important for students which might become the
main driving force for student to revisit a food shop according to some researchers (Azim et
4
al., 2017). There is a positive link between students’ satisfaction and price which has been
described by some studies very clearly (Akbara et al., 2021; Chang et al., 2014; Lam & Heung,
1998; Linh, 2020; Shanka & Taylor, 2005; Zeithaml et al., 2010). It is an important attribute in
the study by (Knutson, 2000). Since most of the students come from a poor economic income,
the management of the food services should follow some economic methods. i.e.- deducting
the costs of raw materials, more strategies to save energy cost, better cost control ideas etc. to
be more reliant to the students from the government level to support the students and their
families. The focus should be producing more food which is cheaper and nutritious at the same
time (Zeithaml et al., 2010). Such strategies could help establishing sustainable businesses for
university cafeteria (Chang et al., 2014). According to a study by (Klassen et al., 2005), a stu-
dents’ purchase decision is influenced by price. A reasonable or fair price must be set based on
the portion size and overall value of dining, in accordance with the studies by Ng (2005) and
Xi and Shuai (2009) (Liang & Zhang, 2009; Y. N. Ng, 2013). A low satisfaction can be at-
tributed to the customer expecting a low price (Liang & Zhang, 2009).
It should be taken into account that; students have a limited amount to spend, and the
choices of picking food services are largely determined by how reasonable the price is. This is
because students always look for ways to cut down on their expenses. This is explained well in
a study by Nadzirah, Ab-Karim, Ghazali and Othman (2013), as all of them agreed upon one
point that, price is a key factor in how a university food service operates since students are
more likely to buy food and drinks at lower prices (Nadzirah et al., 2013). Mui and her co-
researchers (2014) stated that the university should take better steps to improve the food quality
and pricing for long term satisfaction (Chang et al., 2014).A key factor which affects a cus-
tomer’s buying attitude is price. Hence why, the pricing perception of an individual must be
studied to better understand the consequences this has on the decisions an individual makes, as
stated in a study by Nasir et al (Nasir et al., 2014). Consumers with tight budget constraints
might feel that price was the most noticeable factor in leading them to a restaurant or cafe
(Voon, 2011). Hence, the prices in a university cafeteria must be set in such a way that it ap-
peals to the students and satisfies them overall.
H2: Price fairness has a positive influence on students’ satisfaction of university cafeteria
Atmosphere
Atmosphere is often considered as the physicality of presence and the gestural appearance to
the customers so that they can be attracted towards the overall environment (Him et al., 2021;
Hwang, 2008). It is a vital factor for students’ satisfaction towards cafeteria (Akter et al., 2020).
Moreover, Bitner (1992) and Lin (2004) described that atmosphere is defined as visual (sight),
auditory (hearing), sensory (sense) hunches which plays a crucial role in making customers
feel they are in a nice and comfortable place with cleanliness and serenity as per (Bitner, 1990;
W. G. Kim & Kim, 2004; Lin, 2004; Saad Andaleeb & Conway, 2006). These are the main
attributes in food service to be more impactful in earning satisfaction from behaviors to inten-
tions. Higher satisfaction goes to cafeterias that provide varieties of internal decorations and
the aptness of the ambient (Namkung & Jang, 2008). Apart from this, the individual's prompt
setting is impacted by food packing, portion size and arrangement lighting at the cafeteria
(Story et al., 2008). In addition, customer's view of service quality is impacted by the physical
setting (Hensley & Sulek, 2007; Ibrahim & Fadzil, 2013), The ambience set by the environment
of a restaurant is a key factor in drawing potential customers in. Different types of lighting,
music, and odor can all come together to create a pleasing dining experience. This would also
change a customer’s view of the university food service operator (Basera et al., 2013). There-
fore, it is important for the food service administrators to pinpoint the factors which would
affect the ambience of a restaurant, as the environment is a crucial part in bringing customer
5
satisfaction and a better experience in general (DH et al., 2015). Having a warm and welcoming
atmosphere can greatly aid in a restaurant’s success, as the human mind is always uncon-
sciously aware of its surroundings before and after a meal. (Han & Ryu, 2009). Ibrahim and
Fadzil (2013) further emphasized on this point by stating that the restaurant’s background can
somewhat influence how a customer rates the quality of the food service provided (Ibrahim &
Fadzil, 2013). Customers are likely to spend their time and money in an establishment where
the service environment prompts a feeling of pleasure.” This statement gives a lucid synopsis
of how the surrounding environment can have an effect on a customer’s mentality and thus
provides a clear reasoning as to why this is a part of this study.
H3: Atmosphere has a positive influence on students’ satisfaction of university cafeteria
Customer Service
It can be considered that customer service is a phenomenon which relates customers’ expecta-
tions and also perceptions about the service provided (Tan et al., 2014; Yilmaz, 2008). Often,
this factor influences customers to make a decision on a purchase product (B. A. Mensah et al.,
2021). Customer satisfaction can considerably be affected by customer service quality as per
some research (DK et al., 2020; Him et al., 2021; Inkumsah, 2011). Some other research also
agrees that customer opinion concerning a restaurant can be inspired by customer service
(Garg, 2014). A matter of dilemma is that the customers have the power of determining the
quality of customer service. While one customer may give very good feedback about some
service, another customer might think in a very opposite way depending on how is that cus-
tomer’s perception is (Evans & Lindsay, 2008). For improving customer service and conduct-
ing reformation and transformation, the university canteen could be considered as a practical
model (Zhang et al., 2021). In case of university cafeteria, some researchers understanding is
that the opinions of the students regarding customer service can be different for different indi-
vidual and also for students in different semester (Andaleeb & Caskey, 2008). This kind of
situation provides a considerable challenge for the management of customer service for the
university administration. Some researchers concluded that this intangible nature of customer
service is a very significant element Tan, Oriade, and Fallon (2014) (Tan et al., 2014). This
intangible element can try to overcome using several techniques like thoughtfulness, cus-
tomer’s problem understanding, employees’ special performance & responsiveness and so on.
But understanding this and controlling this intangibility to improve the customer service is
something that often becomes crucial for university authorities. Some other researchers express
that the quality of customer service is difficult to define since depending on the situation it
might mean different things to different people. The experience of the same product or service
can be very different for different customers (Ntabathia, 2013). In the eyes of some other re-
searchers, quality of customer service can be classified based on various perspectives like user,
product, judgement, value or manufacturing perspectives (Evans & Lindsay, 2017). The inter-
action taking place between cafeteria staff and students, is also very important.
H4: Customer service has a positive influence on students’ satisfaction of university cafeteria
Related Theory
For this research here used Expectancy disconfirmation theory. According to this theory, con-
sumers or in case of this research, students will have some expectation regarding the food or
service, they are going to receive from the university cafeteria. Confirmation is the match be-
tween the student’s expectation and received service. Disconfirmation on the other hand is the
mismatch between the expectation and received service (Wirtz & Lovelock, 2021). Confirma-
tion and positive disconfirmation can cause satisfaction whereas. Negative disconfirmation can
cause disconfirmation.
6
Methods
This study utilizes a quantitative research method to analyze the influence of food quality, price
fairness, atmosphere and customer service offered at university cafeteria on student satisfaction
at Klang valley in Malaysia. Hence, the target population for this study consisted of students
of public university in Klang valley who are the customers of university cafeteria. The major
reasons behind choosing public university lies in the fact that there are all kind of student’s
study here. Data has been collected through structured questionnaire from 250 respondents.
For the data analysis descriptive, reliability, exploratory factor analysis and regression analysis
have been conducted by using SPSS software.
Results
Reliability Analysis
Reliability analysis is vital for the investigation as it confirms overall steadiness of a measure.
Reliability can be understood as the extent to which a study is free from errors of measurement
(Neuman & Larry, 2003). The consistency of the submitted responses in a survey are measured
by reliability (Heale & Twycross, 2015). In this respect, Cronbach’s alpha (α) is frequently
used as the measure to determine internal consistency (Bonett & Wright, 2015). According to
Louangrath (2018) if the alpha(α) value is found .70 and above, then it is considered to be
profoundly reliable. In this particular study, total 24 items of the construct which were made
up by both dependent and independent were tested using Cronbach’s alpha (α) = 0.877.
Exploratory Factor Analysis

Exploratory factor analysis (EFA) was carried out with the collected data. In multivariate sta-
tistical analysis, the EFA is applied to reveal the underlying structure in a fairly large set of
variables (Norris & Lecavalier, 2010). This analysis is aimed to decrease the number of varia-
bles into smaller number of factors. It is also supposed to exhibit the homogeneity of the ele-
ments. In case of this study, two major types of study were mainly used which are Kaiser-
Meyer-Olkin (KMO) and Bartlett’s Test of Sphericity. The Bartlett’s test of sphericity mainly
tests whether the correlation matrix is an identity matrix or not (the diagonal values are 1, and
the off-diagonal values are 0).
Table 1. KMO and Bartlett’s Test of sphericity
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .937

Bartlett's Test of Sphericity Approx. Chi-Square 4776.221
df 300
Sig. .000
This condition means that with the data collected, the researcher could continue to the
next steps of factor analysis (Netemeyer et al., 2003). The significant value for Bartlett’s test is
considered at p<0.05, which indicates that the variables are correlated highly enough, which in
turns provide a reasonable basis for conducting factor analysis. Table 1 shows that based on the
analysis of the present research, the KMO value is 0.937 which is regarded as excellent result
since it exceeds 0.9. It confirms that this study is good enough to conduct a factor analysis. The
Bartlett’s test of sphericity shows significant value of 0.000 which is clearly less than 0.005.
This indicates that factors that form the variable are adequate.
Table 2 Explains the rotating factor loadings are shown above which demonstrates how
the variables are weighted for each other. After several runs of the factor analysis, all the items
7
were rearranged into 5 factors. In this regard item with factor loading value below .5 (.498)
was excluded from further analysis.
Table 2. Exploratory Factor Analysis
Food Price Atmos- Customer Students’

quality Fair- phere Service satisfaction
ness
FQ1 .793
FQ2 .716
FQ3 .713
FQ4 .674
FQ5 .644
PF1 .758
PF2 .751
PF3 .748
PF4 .722
PF5 .667
AT1 .759
AT2 .757
AT3 .717
AT4 .619
AT5 .504
CS1 .868
CS2 .863
CS3 .861
CS4 .834
CS5 .778
SS1 .660
SS2 .569
SS4 .547
SS5 .543
(Eigen Value=4.885, Variance Explained=72.753)
Regression Analysis on Coefficient of Determination (R²)

One of the key measures of outputs in case of regression analysis is the coefficient of determi-
nation which is represented by 𝑅 2 . The R-Square statistic reveals the extent to which the de-
pendent variable (Student satisfaction) varies for any variations that appeared in independent
variables (Kennedy, 2008)). The value in this respect ranges between o and 1. The higher value
implies the greater expository power of the independent variables (Wooldridge, 2015). If the
𝑅 2 value becomes 0, then it implies that the prediction of dependent variable cannot be done
by independent variables. On the other hand, if 𝑅 2 value is 1, it implies that the projection of
dependent variable can be done from independent variables without error (Kennedy, 2008). If
the value is in between 0 and 1, then it suggests the degree to which independent variables
could predict the dependent variable (Kennedy, 2008). Table 3 shows the 𝑅 2 value and also
adjusted 𝑅 2 value with an approximate Standard of Error. The values in this case are derived
8
based on dependent variable (student satisfaction) and the four independent variables (food
quality, price fairness, atmosphere and customer service).
Table 3. Model Summary of Regression Analysis

Model R R Adjusted R Std. Error of the Esti-
Square Square mate
1 .851a .725 .720 .53750
a. Predictors: (Constant), PF, CS, FQ, AT
b. Dependent Variable: Student satisfaction
From table 3, it can be understood that the correlation (R) of the four independent var-
iables affect the dependent variable Student Satisfaction as 0.851. The 𝑅 2 value was measured
.725 and the adjusted 𝑅 2 was found to be .720. In this regard, the adjusted 𝑅 2 value elucidates
degree of freedom. The outcome of the analysis shows that the independent variables predicted
almost 68% of the variance in dependent variable. The Standard Error of Estimate describes
the average error is 0.537 in the forecasted dependent variable.
Regression Analysis of ANOVA Test

ANOVA is very useful statistical technique to study the variation between two or more popu-
lations (Rutherford, 2001). ANOVA is the short form for Analysis of Variance. In table 4, the
column named Sum of Squares gives the sum of squares related to each of the measures of
variance. The column named df. reveals the degree of freedom related to each of the estimates
of variance. In table 4, it is shown that the F value for this analysis is 161.372. It suggests that
F value 161.372 is significant at 0.000 level. The linear relationship between dependent and
independent variables is explained by this value. This overall conveys that, according to this
research, 186.483% of students’ satisfaction is represented by four of the independent varia-
bles.
Table 4. Regression Analysis of ANOVA test
Model Sum of Squares df Mean Square F Sig.

1 Regression 186.483 4 46.621 161.372 .000b
Residual 70.781 245 .289
Total 257.264 249
a. Predictors: (Constant), FQ, PF, AT, SS
b. Dependent Variable: Student Satisfaction
Regression Analysis of Coefficient

In order to perform the hypotheses, multiple regression analysis is done. For this study the
dependent variable is student satisfaction and the independent variables are food quality, price
fairness, cafeteria atmosphere and customer service. The primary objective of the analysis is to
evaluate the influence that the independent variables have over the dependent variable. In this
case, the significance less than .05 indicates that there is a linear relationship between the de-
pendent and independent variables. From table 5, the regression equation for the present study
would be:
Student Satisfaction = 3.712+ 0.108FQ + 0.596PF + 0.383AT + 0.486CS

9
The meaning of the equation is that for unit rise in food quality, student satisfaction is
expected to rise by 0.108 units, provided the other variables stay unchanged. Likewise, for each
one unit rise in price fairness, student satisfaction is expected to rise by 0.596 units, provided
the other variables stay unchanged. For each unit rise in atmosphere, student satisfaction is
expected to rise by 0.383 units, provided the other variables stay unchanged; and for each unit
rise in customer service, student satisfaction is expected to rise by 0.486 units, provided the
other variables stay unchanged. The p-value for food quality 0.002, price fairness, atmosphere
and cafeteria service are 0.000 for each variable. Since the p-value of all the independent vari-
ables are less than 0.05, it is understood that all of the selected independent variables have
significant prediction for student satisfaction.
Table 5. Determinant Coefficient of Student Satisfaction
Coefficients
Model Standardized
Unstandardized Coefficients Coefficients
B Std. Error Beta t Sig.
1 (Constant) 3.712 .034 109.195 .000
FQ .108 .034 .106 3.175 .002
PF .596 .034 .586 17.483 .000
AT .383 .034 .376 11.230 .000
CS .486 .034 .478 14.270 .000
a. Dependent Variable: SS
Hypothesis Testing and Discussion

After the table of regression analysis of coefficient (table no 6) it displays that a significant
positive effect of the food quality on student satisfaction is seen from the regression analysis.
As the standardized coefficient (β) value is 0.106 and p-value of 0.002<.05. This means the
hypothesis, H1: Food quality has a positive effect on student satisfaction of university cafeteria
is accepted and the food quality can be considered as a good predictor. The finding of this study
points out food quality as a significant factor that matches with other similar study findings. In
a study by some researchers in Bangladesh, focusing on the students’ satisfaction, food quality
was also found as a significant factor (Akter et al., 2020). Food quality also scored the second
most significant factor in another recent study which was focused on the impact of food service
attributes on customer satisfaction in a rural university campus environment (Serhan & Serhan,
2019).
For the hypothesis on the coefficient among student satisfaction and price fairness, the
result displays that the standardized coefficient (β) value is 0.586 and p-value is 0.000 which
is less than .05. This means that the hypothesis, H2: price fairness has a positive effect on
student satisfaction of university of cafeteria is accepted and the price fairness can be consid-
ered as a good predictor.
Price was the centre of discussion in several studies which focused on students satis-
faction and university cafeteria food service and the significance of price is confirmed in these
research (Akter et al., 2020; Linh, 2020). This confirms that price is a vital concern for students.
Aimed at the hypothesis on the coefficient among the dependent variable, which is student
satisfaction and the independent variable, which is atmosphere, the result shows that the stand-
ardized coefficient (β) value is 0.376 and p-value is 0.000<0.05. This means that the hypothe-
sis, H3: Atmosphere has a positive effect on student satisfactions of university cafeteria is
10
accepted and the atmosphere can be considered as a good predictor. The positive effect of at-
mosphere which is also mentioned as ambience, has been pointed as a significant factor in
recent research conducted focusing similar agenda (Akter et al., 2020).
In the result for testing the hypothesis on the coefficient among student satisfaction and
customer service, it displays that standardized coefficient (β) value is 0.478 and p-value is
0.000 which is less than 0.05. This means that the hypothesis, H4: Customer service has a
positive effect on student satisfaction of university cafeteria is accepted and the customer ser-
vice can be considered as a good predictor. The positive effect of customer service has also
been found in recent research (Linh, 2020; Serhan & Serhan, 2019). This confirms further the
importance of customer service as a significant factor in case of student satisfaction.
Thus, this study has established that the food quality, price fairness, atmosphere and
customer service have positive influence on attracting the student satisfaction of university
cafeteria. There is sign that student satisfaction is significantly affected by food quality, price
fairness, atmosphere, and student satisfaction of university cafeteria.
This research was carried out successfully by completing all the objectives that were
stated in the beginning. The study collected responses from public university students and thus
had an insight about their opinion regarding university cafeteria. From the collected data, it
was verified whether all the factors considered in this study are playing significant role in stu-
dents’ satisfaction towards university cafeteria.
Implication
Based on the results of the study, some implications are recommended to the decision makers
of the public university cafeteria. Since all of the four factors focused in this study are found
significant for student satisfaction and also all of the four hypotheses are supported by the data
analysis, it is suggested that while cafeteria related decisions are made, these four factors are
given very high importance.
Two most significant factors found were customer service and price fairness. In case of
customer service, highest mean was found to be hygiene related statement which implies that
hygiene is considered to have very high impact on student satisfaction. In order to achieve
student satisfaction through improving hygiene, the frequency of cleaning the cafeteria could
be increased, the waste disposal system could be improved, the cleanliness of the tableware
and utensils used could be monitored and improved further. Besides, in order to gain student
satisfaction through price fairness, better price for food items could be set. Since the statement
with highest mean in price fairness was related to budget, the authority must keep an eye on
student budget.
The analysis outcome also exposes that the food quality is significantly influences the
student satisfaction. Therefore, the food caterers must focus on the quality of ingredients used
and the freshness of the dishes produced. In case of food quality, respondents were highly
satisfied with the taste of food, which implies that the cafeteria management takes good care
regarding the taste of the food.
Contribution to the Theory

Findings of this study contribute to the expectancy Disconfirmation Theory. According to this
theory, consumers or in case of this research, students will have some expectation regarding
the food or service they are going to receive from the university cafeteria. The reason for choos-
ing this specific theory is that this expectancy disconfirmation theory has been used widely
over long period of time. Besides that, the expectancy disconfirmation theory has been used
for research related to satisfaction (Kivela et al., 1999; Sinha et al., 2019). Also, this theory has
been already used for student satisfaction related research (Arambewela & Hall, 2009;
11
Athiyaman, 2001; Kramer et al., 1995). For these reasons, it seems suitable to use expectancy
disconfirmation theory for the purpose of this research.
Limitations and Future Scope of the Study

Future exploration on this topic is recommended to be performed by using a larger sample size,
better methodology of research. It is also recommended to assess the moderating roles of cul-
ture or any other environmental factors. The structure of universities could also impact the
student satisfaction directly or indirectly. This could also provide scope for future research.
Moreover, Future study on this research topic could be performed using a greater combination
of independent variables and a more complex model. Specially including multi-ethnicity and
influence of religion could really be very interesting and could be carried out in future. How-
ever, this would require a diverse sample and limitation imposed by the current Covid-19 situ-
ations would be a major hindrance. It is hoped that this study will encourage more research in
the field of cafeteria and student satisfaction and the knowledge in this sector will be more
enriched in the near future.
Conclusion
Cafeteria is a common facility found in almost all of the education facilities. University is such
an educational facility where the students usually spend a lot of time. Being an adult, these
students have distinct choices and preferences. Since cafeteria is a facility where almost all
students need to go often, the importance of this facility is critical. Making sure that the students
are more than satisfied and content could pave the way for the whole educational facility to
create a positive impact in the students’ mind. This could help the students to be more com-
fortable as well as enable the institution to prosper.
This study was carried out in order to examine the questions on the student satisfaction
towards campus cafeteria in Malaysia. The data was attained through structured questionnaire
and analysis was performed by using SPSS software. The research findings showed that the
student satisfaction was significantly affected by the food quality, price fairness, food quality
and atmosphere. There was positive significant impact noticed from these factors on student
satisfaction. This study will hopefully aid the campus cafeteria managing entities in formulat-
ing their strategies for improved sales and profits.
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International Journal of Innovative Research and Publications (2022) 2(5): 58-77

Students’ Satisfaction in Campus Cafeterias: An Empirical Study

Keywords: Student Satisfaction, Campus Cafeteria, Public Universities, Malaysia

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Literature Review and Hypothesis Development

Exploratory Factor Analysis

Table 1. KMO and Bartlett’s Test of sphericity

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .937

Table 2. Exploratory Factor Analysis

Food Price Atmos- Customer Students’

Regression Analysis on Coefficient of Determination (R²)

Table 3. Model Summary of Regression Analysis

Regression Analysis of ANOVA Test

Table 4. Regression Analysis of ANOVA test

Model Sum of Squares df Mean Square F Sig.

Regression Analysis of Coefficient

Student Satisfaction = 3.712+ 0.108FQ + 0.596PF + 0.383AT + 0.486CS

Table 5. Determinant Coefficient of Student Satisfaction

Hypothesis Testing and Discussion

Contribution to the Theory

Limitations and Future Scope of the Study

Public Health. https://doi.org/10.1186/s12889-015-1859-2

Satisfaction and Behavioral Intention in Local Coffee Shops in Kuala Lumpur,

Journal of Hospitality and Tourism Research.

Endorsement in University Dining Facilities. Journal of Chemical Information and

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