Study of Customer Satisfaction, Return Intention, and Word-of-mouth Endorsement in University Dining Facilities

Abstract

The purpose of this study was to determine the influence of food quality, atmosphere, service quality, convenience, and price and value on customer satisfaction and their return intention in the university dining facilities. This study will identify those attributes that customer perceive as "meet their expectation" in their selection of a university dining facility. Food quality, atmosphere, service quality, convenience, and price and value are found positively related to customer satisfaction. The results also indicated that a high satisfaction level will lead to a high return intention and positive word-of-mouth endorsement. In summary, overall satisfaction, defined from the three underlying attributes, has shown a significant positive effect in determining student's return intention and word-of-mouth endorsement.