Assessment and Prioritization of Customer Satisfaction Factors; Mediating Effect of Price and Atmosphere in Cafeteria Services of Private Schools in Malaysia

Abstract

With tuition fees that tag on top of premium schools, customer satisfaction with dining opportunities has become increasingly critical. While education focuses on the whole student, few studies have investigated factors associated with satisfaction with school dinners in a private school environment. This gap is addressed in the present study by examining five dimensions that include food and beverage quality, service quality, atmosphere, price and product variety at private school cafeterias in the south of Malaysia (Negeri Sembilan, Melaka and Johor). Quantitative research approach was employed, using a self-administered questionnaire which was completed by 168 participants obtained through random sampling of a 300-member population as per Krejcie and Morgan’s sample size determination table. Food and beverage quality were the highest-rated factor in descriptive statistics (Mean = 3.66, SD = 0.34), followed by service quality (Mean = 3.51, SD = 0.37) and atmosphere (Mean = 3.44, SD = 0.34). Price (mean = 2.97, SD = 0.34) and product variety (mean = 2.90, SD = 0.38) represented lowest ratings, showing displeasure. Path analysis also indicated that product quality significantly affected the atmosphere (O = 0.914, t = 91.94, p < 0.001), price (O = 0.926, t = 120.19, p < 0.001) and customer satisfaction (O = 1.080, t = 11.96, p < 0.001). Atmosphere was also positively related to satisfaction (O = 0.336, t = 4.18, p < 0.001), whereas price had a weaker (non-significant) relationship (O = 0.120, t = 1.72, p = 0.085). Product variety had a negative correlation with satisfaction (O = -0.624, t = 7.10, p < 0.001). Overall, mediation analysis showed that atmosphere acted as significant mediator in the association between product quality and satisfaction (O = 0.307, t = 4.15, p < 0.001), while price did not (O = 0.111, t = 1.72, p = 0.085). The results demonstrate that product quality is the foremost factor driving satisfaction, with the atmosphere as the essential mediator and price and product variety having a weak or negative impact. In its theoretical dimension, this reinforces service quality and satisfaction models by focusing on product quality and experiential atmosphere as major constructs. Practically, the report says that schools should focus on the quality of their food and quality of their dining environment, implement a menu diversification policy to reduce choice and develop a transparent pricing strategy. These findings offer practical recommendations to school leaders in how to embed dining excellence into student well-being and institutional reputation