A Multidimensional Analysis of Food and Beverage Service Quality and Its Influence on Customer Satisfaction within the Context of Malaysian Private school
DOI:
https://doi.org/10.53840/ejpi.v12i4.331Keywords:
Customer satisfaction, service quality, private schools, cafeteria services, food and beverage, managementAbstract
The quality of food and beverage services in educational institutions plays a critical role in shaping student satisfaction and overall school experience. In the context of private schools, cafeteria services are not only expected to meet nutritional needs but also to provide a conducive dining environment that enhances comfort, efficiency, and satisfaction. Despite the growing recognition of the importance of service quality, limited empirical studies have examined food and beverage services in private school settings using a multidimensional framework. This study was therefore conducted to evaluate customer satisfaction with cafeteria services in private schools, focusing on dimensions such as physical environment, facilities and cleanliness, staff interaction, service efficiency, and overall dining experience. The study adopted a quantitative research design, utilizing structured questionnaires distributed to cafeteria users within selected private schools. Data collected were analyzed using descriptive statistics and measures of central tendency and variability. The findings revealed an overall mean satisfaction score of 3.77 (SD = 0.36), indicating a generally high level of satisfaction among respondents. The highest-rated dimension was satisfaction with facilities and cleanliness (M = 4.12, SD = 0.65), followed by positive staff–customer interactions (M = 4.06, SD = 0.75) and alignment of the cafeteria’s physical environment with its pricing structure (M = 4.00, SD = 0.63). However, operational aspects such as service efficiency were rated moderately (M = 3.39, SD = 0.89), while the lowest rating was recorded for overall dining experience (M = 3.27, SD = 0.90). The study concludes that while private school cafeterias excel in maintaining physical facilities and fostering positive interpersonal relationships, operational inefficiencies and weak holistic experiences limit overall customer satisfaction. It is recommended that school cafeterias invest in improving service efficiency, diversify menu offerings, and enhance the consistency of the overall dining experience to meet customer expectations. By addressing these gaps, private schools can better align cafeteria services with student needs, thereby improving satisfaction, loyalty, and institutional reputation
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