Bringing them back to spend more: student foodservice experiences to satisfy their taste buds

Abstract

Purpose – This study aims to examine student’s foodservice experience and its effect on satisfaction, dining frequency and expenditures. Design/methodology/approach – A total of 674 samples collected at a large Malaysian private university were used for data analysis. Structural equation modelling based on partial least squares method was conducted. Findings – Results confirm that student foodservice experience significantly influences satisfaction, dining frequency and dining expenditure. Furthermore, four first-order constructs (product component, service component, price component and healthy component) are also validated on the designated second-order construct (customer foodservice experience). Research limitations/implications – These findings indicate that on-campus foodservice operators should focus on student experience and satisfaction to increase visits and expenditures. Originality/value – This study would enable on-campus foodservice operators to have a better understanding of various dimensions of foodservice experience which will lead to students’ satisfaction and encourage the development of their visits and expenditure.