Factors impacting on student satisfaction towards cafeteria service at thuy loi university

NATIONAL ECONOMICS UNIVERSITY BUSINESS SCHOOL -o0o - HOANG LINH CHI FACTORS IMPACTING ON STUDENT SATISFACTION TOWARDS CAFETERIA SERVICE AT THUY LOI UNIVERSITY Bachelor of Business Administration in English (E-BBA) Thesis Ha Noi, 2019 NATIONAL ECONOMICS UNIVERSITY BUSINESS SCHOOL -o0o - HOANG LINH CHI FACTORS IMPACTING ON STUDENT SATISFACTION TOWARDS CAFETERIA SERVICE AT THUY LOI UNIVERSITY Bachelor of Business Administration in English (E-BBA) Thesis Student: Hoang Linh Chi Class: E-BBA 7A Supervisor: Assoc Prof Dr Le Thi Lan Huong Ha Noi, 2019 ACKNOWLEDGE This thesis becomes a reality with the kind support and help of many individuals I would like to extend my sincere thanks to all of them First and foremost, I would like to express my deepest appreciation to my supervisor - Assoc Prof Dr Le Thi Lan Huong for her continuous support, patience, motivation, enthusiastic guidance and immerse knowledge Without her help and support, I can not successfully carry out this research Besides that, I would also like to offer my sincere appreciation for the learning opportunities provided by all lecturers of E-BBA program who continue modeling each student to go beyond their limit and to dream for the best Additionally, I would like to express my gratitude toward all managers and staff at Thuy Loi University cafeteria that had given me a permission to conduct this research in their area and also willingness to help and give advice on this research was greatly appreciate Other than that, special thanks also to our parents and family for the countless times you helped me throughout my journey at university Your encouragement when the time got rough are much appreciated and noted Thanks to all my good friends, near and far for the encouragement and cooperation during the time I studied at E-BBA program and Meiji Gakuin University Last but not least, I also would like to thank to my inspirer - WINNER I will not be this stronger without your music and determination as my inspiration Your music gives me motivation and strength to conduct this research successfully TABLE OF CONTENT ACKNOWLEDGE ABBREVIATIONS .4 LIST OF TABLE LIST OF FIGURES .8 EXECUTIVE SUMMARY INTRODUCTION .11 CHAPTER 11 1.1 Rationale 11 1.2 Research Objectives 12 1.3 Research Question 13 1.4 Research Methodology .13 1.4.1 Research Process 13 1.4.2 Data collection 14 1.4.3 Data analysis .16 1.5 Research Scope 17 1.6 Thesis Structure 18 CHAPTER 2: THEORETICAL FRAMEWORK ON STUDENT SATISFACTION TOWARDS CAFETERIA SERVICES 19 2.1 Literature review of food services and cafeteria services 19 2.1.1 Food services 19 2.1.2 Cafeteria service .21 2.2 Literature review of student satisfaction towards cafeteria service .22 2.2.1 Definition of student 22 2.2.2 Definition of student satisfaction 23 2.2.3 Role of student satisfaction .24 2.2.4 Factors affecting student satisfaction towards cafeteria service 26 2.3 Proposed research framework .32 CHAPTER 3: OVERVIEW OF CAFETERIA AT THUY LOI UNIVERSITY 39 3.1 Overview of Song Thai Company 39 3.1.1 Development of Song Thai Company .39 3.1.2 Organizational structure 40 3.1.3 Business performance .41 3.2 Song Thai Cafeteria at Thuy Loi University .44 CHAPTER 4: RESEARCH RESULTS ON STUDENT SATISFACTION TOWARDS CAFETERIA SERVICE AT THUY LOI UNIVERSITY .49 4.1 Respondent profile .49 4.2 Data testing 50 4.2.1 Data reduction using Exploratory Factor Analysis (EFA) 50 4.2.2 Reliability testing with Cronbach's alpha 53 4.3 Students’ evaluation towards cafeteria service at Thuy Loi University 55 4.3.1 Student’s assessment of Staff performance and Price factor .55 4.3.2 Student’s assessment of Menu variety, Food quality and Cleanliness factor 62 4.3.3 Student’s assessment of Ambient factor 67 4.4 Influence level of factors impacting on students’ satisfaction 72 4.5 Summary of finding 75 4.5.1 Students’ satisfaction with Thuy Loi University cafeteria service 75 4.5.2 Students’ dissatisfaction and causes 76 CHAPTER 5: RECOMMENDATIONS TO IMPROVE STUDENT’S SATISFACTION TOWARDS THUY LOI UNIVERSITY CAFETERIA SERVICE 79 5.1 Developing orientation of Thuy Loi University cafeteria service .79 5.2 Recommendations to improve students’ satisfation at Thuy Loi University cafeteria .80 5.2.1 Enhancing staff performance 80 5.2.2 Adjusting reasonable price 82 5.2.3 Improving menu variety 82 5.2.4 Improving food quality .85 5.2.5 Improving the cleanliness 85 5.2.6 Improving the ambience 86 REFERENCES 87 APPENDIXES 90 ABBREVIATIONS EFA Exploratory Factor Analysis KMO Kaiser-Meyer-Olkin SPSS Statistical Package for the Social Science TLU Thuy Loi University LIST OF TABLE Table 2.1: Summarize of customer satisfaction research models in cafeteria sector 31 Table 2.2 Measurement of Menu variety used in the research 33 Table 2.3 Measurement of Food quality used in the research 34 Table 2.4 Measurement of Cleanliness used in the research 35 Table 2.5 Measurement of Price used in the research .36 Table 2.6 Measurement of Ambient used in the research 37 Table 2.7 Measurement of Staff performance used in the research 38 Table 3.1: Some contracts that Song Thai Company has been conducting over years 42 Table 3.2: Financial data in recent years 43 Table 3.3 Menu at Thuy Loi University Cafeteria 48 Table 4.18 Rotated Component Matrix (6th) 53 Table 4.19 Cronbach's alpha Reliability Statistics 53 Table 4.20 Cronbach’s Alpha Item-Total Statistics 54 Table 4.21 Factors & variables 55 Table 4.22 Students’ evaluation on Staff performance and Price variables 56 Table 4.23 Analysis results between age groups and Staff performance and Price factor 57 Table 4.24 Students’ evaluation between age groups and Staff performance and Price factor 58 Table 4.25 Analysis results between student’s gender and Staff performance and Price factor 59 Table 4.26 Students’ evaluation between student’s gender and Staff performance and Price factor 59 Table 4.27 Analysis results between student’s eating time and Staff performance and Price factor 60 Table 4.28 Students’ evaluation between eating time and Staff performance and Price factor 61 Table 4.29 Chi-square test results of the variable "Eating time" with variables of Staff performance and Price factor 61 Table 4.30 Students’ evaluation on Menu variety, Food quality and Cleanliness variables 62 Table 4.31 Analysis results between age groups and Menu variety, Food quality and Cleanliness factor .63 Table 4.32 Students’ evaluation between age groups and Menu variety, Food quality and Cleanliness factor 64 Table 4.33 Analysis results between student’s gender and Menu variety, Food quality and Cleanliness factor 65 Table 4.34 Students’ evaluation between student’s gender and Menu variety, Food quality and Cleanliness factor 65 Table 4.35 Analysis results between eating time and Menu variety, Food quality and Cleanliness factor .66 Table 4.36 Students’ evaluation between eating time and Menu variety, Food quality and Cleanliness factor 67 Table 4.37 Students’ evaluation on Ambient’s variables 68 Table 4.38 Analysis results between age groups and Ambient factor .69 Table 4.39 Students’ evaluation between age groups and Ambient factor .69 Table 4.40 Chi-square test results of the variable "Age" with variables of Ambient factor 70 Table 4.41 Analysis results between student’s gender and Ambient factor 70 Table 4.42 Students’ evaluation between student’s gender 71 and Ambient factor 71 Table 4.43 Analysis results between eating time and Ambient factor 71 Table 4.44 Students’ evaluation between eating time and Ambient factor .72 Table 4.45 Model Summary .73 Table 4.46 ANOVA 73 Table 4.47 Coefficients 74 Table 5.1: Recommended menu for Thuy Loi University 83 Table 4.1 KMO and Bartlett's Test (1s) 99 Table 4.2 Total Variance Explained (1st) 100 Table 4.3 Rotated Component Matrix (1st) .101 Table 4.4 KMO and Bartlett's Test (2nd) 102 Table 4.5.Total Variance Explained (2nd) 103 Table 4.6: Rotated Component Matrix (2nd) 104 Table 4.7 KMO and Bartlett's Test (3rd) 105 Table 4.8 Total Variance Explained (3rd) 105 Table 4.9 Rotated Component Matrix (3rd) .106 Table 4.10 KMO and Bartlett's Test (4th) .107 Table 4.11 Total Variance Explained (4th) 107 Table 4.12 Rotated Component Matrix (4th) 108 Table 4.13 KMO and Bartlett's Test (5th) .109 Table 4.14 Total Variance Explained (5th) 109 Table 4.15 Rotated Component Matrix (5th) 110 Table 4.16 KMO and Bartlett's Test (6th) .111 Table 4.17 Total Variance Explained (6th) 111 Table 4.18 Rotated Component Matrix (6th) 112 LIST OF FIGURES Figure 1.1 Research process .13 Figure 1.2 Primary data collection method .15 Figure 2.1 Research model .32 Figure 3.1 Song Thai's organizational structure .40 Figure 3.2 TLU cafeteria's organizational structure 45 Figure 3.3 Food process at Thuy Loi University cafeteria 46 Figure 4.1 Theopercentageoof participations surveyed by age 49 Figure 4.2 The percentage of participants surveyed by gender 49 Figure 4.3: The percentage of participants surveyed by eating time 50 Figure 4.4: Research model .55 EXECUTIVE SUMMARY Cafeteria is more and more popular among students in every university in Vietnam In order to better serve the needs of people, it is essential for TLU cafeteria to get an insight of the concept of customers satisfaction and its important determinants that affect it Starting from the actual situation and the orientation of enhancing student satisfaction from the managers of TLU cafeteria, I have decided to choose the topic “Factors impacting on student satisfaction towards cafeteria service at Thuy Loi University” with the desire to contribute partly to the development of food services of Thuy Loi University in particular and Vietnam in general The research is carried out to achieve the following objectives: ● To identified factors affecting the patient satisfaction at Thuy Loi University cafeteria ● To analyze these factors to understand how they impact on students satisfaction at Thuy Loi University cafeteria ● To propose some feasible recommendations to improve the students satisfaction at Thuy Loi University cafeteria In order to meet aforementioned goals, the research used both primary and secondary data In particular, the secondary data were gathered from various sources, ranging from Song Thai Company’s report, journals and some specific research inside as well as outside Vietnam Additionally, 200 questionnaires are sent to customers and among them, 187 questionnaires are valid Then the data were analyzed by both qualitative and quantitative techniques with the support of SPSS 23 After implementing EFA, Cronbach’s alpha reliability test, descriptive analysis and multiple regression, the research got a result that student satisfaction at Thuy Loi University cafeteria is positively affected by the factors which