A study of the dining experience in UMS cafeteria: The satisfaction and dissatisfaction dimensions

Chia, Yueh Kong (2007) A study of the dining experience in UMS cafeteria: The satisfaction and dissatisfaction dimensions. Masters thesis, Universiti Malaysia Sabah.


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The paper reports the findings of customer dining experience attributes by extending Herzberg's dual factor theory. The objectives of the paper are to identify the dining experience attributes in UMS cafeterias, and subsequently link these attributes to Herzberg's dual factor theory. Data collection is conducted using focus group and Profile Accumulation Technique (PAT), which involved 11 final year undergraduate students in focus group, and 51 undergraduate students in PAT. The findings reveal that dining experience attributes consist of personal experiential aspects and functionality/ performance of service providers. The personal experiential aspects can be termed as intangible elements whilst "functionality of service providers" can be termed as more tangible elements. In addition, this suggests that experience attributes can be interpreted into satisfiers and dissatifiers in accordance with Herzberg's dual factor theory. Satisfiers are experience attributes associated with personal experiential aspects that derived from the combination of good food with great experience of service quality in a comfortable environment with majestic sea view. Dissatisfiers are experience attributes that related to the performance and availability of facilities by the service providers' performance (instrumental/ functionality aspects). The dissatisfiers are made up of the close type cafe, poor facilities, untrained staffs, poor maintenance, and low food quality. The Perception Profile of UMS Cafeteria is developed to display both positive and negative service aspects that build up the dining experience of the customers. This study has strong implications to provide the operators guidelines to improve the performance of the cafeterias.

Item Type: Thesis (Masters)
Uncontrolled Keywords: dining experience, Herzberg's dual factor theory, cafeteria, perception, environment
Subjects: H Social Sciences > HF Commerce
Divisions: SCHOOL > School of Business and Economics
Date Deposited: 04 Aug 2014 00:33
Last Modified: 30 Oct 2017 02:27
URI: http://eprints.ums.edu.my/id/eprint/9401

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