Customer Satisfaction in Food Industry (PDF)

Running head: ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA
ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA
Name of the Student
Name of the University
Author Note

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 1
Executive Summary
Food being an essential part of human life has emerged as a major market for economic benefit.
It has expanded itself and is a major contributor to the world economy and one of the major part
of the food industry is the institutional food that is aimed to satisfy the internal consumers of
food within the institution. For the educational students the students and professors along with
other associates of the institute are the customer. For the discussed study the area of research is
the KDU and its cafeteria has been assessed. The assessment is aimed at determining the
customer satisfaction in context with the quality and price of the food along with the services
provided and ambiance of the cafeteria. For the discussed measure a survey was conducted
through both online and offline questionnaire distribution and 152 responses were received based
on which the study has been summarised to conclude with potential recommendations. The
literary work had also been done to identify the current status of knowledge that is available on
the topic of discussion post which the data analysis has been done. The tools used for data
analysis is SPSS and Correlation along with descriptive analysis has been done to summarise the
findings.
The findings of the paper have revealed that the KDU cafeteria offers quality of food at a
reasonable price with which its customers are satisfied. Additionally, the services offered and the
ambiance of the cafeteria are also satisfactory but the cafeteria needs to improve it further. Other
findings have also been determined and all of them had been summarised to conclude on the
study with suitable recommendations that will help the cafeteria to gain a high level of customer
satisfaction.

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 2
Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
1.1 Research Background.......................................................................................................3
1.2 Problem Statement............................................................................................................4
1.3 Research Objectives..........................................................................................................4
1.4 Research Questions...........................................................................................................5
1.5 Significance of Study........................................................................................................5
Literature Review............................................................................................................................5
2.1 Introduction.......................................................................................................................5
2.2 Concept & Theory.............................................................................................................6
2.3 Conceptual Framework...................................................................................................11
Research Methodology..................................................................................................................12
3.1 Introduction.....................................................................................................................12
3.2 Research Design..............................................................................................................12
3.3 Conceptual Framework...................................................................................................13
3.4 Study Site........................................................................................................................13
3.5 Data Resources and Data Collection Method.................................................................13
3.6 Data Analysis and Interpretation.....................................................................................18
3.7 Conclusion......................................................................................................................18
Data Analysis & Discussion..........................................................................................................19
4.1 Introduction.....................................................................................................................19
4.2 Demographics.................................................................................................................19
4.2 Correlation of customer satisfaction and other Factors..................................................26
Discussion and Conclusion............................................................................................................40
5.1 Discussion.......................................................................................................................40
5.2 Conclusion......................................................................................................................44
5.3 Recommendations...........................................................................................................45
References......................................................................................................................................46

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 3
CHAPTER 1
Introduction
1.1 Research Background
Food is an essential part of a living organism; dating back to the Stone Age where food
was hunted as a mean of survival. As time went on, with the development of culture and society,
the tradition of food and consumption changes with it. According to Rasmussen et al. (2015) the
first development of agriculture, from hunting and gathering, was identified to be between
14,500 to 12,000 BP (before present). With the progression of agriculture and food technology,
more wide variety of food were discovered throughout the course of history along with more
efficient ways of producing and providing them. In addition, multiple platforms on which food is
served were increasing at different times; from medieval taverns to the modern convenient food
trucks, food service has come a long way to where it is today.
Food service is one of the biggest and fastest growing industries in the world today.
Quoted by Lewis (2017), “few industries have been as influenced by changes, especially in the
last decade, as the foodservice industry has. Driven by consumer demand, continuous releases of
new technology and the ability to deliver products faster and more efficiently than ever before,
the food service industry have, in reality, had no choice but to evolve—as consistently and
successfully as possible.” With the ever growing pace, plenty of food establishments were
formed to satisfy the on growing need. Gisslen, Griffin, and Bleu (2018) listed the
establishments which involves food service; hotel, school, hospital, retirement home, lunchroom,
airline, military, correctional institute, club, catering, fast-food restaurant, carry-outs, full service
restaurant and private home.
One of the biggest groups regarding food service is the institutional food service. Conner
(2014) defined institutional food service as “entities that provide meals at institutions including
schools, colleges and universities, and hospitals, as well as correctional facilities, public and
private cafeterias, nursing homes, and day-care and senior centres.”

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 4
1.2 Problem Statement
In recent years, there has been an influx of undergraduate students registering into
universities. “Between 2000 and 2015, total undergraduate enrollment in degree-granting
postsecondary institutions increased by 30 percent (from 13.2 million to 17.0 million). By 2026,
total undergraduate enrolment is projected to increase to 19.3 million students” (National Centre
for Education Statistics). With this in mind, institutes must be able to provide necessary facilities
for the increasing number of students. According to Dollah et al. (2012), students has a strong
influence in the food sector and their satisfaction is becoming more important and should not be
neglected.
In 2017, KDU introduced ‘Fresco!’ into the university cafeteria; with the vision of KDU
promoting a healthy lifestyle. However, through observation, less students frequently visits the
cafeteria in comparison to the previous businesses which provided Mamak food, Chinese style
cooking, Malay cooking and fusion Western cooking. Levitz (2010) mentioned that improving
food service quality are done by most food sectors to retain customers and spend other resources
on getting new ones. This means that customer retention is important for the cafeteria to grow.
Previous research has shown that
1.3 Research Objectives
Main Objective:
1. To analyse the correlation between price of food, quality of food, service provided and
ambiance of KDU cafeteria to customer satisfaction.
Specific Objective(s):
1. To assess students’ satisfaction level towards their dining experience in KDU cafeteria
and how to improve for the future.
2. To analyse the four factors influencing their experience and choice to dine at the
cafeteria.
3. To analyse the correlation between monthly income and price of food satisfactory level.

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 5
1.4 Research Questions
1. Do the price of food, quality of food, ambiance and service provided have positive or
negative correlation towards customer satisfaction?
2. Does monthly income influence the decision to go dine at the cafeteria?
3. What is the overall satisfaction level of students that had dined in the cafeteria?
1.5 Significance of Study
By doing this study, various aspects of customer satisfaction can be identified which can
be beneficial in the future. Firstly, the study can greatly benefit the operations of KDU’s
cafeteria. Through the identification of variables that can affect a student’s satisfaction towards
the f&b services of KDU, management will be able to identify trends and patterns of which they
can implement in future operations. Should the data collected identify certain variable that is
stronger than another, KDU management can utilize the results to ensure the needs are met
accordingly. In addition, with the improvement of KDU’s f&b management, it will potentially
help increase sales and development. Furthermore, it will attract more future students to dine in
the cafeteria as well. Other than benefit of management, it will also help establish an
understanding of students from different courses. With different demographics in mind, the
research will be able to identify samples of students from other schools and relate the trend with
theirs.
CHAPTER 2
Literature Review
2.1 Introduction
This chapter will discuss the information obtained by other researchers in topics that relates to
the research. “The format of a review of literature may vary from discipline to discipline and

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 6
from assignment to assignment. A review may be a self-contained unit an end in itself or a
preface to and rationale for engaging in primary research. A review is a required part of grant
and research proposals and often a chapter in theses and dissertations. Generally, the purpose of
a review is to analyse critically a segment of a published body of knowledge through summary,
classification, and comparison of prior research studies, reviews of literature, and theoretical
articles.” (Hall, 2018). The focus of the research is to establish the factors that influence
students’ satisfaction towards KDU university’s cafeteria. This chapter will discuss in depth past
researches, journals and articles pertaining the respected topic and find the necessary variables to
complete the research.
Nowadays, food service industry has been catering multiple sectors in institutes such as
hospitals, colleges, universities, care centres and more. Due to the growth of number of students
in public and private universities, the food service in the respected sector is expanding rapidly.
2.2 Concept & Theory
Food quality
Food is the most important aspect of the overall experience in a restaurant as accordance to Sulek
and Hensley (2014). As a result, different characteristics and aspects of food come into play such
as food quality. Knowing the importance of food quality in the restaurant business, previous
studies have examined various food quality attributes. There are some of the review of the
literature reveals that the general description of food quality among researchers emphasizes on
presentation, menu variety, healthy options, taste, freshness and temperature. Temperature is also
a sensory element of food quality (Kivela et al, 1999). According to Delwiche (2004),
temperature influence how to get the flavor of food has provided; this will be interacting with
other sensory properties such as taste, smell and sight.
Food price
Students have constrained financial resources that influence their choices of picking food service
operations, as they look for reasonable expenses. For the students, price plays a major role while
choosing a restaurant as they have restricted finances. Similarly, Nadzirah, Ab-Karim, Ghazali,
and Othman (2013) agreed that cost is the primary factor in university food service operations
since students prefer to purchase food and beverage at a cheaper price. Likewise, they indicated
that if the costs of the food and beverages are too high for students in the university or college

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 7
campus, the students will choose to buy food and beverages from less expensive off-campus
food service operations.
Service provided
For a company’s offer to reach the customers there is a need for services. These services depend
on the type of product and it differs in the various organizations. Service can be defined in many
ways depending on which area the term is being used. An author defines service as “any
intangible act or performance that one party offers to another that does not result in the
ownership of anything” (Kotler & Keller, 2009, p. 789). In all, service can also be defined as an
intangible offer by one party to another in exchange of money for pleasure.
Ambience
According to Zeithaml and Bitner (2003), the ambient conditions in a restaurant include the
background characteristics of the restaurant environment such as interior decoration, exterior
appearance, room temperature, lighting, music, noise and smell. Ryu and Jang (2007) found that
ambience (e.g. music, temperature and aroma) and employee appearance had the most important
influence on customers‟ emotional responses, which in turn affected customers post-dining
behavioural intentions.
Meal services with manners-centered
The food industry is particularly divided into three categories that serve the different taste
and choices of people whether in institution, hospital or restaurants (Smith, 2016). The meal
service that is manners-centered is usually for the institutional food services that cater the need
of students (Rossi et al., 2017). The aim of this meal is to ensure that students are socially
interacted through wide variety of food sharing. The manner-centered type of meal resembles the
behavior that is either inappropriate or appropriate (Smith, 2016). The students are provided an
opportunity to understand the importance of food through these types of meal (Rojas et al.,
2015). In healthcare sector also, the food is symbolized as a dignity among the handicapped and
disabled patients, where they eat the food on their own using special equipment to retain their
dignity.
Meal services with medicine-centered

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 8
The meal services with medicine-centered are mostly seen in healthcare sectors where
there is ample need of it. The patients are provided with this type of meals that are of high
quality and nutrition (Nelson et al., 2015). This type of meals is not like any hotel functions
where food is just served to customers, however a part of treatment for the patients to meet their
nutritional needs and dietary modifications (Rossi et al., 2017). The medical necessities are more
important than culinary expectations for the patients in healthcare sector. The meal occasions of
institutes are different from commercial food services in various ways (Silvennoinen et al.,
2015). The meals are provided three times daily, the meal times are fixed and they are more
nutritional based as students have their meals daily hence they need proper food to do all day
activities.
Meal services with morale-centered
The emphasis in this type of meal service is to provide familiar and comforting foods and
to prevent boredom or rather demonstrating that the employer concerns for the client’s wellbeing
(Booth et al., 2018). The food services to military staff are an example of this type of meal. This
type of food is an important part in military camps, remote camps and platforms (Risku-Norja &
Mikkola, 2014). The food symbolizes the social gatherings in these areas.
Different types of institutional meals
They are cafeteria like services and delivered meal style trays. They are described in the
following sections.
Cafeteria like services
These types of services are provided in a traditional style of cafeteria services that are
immediately chosen by customers before consumption of food. The institution provides this type
of service to suit the different taste of students and cost effective food (Hines et al., 2015). The
food is displayed to be reviewed and chosen by the students to make preferences (World Health
Organization, 2017). The food is immediately consumed after the order and any last minute
change in the food order can be accommodated as per the need (Ali & Immanuel, 2017).
However, there is a disadvantage too and that is the food quantity is limited and the quality of
food may be not up to the mark.
Delivered meal style trays
The healthcare sector is the one where meal trays are delivered to an individual patient
for their consumption (Byrd, 2016). This ensures that patients are comfortable in eating and this

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 9
is especially for patients who are non-ambulatory or those patients who are placed in an isolated
area for medical purposes. The great advantage is that a greater range of food choices are made
available for the patients (Lehtinen, 2016). However, there are many disadvantages and the
biggest advantage is maintaining an acceptable and safe temperature of the meal tray food. The
meal tray should be made available to the patients within a time period so that the food does not
alter its temperature (Costello, Birisci & McGarvey, 2016). To overcome this problem, insulated
trays, cooled and heated food delivery carts and meal components that are reheated can be
adopted (Anderson & Um, 2017). The other disadvantage is that the meal tray service also
includes napkins, tray cloths, condiments and others that results in wastage if not used by the
patients.
Institutional food environment
The socio-economic behavior and characteristics of institutional environment are as
follows: population, institution size and institution’s low-income index ratio (Wilkie, Graunke &
Cornejo, 2015). These three are characteristics are important to consider the components in food
services in institution (Heasman & Lang, 2015). These components constitute five major pillars
for food services provided to the constitution and they are food availability, promotional and
educational activities, economical structures, physical structures and organizational and policy
structures.
The food availability is determined by cafeterias services and its functioning, proper
working of vending machines, student care and their needs, lastly campaigns for the cafeteria
(Wilkie, Graunke & Cornejo, 2015). Hence, these requirements are necessary to know the
availability of food in proper amount for the students whenever required. The promotional and
educational activities involve tasting of food and promoting healthy habits for students
(Maréchal, Bodiguel & Chiffoleau, 2017). This is necessary to keep a check on food quality and
its quantity so that the food is in ample amount for the student. The economic structure is to
ensure food assistance measures in the cafeteria to suit the need of every student and other
people (Clayton et al., 2015). It will help to grow the food services in cafeteria. The physical
structure is important as it is the main area where the students will have their food. The physical
structures include eating areas and cafeteria near the institution for the ease of students and other
people (Costello, Birisci & McGarvey, 2016). The organizational and policy structures are the
backbone for the institutional environment components as all the rules and regulations comes

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 10
under this. The policy for local food, consultation committee for nutrition and organization for
lunchtime food comes under organizational and policy structures (Guberti, 2015). This helps to
maintain the overall quality, quantity, hygiene and nutrition of food that are served to students.
Factors responsible for institutional food services
The researchers have examined the institutional food services to understand their
characteristics and functions and characterized them into five major categories (Osaili, Al-
Nabulsi & Krasneh, 2018). They are servicescape, service delivery, product and technology
application.
The servicescape factor is the one that defines the overall environment inside the
facilities of food service that includes space, ambience, artifacts, design, layout, staff appearance,
cleanliness, behavior and lightning (Rojas et al., 2015). Servicescape is also referred as the
physical factors of a food service that can be controlled by the firm to improve staff and client
actions (Ali & Immanuel, 2017). The servicescape factor influences the satisfaction level among
the customers where that leads to great improvement in food services and its growth (Anderson
& Um, 2017). The service delivery factor takes place when there is interaction between
customers and frontline staff, behaviors and attitudes of the staff that can influence client’s
perception of food service quality (Twill, Bergdahl & Fensler, 2016). The service staffs that are
portrayed as pleasant, responsive and attentive towards the need of customers leads to better
client services (Maréchal, Bodiguel & Chiffoleau, 2017). The attributes associated with service
delivery are given more preference by the institution students as they have high expectation from
these types of services. The product is termed as physical services, symbolic effects or items that
are required to fulfill the needs of customers (Booth et al., 2018). The product is the factor that
results in the return of customers again and again in the foodservice outlet. The reason is the food
quality and fresh items and ingredients. The food quality is the main reason for the student
satisfaction in the institutional food services (Clayton et al., 2015). The technology and
application is the factor that relates to maintenance of quality food service delivery, products and
servicescape altogether. There are two examples of technology and they are computer chips
usage in refrigerators and timers for tracking kitchen services (Costello, Birisci & McGarvey,
2016). These two technologies are adopted to manage and maintain the food services and quality
in the institution food services. The students are satisfied by this service as it provides them fresh
and timely food services.

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Menu for the institution
In institutions the daily meals are provided in three-time period and they are three major
meals per day for the students. The major meals are breakfast, midday and evening along with an
option for snacks (BALUKA, MILLER & KANEENE, 2015). The snacks are available as an
option for the students and they can either opt for it or skip it. The snacks are generally provided
in common rooms of dining for self-service however it can be delivered but the chances are less
in other institutions (Qi & Roe, 2017). Many institutions also provide continental foods to suit
the different taste of students.
Institutional food wastage
The levels of food wastage are quite common in institutional food services and around
20-30% of food are wasted in institutional food services (Wilkie, Graunke & Cornejo, 2015).
This is because the students sometimes have their food in the cafeteria and sometimes not and
moreover the quantity is sometimes enough for them and sometimes not (Pitt et al., 2016). This
results in food wastage in institutional foodservices. The food wastage is a major problem that
needs to be looked upon (Costello, Birisci & McGarvey, 2016). The institutions try different
ways to slow down the process of food wastage however, the exact methods for it has not yet
approached by the many institutions (Heasman & Lang, 2015). The further sections in this paper
will focus on how to minimize the food wastage in institutional food services.

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 12
2.3 Conceptual Framework

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 13
CHAPTER 3
Research Methodology
3.1 Introduction
Chapter 3 will introduce the sampling plan, method and technique that is going to be used to
analyse the data collection of the intended target market. This includes the creation of the
research design, identification of sampling technique, identifying sample size, plan a data
collection procedure, choose an instrument of distribution, and plan for data analysis such as
regression, chi square and correlation. Furthermore, the collection of data and the analysis will
allow the research to obtain information that can be supported from the research outline from
Chapter 1. It will also allow the comparison of previous studies found in Chapter 2.
3.2 Research Design
The research that conducted will be done via quantitative method. This will allow convenience
for the data collection procedure as large amounts of respondents are expected to obtain the best
results. Questionnaires can be used to distribute manually or via online through Google Forms.
Not only is the method faster, but it allows a larger reach of market that may that longer time to
process with qualitative method. Questions provided will be based on ranks that will allow the
respondents to base their answers according to their preferred answer.

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 14
3.3 Conceptual Framework
Figure 3.1 Conceptual Framework
3.4 Study Site
The study site for this research is done in KDU Glenmarie Campus. Questionnaires were
distributed manually at the cafeteria area in ground floor. This allows the full reach of students
that dine in cafeteria from different batches and classes. Furthermore, online questionnaires were
also distributed via online platform called Google Forms. The link provided by the website can
be shared through various social media accounts such as Facebook, Instagram, WhatsApp,
Twitter and more. The questionnaire can be distributed and shared by friends and mutual friends
alike. This allows the full extent of students through the whole school which adds to the number
of data collected.
3.5 Data Resources and Data Collection Method
3.5.1 Research Instrument
The instrument that is used to collect the data is questionnaires. The first draft of the
questionnaire is created in Microsoft Word where by the design and layout were planned. The
questionnaires were distributed manually at the KDU Glenmarie cafeteria area and distributed
online via Google Forms. Using these two methods allow the faster reach of random participants
with many responses in a short period of time. Finally, the data collected will be stored and

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 15
analysed via Statistical Package for the Social Sciences A.K.A ‘SPSS’. According to Miller,
Acton, Fullerton and Maltby (2002), “SPSS, then known as the Statistical Package for the Social
Sciences, was the most popular of these. Mathematical construction – were instrumental in the
expansion of computerised data analysis beyond a small set of specialists. SPSS, then known as
the Statistical Package for the Social Sciences, was the most popular of these.”
3.5.2 Questionnaire Design
The questionnaire was divided into six sections including demographics, section B, section C,
section D, section E and Section F. Each section is based on the questions derived from the
independent variables of the conceptual framework. The first section of the questionnaire is the
demographics profile. The questions given were multiple choices that includes: gender, age,
marital status, race, education qualification and monthly income. The second section; also called
Section B; is based on the quality of food which includes taste, presentation, nutrition and
freshness. The 6 questions given are based on the Likert scale rating of 1 to 5 whereby 1 is
‘Strongly Disagree’ and 5 is ‘Strongly Agree’. Section number three; or Section C; is based on
the price and value of the meal according to the diner’s experiences. This includes 5 questions
and answers were given via Likert scale ranging from 1 to 5 whereby 1 being “Strongly
Disagree” and 5 being “Strongly Agree”. Section number four; known as Section D; questions
are based on the ambiance of KDU’s cafeteria. This includes cleanliness, comfortability, design
and suitability. Five questions were given in the section and answers were based on the Likert
scale from 1 to 5 whereby 1 being “Strongly Disagree” and 5 being “Strongly Agree”. Section
number five; A.K.A Section E; contains questions derived from services provided by the staffs;
including their cleanliness, friendliness and overall performance. The five questions were
answered with the use of Likert scale ranging from 1 to 5 whereby 1 is “Strongly Disagree” and
5 is “Strongly Agree”. Finally, the last section; also called Section F; includes the overall
experience and satisfaction level of each of the previous sections. This includes 6 questions and
answers were given via Likert scale with the range of 1 to 5 whereby 1 is “Strongly Disagree”
and 5 being “Strongly Agree”.
3.5.3 Validity and Reliability of Instrument

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Table 3.1 Summary of Reliability Scale Results and Construct
Name of Construct Number of Items Coefficient
Alpha
Beginnin
g
Excluded
Quality of food 6 0 0.861
B1. The quality of food and beverage served in
KDU’s cafeteria is acceptable.
B2. The food and beverage served in KDU’s
cafeteria has good taste.
B3. The food and beverage served in KDU’s
cafeteria are attractive and appealing.
B4.The food and beverage served in KDU’s cafeteria
are fresh.
B5. The food and beverage served in KDU’s
cafeteria meet my nutritional needs.
B6. The food and beverage served in KDU’s
cafeteria is at the appropriate temperature.
Price and Value 5 0 0.764
C1. The price of food and beverage served in KDU’s
cafeteria is affordable.
C2. The price of food and beverage served in KDU’s
cafeteria is worth the meal.
C3. The portion of food and beverage served in
KDU’s cafeteria is appropriate.
C4. The price of food and beverage served in KDU’s
cafeteria is reasonable for students.
C5. The value of the dining experience in KDU’s
cafeteria is worth the price.

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 17
Ambiance 5 0 0.863
D1. The facility provided in the cafeteria is clean and
hygienic.
D2. The dining area of the cafeteria is comfortable.
D3. The appearance of KDU’s cafeteria staff is
professional and attractive.
D4. The dining area of KDU’s cafeteria is well
designed.
D5. The environment of KDU’s cafeteria is suitable
for having a meal.
Staff Service 6 0 0.817
E1. The staffs in KDU’s cafeteria are attentive.
E2. The service speed by the staffs in KDU’s
cafeteria is acceptable.
E3. The service provided by the staffs of the cafeteria
is sufficient.
E4. The staffs in KDU’s cafeteria are professional.
E5. The staffs of KDU’s cafeteria are able to answer
questions about the food when asked.
E6. The staff in KDU’s cafeteria are friendly.
Overall Satisfaction 6 0 0.723
F1. I am satisfied with the quality of food and
beverage provided by KDU’s cafeteria.
F2. I am satisfied with the price of food and beverage
provided by KDU’s cafeteria.
F3. I am satisfied with the service provided by the
staff in KDU’s cafeteria.
F4. I am satisfied with the ambiance of KDU’s
cafeteria.

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F5. The food and beverage services provided by
KDU cafeteria meets my overall expectation.
F6. I will recommend KDU’s cafeteria to my friends
and family.
In order for the results to be consistent, a reliability test must be conducted in order to eliminate
weak questions. According to Nunnally (1978), is it recommended that the Cronbach’s alpha
value to at least 0.7 or above for a strong reliability. From the table shown above, all sections are
above 0.7 Cronbach’s alpha value. Section B with the value set of 0.861 had 6 questions in total
and with none excluded. Section C with the value set of 0.764 had 5 questions in total and with
none excluded. Section D with the value set of 0.863 had 5 questions in total and with none
excluded. Section E with the value set of 0.817 had 6 questions in total and with none excluded.
Section F with the value set of 0.723 had 6 questions in total and with none excluded. With the
variables Cronbach’s alpha reaching the minimum requirement, no questions were deleted from
the questionnaire.
3.5.4 Research Population and Sample Size
Research population is the whole population of the targeted participants while sample size is the
percentage of the population that will be used for analysis. According Krejcieand Morgan
(1970), the required number of sample size to be taken is 10% from the overall population. In
addition, Chassan (1979) stated that if at least 50 respondents are acquired, the sample size is
enough to help make the research valid. The population for this study is the population of KDU
University members. The sampling frame is the people that dines in the cafeteria including
students and adults. This means any can participate if they have had dined in the cafeteria once.
Through the distribution of the questionnaire, a total of 152 participants were successfully
collected for analysis.
3.5.5 Sampling Frame
Sampling frame is identifying the sampling method. The method used for this research is
stratified sampling method. C. R. Kothari (2004) said, “stratified sampling method is when the
population is stratified into a number of non-overlapping subpopulations or strata and sample

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 19
items are selected from each stratum.” This research can be conducted via random sampling.
However, with the experience of dining in the cafeteria in mind, the sampling method is best
used stratified as it can isolate who has or has not dine in the KDU cafeteria before. This will
provide more accurate answers regarding the variables from the conceptual framework.
3.6 Data Analysis and Interpretation
Statistical Package for Social Sciences Software (SPSS) was used to collect the data from the
research. In addition, pilot test was also done to reach the requirement for reliability.
Furthermore, SPSS allows many different analyses such as correlation, chi square and
descriptive analysis.
3.6.1 Correlation
Pearson correlation indicates to what extent the relationship of two variables are. This allows the
research to see whether the two variables are connected. This analysis is applicable to the second
and third objective whereby to analyse the four factors from the framework in correlation with
the diners’ experience and to analyse the correlation between income and dining experience in
cafeteria.
3.6.2 Regression NOT SURE
3.7 Conclusion
This chapter was done focusing on research methodology and past studies that have conducted
similar research. The data collected from the respondents will be analysed and discussed further
in the next chapter.
Chapter 4

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 20
Data Analysis & Discussion
4.1 Introduction
Data Analysis is probably the most prominent part of a research work because here the
findings from the data collection are summarised and accordingly the results are determined. The
discussed section will do the same.
4.2 Demographics
The discussed section is aimed at detailing the demographic of the participants. The
detailing of the discussed section will enable the understanding of the participants and how
would they react to the topic in discussion. The discussed data was collected from the section A
of the questionnaire and have provided with below mentioned output. The tables and pie charts
below have reflected on five categories of the respondents and they are gender, age, marital
status, race, education and income. The need for the demographic could be supported by the fact
that demographic represents particular characteristics of the population and it assists in
determination of whether or not the respondents are in a particular discussion a representative
sample for the targeted population of the generalised purposes.
Statistics
Gender Age Marital Status Race Education
qualification
Income
N Valid 152 152 152 152 152 152
Missing 0 0 0 0 0 0
The table attached above represents the details about the data that had been collected as part of
the first section. The total number of participants in the questionnaire where 152 and they
responded to the questions.
Gender
Frequency Percent Valid Percent Cumulative
Percent

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 21
Valid
Male 73 48.0 48.0 48.0
Female 79 52.0 52.0 100.0
Total 152 100.0 100.0
The chart and the descriptive table attached above reflects the participants that were part of the
survey based on their gender. The responses were dominated by the female participants who
contributed 52% of all the data collected.
Age
Frequency Percent Valid Percent Cumulative
Percent
Valid 20 years and below 38 25.0 25.0 25.0
21 to 25 years 88 57.9 57.9 82.9
26 to 30 years 24 15.8 15.8 98.7

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 22
More than 30 years 2 1.3 1.3 100.0
Total 152 100.0 100.0
The questionnaire offered the respondents with four categories from which they could select
their age group and the responses as presented in the descriptive table and pie chart reflects that
almost 58% respondents belonged to the age group between 21 to 25 which is the common age
for university student.
Marital Status

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 23
Frequency Percent Valid Percent Cumulative
Percent
Valid
Single 142 93.4 93.4 93.4
Married 10 6.6 6.6 100.0
Total 152 100.0 100.0
Race
Frequency Percent Valid Percent Cumulative
Percent

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 24
Valid
Malay 74 48.7 48.7 48.7
Chinese 35 23.0 23.0 71.7
Indian 33 21.7 21.7 93.4
Korean 10 6.6 6.6 100.0
Total 152 100.0 100.0
The respondents of the survey were from different race and they were from Chinese, Indian,
Korean and Malay in race. 48% of them were Malay, 23% Chinese, 21.7% Indian and the
remaining were Korean in race. The pie chart above has reflected on the percentage of the
participants according to their race.
Education qualification

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 25
Frequency Percent Valid Percent Cumulative
Percent
Valid
Diploma/ Matriculation/
A-Levels 74 48.7 48.7 48.7
Undergraduate/ Degree 78 51.3 51.3 100.0
Total 152 100.0 100.0
The educational level of the respondents was also determined and two categories was provided to
them based on the course offered by the university that is the area of research. 51.7 % of them
stated their educational level as Undergraduate/ Degree Level while the remaining were
Diploma/ Matriculation/ A-Level.

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 26
Income
Frequency Percent Valid Percent Cumulative
Percent
Valid
Less than RM1000 38 25.0 25.0 25.0
RM1000 to
RM2000 67 44.1 44.1 69.1
More than RM200047 30.9 30.9 100.0
Total 152 100.0 100.0
The income of the respondents was also enquired because the research in discussion considers
money as a crucial part of the study. Hence, the results cited that 44.1 % have an income in
between RM 1000 to RM 2000 while 30.9 % have an income of over RM 2000 while the
remaining had an income rate below RM 1000.

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 27
4.2 Correlation of customer satisfaction and other Factors
The discussed section is dedicated towards analysing the findings from the survey that will
determine the correlation (either positive or negative) of the price of food, quality of food,
ambiance and service provided towards customer satisfaction.
4.2.1 Correlation of Quality of Food towards customer satisfaction
Correlations
The
quali
ty of
food
serve
d in
KDU
's
cafet
eria
is
acce
ptabl
e
The
food
and
bever
age
serve
d in
KDU
's
cafet
eria
has
good
taste
The
food
and
bever
age
serve
d in
KDU
's
cafet
eria
are
attrac
tive
and
appe
aling
.
The
food
and
bever
age
serve
d in
KDU
's
cafet
eria
are
fresh.
The
food
and
bever
age
serve
d in
KDU
’s
cafet
eria
meet
my
nutrit
ional
need
s.
The
food
and
bever
age
serve
d in
KDU
’s
cafet
eria
is at
the
appr
opria
te
temp
eratu
re.
I am
satisf
ied
with
the
quali
ty of
food
and
bever
age
provi
ded
by
KDU
's
cafet
eria.
I am
satis
fied
with
the
pric
e of
foo
d
and
bev
erag
e
pro
vide
d by
KD
U's
cafe
teria
.
I am
satisfi
ed
with
the
servic
e
provid
ed by
the
staff
in
KDU'
s
cafete
ria.
I am
satisf
ied
with
the
ambi
ance
of
KDU
's
cafet
eria.
The
food
and
bever
age
servi
ces
provi
ded
by
KDU
cafet
eria
meet
s my
overa
ll
expe
ctatio
n.
I will
reco
mme
nd
KDU
's
cafet
eria
to
my
frien
ds
and
famil
y.
B1 The
quality of
food
served in
KDU's
cafeteria is
acceptable
Pearson
Correlat
ion
1 .512*
*
.427*
*
.735*
*
.326*
*
.791*
*
.753*
*
.330
**
.011 .772*
*
.661*
*
.670*
*
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000 .000 .896 .000 .000 .000
N 152 152 152 152 152 152 152 152 152 134 134 134
B2 The food
and
beverage
served in
KDU's
cafeteria
has good
taste
Pearson
Correlat
ion
.512*
*
1 .628*
*
.543*
*
.485*
*
.635*
*
.813*
*
.394
**
.052 .475*
*
.382*
*
.617*
*
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000 .000 .521 .000 .000 .000
N 152 152 152 152 152 152 152 152 152 134 134 134
B3 The food
and
beverage
served in
KDU's
cafeteria
are
Pearson
Correlat
ion
.427*
*
.628*
*
1 .538*
*
.766*
*
.486*
*
.751*
*
.240
**
.245** .520*
*
.636*
*
.441*
*
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000 .003 .002 .000 .000 .000
N 152 152 152 152 152 152 152 152 152 134 134 134

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 28
attractive
and
appealing.
B4 The food
and
beverage
served in
KDU's
cafeteria
are fresh.
Pearson
Correlat
ion
.735*
*
.543*
*
.538*
*
1 .443*
*
.409*
*
.671*
*
.515
**
-.190* .862*
*
.771*
*
.765*
*
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000 .000 .019 .000 .000 .000
N 152 152 152 152 152 152 152 152 152 134 134 134
B5 The food
and
beverage
served in
KDU’s
cafeteria
meet my
nutritional
needs.
Pearson
Correlat
ion
.326*
*
.485*
*
.766*
*
.443*
*
1 .379*
*
.652*
*
.174
*
.113 .220* .517*
*
.411*
*
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000 .032 .167 .011 .000 .000
N 152 152 152 152 152 152 152 152 152 134 134 134
B6 The food
and
beverage
served in
KDU’s
cafeteria is
at the
appropriate
temperatur
e.
Pearson
Correlat
ion
.791*
*
.635*
*
.486*
*
.409*
*
.379*
*
1 .775*
*
.294
**
.066 .553*
*
.480*
*
.559*
*
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000 .000 .417 .000 .000 .000
N 152 152 152 152 152 152 152 152 152 134 134 134
F1 I am
satisfied
with the
quality of
food and
beverage
provided
by KDU's
cafeteria.
Pearson
Correlat
ion
.753*
*
.813*
*
.751*
*
.671*
*
.652*
*
.775*
*
1 .183
*
.002 .697*
*
.559*
*
.657*
*
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000 .024 .982 .000 .000 .000
N 152 152 152 152 152 152 152 152 152 134 134 134
F2 I am
satisfied
with the
price of
food and
beverage
provided
by KDU's
cafeteria.
Pearson
Correlat
ion
.330*
*
.394*
*
.240*
*
.515*
*
.174* .294*
*
.183* 1 -.111 .351*
*
.685*
*
.558*
*
Sig. (2-
tailed)
.000 .000 .003 .000 .032 .000 .024 .171 .000 .000 .000
N 152 152 152 152 152 152 152 152 152 134 134 134
F3 I am
satisfied
with the
service
provided
by the staff
in KDU's
cafeteria.
Pearson
Correlat
ion
.011 .052 .245*
*
-.190
*
.113 .066 .002 -.11
1
1 -.268
**
-.046 -.011
Sig. (2-
tailed)
.896 .521 .002 .019 .167 .417 .982 .171 .002 .598 .896
N 152 152 152 152 152 152 152 152 152 134 134 134
F4 I am
satisfied
with the
ambiance
of KDU's
Pearson
Correlat
ion
.772*
*
.475*
*
.520*
*
.862*
*
.220* .553*
*
.697*
*
.351
**
-.268** 1 .681*
*
.685*
*
Sig. (2-
tailed)
.000 .000 .000 .000 .011 .000 .000 .000 .002 .000 .000

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 29
cafeteria. N 134 134 134 134 134 134 134 134 134 134 134 134
F5 The food
and
beverage
services
provided
by KDU
cafeteria
meets my
overall
expectatio
n.
Pearson
Correlat
ion
.661*
*
.382*
*
.636*
*
.771*
*
.517*
*
.480*
*
.559*
*
.685
**
-.046 .681*
*
1 .696*
*
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000 .000 .000 .598 .000 .000
N 134 134 134 134 134 134 134 134 134 134 134 134
F6 I will
recommen
d KDU's
cafeteria to
my friends
and family.
Pearson
Correlat
ion
.670*
*
.617*
*
.441*
*
.765*
*
.411*
*
.559*
*
.657*
*
.558
**
-.011 .685*
*
.696*
*
1
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000 .000 .000 .896 .000 .000
N 134 134 134 134 134 134 134 134 134 134 134 134
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Summary
Satisfaction
B1 towards It has been identified that the quality of food has significant correlation
with the satisfaction as it is known that for Pearson correlation p<0.01. It
is evident from table. However, the quality of service has no significance
correlation with the quality of food served. It should also be noted that the
n for each of variable was 152.
B2 towards The food and beverage’s taste served at the cafeteria has a positive
correlation towards customer satisfaction. However, the quality of service
is not included in it as it has no significant correlation.
B3 towards The appealing and attractiveness of the food have positive correlation
towards the customer satisfaction.
B4 towards The freshness of the food being served has positive correlation towards
the customer satisfaction. However, it should be noted that the discussed
variable shares a negative correlation (p = -.190) towards the customer
satisfaction towards satisfaction.
B5 towards The nutritional variable of the foods at cafeteria has a positive correlation
with customer satisfaction but lacks any significant correlation towards

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 30
the service satisfaction.
B6 towards The temperature variable of the foods at cafeteria has a positive
correlation with customer satisfaction but lacks any significant correlation
towards the service satisfaction.
Hence, the tables above could be summarised to state the following:
i. The quality of food has positive correlation towards customer satisfaction but the quality
of service lacks any significant correlation.
ii. The taste of food has positive correlation towards customer satisfaction but the quality of
service lacks any significant correlation.
iii. The appealing and attractiveness of the food have positive correlation towards the
customer satisfaction.
iv. The freshness of food has positive correlation towards customer satisfaction. However,
the correlation between freshness of food and customer satisfaction towards serviced at
cafeteria is negative.
v. The nutritional variable of the foods at cafeteria has a positive correlation with customer
satisfaction but lacks any significant correlation towards the service satisfaction.
vi. The temperature variable of the foods at cafeteria has a positive correlation with customer
satisfaction but lacks any significant correlation towards the service satisfaction.
Hence, it would be adequate to state that the quality of food has positive correlation
towards the customer satisfaction. However, the food characteristics shares no direct
significance correlation towards the customer’s satisfaction towards the service offered by
cafeteria.
4.2.2 Correlation of Price of Food towards customer satisfaction
Correlations
I am
satis
fied
with
the
qual
ity
of
food
I am
satis
fied
with
the
pric
e of
food
and
I am
satis
fied
with
the
servi
ce
prov
ided
I am
satis
fied
with
the
amb
ianc
e of
KD
The
food
and
beve
rage
servi
ces
prov
ided
I
will
reco
mm
end
KD
U's
cafet
eria
The
pric
e of
food
and
beve
rage
serv
ed in
The
pric
e of
food
and
beve
rage
serv
ed in
The
porti
on
of
food
and
beve
rage
serv
The
pric
e of
food
and
beve
rage
serv
ed in
The
valu
e of
the
dini
ng
expe
rien
ce in

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 31
and
beve
rage
prov
ided
by
KD
U's
cafet
eria.
beve
rage
prov
ided
by
KD
U's
cafet
eria.
by
the
staff
in
KD
U's
cafet
eria.
U's
cafet
eria.
by
KD
U
cafet
eria
meet
s my
over
all
expe
ctati
on.
to
my
frien
ds
and
fami
ly.
KD
U’s
cafet
eria
is
affor
dabl
e.
KD
U’s
cafet
eria
is
wort
h the
meal
.
ed in
KD
U’s
cafet
eria
is
appr
opri
ate
with
its
pric
e.
KD
U’s
cafet
eria
is
reas
onab
le
for
stud
ents.
KD
U's
cafet
eria
is
wort
h the
pric
e
F1 I am
satisfied
with the
quality of
food and
beverage
provided
by KDU's
cafeteria.
Pearson
Correlat
ion
1 .183
*
.002 .697
**
.559
**
.657
**
.037 .291
**
.533
**
.047 .454
**
Sig. (2-
tailed)
.024 .982 .000 .000 .000 .648 .000 .000 .566 .000
N 152 152 152 134 134 134 152 152 152 152 152
F2 I am
satisfied
with the
price of
food and
beverage
provided
by KDU's
cafeteria.
Pearson
Correlat
ion
.183
*
1 -.11
1
.351
**
.685
**
.558
**
.351
**
.551
**
.306
**
.759
**
.759
**
Sig. (2-
tailed)
.024 .171 .000 .000 .000 .000 .000 .000 .000 .000
N 152 152 152 134 134 134 152 152 152 152 152
F3 I am
satisfied
with the
service
provided
by the staff
in KDU's
cafeteria.
Pearson
Correlat
ion
.002 -.11
1
1 -.26
8**
-.04
6
-.01
1
-.49
2**
-.00
8
.114 -.11
8
-.30
3**
Sig. (2-
tailed)
.982 .171 .002 .598 .896 .000 .923 .163 .148 .000
N 152 152 152 134 134 134 152 152 152 152 152
F4 I am
satisfied
with the
ambiance
of KDU's
cafeteria.
Pearson
Correlat
ion
.697
**
.351
**
-.26
8**
1 .681
**
.685
**
.325
**
.265
**
.307
**
.178
*
.491
**
Sig. (2-
tailed)
.000 .000 .002 .000 .000 .000 .002 .000 .039 .000
N 134 134 134 134 134 134 134 134 134 134 134
F5 The food
and
beverage
services
provided
by KDU
cafeteria
meets my
overall
expectation
.
Pearson
Correlat
ion
.559
**
.685
**
-.04
6
.681
**
1 .696
**
.187
*
.432
**
.417
**
.556
**
.736
**
Sig. (2-
tailed)
.000 .000 .598 .000 .000 .030 .000 .000 .000 .000
N 134 134 134 134 134 134 134 134 134 134 134
F6 I will
recommend
KDU's
cafeteria to
my friends
and family.
Pearson
Correlat
ion
.657
**
.558
**
-.01
1
.685
**
.696
**
1 -.12
4
.309
**
.347
**
.135 .495
**
Sig. (2-
tailed)
.000 .000 .896 .000 .000 .152 .000 .000 .119 .000
N 134 134 134 134 134 134 134 134 134 134 134
C1 The price
of food and
beverage
Pearson
Correlat
ion
.037 .351
**
-.49
2**
.325
**
.187
*
-.12
4
1 .255
**
.087 .593
**
.584
**

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 32
served in
KDU’s
cafeteria is
affordable.
Sig. (2-
tailed)
.648 .000 .000 .000 .030 .152 .002 .287 .000 .000
N 152 152 152 134 134 134 152 152 152 152 152
C2 The price
of food and
beverage
served in
KDU’s
cafeteria is
worth the
meal.
Pearson
Correlat
ion
.291
**
.551
**
-.00
8
.265
**
.432
**
.309
**
.255
**
1 .065 .719
**
.306
**
Sig. (2-
tailed)
.000 .000 .923 .002 .000 .000 .002 .428 .000 .000
N 152 152 152 134 134 134 152 152 152 152 152
C3 The portion
of food and
beverage
served in
KDU’s
cafeteria is
appropriate
with its
price.
Pearson
Correlat
ion
.533
**
.306
**
.114 .307
**
.417
**
.347
**
.087 .065 1 .121 .554
**
Sig. (2-
tailed)
.000 .000 .163 .000 .000 .000 .287 .428 .138 .000
N 152 152 152 134 134 134 152 152 152 152 152
C4 The price
of food and
beverage
served in
KDU’s
cafeteria is
reasonable
for
students.
Pearson
Correlat
ion
.047 .759
**
-.11
8
.178
*
.556
**
.135 .593
**
.719
**
.121 1 .617
**
Sig. (2-
tailed)
.566 .000 .148 .039 .000 .119 .000 .000 .138 .000
N 152 152 152 134 134 134 152 152 152 152 152
C5 The value
of the
dining
experience
in KDU's
cafeteria is
worth the
price
Pearson
Correlat
ion
.454
**
.759
**
-.30
3**
.491
**
.736
**
.495
**
.584
**
.306
**
.554
**
.617
**
1
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000 .000 .000 .000 .000
N 152 152 152 134 134 134 152 152 152 152 152
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
Summary
Satisfaction
C1
toward
s
It has been identified that the price of food has no significant correlation with the
satisfaction as it is known that for Pearson correlation p<0.01. It is evident from table.
However, the quality of service has negative significance correlation (p= -.492) with
the quality of food served. It should also be noted that the n for each of variable was
152.
C2
toward
s
The price worth the meal at the cafeteria has a positive correlation towards customer
satisfaction. However, the price worth the meal has negative correlation (p= -0.08)
towards the customer satisfaction towards services.
C3 The appropriateness of the served food and beverage have positive correlation towards

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 33
toward
s
the customer satisfaction but has no significance towards customer service
satisfaction.
C4
toward
s
The reasonability of the food for student being served has positive correlation towards
the customer satisfaction. However, it should be noted that the discussed variable
shares a negative correlation (p = -.118) towards the customer satisfaction.
C5
toward
s
The value of dining experience of the foods at cafeteria has a positive correlation with
customer satisfaction but have negative significant (p = -.303) correlation towards the
service satisfaction.
Hence, from the discussion above it could be summarised to state that the overall price
and its factors have a positive correlation towards the customer satisfaction. However, the
service provided should be avoided to confirm the above made statement.
4.2.3 Correlation of service provided towards customer satisfaction
Correlations
I am
satis
fied
with
the
qual
ity
of
food
and
beve
rage
prov
ided
by
KD
U's
cafet
eria.
I am
satis
fied
with
the
pric
e of
food
and
beve
rage
prov
ided
by
KD
U's
cafet
eria.
I am
satis
fied
with
the
servi
ce
prov
ided
by
the
staff
in
KD
U's
cafet
eria.
I am
satis
fied
with
the
amb
ianc
e of
KD
U's
cafet
eria.
The
food
and
beve
rage
servi
ces
prov
ided
by
KD
U
cafet
eria
meet
s my
over
all
expe
ctati
on.
I
will
reco
mm
end
KD
U's
cafet
eria
to
my
frien
ds
and
fami
ly.
The
facil
ity
prov
ided
in
the
cafet
eria
is
clea
n
and
hygi
enic.
The
dini
ng
area
of
the
cafet
eria
is
com
forta
ble.
The
appe
aran
ce of
KD
U's
cafet
eria
staff
is
prof
essi
onal
and
attra
ctive
.
The
dini
ng
area
of
KD
U's
cafet
eria
is
well
desi
gned
.
The
envi
ron
men
t of
KD
U's
cafet
eria
is
suita
ble
for
havi
ng a
meal
.
F1 I am
satisfied
with the
quality of
food and
beverage
provided
by KDU's
cafeteria.
Pearson
Correlat
ion
1 .183
*
.002 .697
**
.559
**
.657
**
-.42
4**
.223
**
.342
**
-.15
4
.275
**
Sig. (2-
tailed)
.024 .982 .000 .000 .000 .000 .006 .000 .059 .001
N 152 152 152 134 134 134 152 152 152 152 152
F2 I am
satisfied
with the
Pearson
Correlat
ion
.183
*
1 -.11
1
.351
**
.685
**
.558
**
-.02
4
.161
*
.194
*
.144 .199
*

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 34
price of
food and
beverage
provided
by KDU's
cafeteria.
Sig. (2-
tailed)
.024 .171 .000 .000 .000 .767 .047 .017 .076 .014
N 152 152 152 134 134 134 152 152 152 152 152
F3 I am
satisfied
with the
service
provided
by the staff
in KDU's
cafeteria.
Pearson
Correlat
ion
.002 -.11
1
1 -.26
8**
-.04
6
-.01
1
.709
**
.740
**
.409
**
.642
**
.821
**
Sig. (2-
tailed)
.982 .171 .002 .598 .896 .000 .000 .000 .000 .000
N 152 152 152 134 134 134 152 152 152 152 152
F4 I am
satisfied
with the
ambiance
of KDU's
cafeteria.
Pearson
Correlat
ion
.697
**
.351
**
-.26
8**
1 .681
**
.685
**
-.47
5**
-.04
8
.152 -.39
7**
.043
Sig. (2-
tailed)
.000 .000 .002 .000 .000 .000 .583 .079 .000 .619
N 134 134 134 134 134 134 134 134 134 134 134
F5 The food
and
beverage
services
provided
by KDU
cafeteria
meets my
overall
expectation
.
Pearson
Correlat
ion
.559
**
.685
**
-.04
6
.681
**
1 .696
**
-.04
9
.016 .324
**
.158 .273
**
Sig. (2-
tailed)
.000 .000 .598 .000 .000 .573 .851 .000 .068 .001
N 134 134 134 134 134 134 134 134 134 134 134
F6 I will
recommend
KDU's
cafeteria to
my friends
and family.
Pearson
Correlat
ion
.657
**
.558
**
-.01
1
.685
**
.696
**
1 -.18
6*
.328
**
.454
**
-.02
1
.430
**
Sig. (2-
tailed)
.000 .000 .896 .000 .000 .032 .000 .000 .812 .000
N 134 134 134 134 134 134 134 134 134 134 134
D1 The facility
provided in
the
cafeteria is
clean and
hygienic.
Pearson
Correlat
ion
-.42
4**
-.02
4
.709
**
-.47
5**
-.04
9
-.18
6*
1 .513
**
.239
**
.789
**
.571
**
Sig. (2-
tailed)
.000 .767 .000 .000 .573 .032 .000 .003 .000 .000
N 152 152 152 134 134 134 152 152 152 152 152
D2 The dining
area of the
cafeteria is
comfortabl
e.
Pearson
Correlat
ion
.223
**
.161
*
.740
**
-.04
8
.016 .328
**
.513
**
1 .331
**
.517
**
.810
**
Sig. (2-
tailed)
.006 .047 .000 .583 .851 .000 .000 .000 .000 .000
N 152 152 152 134 134 134 152 152 152 152 152
D3 The
appearance
of KDU's
cafeteria
staff is
professiona
l and
attractive.
Pearson
Correlat
ion
.342
**
.194
*
.409
**
.152 .324
**
.454
**
.239
**
.331
**
1 .390
**
.713
**
Sig. (2-
tailed)
.000 .017 .000 .079 .000 .000 .003 .000 .000 .000
N 152 152 152 134 134 134 152 152 152 152 152
D4 The dining
area of
KDU's
cafeteria is
well
designed.
Pearson
Correlat
ion
-.15
4
.144 .642
**
-.39
7**
.158 -.02
1
.789
**
.517
**
.390
**
1 .677
**
Sig. (2-
tailed)
.059 .076 .000 .000 .068 .812 .000 .000 .000 .000
N 152 152 152 134 134 134 152 152 152 152 152
D5 The
environme
Pearson
Correlat
.275
**
.199
*
.821
**
.043 .273
**
.430
**
.571
**
.810
**
.713
**
.677
**
1

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 35
nt of
KDU's
cafeteria is
suitable for
having a
meal.
ion
Sig. (2-
tailed)
.001 .014 .000 .619 .001 .000 .000 .000 .000 .000
N 152 152 152 134 134 134 152 152 152 152 152
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
Satisfaction
D1
toward
s
It has been identified that the facility has negative significant correlation with the
satisfaction as it is known that for Pearson correlation p<0.01. The facility provided
towards the satisfaction towards service is significant and positively correlated. It is
evident from table. It should also be noted that the n for each of variable was 152.
D2
toward
s
The dining area comfortability at the cafeteria has a positive correlation towards
customer satisfaction in terms of service provided. However, the dining area has
negative correlation towards the customer satisfaction ambiance. For the remaining
factors it has no significance.
D3
toward
s
The appearance of the cafeteria have positive correlation towards the customer
satisfaction in terms of all factors but has no significance towards price and ambiance
satisfaction.
D4
toward
s
The design of dining area has positive correlation towards the customer satisfaction in
terms of service provided. However, it should be noted that the discussed variable
shares a negative correlation towards the customer satisfaction in terms of quality,
ambiance and recommendation to friends & family. For the remaining factors it has no
significance.
D5
toward
s
The environment at cafeteria has a positive correlation with customer satisfaction in all
terms but have no significant correlation towards the price and ambiance satisfaction.
The table above could be summarised to state the following
i. The overall satisfaction of the facility provided at cafeteria has a negative correlation
towards customer satisfaction.

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 36
ii. The overall satisfaction of the customer in term of dining area comfortability has no
significance relation.
iii. Appearance of cafeteria has a positive correlation towards the customer satisfaction.
iv. The design of dining area has overall no significance towards the customer satisfaction.
v. The environment at the cafeteria has an overall positive correlation towards customer
satisfaction.
Hence, it would be adequate to state that the appearance, environment has positive
correlation towards customer satisfaction while the facility provided has negative correlation.
Dining area comfortability and design of the dining area has no significant correlation.
4.2.4 Correlation of ambiance towards customer satisfaction
Correlations
I am
satis
fied
with
the
qual
ity
of
food
and
beve
rage
prov
ided
by
KD
U's
cafet
eria.
I am
satis
fied
with
the
pric
e of
food
and
beve
rage
prov
ided
by
KD
U's
cafet
eria.
I am
satis
fied
with
the
servi
ce
prov
ided
by
the
staff
in
KD
U's
cafet
eria.
I am
satis
fied
with
the
amb
ianc
e of
KD
U's
cafet
eria.
The
food
and
beve
rage
servi
ces
prov
ided
by
KD
U
cafet
eria
meet
s my
over
all
expe
ctati
on.
The
staff
s in
KD
U's
cafet
eria
are
atten
tive.
The
servi
ce
spee
d by
the
staff
s in
KD
U’s
cafet
eria
is
acce
ptab
le.
The
servi
ce
prov
ided
by
the
staff
s of
the
cafet
eria
is
suffi
cient
.
The
staff
s in
KD
U’s
cafet
eria
are
prof
essi
onal.
The
staff
s of
KD
U's
cafet
eria
are
able
to
ans
wer
ques
tions
abou
t the
food
whe
n
aske
d.
The
staff
in
KD
U’s
cafet
eria
are
frien
dly
F1 I am
satisfied
with the
quality of
food and
beverage
provided
by KDU's
cafeteria.
Pearson
Correlat
ion
1 .183
*
.002 .697
**
.559
**
.145 .312
**
.283
**
.469
**
.288
**
.687
**
Sig. (2-
tailed)
.024 .982 .000 .000 .074 .000 .000 .000 .000 .000
N 152 152 152 134 134 152 152 152 152 152 152
F2 I am
satisfied
with the
price of
food and
beverage
provided
by KDU's
cafeteria.
Pearson
Correlat
ion
.183
*
1 -.11
1
.351
**
.685
**
.425
**
.088 .409
**
.318
**
.253
**
.180
*
Sig. (2-
tailed)
.024 .171 .000 .000 .000 .282 .000 .000 .002 .027
N 152 152 152 134 134 152 152 152 152 152 152
F3 I am Pearson .002 -.11 1 -.26 -.04 -.30 -.10 -.11 -.31 -.21 -.09

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 37
satisfied
with the
service
provided
by the staff
in KDU's
cafeteria.
Correlat
ion
1 8** 6 7** 8 3 5** 3** 0
Sig. (2-
tailed)
.982 .171 .002 .598 .000 .184 .166 .000 .008 .268
N 152 152 152 134 134 152 152 152 152 152 152
F4 I am
satisfied
with the
ambiance
of KDU's
cafeteria.
Pearson
Correlat
ion
.697
**
.351
**
-.26
8**
1 .681
**
.604
**
.386
**
.562
**
.648
**
.534
**
.854
**
Sig. (2-
tailed)
.000 .000 .002 .000 .000 .000 .000 .000 .000 .000
N 134 134 134 134 134 134 134 134 134 134 134
F5 The food
and
beverage
services
provided
by KDU
cafeteria
meets my
overall
expectation
.
Pearson
Correlat
ion
.559
**
.685
**
-.04
6
.681
**
1 .573
**
.288
**
.688
**
.470
**
.468
**
.623
**
Sig. (2-
tailed)
.000 .000 .598 .000 .000 .001 .000 .000 .000 .000
N 134 134 134 134 134 134 134 134 134 134 134
E1 The staffs
in KDU's
cafeteria
are
attentive.
Pearson
Correlat
ion
.145 .425
**
-.30
7**
.604
**
.573
**
1 .380
**
.595
**
.704
**
.597
**
.404
**
Sig. (2-
tailed)
.074 .000 .000 .000 .000 .000 .000 .000 .000 .000
N 152 152 152 134 134 152 152 152 152 152 152
E2 The service
speed by
the staffs in
KDU’s
cafeteria is
acceptable.
Pearson
Correlat
ion
.312
**
.088 -.10
8
.386
**
.288
**
.380
**
1 .476
**
.522
**
-.04
5
.606
**
Sig. (2-
tailed)
.000 .282 .184 .000 .001 .000 .000 .000 .585 .000
N 152 152 152 134 134 152 152 152 152 152 152
E3 The service
provided
by the
staffs of the
cafeteria is
sufficient.
Pearson
Correlat
ion
.283
**
.409
**
-.11
3
.562
**
.688
**
.595
**
.476
**
1 .653
**
.381
**
.543
**
Sig. (2-
tailed)
.000 .000 .166 .000 .000 .000 .000 .000 .000 .000
N 152 152 152 134 134 152 152 152 152 152 152
E4 The staffs
in KDU’s
cafeteria
are
professiona
l.
Pearson
Correlat
ion
.469
**
.318
**
-.31
5**
.648
**
.470
**
.704
**
.522
**
.653
**
1 .356
**
.521
**
Sig. (2-
tailed)
.000 .000 .000 .000 .000 .000 .000 .000 .000 .000
N 152 152 152 134 134 152 152 152 152 152 152
E5 The staffs
of KDU's
cafeteria
are able to
answer
questions
about the
food when
asked.
Pearson
Correlat
ion
.288
**
.253
**
-.21
3**
.534
**
.468
**
.597
**
-.04
5
.381
**
.356
**
1 .187
*
Sig. (2-
tailed)
.000 .002 .008 .000 .000 .000 .585 .000 .000 .021
N 152 152 152 134 134 152 152 152 152 152 152
E6 The staff in
KDU’s
cafeteria
Pearson
Correlat
ion
.687
**
.180
*
-.09
0
.854
**
.623
**
.404
**
.606
**
.543
**
.521
**
.187
*
1

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 38
are friendly Sig. (2-
tailed)
.000 .027 .268 .000 .000 .000 .000 .000 .000 .021
N 152 152 152 134 134 152 152 152 152 152 152
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
Summary
Satisfaction
E1
toward
s
It has been identified that the attentiveness of staff has negative significant correlation
with the service provided customer satisfaction as it is known that for Pearson
correlation p<0.01. The attentiveness of staff towards the satisfaction towards food
quality is not significant. The remaining factors are positively correlated which is
evident from table. It should also be noted that the n for each of variable was 152.
E2
toward
s
The service speed at the cafeteria has a positive correlation towards customer
satisfaction in terms of all factors for satisfaction provided. However, the service
speed has no significance correlation towards the customer satisfaction in terms of
ambiance and price satisfaction.
E3
toward
s
The service sufficiency of the cafeteria have positive correlation towards the customer
satisfaction in terms of all factors but has negative correlation towards service
satisfaction of customer.
E4
toward
s
The professionalism of staff has positive correlation towards the customer satisfaction
in terms of all factors for satisfaction.
E5
toward
s
The responsiveness of staff has positive correlation towards the customer satisfaction
in terms of all factors for satisfaction.
E6
toward
s
The friendliness of staff has positive correlation towards the customer satisfaction in
terms of all factors for satisfaction except for service satisfaction for which it has
negative correlation.
The table above could be summarised to state the following

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 39
i. The staff attentiveness has negative correlation towards service provided customer
satisfaction, no significance towards food quality and for the remaining factors it has
positive correlation.
ii. The service speed has overall positive correlation towards all factors for satisfaction
except for price and ambiance for which it has no significance.
iii. The service sufficiency of the cafeteria has positive correlation towards the customer
satisfaction in terms of all factors but has negative correlation towards service satisfaction
of customer.
iv. The professionalism of staff has positive correlation towards the customer satisfaction in
terms of all factors for satisfaction.
v. The responsiveness of staff has positive correlation towards the customer satisfaction in
terms of all factors for satisfaction.
vi. The friendliness of staff has positive correlation towards the customer satisfaction in
terms of all factors for satisfaction except for service satisfaction for which it has
negative correlation.
Hence, the findings from above could be summarised to state that the ambiance of the
cafeteria overall has positive correlation towards customer satisfaction.
Case Processing Summary
Cases
Valid Missing Total
N Per
cent
N Per
cent
N Per
cent
Income * The price of
food and beverage served in
KDU’s cafeteria is affordable.
152 100
.0% 0 0.0
% 152 100
.0%
Income * The price of food and beverage served in KDU’s cafeteria is affordable. Crosstabulation
Count
The price of food and beverage served in KDU’s cafeteria is affordable. Tot

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 40
alStrongly
Disagree
Disagree Neutral Agree
Income
Less than RM1000 8 30 0 0 38
RM1000 to RM2000 0 25 27 15 67
More than RM2000 0 0 17 30 47
Total 8 55 44 45 152
Chi-Square Tests
Valu
e
df Asymp.
Sig. (2-sided)
Pearson Chi-Square 106.
088a 6 .000
Likelihood Ratio 133.
679 6 .000
Linear-by-Linear
Association
84.2
65 1 .000
N of Valid Cases 152
a. 3 cells (25.0%) have expected count less than 5. The minimum
expected count is 2.00.
Symmetric Measures
Valu
e
Asymp.
Std. Errora
Appro
x. Tb
Approx.
Sig.
Interval by
Interval Pearson's R .747 .030 13.76
2 .000c
Ordinal by
Ordinal Spearman Correlation .749 .032 13.86
5 .000c
N of Valid Cases 152
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Chapter 5

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 41
Discussion and Conclusion
5.1 Discussion
The section above has determined the correlation between different factors and has been
provided different aspects through correlation. The identification from the above could be
summarised to answer the research questions and the discussed section has been divided
accordingly.
5.1.1 Do the price of food, quality of food, ambiance and service provided have positive or
negative correlation towards customer satisfaction?
The discussed question above could be answered through the findings of the above
sections.
1. The quality of food has positive correlation towards the customer satisfaction. However,
the food characteristics shares no direct significance correlation towards the customer’s
satisfaction towards the service offered by cafeteria.
2. The overall price and its factors have a positive correlation towards the customer
satisfaction. However, the service provided should be avoided to confirm the above made
statement.
3. The appearance, environment has positive correlation towards customer satisfaction
while the facility provided has negative correlation. Dining area comfortability and
design of the dining area has no significant correlation.
4. The ambiance of the cafeteria overall has positive correlation towards customer
satisfaction.
The points discussed above could be taken into consideration to state that the ambiance, price
and quality of food shares a positive correlation towards customer satisfaction while the service
provided does not have a clearer definition towards the customer satisfaction. The reason for the
above mentioned statement could be supported by the fact that the appearance and environment
shares a positive correlation with the customer satisfaction however, comfortability and design
has no significance. Additionally, the facility provided shares a negative correlation. So, it would
be adequate to state that the findings reveal that the service provided by the cafeteria reveals a
mixed result and no adequate output could be determined.
5.1.2 Does monthly income influence the decision to go dine at the cafeteria?

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 42
The discussed question could be answered from the correlations determined above and
from it would be adequate to state that the decision for dining is not dependent on one factor and
depends on multiple factors that includes the quality of food, price of food and the ambiance as
well. To further increase the reliability a cross tabulation along with correlation and Chi Square
test has been done and the findings have been attached in the data analysis section. The findings
reveal that the income does impacted the decision to go dine at the cafeteria.
The chart attached above has made it evident that the price of food and beverage are
affordable. However, the participants did not believe that expense at the cafeteria is not value for
money which is evident from the chart attached below.

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 43
Hence, in conclusion it would be justified to state that the income does impact the
decision of dining at the cafeteria but other factors also support the decision. The findings from
the paper is in context with the findings from the literary work which suggests that the price is
one of the most important factors that define the decision over dining at a place or not. However,
it is not the only factor that defines the decision.
5.1.3 What is the overall satisfaction level of students that had dined in the cafeteria?
The discussed question could be answered from the section above and the findings from
the correlation. The findings from above have revealed that the diners of the cafeteria are
satisfied with the food that is being provided at the cafeteria in terms of quality, price and
ambiance. However, the service provided by the cafeteria is an aspect that the cafeteria has to
work out with so that it can offer a high level of satisfaction to its customer.

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 44
5.2 Conclusion
The report could be summarised to state that the ambiance, price and quality of food
shares a positive correlation towards customer satisfaction while the service provided does not
have a clearer definition towards the customer satisfaction. The reason for the above mentioned
statement could be supported by the fact that the appearance and environment shares a positive
correlation with the customer satisfaction however, comfortability and design has no
significance. Additionally, the facility provided shares a negative correlation. So, it would be
adequate to state that the findings reveal that the service provided by the cafeteria reveals a
mixed result and no adequate output could be determined.
It had also been identified that the income does impact the decision of dining at the
cafeteria but other factors also support the decision. The findings from the paper is in context
with the findings from the literary work which suggests that the price is one of the most
important factors that define the decision over dining at a place or not. However, it is not the
only factor that defines the decision. Finally, the diners of the cafeteria are satisfied with the food
that is being provided at the cafeteria in terms of quality, price and ambiance. However, the
service provided by the cafeteria is an aspect that the cafeteria has to work out with so that it can
offer a high level of satisfaction to its customer.
So, the report could be summarised to conclude that the cafeteria needs to work on its
service providing so that it can gain a high level of customer satisfaction. The discussed measure
could be attained through following the recommended measures.
5.3 Recommendations
The following recommendations are based on the findings from the discussion above and
should be able to help the cafeteria in attaining a high level of customer satisfaction.
1. The firm should focus on its service quality and special focus should be provided on the
communication and presentation of the staffs.
2. The cafeteria should also introduce some savouring tools and techniques in the cafeteria
so it can attract more customers and develop a strong consumer base.
3. The cafeteria should also pursue cost leadership because its most of the customers are
students and could not afford costly food.
4. Finally, the cafeteria should take account of the customer feedback to improve itself.

ASSESSMENT OF THE CUSTOMER SATISFACTION FOR KDU CAFETERIA 45
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