Service quality perceptions of campus-based food outlets

Abstract

ORIENTATION : In a competitive retail business environment, the essence of service quality is invariably amplified. Within a university context, the same applies, given that the student population of customers is relatively finite and yet there are a variety of food outlets on campuses. RESEARCH PURPOSE : This study aims to investigate the existence (or lack of it) of a relationship between gender, race and price and the dependent variable of students’ service quality perception of campus-based food outlets. Although gender and race are the most obvious defining demographic features of a student population, the variable of price is usually a major consideration for student purchases. MOTIVATION FOR THE STUDY : The study is an applied research as it is focused on addressing an issue with real-life business implications. RESEARCH DESIGN, APPROACH AND METHOD : It employs the use of data collected in a crosssectional manner from 200 respondents selected through non-probability sampling. MAIN FINDINGS : The findings of the study indicate that no significant differences exist in service quality perception when gender is considered. Conversely, results show that the service quality perceptions of racial groups differ. The study also finds that a weak but positive correlation exists between price and service quality perceptions. PRACTICAL/MANAGERIAL IMPLICATIONS : These results indicate practical implications as they can become useful condiments for refining the offerings and services of the studied campus-based food outlets in the quest to meet or exceed customer expectations. CONTRIBUTION/VALUE-ADD : From an academic perspective, the study builds on existing knowledge by exposing the association that the independent variables of gender, race and price have with students’ service quality perception in the specific context of campus-based food outlets in Gauteng, South Africa.