Campus Foodservice Attributes and their Effects on Customer Satisfaction, Image, and Word-of-mouth

David J. Kwun, University of Central Florida
Emily Ellyn
Youngsoo Choi


This study examines a research framework incorporating relationships among selected campus foodservice attributes, image, customer satisfaction, and effects of these on word-of-mouth (WOM) communication. Mediating roles of image and customer satisfaction in the relationship between the campus food service attributes and WOM are also investigated. Results confirm that students have high expectation and a variety of needs from campus foodservice that go beyond the mere consumption of food. Among the campus foodservice attributes, food quality, price value, service quality, and menu variety had significant and positive effects on WOM. However, the foodservice attributes appear to have different effects on image, satisfaction, and students' intention to recommend, respectively.