Evaluation of the On-Campus Dining Service Using Importance-Performance Analysis

University foodservice is one of the largest sectors of the foodservice industry, and the college-student market is getting larger. Therefore, it is important that university foodservice needs to be monitored periodically and improved comprehensively in order to retain students as satisfied customers for on-campus foodservice. The objectives of the current study were to explore the importance and performance/satisfaction of on-campus dining service consumers, to investigate the importance-performance difference between patron and non-patron customers, and to examine the difference between gender groups. The study compared the respondents’ perceived importance and performance ratings of the dining service quality attributes using IPA. The IPA grid illustrated that food quality and sanitation fell into the Quadrant II (Keep up the Work); price into the Quadrant III (Low Priority); and service and environment into the Quadrant IV (Possible Overkill). However, according to IPA of comparison of patron versus non-patron groups and gender groups, the service attribute was allocated differently.