Factors affecting choice of cafeteria among Universiti Utara Malaysia students

The purpose of conducting this research project is to examine the factors of food quality, service quality, menu, price, convenience as well as cleanliness that influenced customer satisfaction towards cafeteria operating in Universiti Utara Malaysia, Kedah West Malaysia. To attain the objectives of...

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Main Author:	Mohd Nasiruddin, Abu Ghani
Format:	Thesis
Language:	eng eng
Published:	2014
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/4510/1/s810071.pdf https://etd.uum.edu.my/4510/2/s810071_abstract.pdf
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id	my-uum-etd.4510
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Ahmad, Zalinah
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Mohd Nasiruddin, Abu Ghani Factors affecting choice of cafeteria among Universiti Utara Malaysia students
description	The purpose of conducting this research project is to examine the factors of food quality, service quality, menu, price, convenience as well as cleanliness that influenced customer satisfaction towards cafeteria operating in Universiti Utara Malaysia, Kedah West Malaysia. To attain the objectives of this research, research questions and six hypotheses are being developed and tested. Furthermore, each hypothesis is measured accordingly while the results obtained are being subsequently explained by the researcher. Literature reviews included in this research project further strengthened the theory and better understanding of the factors affecting choice of cafeteria among UUM students whole at the same time provide evidence to support the theory. Primary data were collected using questionnaires being distributed fro a total of 200 sets throughout UUM students. Using Statistical Package for Social Science version 19.0, data that had been collected from the questionnaire being analyzed using tables and charts. In addition, findings of the research are also being discussed in order to understand the relationship between independent variables like food quality, service quality, menu, price, convenience and cleanliness with dependent variables that is customer satisfaction. After the data being analyzed, the researcher concurred that all the factors are significant and having high percentage of importance towards affecting the choice of cafeteria among UUM students. Managerial implications are also being discussed to provide professional insight to the operators about the factors in demand and in trend towards customers satisfaction. Further research are being discussed as information lies in limitations factors can assist future researchers towards providing better research about the factors affecting choice of cafeteria.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Mohd Nasiruddin, Abu Ghani
author_facet	Mohd Nasiruddin, Abu Ghani
author_sort	Mohd Nasiruddin, Abu Ghani
title	Factors affecting choice of cafeteria among Universiti Utara Malaysia students
title_short	Factors affecting choice of cafeteria among Universiti Utara Malaysia students
title_full	Factors affecting choice of cafeteria among Universiti Utara Malaysia students
title_fullStr	Factors affecting choice of cafeteria among Universiti Utara Malaysia students
title_full_unstemmed	Factors affecting choice of cafeteria among Universiti Utara Malaysia students
title_sort	factors affecting choice of cafeteria among universiti utara malaysia students
granting_institution	Universiti Utara Malaysia
granting_department	Ghazali Shafie Graduate School of Government
publishDate	2014
url	https://etd.uum.edu.my/4510/1/s810071.pdf https://etd.uum.edu.my/4510/2/s810071_abstract.pdf
_version_	1747827749792251904
spelling	my-uum-etd.45102022-08-03T01:47:34Z Factors affecting choice of cafeteria among Universiti Utara Malaysia students 2014 Mohd Nasiruddin, Abu Ghani Ahmad, Zalinah Ghazali Shafie Graduate School of Government Ghazali Shafie Graduate School of Government HF5415.33 Consumer Behavior. The purpose of conducting this research project is to examine the factors of food quality, service quality, menu, price, convenience as well as cleanliness that influenced customer satisfaction towards cafeteria operating in Universiti Utara Malaysia, Kedah West Malaysia. To attain the objectives of this research, research questions and six hypotheses are being developed and tested. Furthermore, each hypothesis is measured accordingly while the results obtained are being subsequently explained by the researcher. Literature reviews included in this research project further strengthened the theory and better understanding of the factors affecting choice of cafeteria among UUM students whole at the same time provide evidence to support the theory. Primary data were collected using questionnaires being distributed fro a total of 200 sets throughout UUM students. Using Statistical Package for Social Science version 19.0, data that had been collected from the questionnaire being analyzed using tables and charts. In addition, findings of the research are also being discussed in order to understand the relationship between independent variables like food quality, service quality, menu, price, convenience and cleanliness with dependent variables that is customer satisfaction. After the data being analyzed, the researcher concurred that all the factors are significant and having high percentage of importance towards affecting the choice of cafeteria among UUM students. Managerial implications are also being discussed to provide professional insight to the operators about the factors in demand and in trend towards customers satisfaction. Further research are being discussed as information lies in limitations factors can assist future researchers towards providing better research about the factors affecting choice of cafeteria. 2014 Thesis https://etd.uum.edu.my/4510/ https://etd.uum.edu.my/4510/1/s810071.pdf text eng public https://etd.uum.edu.my/4510/2/s810071_abstract.pdf text eng public masters masters Universiti Utara Malaysia Abdullah, D. N. M. A., & Rozario, F. (2009). Influence of service and product quality towards customer satisfaction: A case study at the staff cafeteria in the hotel industry. World Academy of Science, Engineering and Technology, 53, 185-190. Alan, C.B. (2001). How much more are consumers willing to pay for a higher level of service? A preliminary survey. Journal of Services Marketing, 15(1), 11-17. Andaleeb, S. 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Factors affecting choice of cafeteria among Universiti Utara Malaysia students

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