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

The objectives of the current study were to explore the perceived importance and performance/satisfaction of on-campus dining service consumers, to investigate the importance-performance difference between patron and nonpatron customers, and to examine the differences between gender groups. The study compared the respondents’ perceived importance and performance ratings of the dining-service-quality attributes using importance-performance analysis. The resultant importance-performance analysis grid illustrated that food quality and sanitation fell into Quadrant 2 (Keep up the Good Work); price into Quadrant 3 (Low Priority); and service and environment into Quadrant 4 (Possible Overkill). However, the importance-performance analysis comparison of patron/nonpatron groups and gender groups showed that the service attribute was allocated differently.