Cafeteria Use by Generation Z Students and Effect of Importance of Selection Attributes on Satisfaction : The Moderating Roles of Gender, Grade, and Allowance

The purpose of this study was to find out which of the selection attributes of students who use university cafeteria are more important factors in terms of satisfaction. Based on literature overview and examination of the causality, four selection factors were considered to be most suitable for the selection attributes of university cafeteria. Our results suggest that cafeteria menu, taste, price and cleanliness have significant effects on satisfaction (p<0.001). However, these relationships differed according to students’ amount of allowance. In the effect of cafeteria menu on satisfaction, both the larger allowance group and the smaller allowance group had a positive influence, and the smaller allowance group had a statistically greater influence (p= 0.026). The effect of taste on satisfaction was also shown to have a positive effect on both groups. However, this influence did not reach statistical significance. The effect of the price on satisfaction was found to be significantly affected by the both groups and larger allowance group had a statistically greater influence (p<0.001). The smaller allowance group and the larger allowance group all had an influence on the satisfaction of the cleanliness of the cafeteria, but this influence did not reach statistical significance.