THE IMPACT OF FOOD QUALITY ATTRIBUTES ON STUDENT SATISFACTION IN HIGHER EDUCATION: EVIDENCE FROM UITM TERENGGANU
DOI:
https://doi.org/10.35631/JTHEM.1145013Keywords:
Food Quality, Freshness, Serving Temperature, Student Satisfaction, TasteAbstract
This study examines the correlation between various food quality attributes, including taste, freshness, and temperature, and student satisfaction in an institutional dining setting, specifically identifying the attribute that most significantly impacts student satisfaction at Universiti Teknologi MARA (UiTM)Terengganu. Data were collected using a quantitative, cross-sectional survey design from a representative sample of 350 undergraduate and postgraduate students across three campus locations in Dungun, Bukit Besi, and Kuala Terengganu. Non-probability convenience sampling was utilised, and data were collected online and in person using a standardised five-point Likert-scale instrument. Statistical analyses, encompassing descriptive profiling, Pearson Correlation, and multiple linear regression modelling, were conducted utilising PSS Version 27.0. The empirical data demonstrate that all three independent food qualities show statistically significant, robust, and positive linear correlations with student satisfaction. The structural quality framework demonstrates substantial explanatory power, accounting for 53.4% of the total variance in overall student eating satisfaction. Standardised regression coefficients indicate that meal temperature is the primary predictor of satisfaction, followed in order by food taste and food freshness. The research shows that physical sensory characteristics are essential criteria for institutional consumers. Serving meals at inadequate holding temperatures leads to consumer dissatisfaction and prompts off-campus departure behaviours, resulting in a decline in institutional income. To enhance student well-being and loyalty, college administrators must implement cohesive operational changes, including investing in capital thermal equipment, evaluating recipes with fresh ingredients, and establishing digital feedback mechanisms. Future research should assess pricing fairness as a moderating variable and utilise longitudinal methodologies.
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