A Path Model on the Influence of University Cafeteria Dining Experience and Consumer ROI on Customer Satisfaction and Behavioral Intentions

Abstract

This chapter investigates the mediating effects of customer satisfaction on the link between consumer return on investment (ROI) and dining experience with behavioral intention. The respondents of the study were 257 customers composed of university students, teaching, and non-teaching personnel identified through the intercept method. A predictive research design and partial least squares path modeling were utilized to test the research hypotheses. Analysis of the data showed that consumer ROI significantly and positively affects customer satisfaction. Food quality and physical environment were also found to predict customer satisfaction. Moreover, customer satisfaction and behavioral intentions were found to be significantly and positively related. Mediation analysis further revealed that customer satisfaction has an indirect influence on the link between customer ROI and dining experience (food quality and physical environment) and behavioral intentions.