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Journal of Hospitality & Tourism Research
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Use of the Service Attribute Matrix To Measure Consumer Satisfaction

Barbara A. Almanza

Purdue University

William Jaffe

Purdue University

Lingchun Lin

Purdue University

Albrecht and Bradford's service attribute matrix was used to determine at tributes leading to customer satisfaction and dissatisfaction in a college university foodservice. Customer satisfaction/dissatisfaction was measured from a self-admin istered questionnaire. Two hundred and twelve questionnaires were returned for a response rate of 66.7%. In general, the most important attributes to the customers in the university cafeteria were quality of food, convenient location, cleanliness, and reasonable price. Attributes for each meal were sorted into the matrix according to their level of importance and the satisfaction score. Competitive strengths were found for all meals (breakfast, lunch, and dinner) in quality of food, cleanliness, convenient location, and nutritious food categories, whereas a competitive vulner ability in the category of the price charged was found for two of the meals (lunch and dinner). The Albrecht and Bradford model appears to be useful in analyzing customer satisfaction/dissatisfaction.

Key Words: Key Words: service attribute matrix • satisfac tion • consumers • foodservice.

Journal of Hospitality & Tourism Research, Vol. 17, No. 2, 63-75 (1994)
DOI: 10.1177/109634809401700207
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