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Foodservice Quality: Identifying Perception Indicators of Foodservice Quality for Hospitality Students

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Foodservice Quality: Identifying Perception Indicators of Foodservice Quality for Hospitality Students Food and Nutrition Sciences, 2014, 5, 132-137 Published Online January 2014 (http://www.scirp.org/journal/fns) http://dx.doi.org/10.4236/fns.2014.52017 Foodservice Quality: Identifying Perception Indicators of Foodservice Quality for Hospitality Students Wen-Hwa Ko, Li-Jung Su Department of Restaurant, Hotel and Institutional Management, Fu Jen University, New Taipei City, Taiwan. Email: [email protected] Received October 26th, 2013; revised November 26th, 2013; accepted December 4th, 2013 Copyright © 2014 Wen-Hwa Ko, Li-Jung Su. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. In accordance of the Creative Commons Attribution License all Copyrights © 2014 are reserved for SCIRP and the owner of the intellectual property Wen-Hwa Ko, Li-Jung Su. All Copyright © 2014 are guarded by law and by SCIRP as a guardian. ABSTRACT This study uses an expert perspective to identify indicators of foodservice quality as perceived by hospitality students. A 3-round modified Delphi method and an expert panel comprising culinary arts instructors, master chefs with >10 years of experience, and senior foodservice industry executive managers were used to define and identify these indicators. The developed foodservice quality framework includes 2 categories, the product and customer, which comprise 57 indicators in 6 dimensions. The results of this study provide a clear direction for further studies and applications for hospitality professionals, educators, and students. KEYWORDS Foodservice Quality; Hospitality Student; Modified Delphi Method 1. Introduction markets, health, environment and space, interpersonal relations, product characteristics, and comprehensive Foodservice quality is a critical factor influencing the management systems [4]. Foodservice quality require- hospitality and dining experience [1] and is a concept ments that are essential for continued innovation as well that hospitality students must understand and master be- as for improved reliability and consistency include con- fore beginning their careers in the foodservice industry. sumer-specific preferences, such as nutrition, presenta- Each aspect of foodservice quality must be addressed to tion, and taste, and general performance requirements, satisfy the expectations and needs of the consumer [2]. such as uniform quality, on-time delivery, product diffe- Furthermore, ensuring the quality of both the food and rentiation, and research-and-development (R & D)-based service is critical for the continuing success of restau- improvements [5,6]. Furthermore, food hygiene is an rants and foodservice operations [3]. The researchers increasingly important factor that affects consumer trust used a modified Delphi approach, including three ano- in the overall food quality [7]. Finally, food safety is of nymous expert evaluation rounds and a survey, to identi- paramount importance to the consumer, food industry, fy the primary indicators of hospitality student food- and economy [8]. quality perceptions. The researchers used qualitative sta- Therefore, learning about and implementing proper tistical and content analyses to validate these perception foodservice operations are critical to hospitality educa- indicators. tion. Hospitality education prepares students for future 2. Literature Review management positions using curricula that teach hospi- tality-related technical skills and provide a diverse The food and beverage (F & B) sector encompasses nu- grounding in business and the social sciences. Course- merous dimensions, including historical and cultural work is often designed in collaboration with the industry, factors, product development, F & B service, design, and practical experience internships are a critical part of product evaluation, physiology, nutrition, psychology, the hospitality-education experience [9]. The hospitality OPEN ACCESS FNS Foodservice Quality: Identifying Perception Indicators of Foodservice Quality for Hospitality Students 133 industry remains a highly labor-intensive sector of the kert-type scale ranging from “strongly disagree” to economy; human resources and human-related factors “strongly agree”. Participants were also invited to pro- easily contribute 90% or more to the success or failure of vide additional comments to their responses or additional hospitality industry operations [10]. Rapid growth in the remarks. A report on first-round analysis results was sent hospitality sector and foodservice industry in Taiwan has to the participants with an invitation to participate in led to an increased awareness of the importance of food- rounds 2 and 3. service quality. Comprehensive quantitative standards and total-quality-assurance systems implemented by 3.2. The Expert Panel many foodservice operators have achieved significant Delbecq, Van de Van, & Gustafson [12] stated that 10 to gains in foodservice quality. Consequently, Taiwan’s 15 participants on an expert panel consisting of a homo- higher education institutions have opened and expanded geneous group should represent an adequate sample. This related academic programs in hospitality and foodservice study enrolled 20 participants in three categories: culi- management as well as marketing, tourism, and restau- nary course instructors, master chefs with >10 years of rant marketing. Professional foodservice and culinary experience, and senior foodservice industry executive education is an important and growing segment of higher managers. All participants had the practical teaching and education in Taiwan. Most hospitality students have in- industry experiences necessary for a substantive under- dustrial internship experience before graduation [11]. standing of foodservice quality perceptions prevalent in the foodservice industry and among students. 3. Research Methodology 3.1. Study Design and Questionnaire 3.3. Standards for Item Elimination The Delphi method is a structured approach toward col- At the end of the first round, items with average scores lecting and distilling expert knowledge using a series of below 4.00 and quartile deviations above 1.00 were questionnaires interspersed with controlled-opinion feed- eliminated. After the second and third rounds, those with back [12]. To identify and validate the perception indi- average scores below 4.00 were eliminated, and amend- cators, we used a modified Delphi method rather than a ments or modifications were performed on the items to traditional Delphi method because the traditional method conform with participant input [13]. uses only open questions. The conceptual framework and Delphi survey format were developed for this study un- 3.4. Standard for Consensus der the guidance of the domestic and international litera- According to Faherty [13] and Holden and Wedman [14], ture regarding the hospitality industry foodservice quality, quartile deviations below 0.60 represent a substantial relevant theories, and prior studies on factors affecting degree of expert consistence, quartile deviations between the perceptions of foodservice quality held by hospitality 0.60 to 1.0 represent moderate consistency, and quartile and culinary students. The survey included several open deviations >1.0 represent a lack of consensus. Holden questions designed to collect information on new poten- and Wedman [14] went further, stating that item stability tial foodservice quality indicators. Because foodservice is achieved and further modification may be discontinued quality addresses interactions with consumers in addition when >85% reach a moderate or better consensus. to the physical products, this study considered foodser- vice quality in terms of six distinct dimensions from two 4. Results different perspectives: the product and the customer. The dimensions under the product perspective included food 4.1. First Round character, culinary arts, hygiene, and safety. The dimen- The first-round Delphi results were analyzed to obtain sions under the customer perspective included environ- the average, mode, and quartile deviation scores. Items ment, ambience, marketing, promotion, and service qual- with average scores below 4.00 and quartile deviations ity. equal to or greater than 1 were eliminated. Although the The researchers reviewed the literature and generated a average marketing and promotion dimension scores fell preliminary foodservice quality survey instrument based below 4.00 (3.85), this dimension was retained in the on the relevant findings. Experts were subsequently in- second round after discussions with experts and the per- vited to participate in a series of questionnaire surveys. formance of the subsequent amendments. All other cate- Invitations were delivered by mail in an opaque envelope, gories and dimensions were preserved without amend- and the recipients were asked to return the enclosed sur- ment. Some indicators were modified, and new indicators vey questionnaire in the enclosed return envelope within were added for the second-round Delphi process based two weeks. During the first round, the survey participants on participant input. The second Delphi-round instrument ranked their opinion of each item on a five-point Li- included 2 categories, 6 dimensions, and 79 indicators. OPEN ACCESS FNS 134 Foodservice Quality: Identifying Perception Indicators of Foodservice Quality for Hospitality Students 4.2. Second Round each earned average scores above 4.80 and quartile devi-
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