AN ASSESSMENT OF EATING EXPERIENCE OF CUSTOMERS OF
UNIVERSITY FOODSERVICE.
BY
WIREDU RICHARD
JANUARY, 2023
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
The practice of eating out grows in popularity as the wealth of the population
increases (Goffe et al., 2017). According to Kolanowski et al. (2020) when eating out,
there are occasions when consumers find themselves being served low-quality meals,
experiencing inadequate quality service, or sub-standard conditions in gastronomic
establishments. According to the ISO definition of quality low quality food should be
understood as the low degree to which a set of meal characteristics fulfils consumers'
requirements. Poland, in contrast to Greece, is an example of a country where, until
recently, people ate out only sporadically, although in recent years, in step with a
noticeable increase in the wealth of the society, eating out has grown markedly in
popularity (Straczuk, 2016).
Customer satisfaction has been defined as a judgment that a product or service
provided meets, fails to meet or surpasses customer expectations (Mmutle and Shonhe,
2017). Previous research shows that consumers view satisfaction differently. One view
is transaction-specific satisfaction, and the other is overall satisfaction (Goffe et al.,
2017). Transaction-specific satisfaction involves a discrete service encounter that
results in a consumer’s satisfaction or dissatisfaction. For example, a specific action by
a server at a food service and the feelings of a customer toward the action can be
regarded as transaction-specific satisfaction. On the contrary, overall satisfaction refers
to a consumer’s experiences with a particular firm that involves general satisfaction or
dissatisfaction (Kolanowski et al., 2020). The global impressions patrons have on a
restaurant during a meal can also be an example of overall satisfaction.
Cafeteria food services just like any business main focus must be to satisfy its
customers. Cafeteria food services can be found in hospital facilities, nursing homes,
child and senior care centres, prisons, schools, and university campuses. The quality of
food service is one of the most relevant items of quality perceived by customers. In
health care, the satisfaction of patients is ultimately related to the provided service
quality (Dall’Oglio et al., 2015). In hotel restaurants, the quality of the physical
environment, service, and food affect guests’ satisfaction and intention (Han & Hyun,
2017). In the higher education milieu, more than ever, food service attributes have
become an essential component affecting the quality of campus life. Foodservice is a
dominant segment of the hospitality industry that represents a significant proportion of
the economy.
Food Service and Hospitality includes businesses and companies that provide a
meal outside the home. This can include companies such as restaurants, cafeterias,
catering services, and more. According to Paluchová (2012), food quality or Meal
quality is the quality characteristics of food that is acceptable to consumers. This
includes external factors such as appearance (size, shape, colour, gloss, and
consistency), texture, and flavour; factors such as federal grade standards (e.g. of eggs)
and internal (chemical, physical, microbial). Every restaurant needs a strong everyday
menu. But specials are truly what makes a restaurant experience unique. Hyder (2016)
argues that offering truly unique specials is a great way to make your restaurant stand
out, and it gives you great content for social media and local marketing. Make a
commitment to offering the best customer service. According to Ko (2013), the food
and beverage services sector contributes a great deal to the profits in the hospitality
industry. With the increase in the importance of business meetings and a range of
personal and social events, a large number of customers visit catering establishments
frequently. Because everyone and everything eats. Most modern humans do not and
cannot produce food for themselves.
1.2 Problem Statement
The food service industry is a lot more than fast food. It includes restaurants of
all levels and ethnicities, caterers, delis, food trucks and carts, meal delivery services,
in-home chefs, food vending machines, cafeterias in big companies and organizations;
food service in hotels, resorts, clubs, schools, sports and entertainment facilities,
hospitals, airlines, trains, cruise ships, the armed forces, prisons, and more. In the
country milieu, more than ever, food service attributes have become an essential
component affecting the quality of everyday life. But foodservice is faced with many
uncertainties because their consumers come far and wide and the information is
asymmetric. According to Aftab et al. (2016), service quality plays a vital role to make
customers happy and insists they revisit the food service. Enhanced customer
satisfaction may make them loyal and also does increase food service entity revenue by
improving the service quality.
The majority of existing research on food service has focused either on
customers satisfaction with products, services, and service environments (Han & Hyun,
2017; Joung et al, 2016; Park et al., 2013; Ham, 2012) or on the nutritional intake of
customers consuming from a restaurant and their health implications (James, 2004;
Okumus & Bilgihan, 2014; Wei & Miao, 2013). Moreover, the restaurant business has
become competitive and global (Hanaysha, 2016). In this dynamic context, cafeteria
food service operators have to adapt to changing expectations of their customers,
increased competition from fast-food segments (Patel et al. 2020), and economic trends
in uncertain markets (Kryukova, 2019). According to Lugosi (2019), when customers’
expectations are high, the campus food services are expected to be more responsive.
The workplace is a captive environment where the overall satisfaction of consumers
could be an important element of the overall eating experience at restaurants (Serhan &
Serhan, 2019).
Therefore, building on previous research, the evaluation of food services
became essential. No previously published data investigated the eating experience of
customers of university food service, leaving a gap in the body of knowledge of
customers' opinions and behaviours regarding the food service at universities in Ghana.
Therefore, the study examines the eating experience of customers of university
foodservice using customers at the Akenten Appiah-Menka University of Skills
Training and Entrepreneurial Development (AAMUSTED) Kumasi campus.
1.3 Objectives of the Study
The main objective of the study is to examine the eating experience of customers
of university food service at AAMUSTED, Kumasi Campus. Specifically, the study is
to achieve the following objectives:
1. To examine customers’ perceptions of food or meals provided at the university
food service.
2. To examine the customer meal experience in the university food service.
3. To examine the attitudes of staff towards customers in the university food
service.
1.4 Research Question
The study is to answer the following research questions:
1. What are customers' perceptions of food or meals provided at the university
food service?
2. What is the customer meal experience in the university food service?
3. What are the attitudes of staff towards customers in the university food service?
1.5 Significant of the Study
There is the scarceness of published works on food service and the customer
experience in a university like AAMUSTED, Kumasi Campus where visitors come in
every day. Research within this area is consequently very significant as it would expose
the areas where factors in food service will help them retain their customers. The
research will encourage further studies into the eating experience of customers by
providing areas for future study.
1.5 Scope of the Study
The research will seek the views of customers of AAMUSTED, Kumasi
Campus. The study is committed to examining the eating experience of customers in
AAMUSTED. The study will be limited to customers’ perceptions of food or meals,
meal experience and attitudes of staff towards customers.
1.6 Limitations of the Study
The Hawthorne effect on the self-efficacy survey might be another drawback
given that this is a narrow field in which people are well-versed. These investigators
had to mentor and helpers had to give participants their testing packets in order to
counteract this impact. Although they don't think it happened, it should be recorded.
Since repeated measurements were employed in the study, it is also possible
that participants developed test smartness, which would skew the results. Although this
researcher is unaware of any resuscitation incidents during the trial, unintentional
practice from work exposure could possibly have an impact.
1.7 Organisation to the Study
The project will be divided into five sections for the accurate presentation of the
work. The first chapter will present the context of the study, the problem statement, the
study goals, research concerns and the value of the analysis, and the study's limitations.
Chapter two will discuss the literature on the subject and split it into suitable sub-topics.
Chapter 3 will discuss the methodology used by the researcher. The
interpretation and presentation of the results of the research are covered in Chapter 4.
The findings of the data will be presented and explained by the use of tables and figures.
Lastly, Chapter 5 will deal with the summary, conclusions, recommendations, and
suggestions of the study.
CHAPTER TWO
LITERATURE REVIEW
2.1 Conceptual Review
This section reviews the concepts underpinning the study. The discussion is
done with subtitles. It can be applied in different categories of work where an overall
picture is needed. It is used to make conceptual distinctions and organize ideas.
2.1.1 Meal Experience
According to Sewaka (2019), a meal experience is depicted as a sequence of
events that occurs when customers eat out and the meal experience of the customer can
be tangible and intangible. To Fraikue (2014) the meal experience may be defined as a
series of events both tangible and intangible that a customer experiences when eating
out. Tangible which can be felt by touching, seeing like restaurant tables, chairs, etc,
and intangible- which can be only sensed/felt like restaurant atmosphere, etc. The main
aim of food and beverage operations is to achieve customer satisfaction (Nxumalo,
2017).
In other words, to meet the customers' needs. The meal experience is what guest
feels when eating out. It covers (Persons) not only the meal but also the atmosphere,
service decor, etc. Meal experience is very important to guests, because if the guests
feel that, the meal experience was very nice and good then he/ she will come back to
the F&B Department and restaurant again to have some Food and Beverage and try to
gain another good Meal Experience.
Service quality can be regarded as the prerequisite in examining consumer
behaviour in any service sector (Kaura et al., 2015). Since its introduction,
SERVQUAL became the industry standard when it comes to measuring service quality
(Stefano et al., 2015). According to Kaura et al. (2015) even though SERVQUAL has
been proven successful in multiple sectors of the service industry, it has seen limited
application in the restaurant industry. For restaurants, a few refinements of
SERVQUAL were developed, most notably, DINESERV and the five aspects meal
model (FAMM) is also an example of further scale development for the restaurant
industry (Nguyen, 2021).
Stefano et al. (2015) indicate that the FAMM’s notable contribution was
redefining the core element of the meal. It focused on food and beverages as the
“product” of a restaurant. Another instrument measuring the dining experience was the
customer meal experience model (CMEM). Nevertheless, the most recent development
has been the meal experience scale. The meal experience scale was a result of the
combination, refinement, and discovery of existing and new dimensions. The author
has formed a pool of existing items from SERVQUAL, DINESERV, and Lee and
Hing’s (1995) scales. Additionally, 14 new items have been added to the pool.
According to Buczkowska (2014), the most important tangible element of a
restaurant is the menu card. It is the main marketing tool of the restaurant as it shows
what the restaurant has to offer. Davis et al. (2018) in reality a restaurant shows the
limitations to the preparation and service. Sometimes regular customers in traditional
restaurants ask for special preferences even though they may not appear on their menu.
The use of tempting dish descriptions, or showing special offers on certain items can
be profitable for the firms.
The main results of the research were that restaurateurs used their own methods
of running their restaurants instead of taking notes of the competition in the area
(Buczkowska, 2014). If they went out of business due to unsuitable style then they
should think of making some changes to the menu. They should also keep an eye on
the business styles of similar restaurants. They should not copy the styles but should
make their restaurants more unique. Menus in small restaurants should be kept simple
to make them easily readable (Buczkowska, 2014).
In higher-scale restaurants, it should be kept more informative but should not
include nutritional factors which might offend some guests. The ambience of the
restaurant has to do a lot with the type of meal experience (Davis et al., 2018). The type
of dining let it be romantic or for family and fun depends on the atmosphere. Give an
MCD example. The staff in restaurants may use the avoidance technique which makes
the guests none visit and some sources also say that diners are people that participate in
and shape the event (Davis et al., 2018).
The menu remains the principal means by which the provider influences
consumer choice. The intangible elements of the meal experience are important to
customers in selecting where to dine, food type, quality, and range. In reality, it has
been proven that the quality of good food and the type of company that shares the food
is the most important in comparison to the flashy and chic restaurants with celebrity
chefs and vulgar statements. In short the need for traditional hospitality lives.
2.2 Customers’ Perceptions of Food and Meals
According to Juhana et al. (2015) in marketing, ‘customer perception’ refers to
customers’ awareness, their impressions, and their opinions about your business,
products, and brand. Customer perception is shaped by multiple variables, including
direct and indirect interactions with your offerings (Coelho & Henseler, 2012). Today,
perception impacts buyer decision-making and is a “huge success factor in the food and
beverage industry,
According to Ryu et al. (2012), both perceived quality and perceived value are
reported as important antecedents of customer satisfaction and behavioural intentions
in the service industry. For restaurant businesses, perceived quality mainly refers to
food quality, service quality, and the physical quality of the establishment (Jalil et al.,
2016). Since these quality components have been studied extensively in restaurant
settings, this particular study focuses on consumer perceptions of restaurant food safety,
which is an important aspect of perceived quality among restaurant consumers. Given
the potential importance of food safety at restaurants, this particular topic has not
received adequate attention.
When customers go out to a restaurant, customers look for other visible cues to
perceive and assess their level of food safety. Empirical studies examining customer
perceptions of food safety relating to food prepared outside of the home are limited.
Earlier, Henson et al. (2006) highlighted how consumers base their assessment of food
safety in a restaurant using a range of visible cues. They argued that customer
perception of food safety in restaurants is an experience characteristic since customers
assess the safety of food after dining out.
The sources that consumers use to form their impression of a product are
typically classified as intrinsic or extrinsic cues (Jalil et al., 2016). The intrinsic cues
are those characteristics that are part of the physical product. Some of these may be
assessed before consumption (e.g., colour, size, damage), while others may only be
experienced through consumption, i.e., sensory properties. There is no single defined
set of sensory attributes that are important across all of the food products. The
importance of flavour, texture, and appearance attributes is product-dependent (Jalil et
al., 2016).
The extrinsic sources of information are those that are related to the product but
are not a part of it physically, such as brand name, label, packaging, price, the location
where it is sold, and marketing communications (Henson et al., 2006). These external
cues generate consumer expectations about food products and affect their choices,
sensory perception, and hedonic liking (Ryu et al., 2012). For these reasons, both
sensory and non-sensory aspects should be included in consumer research on food
quality perception.
2.3 Staff attitude towards Customer
According to De-Kervenoael et al. (2020), the quality of service itself also
shapes the perception of the visitor towards the restaurant. Servers must offer water
(welcome drinks, if applicable) upon arrival, explain the menu items when required and
be available nearby for taking and refilling orders (Dahmer & Kahl, 2008).
As basic as it may sound, nobody goes to a restaurant to be ignored. But that is
occasionally the treatment meted out to guests at a restaurant that doesn’t realize the
importance of service. The menu alone will never lead a restaurant to the list of popular
attractions, the service will. Remind your servers to serve diligently and with a smile
(De-Kervenoael et al., 2020).
According to Putri (2021) often the guests are undecided on what to order, this
could also be due to unfamiliarity with the menu items. The server, in this case, can
come to the rescue by suggesting options that may interest them. This also helps in
reducing the turnaround time per table. According to Dahmer & Kahl (2008), the server
can accomplish that by asking relevant questions regarding the guest's tastes and eating
capacity. The most important consideration here is that the servers must frequently
suggest items that are more profitable for the restaurant (Putri, 2021).
According to Dutton & Spreitzer (2014) adopting a positive attitude improves
restaurant success. A positive attitude can’t be delegated. The owner has to set the tone,
look forward and look for the positive. Restaurant owners adopt this attitude that it’s
easier to just do things themselves.
2.4 Theoretical Review
This section of the study examines the theories behind the study. The theories
reviewed for this study include the Economic Model of Food Consumption and the
Model for Attitude-behaviour-Context (ABC).
2.4.1 Economic Model of Food Consumption
The model was proposed by Rose, Bodor, Hutchinson, and Swalm (2010). They
establish that the framework was based on an economic model of food consumption but
had been adapted to include neighbourhood effects. With this model, economists view
individuals as attempting to maximize their utility from goods and will subject their
tastes and preferences to budget constraints determined by their income. Food demands,
or purchases, are functions of income and prices, as well as tastes and preferences.
According to Rose et al. (2010), "food cost," was used instead of "price,"
because the actual price that a consumer pays is a function of the in-store price and
travel costs to the store where travel costs are a function of the availability of food
stores, such as supermarkets or small groceries in a consumer's vicinity, and the in
availability of specific foods. Even though a small grocery might be very close to an
individual if there is no it could lower overall travel costs if it shortens travel time to
stores.
Demographic characteristics, including age, race-ethnicity, schooling, and other
variables, are useful for capturing unobserved information on consumers' tastes and
preferences (Rose et al. 2010). Such tastes and preferences might be based on cultural
food habits associated with particular ethnic groups, or they might be based on the
knowledge and concern of the consumer regarding diet and health outcomes.
In-store food available, including shelf space and placement of foods near registers, has
a promotional effect that can influence consumers' preferences. High concentration or
relative shelf space availability of certain foods, e.g., energy-dense snack foods in
corner groceries could make these foods appear more socially acceptable and thus also
influence consumers' preferences.
This model is relevant to the present study in that it acknowledges income, food
prices, prices of other goods, and availability of certain foods as factors influencing the
food preferences of customers at food establishments. Moreover, a high concentration
or availability of certain foods in establishments such as energy-dense snack foods,
could make these foods appear more socially acceptable and thus influence consumers'
preferences.
2.4.2 Attitude-Behaviour-Context (ABC)
The attitude-Behaviour-Context theory which was developed by Nie and
Zepeda (2011), is a sociological model of environmental behaviour which incorporates
contextual factors that may influence or limit one's ability to act on their intentions.
Contextual factors include socioeconomic and demographic variables, and community
characteristics, which may limit access to organic and local foods. Attitude-behaviorcontext (ABC) theory is an overall framework that contains the Means-end chain
(MEC) theory and Food-related lifestyle (FRL) models.
The Means-end chain (MEC) theory assumes that consumers choose products
whose attributes, consequences, and values reflect the consumers' goals; in other words,
they buy products for the functional and psychological benefits they provide.
The food-related lifestyle (FRL) model is an application of the MEC theory. According
to FRL, there are five components of lifestyle, which mediate between values and
product attributes that motivate behaviour or intentions and which can be used to
explain food purchases: ways of shopping, quality aspects, cooking methods,
consumption situations, and purchasing motives.
Aba et al. (2009) Quality aspects refer to the attributes consumers seek from
products. Cooking methods refer to how much effort and time is put into meal
preparation and who is responsible. Consumption situations address where and when
food is eaten. Purchasing motives encompass the desired consequences of a meal.
2.5 Empirical Review
Empirical research is based on observed and measured phenomena and derives
knowledge from experience rather than from theory or belief. Description of the process
used to study this population or phenomena, including selection criteria, controls, and
testing instruments (such as surveys).
2.5.1 Customers' Perceptions of Food or Meals Studies
Van der Walt et al. (2014) study investigates the relationship between the three
dimensions of restaurant experience (food quality, employee service quality, and the
quality of the physical environment) and overall customer satisfaction. The results
provide insights into the investigation of customers' perceptions of restaurant
experience to understand where restaurants have opportunities to improve customer
satisfaction.
A survey of customers in casual restaurants found that positive correlations
occurred between the restaurant experience dimensions and overall customer
satisfaction. In addition, food quality was found to be the most important predictor of
overall customer satisfaction, followed by employee service quality and the quality of
the physical environment. Restaurant managers should therefore focus on all three of
these dimensions to improve customers’ perceptions of their restaurant experience as
well as their restaurant’s overall customer satisfaction.
The study of Donkoh et al. (2012) looked at the challenges restaurants encounter
in acquiring and storing agricultural produce in the industry. The two restaurants were
Alimento (A) and Lovely Sisters (B), purposively sampled, based on their high levels
of patronage. A semi-structured questionnaire was designed and administered to a total
of 240 respondents in both restaurants during the second session of the 2009/2010
academic year. The main methods of analysis were principal component analysis and
multiple regression to find out the factors that influenced the levels of patronage so as
to make recommendations for improvements.
The study revealed that while only 38.8% of the customers were satisfied with
the services of Restaurant A, as much as 81.7% of the customers in Restaurant B were
satisfied. The principal components that influenced patrons' frequency of visits to
Restaurant A were the cleanliness of the eating area, the cleanliness of the serving area,
the appearance of the staff, and the relaxed atmosphere. For Restaurant B, the efficiency
of service, friendliness of servers, and pleasing appearance of food were the principal
components that influenced patrons' frequency of visits.
Regression of patron's frequency of visits on the principal components
confirmed the significance of the factors in influencing the dependent variable. It is
important that apart from reducing the price, Restaurant A improves upon its assurance
and empathy dimensions while Restaurant B also improves upon its tangibility
dimensions. Also, in order to avert the seasonal shortages of produce, it may be
necessary for restaurateurs to put up simple storage structures to store their raw
materials.
2.5.2 Customer Meal Experience Studies
The research presented in Hansen et al.'s (2005) article focuses on factors that
form customers' meal experiences in á la Carte restaurants. The intention of the study
is to reveal new aspects of the meal experience from the customers' points of view based
on empirical data. Following a modified version of the grounded theory approach,
empirical data are based on seven semi‐structured interviews of experienced restaurant
customers in two Norwegian cities.
The main result of the study is the development of an overall conceptual model
that integrates the most important meal experience categories revealed. The five main
categories are the core product, the restaurant interior, the personal social meeting, the
company, and the restaurant atmosphere.
The study generally offers an increased understanding of the complexity of
customers' meal experiences. The knowledge gained from this study may give
restaurateurs a better understanding of and insight into important factors about the
customers' choices of restaurants. It also offers indications of what to focus on in the
desire to influence the perceived service quality of restaurant visits. Finally, it could be
useful as a basis for a future quantitative study to test the validity of the categories
developed.
Lawton's (2016) research considers the meal experience literature and explores
consumers´ motivations in the dark-dining setting. The notions of discussion relate to
experience economy and consumption cape theories highlighting that sensory cues in
the meal experience constrain each other. The sense of touch, although scientifically
explored, is yet to be further explored in the dark-dining meal experience and reflects
dominance in the dark-dining meal experience.
Conclusively, despite the effects of the meal experience in a light restaurant,
customers re-discover their senses in a dark restaurant. In conclusion, it remains
questionable whether repeat business will occur due to post-experienced, preserved,
and prolonged perceptions.
2.5.3 Attitudes of Staff towards Customers
George and Hegde's (2004) article makes a case for the delicate aspect of
employees' attitudes, satisfaction, and motivation, which are posited as prerequisites for
customer satisfaction, which is, again, the sine qua non for the competitive sustenance
of the organization. It argues that sustainable advantage is possible only through people
and any normative proposal to rework the "apprehension" traditionally attached to
complaints should begin with a radical shift away from perceiving service production
and consumption as isolated systems to an altogether new conception of the product as
symbolic of a network relationship defined among the stakeholders and co‐evolved in
an environment whose parameters are potentially altered through recurrent inter‐party
negotiations involved in the contract.
Everything, including the formation of appropriate policies and training for the
frontline personnel to cope with the "irate" customers, should be properly informed
from this perspective, it advocates.
Loerbroks et al. (2019) study aimed to contribute novel data on food allergy
knowledge and attitudes among restaurant staff in Germany whilst also examining
potential determinants of both outcomes using multivariable approaches. They
collected data face-to-face from 295 staff members in restaurants in Düsseldorf,
Germany. Knowledge was assessed by asking participants to name three common food
allergens and to answer five true/false statements. Seven items assessed attitudes. A
total of 16 potential determinants were examined using logistic regression models with
backward selection.
Only 30% (n = 89) of the respondents correctly named three food allergens and
41% (n = 120) attained a perfect score on the true/false statements. The vast majority
expressed positive attitudes toward the need for cooperation and shared responsibilities
for food-allergic customers. However, the expressed attitudes towards serving
customers with food allergies and the validity of customer-reported food allergies were
unfavourable. Determinants of food allergy knowledge (e.g. the type of restaurant,
professional roles, or levels of school education) and unfavourable attitudes (e.g.
gender) were identified.
Seyitoğlu et al. (2021) paper evaluate the perceptions of Turkish restaurant
managers and customers towards service robots. The sample includes 26 managers and
32 customers. Data were collected through semi-structured interviews. The findings
reveal that robots are suitable for dirty, dull, dangerous and repetitive tasks. Customers
have mostly positive attitudes towards robots while managers – have mostly negative.
However, respondents agree that robots improve service quality.
A mixed-service delivery system based on human-robot collaboration is
perceived as the most appropriate. Customers are willing to pay more for the robotic
service experience. Theoretical and managerial implications are discussed as well.
CHAPTER THREE
METHODOLOGY
3.0 Introduction
The methodology is a formal, analytical review of the processes employed in
research. It consists of a systematic study of the body of approaches and concepts
identified in the information section. Typically, it encompasses concepts such as
paradigm, theoretical model, phase and quantitative or qualitative techniques.
3.1 Study Design
The study used a descriptive research design. Descriptive research is
appropriate since respondents required to address the research problem were selected
from a cross-section of units of the customers of university food service at
AAMUSTED, Kumasi Campus. In descriptive research design, the researcher is only
interested in defining the condition or the case in their research. It is a method of design
based on the theory which is generated by collecting, analysing, and presenting the data
collected.
This lets a researcher offer insight into why and how research is conducted.
Descriptive design assists others well understand the need for research. If the problem
statement is unclear, you can do some exploratory research.
3.2 Population Size
The general population is likely to be what researchers commonly identify and
define, but without a description of the target population and accessibility, it makes no
sense. According to Giller (2012), the population is an entire community that needs to
be identified with the same details. At least one single trait of concern for participants
in the general population. This characteristic allows participants to be considered
members of the community.
The population, in general, is characteristically simplistic in that it includes participants
whose inclusion in the sample is contradictory to the research purpose, conclusions,
and/or contexts. The total population is characteristic raw in that sometimes some
individuals will breach the analysis goal, conclusions, and/or the meaning if included
in the sample. The population of the study includes the customers of university food
service at AAMUSTED, Kumasi Campus.
3.3 Sampling Technique
The sampling technique is the method or process of selecting respondents for a
study. In this study, the sampling technique used is the probability technique called the
sample random sampling method.
Simple random sampling is a part of the sampling technique in which each
sample has an equal probability of being chosen. A sample chosen randomly is meant
to be an unbiased representation of the total population.
3.4 Sample Size
The sample size is a group of people or objects the researcher uses to generalize
the findings of the study. By sample size, we recognize the group of subjects selected
from the general population and are considered to be representative of the actual
population for that specific study.
There are several sampling methods that are available such as simple random
sample, cluster sampling, and systematic sampling. The suggested sample size of this
research is based on the "rule of 5" (Hair, 2011). This rule is a general rule of thumb in
estimating the size of the required sample.
The questionnaire done by the researcher has a total of 30 questions. According
to the rule of 5, the minimum sample of this research should be not less than 150 (30 x
5 = 150). In this research, the researcher has distributed 150 questionnaires for data
collection in order to get a better research sample.
3.5 Data Collection Instruments
Data Collection Instruments are the tools for data gathering. It helps the
researchers to obtain relevant information or to acquire knowledge from others from
which they learn to enrich the study. Various methods and instruments of data
collection must be employed in this respect. To obtain the correct information to answer
research questions, it is important to determine which tool or tool is better suitable for
the study.
Questionnaires were used to collect data for this study. It consisted of a series
of questions and other suggestions for collecting facts from respondents. The
questionnaire consists of two-part and was all placed on five Likert scales. The
questionnaire was all closed-ended questions. Closed-ended questions were used so the
response choices can clarify the question meaning for respondents.
3.6 Validity and Reliability of the Research Instrument
In the production and testing of any instrument, validity and reliability are two
important factors for use in a study (Cook and Beckman, 2006). The development of a
valid and reliable instrument usually involves several pilot and test iterations, which
can be intensive in terms of resources.
Validity means the degree to which an instrument tests what it wishes to
measure truly. Simply put, validity refers to the extent to which an instrument measures
what it is intended to evaluate.
Reliability refers to the extent to which an instrument is producing consistent
results. Popular reliability indicators include the reliability of internal integrity, testretest, and inter-ratter. Reliability can be considered in many ways; the approach may
depend on the type of instrument used for evaluation. Four colleague students and three
work colleagues were made to answer the questionnaire to consider if the question is
understood and can be responded to devoid of ambiguity.
3.7 Data Analysis
Data analysis is characterized as a process for cleaning, transforming, and
modelling data to discover useful decision-making knowledge. Data Analysis aims to
collect useful data information and decide on the basis of data analysis. Data analysis
tools make it easier for users to process and manipulate data, analyse the relationships
and correlations between data sets and also help identify interpretation patterns and
trends.
All finished research instruments were gathered, marked, defined, and keyed
into the computer. The Social Science Statistics Suite (SPSS) was used. Descriptive
statistics including mean, standard deviations, frequencies, and percentages were used.
Frequency distributions were also used to present the demographic data of the
respondents.
3.8 Ethical Considerations
Research ethics includes the code of conduct governing the conduct of the
researcher's activities. The researcher took several steps to ensure that acceptable
ethical behaviour is observed in the report. The researcher understood the causes and
traditions of research ethics before beginning the research work. The researcher,
therefore, sought to follow the practices and procedures that led to the protection of
human and non-human subjects.
Firstly, the researcher ensured that consent and voluntary engagement were
notified. The restaurant concerned and the respondents who provided the correct
information sought confirmation. A letter was forwarded to ask for a research
authorization
Secondly, the researcher ensured that respondents were respectful of their
privacy, confidentiality, and anonymity. All respondents have been told that the
information they have received is kept private and used for academic reasons only. The
findings of the study have been secretly reported and thus no respondent can be found
in this report. At the end of the day, the researcher tried as much as possible to remain
honest, respectful, and sympathetic towards all participants.