FOOD SATISFACTION OF UNIVERSITY HOMESTAYS CUSTOMERS

© IJARW | ISSN (O) - 2582-1008 December 2024 | Vol. 6 Issue. 6 www.ijarw.com FOOD SATISFACTION OF UNIVERSITY HOMESTAY’S CUSTOMERS Natasha Sofia Faburada Bonachita1, Algen Bunayog Ababao2, Arian Faith Naldo Bacolio3, Efren Pamat Macerin Jr.4, Sandara Perez Revilla5, Dr. Annie Fritce A. Aballe 6 1field 2field Affiliation, Address, City and Postcode, Country Affiliation, Address, City and Postcode, Country ABSTRACT The main purpose of this study was to investigate customer satisfaction with the food services offered by the University Homestay of Central Mindanao University. Given the importance of quality food in improving the emotional and academic performance of students, the study focused on three core factors: food quality, service quality, and price and value. A descriptive, correlational, and comparative research design was used, which covered 84 respondents, who were mostly students, through a structured Likert-scale questionnaire. Findings indicated that the respondents were generally satisfied with the quality of food and cleanliness of services, while friendliness and pricing fairness were issues that needed improvement. Statistical analysis did not reveal significant differences in satisfaction based on gender, occupation, or visit frequency, although the youngest group of respondents aged 18– 19 years reported a higher satisfaction level. Results point out the need for customized approaches to improve the quality of food, service standards, and pricing schemes specifically for student-centric demographics. This study provides actionable insights that the management of University Homestay should continuously evaluate customer preference and service attributes to remain satisfied and loyal. Hence, future studies are strongly recommended to expand the current scope by increasing the term of the survey and targeting different respondent groups. Keyword: food quality, food satisfaction, service quality, customer satisfaction 1. INTRODUCTION The important role of university homestays is to provide familiar and comfortable foods to improve the students' emotional and mental well-being (Hall, 2013). Yousaf and Raheem (2023) also added that universities are places where students need nutritious food to maintain energy, focus, and perform well academically. Students need proper nutrition, which is essential for brain function, concentration, and overall health. A positive dining experience in universities not only contributes to student well-being but also enhances retention rates and complimentary feedback, which is crucial for the success of university food service operations. Food satisfaction in homestays of universities results from a variety of different factors that impact the eating experience. These include: food and beverage quality and their taste, the standard of service performed by staff, and the physical ambiance and cleanliness of an eating environment. Moreover, the affordability of meals or the value for money delivered is a significant IJARW2356 factor in raising the satisfaction levels of these students. These factors together decide how well university homestays meet their residents' dining expectations (Baguio & Naelga, 2024). Lee et al. (2016) stated that the bottom line for the hospitality industry, being competitive is customer satisfaction. Yet, gaining such an aim would require appropriate attention by food and beverage service providers toward customer requirements, preferences, purchasing habits, and price awareness. For consumers, enjoying their meals often depends on having tasty and fresh food, friendly service, a comfortable place to eat, and reasonable prices. Understanding these aspects helps service providers create a better dining experience, which is vital for achieving high customer contentment. The significance of food quality in determining satisfaction and loyalty has been highlighted by various researchers. Perceived food quality, price fairness, and service are vital components of repeat patronage and positive word-of-mouth recommendations (Konuk, 2019; Chi et al., 2013). International Journal of All Research Writings 289 © IJARW | ISSN (O) - 2582-1008 December 2024 | Vol. 6 Issue. 6 www.ijarw.com In addition, the tangible environment within the food court and the service quality that is received will influence consumer satisfaction and brand image directly as well. These factors mean that quality food with service will be returned with customer loyalty and frequent visits back to University Homestay. For customers, enjoying their meals often depends on having tasty and fresh food, friendly service, a comfortable place to eat, and reasonable prices. Understanding these aspects helps service providers create a better dining experience, which is essential for maintaining high levels of satisfaction. This study intends to evaluate the level of food satisfaction among customers of Central Mindanao University's University Homestay. Thus, provides important guidelines for the development and improvement of food service so that such services meet the expectations and requirements of all the guests and also conform to the industry standards. This may, in turn, improve customer loyalty and also enhance the reputation of the university in providing quality hospitality services. 1.1 Statement of the Problem The research aimed to determine the customer satisfaction of Central Mindanao University's University Homestay. It specifically aimed to provide answers to the following questions: 1. What was the profile of the customers of the University Homestay in terms of: 1.1 age; 1.2 sex; 1.3 occupation; and 1.4 frequency of visit? 2. What is the level of customers’ food satisfaction of the University Homestay’s food in Central Mindanao University in terms of: 2.1 food quality 2.1.1 food taste 2.1.2 freshness 2.1.3 menu variety 2.2 service quality 2.2.2 cleanliness 2.2.3 speed of service 2.3 price and value 2.3.1 pricing fairness 2.3.2 portion size in relation to price 2.3.3 cost sensitivity 3. Is there any significant difference in the level of customers’ food satisfaction of the University Homestay in Central Mindanao University when grouped according to demographic profile? 2. METHDOLOGY This research utilized a descriptive, correlational, and comparative design. The descriptive aspect focused on describing customer satisfaction levels at the University Homestay of Central Mindanao University. The correlational aspect explored the relationships between factors such as food quality, service quality, price, and perceived value, and how they influenced customer satisfaction. Additionally, the comparative aspect used tests of comparison to assess whether there were notable differences in customer satisfaction levels across different demographic groups. This comprehensive design enabled the researchers to gain insights into customer satisfaction and identify areas that required improvement by examining these connections and group differences. A survey questionnaire was conducted to a sample size of 84 respondents. The survey involved the distribution of questionnaires, which resulted in gathering data. The study was conducted in Central Mindanao University's University Homestay, where the researchers' topic focuses on the Food Satisfaction of Customers' in the homestay which was conducted in the month of November 2024. Central Mindanao University's University Homestay is a facility served as a unique lodging space primarily for visitors, researchers, and students requiring short-term accommodation on campus. The University Homestay is located within the university's scenic grounds in Musuan, Bukidnon. Offering a peaceful and convenient environment, it was a popular choice for guests attending seminars, conferences, and academic activities hosted by the university. 2.2.1 friendliness IJARW2356 International Journal of All Research Writings 290 © IJARW | ISSN (O) - 2582-1008 December 2024 | Vol. 6 Issue. 6 www.ijarw.com The respondents for this study were customers of the University Homestay at Central Mindanao University. The average number of customers served by the University Homestay was one hundred seven (107) customers. Using the Slovin's formula with a margin error of 0.05%, resulting in 84.418, there were a total of eightyfour (84) respondents for the study. The responses collected from these customers served as the basis for the analysis of the research findings. The primary data collection tool utilized in this research is through a form of surveyquestionnaire. This instrument was adopted from a previous study “Busog Lusog: Food Management and Performance of Amaya Elementary School Canteen” by Abad et al. (2024). Respondents were asked to rate their perceptions using the Likert scale of 1-4, with 4 being Very Satisfied and 1 being Very Dissatisfied. This identified their levels of food satisfaction of the food. The researchers distributed an ethics statement, together with a consent form attached in the survey-questionnaire. The distribution was done personally by the researchers, along with a note of approval of the University Homestay's manager to conduct the study. In the overall process of the study, the employee respondents' names remained confidential. The researchers used a purposive sampling procedure. The purposive sampling procedure involved intentional selection of participants based on specific criteria, which is a customer dining in the Homestay. Each individual was selected because the researchers believe that they might contribute to the analysis. The data was collected through a well-structured and closeended questionnaire. For the quantitative data, it was analyzed and interpreted statistically using descriptive statistics. Mean. This tool was utilized to establish the central tendency of customer satisfaction levels. Shapiro-Wilk test and Levene's test. These were used to determine if the data was normally distributed and if there was equality in the variances among the groups. Analysis of Variance (ANOVA) and t-test. These tools were used to determine if there is a IJARW2356 significant difference in the level of food satisfaction due to their demographic profile. Kruskal-Wallis test and Mann-Whitney U test. These nonparametric test was utilized in cases where data did not meet the parametric criteria. Dunn test. This tool is used to pinpoint which specific means are significant from the others. 3. RESULTS 3.1 What was the profile of the customers of the University Homestay in terms of: (a) age; (b) sex; (c) occupation; and (d) frequency of visit? Table 1. Demographic Profile of University Homestay’s Customers in Terms of Age Age Frequency Percentage (%) 18-19 years old 49 58.33 20-21 years old 26 35.72 22-23 years old 5 5.95 24+ years old 4 4.76 Total 84 100.00 As can be seen from Table 1, the majority of University Homestay's customers are between the ages of 18 and 19, representing 58.33% of all responses in the demographic profile. This indicates that university students, who are the homestay's primary customers, are younger. The age group of customers between 20 and 21 years old constitutes 35.72% of the total, while between 22 and 23 years old, it stands at 5.95%, while the age bracket of 24 and above constitutes only 4.76%, which is much smaller as compared to other age groups, indicating more young clients. This calls for targeting the services and marketing approaches towards the wants and demands of the younger generation who are the target users of the homestay. This aligns with the results from Khan and Aditi (2020), who concluded that younger people tend to go out for fun activities International Journal of All Research Writings 291 © IJARW | ISSN (O) - 2582-1008 December 2024 | Vol. 6 Issue. 6 www.ijarw.com like dining or traveling while the older people prefer to go out for social activities. Table 2. Demographic Profile of University Homestay’s Customers in Terms of Sex Sex Frequency Percentage (%) Female 49 58.33 Male 35 41.67 Total 84 100.00 Table 2 shows that the University Homestay's customer demographics by gender indicate that most customers are female, making up 58.33% of the total, with males comprising 41.67%. This indicates a small majority of female guests are choosing to dine in the homestay. These findings suggest that the homestay should adapt its products and services and its services to suit the preferences of its female customers as much as possible, but also accommodate all guests. This agrees with Wang and Pang's (2021) observation that men and women differ in their priorities significantly, thus the need for customizing services to fit specific preferences of sex groups. offering lodging for people associated with the university. Emphasizing student customers means that services, pricing, and facilities should be customized to 22 fit their needs and preferences, including affordability, conducive study spaces, and convenient amenities. Adedeji (2022) pointed out that occupation is a very crucial personal factor affecting consumer buying behavior, in which a person is bound to prefer those products that align with their professional life. This would strengthen the point that occupation plays a significant role in consumer preferences, and therefore, in the case of University Homestay, the main student group must dictate the personalization of services and offers. Table 4. Demographic Profile of University Homestay’s Customers in Terms of Frequency of Visit Frequency Visit of Frequency Percentage (%) Once a week 24 28.57 Twice a week 17 20.24 Thrice a week 18 21.43 Everyday 9 10.71 Seldom 13 15.48 Once a month 3 3.57 Total 84 100.00 Table 3. Demographic Profile of University Homestay’s Customers in Terms of Occupation Occupation Frequency Percentage (%) Student 79 94.05 Staff 5 5.95 Total 84 100.00 Table 3 reveals that students form the majority of University Homestay's customers, taking up 94.05% of the total respondents, with only 5.95% being staff members based on occupation. This means that the homestay majorly caters to students, which aligns with its probable aim of IJARW2356 Table 4 shows the frequency of University Homestay visits, with the majority of customers coming weekly (28.57%), followed by three times a week (21.43%) and twice a week (20.24%). Just 10.71% of participants visit every day, with 15.48% rarely or infrequently visiting, and 3.57% visiting monthly. These results indicate that the homestay mainly serves customers like students International Journal of All Research Writings 292 © IJARW | ISSN (O) - 2582-1008 December 2024 | Vol. 6 Issue. 6 www.ijarw.com who need lodging that is regular but not necessarily on a daily basis. This finding is consistent with Khan and Aditi (2020), as they discovered that individuals under the age of 25 are more inclined to visit establishments for practical or recreational reasons, which highlights the homestay's function in catering to students' different schedules. The variety of visiting patterns underscores the importance of offering adaptable services and pricing to accommodate both frequent and sporadic patrons. 3.2 What is the level of customers’ food satisfaction with the University Homestay's food in Central Mindanao University in terms of: (1) food quality: (1.1) food taste, (1.2) freshness, and (1.3) menu variety; (2) service quality: (2.1) friendliness, (2.2) cleanliness, (2.3) speed of service; and (3) price and value: (3.1) pricing fairness, (3.2) portion size relative to price, and (3.3) cost sensitivity? Table 5. Level of Food Satisfaction of Customers in Terms of Food Quality Indicators Mean Description Food Taste 3.08 Satisfied Freshness 3.03 Satisfied Menu Variety 3.03 Satisfied Total 3.05 Satisfied Legend: 3.25-4.00, Very Satisfied; 2.50-3.24, Satisfied; 1.75-2.49, Dissatisfied; 1.00-1.74, Very Dissatisfied In Table 5, discusses the customers’ satisfaction of the indicator, Food Quality. Food Taste had the highest average score (3.08) for Food Quality, with Freshness (3.03) and Menu Variety (3.03) following closely behind, showing that customers are consistently satisfied. As Liu and Grunert (2019) pointed out, taste and freshness are key drivers of customer satisfaction. Their findings showed that customers are more likely to be happy when their meals are both flavorful and freshly prepared. The table showed freshness is crucial in maintaining food service quality. Pan et al, (2019) research suggests that low-temperature IJARW2356 preservation techniques can effectively maintain the quality, freshness and taste of seafood. The study also extends to all food categories making it a crucial consideration for food service providers. Table 6. Level of Food Satisfaction of Customers in Terms of Service Quality Indicators Mean Description Friendliness 2.97 Satisfied Cleanliness 3.30 Very Satisfied Speed of Service 3.15 Satisfied Total 3.15 Satisfied Legend: 3.25-4.00, Very Satisfied; 2.50-3.24, Satisfied; 1.75-2.49, Dissatisfied; 1.00-1.74, Very Dissatisfied Table 6 shows that the level of food satisfaction among customers about the quality of the service is satisfactory in general, with a total mean of 3.15. The friendliness indicator has the lowest mean, at 2.97, which implies that customers are satisfied, but there is still room for improvement in such an area. According to Rajput and Gahfoor (2020), friendliness increases the positive aspects of customer experiences as well as encourages productive word-of-mouth communication, which is critical for attracting guests and retaining guests. Lack of warmth in service may deter guest satisfaction in university homestays. The cleanliness indicator falls under the "Very Satisfied" category with the highest mean score of 3.30, and is thus a strong point in the service quality. According to Kumolu-Johnson (2024), not only does prioritizing cleanliness create a good impression but also advances customer loyalty and repeat visits. Table 7. Level of Food Satisfaction of Customers in Terms of Price and Value Indicators Mean Description Pricing Fairness 2.88 Satisfied International Journal of All Research Writings 293 © IJARW | ISSN (O) - 2582-1008 December 2024 | Vol. 6 Issue. 6 www.ijarw.com Portion Size in 2.92 Relation to Price Satisfied Cost Sensitivity 2.93 Satisfied Total 2.91 Satisfied Legend: 3.25-4.00, Very Satisfied; 2.503.24, Satisfied; 1.75-2.49, Dissatisfied; 1.00-1.74, Very Dissatisfied Table 7 showcases the Price and Value metrics. Cost Sensitivity received the highest average rating of 2.93, closely followed by Portion Size Relative to Price at 2.92 and Pricing Fairness at 2.88, all classified as "Satisfied." These results suggest that clients are moderately content with the perceived value they receive in relation to the cost. This result is in line with the study carried out by Indajang et al. (2023), which highlighted the importance of matching service quality and pricing with consumer expectations to ensure high levels of satisfaction. Additionally, Martinez-Ruiz et al. (2023) emphasized that satisfaction is greatly affected by perceived value, especially for customers who are sensitive to costs. Customer satisfaction increases significantly when the price paid is seen as a fair representation of the quality and enjoyment received. Likewise, Marteau et al. (2015) found that the significance of portion size in affecting perceived value aligns with the idea that consumers typically link larger portions with higher value, irrespective of consistent quality. 3.3 Is there any significant difference in the level of customers’ food satisfaction of the University Homestay in Central Mindanao University when grouped according to demographic profile? Table 8. Overall Food Satisfaction under different Sex Mean SD 3.03 0.530 Female 3.04 0.506 Male IJARW2356 pvalue Interpretation 0.959 NS Table 8 shows that there were no significant differences between male and female respondents. The mean scores were 3.03 for males and 3.04 for females with standard deviations of 0.530 and 0.506, respectively. The t-test yielded a p-value of 0.959, which is greater than the 0.05 significance level. This suggests that gender is not substantial impact on meal satisfaction, supporting the null theory. The results contradict with Wang and Pang's findings (2021), which revealed notable variations between men and women on other elements, suggesting that men and women may place different priorities on different things. Table 9. Overall Food Satisfaction under different Age Groups Mean SD 18-19 y/o 3.16 0.50 4 20-21 y/o 2.89 0.54 7 22-23 y/o 2.76 0.17 5 24+ y/o 2.83 0.25 0 pvalue Interp retation 1.166 e-14 * For Table 9, the researchers used Shapiro-Wilk normality assessment on the age category of 1819 years and received a p-value of 0.0223, falling under the significance threshold of 0.05. This means that the data for this particular age group does not adhere to a standard distribution. Therefore, the data was analyzed using the Kruskal-Wallis test. The test showed a p-value of 1.166e-14, below 0.05, resulting in rejection of the null hypothesis. This shows a notable variation in food enjoyment among the age categories specified. These findings align with the research conducted by Mhlanga et al. (2015), it pointed out that customer satisfaction is influenced by demographic factors like age, where older people prioritize health and food quality while younger people prioritize ambiance. International Journal of All Research Writings 294 © IJARW | ISSN (O) - 2582-1008 December 2024 | Vol. 6 Issue. 6 www.ijarw.com Table 10. Comparison of x by Group 18-19 y/o 20-21 y/o 20-21 y/o 22-23 y/o 6.526963 Studen t Staff Mea n SD 3.05 0.52 3 2.8 0.22 9 pvalue Interpretatio n 0.233 5 NS 0.0000 22-23 y/o 4.767469 1.340443 0.0000 24+ y/o 0.0901 0.283290 4.669644 1.572576 0.0000 0.0579 0.3885 For Table 10, the researchers used a Dunn Test in order to investigate differences in food satisfaction between age groups. The findings showed notable distinctions between the group aged 18-19 and both the group aged 20-21 (p = 0.0000) and the group aged 22-23 (p = 0.0000). Furthermore, notable distinctions were noted between the 20–21-year-old category and the group aged 24 and above (p = 0.0000). Nonetheless, there were no notable distinctions observed between the 22–23-year-olds and the 24+ group (p = 0.0579 and p = 0.3885) or between the 22–23-year-olds and the 20–21-year-olds (p = 0.0901), suggesting comparable satisfaction levels across these groups. These findings are consistent with studies carried out by Mhlanga et al. (2015), showing that age influences customer satisfaction and dining habits. Although younger people (for example, 18-19 year olds) may have different expectations and preferences, older individuals tend to have similar levels of satisfaction, especially when they prioritize health and food quality. Table 11. Overall Food Satisfaction under different Occupation IJARW2356 Following the Shapiro-Wilk normality test indicating a non-normal distribution of the data, the researchers utilized the Mann-Whitney U test as a non-parametric option. The test results in Table 11 displayed a p-value of 0.2335, which is higher than the significance level of 0.05. This outcome shows that there is no noticeable difference in food satisfaction among students and staff. While Adedeji (2022) emphasized that occupation impacts consumer purchasing habits and tastes, the present research indicates that in homestay settings, occupational standing does not have a substantial impact on overall food satisfaction. Table 12. Overall Food Satisfaction under different Frequency of Visit Sum Sq Mean Sq Frequen cy of 5 Visit 2.277 0.455 4 Residual s 19.55 5 Df 78 pvalue Interp retation 0.11 9 NS 0.250 7 The researchers' analysis with ANOVA resulted in a p-value of 0.119, higher than the 0.05 significance level. In the same way, the KruskalWallis test showed that there was no significant difference in overall food satisfaction between the various frequency groups (like “Once a Week,” “Twice a Week,” etc.). These results indicate that the number of visits has no major 30 impact on customer satisfaction levels. This finding is in line with Liu and Grunert (2019), who highlighted that factors like food quality and freshness have a greater effect on satisfaction than behavioral patterns such as how often someone visits. International Journal of All Research Writings 295 © IJARW | ISSN (O) - 2582-1008 December 2024 | Vol. 6 Issue. 6 www.ijarw.com Furthermore, Aftab and Sarwar (2016) pointed out that the satisfaction of customers is more impacted by factors like atmosphere and reliable service rather than their frequency of visits to a place. These research findings suggest that factors other than how often customers visit are more important in guaranteeing customer satisfaction. 4. SUMMARY The primary goal of this study is to assess the food satisfaction of Central Mindanao University's University Homestay's customers. Specifically, the study aims to: (a) determine the demographic profile of the respondents, (b) identify the level of the customers' satisfaction, and (c) determine whether there is a significant difference in the level of customers' food satisfaction when grouped according to demographic profile. The study employed a descriptive, correlational, and comparative research design. It examines the relationships between food service attributes and customer satisfaction, while also determining significant differences in satisfaction across demographic groups. Through a purposive sampling method, a total of 84 customers have become the respondents of this research and answered the floated survey questionnaires adopted from the study Abad et al. (2024). Moreover, the gathered data from the survey were analyzed and statistically interpreted using descriptive statistics. 5. CONCLUSION Based on the findings of the study; the following conclusions were drawn: With regular weekly visits, University Homestay mainly serves young college students, especially females, emphasizing the need for flexible, reasonably priced services that are focused on the needs of students. Pricing, food quality, and service quality all affect customer satisfaction; in their respective categories, food Taste and Cleanliness received the greatest ratings, while Friendliness received a slightly lower score. Price and Value measures show a moderate level of satisfaction, with Portion Size and Pricing Fairness supporting Cost Sensitivity. Age and food quality have a greater impact on food satisfaction than do sex, occupation, or frequency of visits; younger customers, particularly those between the ages of 18 and 19, have clearer preferences than do older groups. IJARW2356 6. RECOMMENDATIONS The findings and conclusions led the researchers to formulate the following recommendations: To the University Homestay Management, they should consider in catering the preferences of the students by offering student-friendly packages and flexible pricing. The management could also consider in creating loyalty programs or offering discounts to foster long-term satisfaction and engagement between customers. They should also conduct trainings and seminars on how to improve friendliness, speed of service, and maintain cleanliness of the homestay. To the University Homestay staff, they should strive in improving service quality, especially in the area of Friendliness, as it received the lowest score. Aside from improving friendliness, they should also enhance their service speed and continue maintaining the cleanliness of the homestay for long-term satisfaction of the customers. To the Future Researchers, they could look into other aspects that affect customer satisfaction, like cultural preferences or the effect of digital marketing, and increase the sample size to encompass a wider range of demographics. Comparative research on other student-focused lodgings or in other areas may provide useful information on both general and regional approaches to enhancing customer satisfaction. REFERENCES [1] Abad, R. J. T., Angeles, C. C., & Lonto, R. F. (2024). Busog lusog: Food management and performance of Amaya Elementary School canteen. ResearchGate. https://doi.org/10.13140/RG.2.2.20240.42246 [2] Adedeji, A. D. (2022). A study on the factors affecting consumer buying behaviour. ResearchGate. http://surl.li/nednce [3] Aftab, J. & Sarwar, H. (2016). Importance of service quality in customer satisfaction (A study on fast food restaurants). Entrepreneurship and Innovation Management Journal, 4(4), 161-171. [4] Baguio, T., & Naelga, S. (2024). 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