Exploring satisfaction with military catering services using the service quality model and importance-performance analysis
The importance of military catering in military organizations cannot be overlooked, as it not only impacts the health and physical fitness of service members but also directly affects combat readiness and morale. This study focuses on a northern air force base, using the Parasuraman-Zeithaml-Berry service quality (SERVQUAL) model’s Gap 1 and Gap 5 as its framework. The aim is to investigate the perception gaps in catering service quality between food service providers and customer. An importance-performance analysis matrix is employed to further analyze the findings. The analysis reveals that, regarding “catering service quality,” food service providers who are actively serving without formal food service certification, and those with high school or college education, tend to place more emphasis on tangibility, reliability, empathy, and responsiveness. For service quality expectations, customers who possess a college education and have obtained a food service certification show higher expectations in tangibility and reliability dimensions. Younger customer, aged 18–25, who are uncertified and less experienced, report greater satisfaction with the catering service’s reliability, responsiveness, and assurance dimensions after their experience with the base’s services. Regarding the perception difference in Gap 1 of the SERVQUAL model, the study suggests that services should prioritize user experience and ensure transparency by publicizing findings from meal review meetings. Feedback can be gathered through a satisfaction mailbox to address and efficiently amend any service deficiencies. For Gap 5 in terms of experience, customers show particular concern for food safety measures and overall service quality, indicating that these areas should be maintained or enhanced. Regular training is recommended to improve the knowledge and effectiveness of food service providers in these critical aspects.
Blackett, T. (1988). Researching brand names. Marketing Intelligence and Planning, 6(3), 5–8. https://doi.org/10.1108/eb045757
Cardozo, R.N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244–249.https://doi.org/10.1177/002224376500200303
Chang, T.R. (2024). Exploring Service Quality Gaps in Military Catering using the PZB Model: A Case Study of a Northern Air Force Base (Master’s Thesis, Fo Guang University, Department of Health and Creative Plant-Based Food Industries). Fo Guang University Institutional Repository. Available from: https://hdl.handle.net/11296/na5d6q [Last accessed on 2025 Aug 30].
Czepiel, J.A., Rosenberg, L.J., & Akerele, A. (1974). Perspectives on consumer satisfaction. In: AMA Conference Proceedings. American Marketing Association, p119–123.
Foster, S.T. (2001). Managing Quality: An Integrative Approach. Upper Saddle River, NJ: Prentice Hall.
Gronroos, C. (1982). Strategic Management and Marketing in the Service Sector. Helsinki, Finland: Chartwell-Bratt.
Kazarian, E.A. (1983). Foodservice Facilities Planning. New York, NY: John Wiley & Sons.
Lehtinen, J.R., & Lehtinen, U. (1982). Service Quality: A Study of Quality Dimensions. Helsinki, Finland: Service Management Institute.
Martilla, J.A., & James, J.C. (1977). Importance-performance analysis. Journal of Marketing, 41(1), 77–79. https://doi.org/10.1177/002224297704100112
Maslow, A.H. (1943). A theory of human motivation. Psychological Review, 50(4), 370–396. https://doi.org/10.1037/h0054346
Maslow, A.H. (1970). Motivation and Personality. 2nd ed. New York, NY: Harper & Row.
Morgan, K.J. (2004). School meals and sustainable food chains: The role of creative public procurement. The Political Quarterly, 75(1), 36–45. https://doi.org/10.1111/j.1467-923X.2004.00614.x
Oliver, R.L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Consumer Research, 8(2), 25–48. https://doi.org/10.1086/208842
Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1985). Problems and strategies in services marketing. Journal of Marketing, 49(1), 33–46. https://doi.org/10.1177/002224298504900103
Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Rosenzweig, P.M., & Singh, J.V. (1991). Organizational environments and the multinational enterprise. Academy of Management Review, 16(2), 340–361. https://doi.org/10.5465/amr.1991.4278953
Sasser, W.E., Olsen, R.P., & Wyckoff, D.D. (1978). Management of Service Operation: Text and Cases. Boston, MA: Allyn and Bacon.
Wyckoff, D.D. (1984). New tools for achieving service quality. Cornell Hotel and Restaurant Administration Quarterly, 25(3), 78–92. https://doi.org/10.1177/001088048402500317
