Using Customer Survey Data to Develop Marketing Strategies in College/University Foodservices

Abstract

The traditional use of customer surveys as a method of obtaining customer feedback takes on a new dimension when the importance-performance analysis technique (IPA) is used. Customer survey data is plotted on a two dimensional grid to show the relationship of the importance of an attribute of the college foodservice operation to the customer as well as the performance of the foodservice on the attribute. This approach to customer survey analysis is particularly useful to administrators/managers in the development of marketing strategies for each campus foodservice operation to meet the needs of the college customer.