A Study on Customer Satisfaction of College Canteens: A Case Study of Jie Yang Campus of Guangdong University of Technology

College catering is a crucial component of university life, required to meet students' basic dietary needs, contribute to their emotional well-being, and support their academic progress. However, providing high-quality services to college students has become increasingly challenging in the modern era. Therefore, understanding the unique needs and preferences of this demographic is essential for improving overall satisfaction with campus dining services and fostering the sustainable development of college cafeterias. This study aims to investigate the factors influencing customer satisfaction in college cafeterias, analyze their impact pathways, and perform an importance-performance analysis. Additionally, the study offers targeted recommendations for optimizing cafeteria services. Following an extensive literature review, a survey was administered using scientifically designed questionnaires at a campus in Jieyang, Guangdong Province, with a sample size of 500 students. The results indicate that the quality of the cafeteria itself is a more significant service attribute than food quality for students; female students are more likely to express satisfaction compared to male students. Additionally, food prices, taste, and diversity are identified as areas needing further improvement. These findings provide insights into the factors shaping college students' satisfaction with on-campus catering services and highlight areas where cafeteria services can be enhanced.