A Case Study Examining the Influence of Conference Food Function on Attendee Satisfaction and Return Intention at a Corporate Conference

Abstract

For many conferences and events, increased attendee registration leads to increased profits for the hosting organization. Food functions, in particular, can be an effective tool to satisfy attendees and build attendance, as it empowers an attendee's sensory memory of an event. Nutritiously balanced food can enhance an attendee's learning ability. The purpose of this research was to identify factors that impact the attendee's satisfaction with conference food functions, and further, to understand an attendee's return intention based on the satisfaction level at a corporate conference. It is concluded that the quality of food content is the leading determinant of an attendee's satisfaction with the food function performance and that food function predicts an attendee's intention to return. This research provides insights into how important food functions are to conference attendees' intent to return to future conferences.

The Impact of Food Quality on Foodservice Satisfaction at International Conferences

“…For example, food quality consistency was added in a study of theme restaurants in Singapore (MacLaurin & MacLaurin, 2000). Others items included: innovative food, for upscale restaurants in Spain (Soriano, 2002); accurate order, for chain restaurants (Gupta, McLaughlin & Gomez, 2007); correct menu and available utensils, for corporate internal training program meetings (Kim et al, 2009); and food security, for Chinese restaurants (Liu & Jang, 2009).…”

“…Organizers of international conferences must understand the structure of its participant base, embrace the diverse backgrounds, needs, and incentives of its attendees, and strive to tailor conference activities and food functions to these distinct preferences and demands. In formulating corporate meeting food attributes, Kim et al (2009) considered the following three constructs: food content quality, menu selection, and recognition of personal preference. As shown in Table 1, food content quality and menu selection coincide with and sufficiently summarize food quality attribute items used in previous restaurant studies.…”

“…Food service not only serves to satisfy dietary needs, it is one of the central contributors to a memorable conference experience. For a typical attendee, food service accounts for 28% of total conference consumption expenditure (Kim, Lee, & Love, 2009). Moreover, the establishment of convention cafes and restaurants (CC&R) is on the rise (Iommazzo, 2002).…”

“…In the case of corporate meetings, Kim et al (2009) identified the following additional food attributes: a stimulating and energizing menu, memorable food functions, the availability of special dietary options, and the provision of networking opportunities. Attendees of international conferences usually have prior expectations for conference foods.…”

The influence of the importance of event factors on meeting planner satisfaction: A case study of a theme park event business

“…Chris Pentz, president of a group communications firm, concluded that after an event, the food is what will stay in the guests' minds, particularly factors such as variety, presentation, taste and timing (Kim et al, 2009;Namkung & Jang, 2007), and flexible planning of menus (Amer, 2004). Prior to an event, site selection criteria like local support and information is important (Fawzy & Samra, 2008).…”