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KMID : 1134820190480010132
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Journal of the Korean Society of Food Science and Nutrition
2019 Volume.48 No. 1 p.132 ~ p.138
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Survey on the Customer Satisfaction of Restaurant in the Highway Service Area and HACCP Recognition
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Kim Tae-Hyeong
Bae Hyun-Joo
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Abstract
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This study examined the food consumption practice, factors affecting customer satisfaction, and customer’s Hazard Analysis and Critical Control Point (HACCP) recognition in highway service area restaurants. A questionnaire was distributed to 750 customers and 665 were collected. Statistical analyses were conducted using a χ2-test, t-test, Pearson correlation analysis, and multiple regression analysis on the SPSS program (ver. 23.0). The reasons for visiting the highway area were using the restroom (92.9%), purchasing snacks (72.0%), taking a rest (58.3%), and purchasing meals (56.4%). Multiple regressing analysis revealed age (P<0.01) to have a significant negative effect on the overall customer satisfaction while cleanliness and physical environment (P<0.001) and menu quality and price (P<0.001) had significant positive effects on the overall customer satisfaction. In addition, 49.2% of subjects recognized HACCP. A total of 58.8% of subjects were willing to pay more for HACCP-applied food. The average percentage of additional price was 7.05%. In conclusion, the administration and managers of restaurants in highway service areas should exert efforts, such as the adoption of HACCP constantly to increase customer satisfaction.
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KEYWORD
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customer satisfaction, highway service area, restaurant, quality, HACCP
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