Survey on the Customer Satisfaction of Restaurant in the Highway Service Area and HACCP Recognition

摘要

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 %2-test, :-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<.01) to have a significant negative effect on the overall customer satisfaction while cleanliness and physical environment(P<.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.