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Kim and Bae: Analysis of factors affecting customer satisfaction of HACCP applied restaurant in highway service area
Research Article

J Nutr Health 2017;50(3):294-301.

Published online: 20 January 2017

DOI: https://doi.org/10.4163/jnh.2017.50.3.294

Analysis of factors affecting customer satisfaction of HACCP applied restaurant in highway service area

Tae-Hyeong Kim, Hyun-Joo Bae†

Department of Food and Nutrition, Daegu University, Gyeoungbuk 38453, Korea

†To whom correspondence should be addressed. tel: +82-53-850-6835, E-mail: bhj@daegu.ac.kr

Received 10 October 2016       Revised 27 October 2016       Accepted 15 June 2017

Copyright © 2017 The Korean Nutrition Society

This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

Purpose

The purposes of this study were to investigate food consumption practices and analyze factors that influence customer satisfaction of an HACCP applied restaurant in a highway service area. Methods: A total of 207 customer responses were used for data analysis. Statistical analyses were conducted using the SPSS program (ver. 22.0) for χ2-test, Pearson correlation analysis, and multiple regression analysis. Results: Reasons for visiting the highway area were using the restroom (86.0%), purchasing of meals or snacks (70.1%), taking a rest (58.5%), and shopping (3.4%) and selection attributes of food sold in the highway service area were food taste (48.8%), food safety (33.3%), and waiting time for meal (10.7%). According to the results of the survey, udon (66.2%) was the most preferred meal, followed by instant noodles (56.0%), kimbap (50.7%), pork cutlet (38.2%), and bibimbap (29.0%). In addition, coffee (73.4%) was the most preferred among snacks and beverages, followed by beverages (58.9%), walnut cake (53.1%), mineral water (52.2%), and hotbar (52.2%). Satisfaction evaluation scores of foods sold in the highway service area were highest for appropriate portion size, followed by food safety, menu variety, food taste, and reasonable price. Overall customer satisfaction scores regarding the restaurant in the highway service area was 3.24 out of 5 points on average. According to the results of the multiple regressing analysis, food taste (p < 0.001) and reasonable price (p < 0.01) had significant positive effects on overall customer satisfaction. Conclusion: To enhance customer satisfaction, restaurant managers in the highway service area should implement HACCP, improve food taste, and set up a proper price for food sold at the restaurant in the highway service area.

Keywords: customer satisfaction, HACCP, highway service area, restaurant, food taste

References

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Table 1.
General characteristics of respondents
Variables n (%)
Gender  
 Male 123 (59.4)
 Female 84 (40.6)
Age (yrs)  
 < 30 45 (21.7)
 ≥ 30 ∼ < 40 49 (23.7)
 ≥ 40 ∼ < 50 52 (25.1)
 ≤ 50 61 (29.5)
Education level  
 High school or lower 51 (24.6)
 College & university student 43 (20.8)
 University 92 (44.5)
 Graduate school 21 (10.1)
Marital status  
 Married 143 (69.1)
 Single 64 (30.9)
Occupation  
 Office and professionals 103 (49.8)
 Production, sales, service 17 (8.2)
 Owner 35 (16.9)
 Unemployment (student/housewife) 43 (20.8)
 Others 9 (4.3)
Table 2.
Utilization practice of highway and food consumption practice in the highway service area
Variables n (%)
Purpose of utilization of highway  
 Travel 90 (43.5)
 Visiting family or relatives 58 (28.0)
 Business trip 50 (24.2)
 Others 9 (4.3)
Reason of visiting highway rest area1)  
 Using the restroom 178 (86.0)
 Purchasing of meal or snack 145 (70.1)
 Taking a rest 121 (58.5)
 Shopping 7 (3.4)
Frequency of visiting (times/yr)  
 < 10 88 (42.5)
 ≥ 10 ∼ < 20 48 (23.2)
 ≥ 20 ∼ < 30 36 (17.4)
 ≤ 30 35 (16.9)
Food selection attributes  
 Food taste 101 (48.8)
 Food safety 69 (33.3)
 Waiting time for meal 22 (10.7)
 Nutritive value 7 (3.4)
 Price 4 (1.9)
 Others 4 (1.9)
Expenditure of food (Korean won/person)  
 < 5,000 25 (12.1)
 ≥ 5,000 ∼ < 10,000 75 (36.2)
 ≥ 10,000 ∼ < 15,000 78 (37.7)
 ≤ 15,000 29 (14.0)

1) Plural response

Table 3.
Perception about HACCP of respondents
Question   n (%)
Do you know HACCP? Yes 191 (44.0)
No 116 (56.0)
Do you know that the restaurant you just visited Yes 135 (16.9)
has been certified as HACCP? No 172 (83.1)
Do you intend to selectively visit a restaurant with Yes 185 (89.4)
HACCP certification in highway service area? No 122 (10.6)
Table 4.
Purchasing preference of meals sold in the restaurant of the highway service area
Variables Total1) Gender χ2 Marital status χ2
(n = 207) Male (n = 123) Female (n = 84) Married (n = 143) Single (n = 64)
Udon 137 (66.2) 68.3 61.9 0.759 65.0 68.0 0.330
Instant noodle 116 (56.0) 62.6 45.2 5.310 55.2 64.0 3.670
Kimbap 105 (50.7) 48.8 52.4 0.469 54.5 46.0 4.031
Pork cutlet 79 (38.2) 42.3 32.1 3.069 37.8 42.0 0.867
Bibimbap 60 (29.0) 32.5 21.4 7.618∗ 30.1 24.0 0.993
Stew 58 (28.0) 30.9 22.6 1.939 28.7 26.0 0.133
Tang 53 (25.6) 32.5 14.3 8.894∗ 28.7 16.0 3.192

1) Plural response: n (%)

∗ p < 0.05

Table 5.
Purchasing preference of snacks and beverages sold in the restaurant of the highway service area
Variables Total1) Gender χ2 Marital status χ2
Total (n = 207) Male (n = 123) Female (n = 84) Married (n = 143) Single (n = 64)
Coffee 152 (73.4) 71.5 73.8 1.147 79.7 60.0 9.426∗∗
Beverages 122 (58.9) 61.0 54.8 0.550 54.5 72.0 4.684
Walnut cake 110 (53.1) 56.1 46.4 0.268 55.2 48.0 0.840
Mineral water 108 (52.2) 53.7 48.8 3.221 50.3 58.0 0.897
Hotbar 108 (52.2) 50.4 53.6 0.398 50.3 62.0 3.645
Ice cream 102 (49.3) 48.8 48.8 0.030 49.0 52.0 0.385
Roast potato 87 (42.0) 39.8 44.0 0.617 43.4 38.0 0.441
Roast cuttlefish 87 (42.0) 40.7 42.9 0.266 44.8 40.0 2.959
Hotdog 78 (37.7) 39.8 34.5 1.640 33.6 50.0 4.285
Snacks 64 (30.9) 28.5 34.5 2.141 28.7 38.8 1.784
Fishcake tang 42 (20.3) 24.4 13.1 4.767 23.8 8.0 6.338∗
Bread 30 (14.5) 17.1 10.7 1.818 14.0 16.0 0.122
Sweet potato stick 25 (12.1) 12.2 11.9 0.277 10.5 18.0 2.312
Sandwich 17 (8.2) 8.9 7.1 0.353 7.0 14.0 3.756

1) Plural response: n(%)

∗ p < 0.05,

∗∗ p < 0.01

Table 6.
Mean, standard deviation, and intercorrelation of al measures
Variables Mean ± SD Overall customer satisfaction1)
Age & utilization practice of the highway service area
Age (yrs) 42.4 ± 12.5 –0.0732)
 Frequency of visiting (times/yr) 21.5 ± 48.8 –0.135
 Expenditure of food (Korean won/person) 9,772.8 ± 7,702.7 0.077
Customer satisfaction    
 Food taste3) 4.47 ± 1.47 0.607∗∗∗
 Appropriate portion size3) 4.66 ± 1.37 0.539∗∗∗
 Food safety3) 4.62 ± 1.32 0.473∗∗∗
 Menu variety3) 4.57 ± 1.41 0.476∗∗∗
 Reasonable price3) 3.75 ± 1.66 0.574∗∗∗

1) 5-point Likert-type scale

2) Pearson correlation coefficient

3) 7-point Likert-type scale

∗∗∗ p < 0.001

Table 7.
Results of the multiple regression analysis
Independent variables Unstandardized Coefficients Standardized Coefficients t value
B Sth. Error Beta  
(Constant) 1.480 0.184   8.062∗∗∗
Food taste 0.182 0.051 0.330 3.564∗∗∗
Appropriate portion size 0.077 0.053 0.129 1.453
Food safety 0.001 0.051 0.001 0.013
Menu variety 0.022 0.047 0.037 0.454
Reasonable price 0.128 0.040 0.259 3.191∗∗

Note: Dependent variable: overall customer satisfaction R

2 = 0.442, adjusted R

2 = 0.427, F = 29.782

∗∗∗ ∗∗p < 0.01, ∗∗∗p < 0.001

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