CUSTOMER SATISFACTION IN HAGSAENG CANTEEN OF A PRIVATE COLLEGE INSTITUTION IN QUEZON CITY

Abstract

The increasing popularity of Korean food is driven by global trends influenced by media, music, and entertainment. This study evaluates customer satisfaction at Hagsaeng Canteen, a private college institution in Quezon City. According to Hill & Alexander (2019), the primary factors affecting customer satisfaction in the restaurant and cafeteria industry include service quality and product quality. Understanding these factors can help improve the overall dining experience. To gather comprehensive data, this study employed a survey questionnaire targeting 100 respondents, including both current and prospective customers of Hagsaeng Canteen. The survey covered aspects such as food variety, quality and hygiene, pricing and affordability, and overall ambiance and comfort. Findings indicate that Hagsaeng Canteen has a strong female customer base, primarily aged 18-25 years, with most customers visiting 1-2 times per week and staying for 15-30 minutes. Customers expressed satisfaction with healthy and nutritious meal options, hygienic food quality, accessible pricing, and a comfortable dining atmosphere. The study concluded that Hagsaeng Canteen effectively implements customer satisfaction measures. However, improvements are needed in menu updates, food preparation, price justification for quality, and maintaining a comfortable dining temperature. Addressing these concerns will enhance overall satisfaction and competitiveness in the Korean food industry.