A STUDY OF CONSUMER’S PERCEPTIONS OF FOOD QUALITY IN THE CATERING OPERATION DEPARTMENT (CO) OF THAI AIRWAYS CATERING

Abstract

This research aimed to: (1) study consumers’ opinions toward the nutritional quality of food provided by the Catering Operations (CO) Department of Thai Airways Catering; (2) examine consumers’ opinions toward the sensory quality of food provided by the Catering Operations (CO) Department of Thai Airways Catering; and (3) investigate consumers’ opinions toward the eco-social quality of food provided by the Catering Operations (CO) Department of Thai Airways Catering. This study employed a quantitative research approach. The population consisted of 400 Thai Airways service users, selected through convenience sampling. The statistics used for data analysis were percentage, mean, and standard deviation.

The research findings revealed that consumers’ overall opinions toward the nutritional quality of food were at a high level. When considered by individual factors, consumers rated nutritionally beneficial food at a high level, followed by the appropriate nutritional value of food consumed in each meal. Regarding sensory quality, consumers’ overall opinions were also at a high level. When considered by individual factors, consumers rated the attractive presentation and appropriate color arrangement of food at a high level, followed by good taste that met customers’ needs and desirable aroma that corresponded to customers’ preferences. In terms of eco-social quality, consumers’ overall opinions were at a high level. When considered by individual factors, consumers rated the use of natural raw materials in food production at a high level, followed respectively by the use of safe and non-hazardous ingredients and the use of natural raw materials or natural-based products.