Evaluating Managers’ Satisfaction with Farm Restaurant Management

Abstract

Farm restaurants are becoming diversified in terms of service, menu, and orientation. This study investigated which managerial factors experienced by managers of farm restaurants result in their satisfaction by conducting a web-based ques­tionnaire survey of managers of farm restaurants in Japan in December 2014. The effective sample size was 63 out of 270 restaurants surveyed nationwide. We employed the conditional logit model to quantitatively identify the determinants of managers’ satisfaction by considering diverse types of farm restaurants. The estimation result revealed that the more a manager worked toward the enhancement of customer satisfaction in terms of the menu, tastes, interior design, and retaining of repeat visitors, the higher was the manager’s satis­faction. Therefore, in further evaluation of farm restaurants, it is crucial to consider capability building regarding these aspects.