Effects of the Selecting Attributes of Medicinal Food on Recognition & Customer Satisfaction in Gyeongju Area

경주지역 주민들의 약선요리 선택속성이 인지도와 고객만족도에 미치는 영향

  • Hwang, Young-Jeong (Dept. of Food Service & Culinary Arts, International University of Korea) ;
  • Lee, Young-Joo (Dept. of Food Service & Culinary Arts, Changshin University)
  • 황영정 (한국국제대학교 외식조리학과) ;
  • 이영주 (창신대학교 외식조리학과)
  • Received : 2013.11.24
  • Accepted : 2014.06.10
  • Published : 2014.06.30


This study aims to analyze the effects of the selecting attributes of medicinal food on recognition & customer satisfaction in Gyeongju Area. For this study, the data was analyzed using SPSS WIN 20.0 for an empirical analysis. Moreover, the survey questions were sent out to 300 people and 256 questionnaires among them were returned for using the sample data. The results are as follows. First, the selecting attributes had a significant impact on the cognition of professionalism while they didn't on the cognition of health food. Second, the cognition of health food and the cognition of professionalism had a significant impact on satisfaction. Third, the service attribute had a significant impact on satisfaction while the nutrition attribute and the professionalism attribute didn't. Based on the results of this study, medicinal restaurants should provide professionalism, service, nutrition in order to enhance customer satisfaction and their competitive power in the restaurant market.

본 연구는 경주지역의 약선요리를 이용한 경험이 있는 소비자들을 대상으로 약선요리 선택속성이 인지도와 고객만족도에 미치는 영향을 분석하고자 하였다. 실증분석을 위해 총 300부의 설문지를 배부하여 부적절한 자료를 제외하고 총 256부의 자료를 본 연구의 표본자료로 사용하였다. 본 연구를 위해 자료처리는 SPSS WIN 20.0 통계패키지를 이용하여 분석하였다. 인구통계학적 특성을 살펴보기 위해 빈도분석을 실시하였고, 변수들의 신뢰성과 타당성을 분석하기 위해 신뢰도분석과 요인분석을 실시하였으며, 가설검증을 위하여 회귀분석을 실시하였다. 연구 결과 첫째, 선택속성은 인지보양과 인지전문성에 영향을 미칠 것이다의 가설검증 결과, 인지전문성에는 영향을 미치는 반면 인지보양에는 영향을 미치지 않는 것으로 나타났다. 둘째, 인지도는 고객만족도에 영향을 미칠 것이다의 가설검증 결과, 인지보양과 인지전문성이 고객만족도에 영향을 미치는 것으로 나타났다. 셋째, 선택속성은 만족에 영향을 미칠 것이다의 가설검증 결과, 서비스속성이 고객만족도에 영향을 미치는 것으로 나타났으나 영양속성과 전문성속성은 영향을 미치지 않는 것으로 나타났다. 따라서 본 연구의 결과를 토대로 다음과 같은 시사점을 도출하였다. 즉 약선요리 전문점의 고객만족도를 높이고 경쟁력을 강화하기 위해서는 약선요리 전문점들의 전문성이 강조되어야 하며 서비스와 영양적인 만족도를 충분히 제공해야할 것이다.



  1. 곽준수(2010). 약선학강좌(기초이론편), 영산대학교, 1-383, 부산
  2. 김수범(2004). 사상체질과 체질약선, 식품세계, 804-810, 서울
  3. 박혜성.박성진(2007). 건강과 치료를 위한 약선 영양, 정담출판사, 1-481, 서울
  4. 신미경.조정순(2004). 한방음식의 이해, 학술정보, 1-182, 서울
  5. 정구점.차은정(2005). 약선 조리학, 효일, 44-56, 서울
  6. 최만순(2007). 약선사 과정, 한국전통약선연구원, 19, 부산
  7. Ahn MS (2002). Biological medicinal food for pepper and garlic analysis. The East Asian Society of Dietary Life 12(5):454-460.
  8. Cha SB.Park KT (2003). The Development of traditional Local Menus using medicinal cooked Food in Chonan Area. The Korea Academic Society of Tourism and Leisure 15(2):9-22.
  9. Choi SW (2010). The effect of purchase motivation and selective attributes of medicinal food on the customer attitude. Kyonggi University, 1-127, Seoul
  10. Choi SW.Ahn HK.Cho SH (2012). A Study on the Effect of Quality of Medicinal Food on Perceived Values, Repurchase Intention and Recommendation Intention. 18(5):1-15.
  11. Choi SW.Jin YH (2010). Effect of health-orientated menu for restaurant customers on LOHAS, herbal food, and customer satisfaction. The Korea Journal of Culinary Research 16(2):96-109.
  12. Do GB (2003). Research on the customer's recognition of medicinal cuisine. Sejong University, 1-81, Seoul
  13. Han EL (2005). Study on medicinal medicine. Kyung-Hee University, 1-121, Seoul
  14. Han HS.Oh MJ (2005). A Comparative Study on the Brand Value of Tourist Destinations - Based on the Level of Involvement. The Korea Academic Society of Culture & Tourism 7(1):335-360.
  15. Hunt JD (1975). Image as a factor in tourism development. Journal of travel reserch 13:3-7
  16. Jo YS (2006). (The) study on the customer's and cook's perception of Han-Bang Menu. Kyung-Hee University, 1-87, Seoul
  17. Jun GJ (2009). Effects of Food Selection Attribute on Post-purchase Consumer Behavior in Big Discount Stores. The Korean J Culinary Research 15(3):248-261.
  18. Jun JH.Bang JS.Choi TH (2006). The Relationship between Wine-Selection Attributes and Consumer Satisfaction. The Korea Journal of Culinary Research 12(2):88-105.
  19. Kang MS (2002). A study of Yaksunyori menu develop a plan. Kyunggi University, 1-105, Seoul
  20. Kim GA (2008). The effect of the property for selection of medicinal cuisine menu on costomer's satisfaction and intenion for rj-but. Dong-Eui University, 1-86, Busan
  21. Kim JM (2007). Research on the menu selecting attribute of medicinal cuisine and customer's recognition-centering around the users of medicinal cuisine restaurant in Busan-. Dong-Eui University, 1-74, Busan
  22. Lee GO.Choi HJ (2007). A Study on the Choice Properties of Restaurant Customer's Characteristics. The Korean J Culinary Research 13(4):1-18.
  23. Liu JN (2006). A study on Yaksun(Medical) restaurant by well-being market segmentation. Kyung-Hee University, 1-77, Seoul
  24. Lee SM(2013). Effects recognition and elective attributes on satisfaction and recommendation for medicinal foods. The Korea Contents Association 13(6):459-467.
  25. Lee SM.Hwang DU(2013). Acknowledgement of herbal foods in foodservice industry. The Korea Contents Association 6(11):65-73.
  26. Medicine food news (1997). Functional Food: What are you talking about, Feb. No.1.
  27. Park HJ (2005). A study on Yaksun(Medical) menu choice attributes by well-being market segmentation. Kyung-Hee University, 1-70, Seoul
  28. Park YS (2005). A study on the important and satisfaction of customer's selection attributes for fast food restaurant in Daegu. Keimyung University, 1-52. Daegu
  29. Sim KH (2011). A Survey on the Recognition and Satisfaction of Korean Herbal Foods according to Dietary Behavior in Lifestyle. The Korea Journal of Culinary Research 17(4):39-58.
  30. Son YJ.Hong KW (2009). A Study on How Well-Being Influences Consumer Behavior and Restaurant Choice. The Korean J Culinary Research 15(1):209-224.
  31. Kapsak WR.Rahavi EB.Child NM.White C (2011). Functional Food: Consumer attitudes, Perceptions, and behaviors in a growing market. J. of the American Dietetic Association 4(3):804-810.