Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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The Important Attributes of Foodservice Encounters According to Life-style Types as Offered by Young Metropolitan Customers

대도시 젊은이들의 라이프스타일 유형별 외식서비스 인카운터 중요 속성 연구

  • Yoon, Hie-Ryeo (Dept. of Food Service Management and Nutrition, Kongju National University) ;
  • Cho, Mi-Sook (Department of Nutritional Sciences & Food Services, Ewha Womans University)
  • 윤혜려 (국립공주대학교 외식상품학과) ;
  • 조미숙 (이화여자대학교 식품영양학과)
  • Published : 2007.06.30
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Abstract

Life-style factors often include social relationships as well as consumption, entertainment and dress patterns. They also typically reflect an individual's attitudes, values and worldview. Life-style types have become and an important factor for segmenting customer markets ever since significant relationships between life-style and customers' behavior was proven. This study examined the relationships between the life-styles of young customers' and the important attributes of foodservice encounters. Factors analysis with VARIMAX and K-means cluster analysis were conducted to group the subjects by life-style. According to the factors analysis, four underlying dimensions were identified and labeled: (1) 'actively fashioned', (2) 'luxury picky', (3) 'healthy toward', and (4) 'utilitarian leisure'. Based on the factor scores derived from the factors analysis, the K-means cluster analysis classified three groups as statistically significant using ANOVA(p<0.05). The overall mean score for the 3rd cluster 'trendy-active picky' was higher than the other two clusters, and represented very picky attitudes about foodservice attributes. The 3rd cluster also seemed to apply higher standards to all of the foodservice attributes. By order of importance, the most important attributes of the 2nd cluster 'pursue-utilitarian leisure' were food serving time, automation systems, server's hygienes, employee kindness, time in line, and menu variety. In spite of low concerns for the life-style attributes, the first cluster 'passively indifferent' recognized menu variety, food sanitation, food serving time, server's hygiene, menu price, air circulation, and room temperature as important. These results suggest that young diners in Korea could be classified by their diverse life-styles that are represented as trendy, utilitarian, and indifferent and will hopefully contribute to the foodservice industry's ability to segment customer characteristics by different life-styles in Korea.

Keywords

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