A Study on the Effect of Menu Quality on Customer Value and Customer Satisfaction - Focused on Seafood Buffet Restaurant -

메뉴 품질이 고객 가치와 고객 만족에 미치는 영향에 관한 연구 - 해산물 뷔페 레스토랑을 중심으로 -

  • Kim, Sang-Tae (Dept. of Hotel Culinary, Tae-Kyeung College) ;
  • Cho, Yong-Bum (Dept. of Food Service & Restaurant Management, Dong-eui University)
  • 김상태 (대경대학 호텔조리학부) ;
  • 조용범 (동의대학교 외식산업경영학과)
  • Published : 2010.01.30


This study helps to understand menu quality and find out management strategies in the seafood buffet restaurant business. The major objective of this study is to analyze how menu quality affects customer satisfaction through customer value. It also provides preliminary data for improving seafood buffet restaurants in the rapidly changing circumstances of the restaurant business by establishing strategies for high quality menu. The result of the study shows that menu quality(taste, nutrition, freshness) was directly related to customer value, which positively affected customer value. Especially, taste was the most influential factor. Moreover, customer value had a positive effect on customer satisfaction. This result means that such menu quality factors as taste, nutrition, and freshness should be considered in order to satisfy each customer.