Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
권호 표지
DOI QR코드

DOI QR Code

Selection Attributes of Korean Restaurants Based on the Level of Involvement Using Conjoint Analysis

컨조인트 분석을 이용한 관여도에 따른 한식당 선택 속성

  • Jung, Sang Young (College of Hotel & Tourism Management, Kyung Hee University) ;
  • Chung, Lana (College of Hotel & Tourism Management, Kyung Hee University)
  • 정상영 (경희대학교 호텔관광대학) ;
  • 정라나 (경희대학교 호텔관광대학)
  • Received : 2013.07.05
  • Accepted : 2013.08.23
  • Published : 2013.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to analyze the key factors considered important by customers in the selection of a Korean restaurant through the use of conjoint analysis techniques. A total of 400 questionnaires were distributed over a 2-week period in October 2011, of which 354 were completed (88.5%). Statistical analysis was then carried out using the Windows 18.0 Statistics package. The research was based on the analysis of two target areas - daily meals and special purpose meals. Responses were measured by using Zaichkowsky's Personal Involvement Inventory (PII) and a 7-point Likert Scale. Overall it was found that in all areas of the results regarding the involvement related analyses, daily meals scored lower than special purpose meals. This implied that the choice of daily meals is more applicable to customers with a low level of involvement, whereas high-involvement customers were more likely to focus on special purpose meals. The analysis of high-involvement customers revealed that the quality of food, price, service quality and physical environment, in order of priority, were the most important factors in selecting a restaurant. The use of the optimum attribute combination revealed the following results: delicious food (0.601); friendly staff (0.170); clean restaurant (0.191); price of 20,000 won (-0.513). Furthermore, low-involvement customers considered the following factors as important when selecting a Korean restaurant: quality of food, followed by price, physical environment and service quality in that order. In this instance, the optimum attribute combination showed the following outcomes: tasty food (0.645); friendly staff (0.418); clean restaurant (0.365); price of 5,000 won (-0.847). These results indicated the importance of developing a marketing plan which was based specifically on a customer's involvement level, focusing on their main selection criteria when choosing a Korean restaurant.

Keywords

References

  1. 황혜성, 한복려, 정길자. 2004. 조선왕조 궁중 음식. 사단법인 궁중음식 연구원. 서울. pp.18-23
  2. 농림식품수산부. 2010. Research and Marketing Guide for Korean Food Globalization. p.138
  3. 이학식. 2012. 마케팅 조사. 집현재. 서울. p.430
  4. 이훈영. 2006. SPSS를 이용한 데이터 분석. 청람. 서울. pp.169-194
  5. Agarwal MK, Green PE. 1991. Adaptive Conjoint Analysis Versus Selfexplicated models - Some Emprical Results. International Journal Research Marketing 8(2): 141-146 https://doi.org/10.1016/0167-8116(91)90021-X
  6. Ahn SS, Lee HY. 2009. A Study on Measuring Restaurant Customer's Utility Using Choice-Based Conjoint Analysis. Foodservice Management Society of Korea 12(3): 33-52
  7. Ahn SS, Park KY, Yang JH. 2005. Research on Success Factor of Family Restaurant through Conjoint Analysis. Journal of Foodservice Management Society of Korea 8(1): 87-104
  8. Bae SI, Lee CW, Kim SS. 2012. Research on Effect of Korean Restaurants' Relation Characteristics on Relation Quality and Revisiting Intention. Korea Journal of Tourism and Hospitality Research 26(1): 495-513
  9. Cho WJ. 2009. A Study on Interaction of Cause and Effect among Personal Involvement, Satisfaction, Trust, Switching Cost and Loyalty Regarding Casual Dining Restaurant. Korean J. Food Culture 24(5): 496-505
  10. Choi WS, Seo KH, Lee SB. 2012. A Study on the Development of HMR Products of Korean Foods Using Conjoint Analysis. The Korean Journal of Culinary Society 18(1): 156-167
  11. Chong YK, Park SB, Huh KS. 2007. A Research on Kids-Playground Facility in a Restaurant and Restaurant Choice Attributes. The Tourism Sciences Society of Korea 31(5): 29-50
  12. Costley CL. 1988. Meta Analysis of Involvement Research. Association for Consumer Research 15: 554-562
  13. Green PE. 1984. Hybrid Models for Conjoint Analysis : An Expository Review. Journal of Marketing Research 21(May): 155-169 https://doi.org/10.2307/3151698
  14. Green PE, Krieger AM. 1992. An Application of a Product Positioning Model to Phamaceutical Products. Marketing Science 11(2): 117-132. https://doi.org/10.1287/mksc.11.2.117
  15. Green PE, Srivivasan V. 1990. Conjoint Analysis in Marketing - New Developments with Implications for Research and Practice. Journal of Marketing 54(4): 3-16 https://doi.org/10.2307/1251756
  16. Grubliauskiene A, Verhoeven M, Dewitte S. 2012. The Joint Effect of Tangible and Non-tangible Rewards on Healthy Food Choices in Children. Peer Reviewed Journal 59(2): 403-408
  17. Ha JY, Jang SC. 2010. Perceived Values, Satisfaction and Behavioral Intents: The Role of Familiarity in Korean Restaurant. International Journal of Hospitality Management 29(1): 2-13. https://doi.org/10.1016/j.ijhm.2009.03.009
  18. Heo YJ, Ko JY. 2012. A Study on Selection Attribute of the Bottled Wateron the Premium Market through Conjoint Analysis. Journal of Tourism and Leisure 24(6): 389-404
  19. Jeon YM. 2012. The Impact of Korean Restaurant Service Quality on Customer Satisfaction and Management Performance. The Korean Journal of Culinary Research 18(1): 199-212
  20. Jin YI, Kim BP, Ra JG. 2008. A Study of Activation Plan for Korean Restaurant Business - Conducting a Survey of Consumers and Suppliers in Seoul. The Korea FoodService Association 4(2): 167-198
  21. Jung YS, Kim HI, Byun CB. 2012. A Study on the Antecedent and Outcome Variables of Service Climate: The Moderating Effect of Organizational Identification. Korean Corporation Management Review 45(0): 75-95
  22. Jung YW, Lee EY. 2008. An Exploratory Study on the Selection Attributes of Food Courts Through the Conjoint Analysis. The Korean Journal of Culinary Research 14(4): 106-118
  23. Keller KL. 1993. Conceptualizing, Measuring, and Managing Customer-based Brand Equity. Journal of Marketing 57(1): 1-22.
  24. Kim KH. 2010. Effect of a Food-Related Lifestyle on the Consumption of and Satisfaction with Korean Foods, and Intention to Revisit. Korea Contents Association 10(8): 370-380 https://doi.org/10.5392/JKCA.2010.10.8.370
  25. Kim KJ. 2010. The Relative Effects of Three Dimensions of Family Restaurants Service quality through mediating customer Satisfaction on Loyalty. Foodservice Management Society of Korea 13(3): 103-121
  26. Kim KJ, Park KY. 2007. Research on Development Concept of Korean Restaurant through Conjoint Analysis Focused on Breakfast Foodservice Market. The Tourism Sciences Society of Korea 31(5): 319-336
  27. Kim JY. 2010. Relationship Between the Characteristics of Consumers, Purpose of Dining Out and Dining Out Behavior. The East Asian Society of Dietary Life 20(1): 128-137
  28. Kim JS, Lee HY. 2005. A Study of the Predictive Validity of Conjoint Analysis Based on Respondents Chosen Attributes. Korea Marketing Assoc 20(3): 103-117
  29. Kim YE. 2010. A Study on the Demand Forecasting Model and Positioning. Doctorate thesis. Sejong University of Korea. pp. 78-84
  30. Kwak DK, Park JS. 2001. A Study on Relationship Between Fairness And Relationship Quality. Chung-ang Management Review 28(1): 131-160
  31. Lee HS, Kim JH, Yang SH. 2009. The Effects of the Consumers' Socialpsychological Gender and Brand Gender Congruity on Brand Attitudes. Korean Society of Consumer Studies 20(1): 177-208
  32. Lee OJ. 2007. A Study on the Menu Option Attributes and Menu Preferences of Hotel Korean Restaurant Tourists. Master thesis. Kyonggi University of Korea. p.151
  33. Lee SH. 2012. A Study of Influence that Menu Selection Attributes of Korean Restaurants Have on Revisit Intention: Centering on Paris France for the Locals. Korea Tourism Research Association 26(5): 341-356,
  34. Lee YJ. 2007. A Study on the Recognition, Satisfaction, and Revisit Intentions of Japanese Tourists Based on Traditional Korean Foods. Korean Soc Food & cookery Sci 23(1): 156-164
  35. Lockshin L, Jarvis W, Hautevill F, Perrouty J. 2006. Using Simulations from Discrete Choice Experiments to Measure Consumer Sensitivity to Brand, Region, Price, and Awards in Wine Choice. Food Quality and Preference 17(3): 166-178. https://doi.org/10.1016/j.foodqual.2005.03.009
  36. MacKenzie S. 1986. The Effect of Attention in Mediating the Effect of Advertising of Attribute Importance. Journal of Consumer Research 13(5): 174-195. https://doi.org/10.1086/209059
  37. Ma R. 2012. A Study on the Chinese Tourists' Perception of Korean Restaurants Selection Attributes(Using IPA Analysis). Master thesis. Sejong University of Korea. pp.62-63
  38. Morgan SM. 1993. Benefit Dimensions of Midscale Restaurant Cahins. The Cornell H. R. A. Quarlerly 34(2): 40-45. https://doi.org/10.1177/001088049303400210
  39. Nam MJ, Cho MH. 2012. The Influence of Restaurant Customers Chronic Regulatory Focus, Message Framing, and Situational Involvement on Visit Intention. The Hanyang Tourism Research Institute 24(4): 41-67
  40. Park JH, Lee AR. 2011. Study on Importance and Achievement of Selected Attribute in Korean Restaurant at Five-star Hotels in Seoul. Korea Journal of Tourism and Hospitality Research 25(2): 123-144
  41. Park YI, Joo NM, Jeong HS. 2010. A Study on Multi-cultural Family Wives Adapting to Korean Cuisine and Dietary Patterns. Nutrition Research and Practice 4(5): 405-413 https://doi.org/10.4162/nrp.2010.4.5.405
  42. Seo DG, Joo HS. 2008. Impacts of LOHAS Image and Involvement to Customer Satisfaction and Loyalty Perceived by Hotel Restaurant Customers. J. Korean Tourism Management 23(1): 399-420
  43. Suh KY, Kim DS. 2011. The Effect of Foodservice Cultural Marketing on Reliability and Loyalty. Journal of Korea Academic Society of Tourism Management 25(6): 131-154
  44. Wang J, Lee AY. 2006. The Role of Regulatory Focus in Preference Construction. American Marketing Association 43(2): 28-38.
  45. Yi YJ, Lee SJ. 2006. Determinants of Customers' Information Engagement and the Moderating Effect of Involvement. Korean J. Marketing 8(3): 13-40
  46. Yoo YJ. 2010. Influence of Personal Involvement on Relational Benefits and Customer Voluntary Behaviors for Korean Restaurant Customers. Journal of The Academy of Korea Hospital & Tourism 12(3): 190-202
  47. Yoo YJ, Ha DH. 2006. The Effects of Menu Price, Human Service, Amenity, Menu Value and Revisit Intention. Korean J. Food Culture 21(3): 247-253
  48. Yoon DS, Yoon KY. 2001. A Study on the Sales Increase Plan of F&B in the Tourist Hotel by Using Image Mix. Journal of Korea Academic Society of Tourism Management 12(2): 96-114
  49. Zaichkowsky JL. 1985. Measuring the Involvement Construct. Journal of Consumer Research 12(3): 341-352 https://doi.org/10.1086/208520

Cited by

  1. An Analysis on the Preference of Consumers to the Choice Attributes of Beef Restaurant vol.33, pp.2, 2017, https://doi.org/10.9724/kfcs.2017.33.2.228
  2. Assessing Relative Importance of Laver Attributes for Infants Using Conjoint Analysis vol.45, pp.6, 2016, https://doi.org/10.3746/jkfn.2016.45.6.894
  3. 컨조인트 분석을 이용한 혼밥 소비자의 외식업체 선택속성에 관한 연구 vol.32, pp.4, 2013, https://doi.org/10.7318/kjfc/2017.32.4.287
  4. Relative Importance of Selection Attributes in Garlic-Based Health Functional Food Using Conjoint Analysis vol.29, pp.4, 2013, https://doi.org/10.17495/easdl.2019.8.29.4.336