Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Effects of Selection Attributes on Satisfaction and Relationship Retention in Yaksun Cuisine

약선음식의 선택속성이 만족도와 관계지속의도에 미치는 영향

  • Park, Dae Soon (Department of Natural Health Care and Therapy, Wonkwang Digital University Graduate School of Well-being & Culture)
  • 박대순 (원광디지털대학교 대학원 자연건강학과)
  • Received : 2018.07.30
  • Accepted : 2018.08.20
  • Published : 2018.08.30
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Abstract

With increasing interest in the health and safety of food served in restaurants, more emphasis is being placed on the importance of health and food. As a result, Yaksun cuisine with new added effects and image is becoming more popular as a way to improve people's health. This study analyzed the effects of selection attributes relating to Yaksun cuisine on customer satisfaction and intention to maintain relationship in order to understand various needs of consumers as they relate to health food. The results showed that, among selection attributes of Yaksun cuisine, price, safety, and health were found to have significant effects on customer satisfaction; however, the effect of quality on satisfaction was not verified. Moreover, while the effect of safety and health of Yaksun cuisine on the intention to maintain relationship was found to be significant, the effects of quality and price on the intention to maintain relationship were not verified. These findings suggest that consumers believe Yaksun cuisine is more beneficial for health than general food and trust the origin label, hygiene, and safety of ingredients in Yaksun cuisine. Therefore, the results of this study suggests providing opportunities for consumers to experience diverse tastes in Yaksun cuisine and that development and promotion of different recipes using Yaksun ingredients will help reinforce competitiveness of Yaksun cuisine in the market and increase sales.

Keywords

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