• The Korean Journal of Franchise Management
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• v.10 no.1
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• pp.7-17
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• 2019

Purpose - Generally, the consumer's decision-making process for restaurant selection is simple and familiar. However, online information becomes important because the decision-making process of consumers becomes complicated in new restaurants and special situations. Because consumers can search for information online, information retrieval is now possible in selecting new restaurants. In particular, consumers often make decisions based on online information when making restaurant reservations. Research design, data, and methodology - All items were measured based on previous studies. The data were collected from customers who had visited the store by visiting the web page of the food service franchise within the last 3 months for the panel of the online survey institute. The questionnaires were surveyed from July 2 to July 11, 2018 for about 10 days. A mail and a message were sent to 2,000 people, and 310 people were asked to complete the questionnaire. Total of 303 data were used in the questionnaire, excluding 7 insufficient data. Results - The findings of this study are as follows: Consensus, vividness, and neutrality have positive effects on enjoyment. Consensus have positive effect on anxiety, but vividness and neutrality did not have significant effect on anxiety. Also, enjoyment has a positive influence on intention to visit, and anxiety has a negative influence on visit intention. Conclusions - First, franchise companies online advertising in a variety of ways, but they are mixed with other customers' WOM and offered to consumers. In this case, the information provided by the company may be distorted. Therefore, a restaurant franchise company needs to operate an official online channel to provide accurate information to its customers. Second, it is necessary to make contents so that other customers can participate in online channels of food service franchise companies. Third, food service franchise company should produce enough online contents to experience indirectly even if the customer does not visit the store directly. Fourth, food service franchise company needs to prepare a way for many customers to participate in many official contents.

• Culinary science and hospitality research
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• v.19 no.2
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• pp.190-202
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• 2013

The arrival and expansion of the Internet has extended consumers' options and has provided consumers' opportunities to offer their own consumption. Through a laboratory experiment, we investigated questions: 1) do consumers trust the accuracy of reviews posted by anonymous reviewers or experts and 2) do readers trust negative and positive reviews equally? The messages were created as a form of 4 scenarios for this study. The statistical analysis was conducted using SPSS Win(v.16.0) for descriptive analysis, and t-test. Our results from a 2(positive reviews vs. negative reviews)*2(consumer vs. expert) experiment design showed that there was a significant difference between consumers' review and experts' one in restaurant visit intention(p<.001) and information credibility(p<.001). Also, between positive review and negative one, significant difference was found in restaurant visit intention(p<.001) and information credibility(p<.01). Other results, limitations and future research directions were also discussed.

• The Korean Journal of Franchise Management
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• v.14 no.3
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• pp.1-16
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• 2023

Purpose: In the post-COVID-19, many consumers still feel uncomfortable with crowding in closed spaces. This study investigates how non-crowding affects consumer satisfaction and restaurant visit intention. Research design, data, and methodology: The data were collected from 350 people aged 20 and above. A total of 347 respondents, excluding 3 unfaithful respondents, were analyzed using Smart PLS 4.0 program. Result: Both spatial and human crowding have significant effects on satisfaction. On the other hand, neither spatial nor human crowding directly affected dine-out intention significantly. In addition, spatial crowding was found to have a direct and significant effect on in-store dining intention, but human crowding did not have a direct and significant effect on in-store dining intention. It was found that satisfaction had a significant effect on both dine-out intention and in-store dining intension. Conclusions: This study has expanded the range of consumer behavioral intentions by applying a non-crowded environment (S) to the SOR theory. Also, Consumer behavioral intention was expanded by dividing visit intention into a dine-out and in-store dining intention. Therefore, we propose measures to minimize human crowding by introducing a system such as adjustment of store operating hours, reservation system, store opening time alarm system, and reduction of cooking time.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.171-183
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• 2016

It is often reported that foreign tourists visiting Korea are not satisfied with dining in a Korean restaurant, and the reason is assumed that most of the Korean restaurants are targeting Koreans and operating in a traditional way; thus, this study suggests the need of a new type of Korean restaurant such as quick service restaurant, where foreign tourists could have Korean food in a more familiar way. It is attempted to examine foreign tourists' visit intention toward Korean quick service restaurant (QSR) applying the model of goal-oriented behavior (MGB). The survey was conducted with foreign tourists and total 275 data was gathered. Structural equation modeling was used for analysis. Among MGB variables, attitude, subjective norm, perceived behavioral control had significant effect on desire, while postive and negative anticipated emotions did not had significant effect. Also, involvement showed a significant moderating effect as positive anticipated emotion had much stronger effect on desire in a high involvement group.

• Journal of the Korean Society of Food Culture
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• v.28 no.2
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• pp.186-194
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• 2013

The purpose of this study was to understand the effect of loyalty program in family and fastfood restaurant on relationship quality (trust, commitment) and revisit intention. Based on total 394 samples obtained from empirical research, this study reviewed the reliability and fitness of a research model using the Amos program. The hypothesized relationships in the model were simultaneously tested using a structural equation model (SEM). The proposed model provided an adequate fit to the data, ${\chi}^2$ 102.338 (df 48), GFI .959, RMR .049, NFI .970, CFI .984 SEM resulted that loyalty progam (${\beta}$= .429, t=7.880, p< .001) showed a positive significant effect on trust, and that loyalty program (${\beta}$= .455, t=9.532, p< .001) had a positive significant effect on commitment. Also, both trust (${\beta}$= .450, t=6.595, p< .001) and commitment (${\beta}$= .474, t=5.117, p< .001) had a positive significant effect on revisit intention. In addition, there were moderating effects related to restaurant type (family and fastfood restaurant) in terms of causal relationships between loyalty program, relationship quality and revisit intention. Limitations and future research directions are also discussed.

• The Journal of the Korea Contents Association
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• v.15 no.1
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• pp.418-426
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• 2015

Smartphone users select restaurants using restaurant recommendation apps and use previous visitors' reviews as key decision-making information. It has not been studied yet how users react to negative reviews and how their reactions lead into the dining decision. In this study, we examined whether there are differences in the influence of negative reviews on intention to visit the restaurant according to users' decision making styles. This study confirmed negative reviews affect user decision differently according to three attributes (food, service, and atmosphere), and also partially verified that the effects of negative reviews are different according to decision-making style.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.181-194
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• 2019

The purpose of this study is to investigate the effect of physical environment of Japanese restaurant on customer satisfaction, revisit intention and word of mouth intention. For this purpose, data were collected from 341 adult males and females who had used Japanese restaurants in Daegu. SPSS program frequency analysis, factor analysis, regression analysis and multiple regression analysis were used for data analysis. Through the factor analysis, the physical environment of the Japanese specialty restaurant was identified as a component of comfort, aesthetics, and convenience. As a result of the multiple regression analysis, the three components of the physical environment have positive effects on customer satisfaction, return visit intention, and word of mouth intention. The results of regression analysis showed that customer satisfaction had a positive effect on revisit and word of mouth intention. Through the results of this study, we confirmed the physical and environmental impacts of the specialty restaurants and suggested the practical and theoretical implications.

• Journal of Distribution Science
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• v.11 no.2
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• pp.35-44
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• 2013

Purpose - Until recently, studies on customer values for restaurants recognized two path structures; the SERVQUAL model, that is, service quality? perceived value? customer satisfaction? behavioral intention, and the customer value? customer satisfaction? behavioral intention path that categorizes customer values into functional value and hedonic value. This study, instead, classifies the consumption values of fast-food restaurants based on the consumption value system provided by Sheth, Newman and Gross (1991) and illustrates the new path structure, consumption value? customer satisfaction? behavioral intention, targeting college students for a generalization of the consumption value system of fast-food restaurants. Research design, data, and methodology - This study establishes five hypotheses based on the relationship between each type of consumption value (functional, emotional, social, and epistemic) and customer satisfaction, and the relationship between customer satisfaction and behavioral intention. For this analysis, data was collected by conducting a pre-test and administering a survey to 213 college students who are regular customers at fast-food restaurants in Seoul, Korea. The data collected was then analyzed using SPSS 15.0 and AMOS 6.0 statistical packages. Results - The study showed that: First, the consumption values of fast-food restaurants are classified into the following four categories: functional value, emotional value, social value, and epistemic value while consumption value can be applied to customer value of fast-food restaurants. Second, the functional and epistemic values had a positive impact on customer satisfaction. The resulting satisfaction is attributed to the intrinsic characteristics of fast-food restaurants like the consistent quality of food, reasonable prices, fast service, and unique or new experiences on every visit. On the other hand, emotional and social values did not affect customer satisfaction. The results on emotional value differed from the general studies on restaurants while the results obtained for social value were not consistent with the studies on high-end restaurants. Third, customer satisfaction had a positive impact on behavioral intention. The survey showed that college students reflected behavioral intention - repurchase intention and word-of-mouth - if they were satisfied with the food quality and employee services provided. Simultaneously, it was seen that the impact of functional value on customer satisfaction of fast food restaurant goers was more than that of epistemic value. Conclusions - The consumption values of fast-food restaurant users could be classified into four categories, functional, emotional, social and epistemic values, based on the consumption value system provided by Sheth, Newman and Gross (1991). It proved that the customer values of restaurant goers can be extended to the path structure of consumption value? customer satisfaction? behavioral intention to confirm its generalization. The study also showed that marketing managers need to focus more on the factors that influence functional value as the fast-food restaurant users consider timely services with the consistent quality of food at a reasonable price and at a convenient place more important than the new experiences or uniqueness.

• Culinary science and hospitality research
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• v.22 no.4
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• pp.254-264
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• 2016

This research was conducted over about four weeks from May 1, 2015 until May 30. First, of the hotel restaurant visit motivations, awareness image B=0.524 (p<.001), food B=0.121 (p<.05), and distinctiveness B=0.251 (p<.001) had a significantly positive impact on consumer attitude. Second, the hotel restaurant, visit motivation and preference image B=0.577 (p<.001), Social B=0.192 (p<.001), distinctiveness B=0.173 (p<.01) was significantly positive on consumer attitudes there were influential (+). Third, there was the influence of motivation and purchases, visit the hotel restaurant between images of B=0.705 (p<.001), Around B=0.113 (p<.01) significantly positive (+) on purchase of consumer attitudes to food B=-0.135 (p<.01) and social B=-0.123 (p<.001) are part had the effect of (-). Addition, consumers also look at the attitude and awareness Revisit B=0.464 (p<.001), Rating B=0.321 (p<.001), even the purchase of B=0.205 (p<.001) all significantly positive (+) with there was influence. If the five-star hotel from carrying out marketing activities around awareness, preference, and purchase intention judges will give a great help in hotel management.

• Culinary science and hospitality research
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• v.21 no.1
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• pp.116-128
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• 2015

This study examined customers from restaurants in hotels in the Busan and Gyeongnam region, South Korea, to confirm if dinging area decoration has any indirect effect on behavioral intention via customer emotional response and the mediating effects of customer emotional response in order to provide the basic materials of marketing strategies for continued customer visit to the hotel restaurants. The implications of the study are summarized as follows: First, if restaurant space is designed in consideration of gustatory, visual, auditory, tactile, and olfactory aspects, it becomes a reason for customers to re-purchase and spread good words of mouth. Second, restaurant food space should be designed to make customers pleasant and exciting. Third, the design of food restaurant design that induces customer emotional responses elevates customer re-purchase and intention to deliver words of mouth.