• Culinary science and hospitality research
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• v.12 no.3 s.30
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• pp.219-236
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• 2006

The purpose of this study is to examine the elements that satisfy customers in order for restaurants to survive in competition, and to examine effective positioning strategies. Since the designation of Haeundae in Busan as a Special Tourism Zone, diverse food service markets have been established and various marketing activities are anticipated accordingly. The results of this study can be summarized as follows: First, after the examination of the competitive relationships among restaurants, based on the image similarity data, it was found that Bennigan's, Outback Steakhouse, and T.G.I. Friday's are in close proximity with one another. Hence the fierce competition between them. Secondly, as a result of PC-MDS PROFIT analysis, a positioning map was drawn with image similarity measurement of the restaurants and scores 9 evaluation categories for each brand name as follows: food taste, food price, service, access convenience, hygienic condition and cleaning, atmosphere, various events, circumferential environment, and public image. Thirdly, as a result of MDPREFMAP analysis based on the customer preference, data from the restaurant brand names, an ideal location of a restaurant preferred by customers and the position of restaurant brand names were indicated at the same time.

• The Journal of the Korea Contents Association
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• v.11 no.10
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• pp.416-424
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• 2011

This study aimed to look into the Korean food consumption behavior, satisfaction, and loyalty between segmented groups through Korean food market segmentation in accordance with brand personality. A survey was conducted to the Japanese residing in Korea and also Japanese tourists in Korea. For the statistic analysis, frequency analysis, factor analysis, anova, $x^2$ and cluster analysis were conducted with Hangul SPSSWIN 19.0. The results of an empirical analysis include the following. First, the brand personality of Korean food was deduced into the following five levels: sincerity, ruggedness, competence, sophistication, and excitement. As a result of stereotyping based on the above, it was classified into three groups involving an excitement pursuing group (18.7%), a sophistication pursuing group (59.7%), and a competence sincerity pursuing group (21.6%). Second, it was found that there was a significant difference in the demographic characteristics and Korean food consumption behavior between segmented groups. Third, there was a significant difference also in satisfaction with and loyalty to Korean food between segmented groups. Specifically, competence and sincerity pursuing groups were discovered to exhibit the highest satisfaction and loyalty when compared with any other of the groups. Accordingly, it would be necessary to conduct a Korean food marketing strategy appropriate for each segmented group.

• The Korean Journal of Franchise Management
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• v.13 no.2
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• pp.53-66
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• 2022

Purpose: How to build the attitude on brand is very important, because it affects the positive word of mouth and revisit intention. Brand attachment, brand name, and image congruence play important role on consumer behavior in terms of reinforcing consumers' perception of food service companies and differentiating them from competing brands. Following the planned behavior theory, this paper examines the effect of linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector. Research design, data, and methodology: This paper examines the structural relationship among brand attachment, brand name, image congruence, brand attitude, WOM, and revisit intention. In order to test the purposes of this study, research model and hypotheses were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All constructs were measured by multiple items tested and developed in the previous research. The study is based on the quantitative method and considered 519 questionnaires fulfilled by customers of restaurants. The data were explored employing the partial least square-structural equation modelling (PLS-SEM). Frequency analysis was conducted to identify the general characteristics of the survey subjects. To measure the reliability and validity of the measurement tools, confirmatory factor analysis was conducted. Structural model analysis was conducted to verify the research model. Result: The findings demonstrate that brand attachment and brand name had positive effects on attitude while image congruence did not have. Also, attitude had positive effect on WOM and revisit intention. Conclusions: This study expands the literature about WOM and revisit intentions. This study expands prior research in a similar field to which the theory of planned behavior (TPB) is applied, and reveals that brand attachment, brand name, and brand image congruence play an important role in developing brand attitude that affect revisit intention and WOM. And provide guidelines on how to enhance competitiveness in the restaurant sector based on understanding of linking brand attitude to customer loyalty and repeat business. By putting into practice these suggestions in the restaurant industry, brands can easily build up their attitude and boost a positive WOM and the intention to revisit.

• KOREAN JOURNAL OF CROP SCIENCE
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• v.51 no.7
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• pp.645-651
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• 2006

This study was performed to examine the relationship between quality characteristics and palatability on 21 varieties of commercial brand rice in North Kyeong-sang Province, Korea. The average percentages of translucent kernels, an important factor in rice quality, were the higher in the Ilpumbyeo cultivar than other six rice cultivars including Mihyangbyeo, Ilbanbyeo, Chuchungbyeo, Saechuchungbyeo, Hidomebore, and Nampyeongbyeo. The mean contents of amylose among commercial brand rice were not significantly different. The protein content was inversely associated with palatability (Toyo value). The sensory evaluation showed that clumpiness was positively correlated with the moisture content. The preference in color of cooked rice was increased as the percentage of translucent kernels increased. The roasted nutty flavor was highly correlated with the cooked rice with high protein content, while the chewiness was associated with high moisture and low amylose content.

• Korean Journal of Community Nutrition
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• v.9 no.6
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• pp.734-741
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• 2004

The purposes of this study were 1) to understand customers' expectations and satisfaction on menus in family restaurants, 2) to compare customer satisfaction and brand image for positioning new menus, and 3) to analyze customer satisfaction and loyalty to each menu. From May 8th to 28th, 2004, a total of 3,594 membership customers responded to the email survey. Statistical analyses such as t-test, ANOVA and Pearson Correlation were performed using SPSS 12.0. The results of this study consist of four major parts: general findings, customer expectation analysis, new menu positioning and customer satisfaction analysis. The customer expectation analysis discovered that taste was the most expected attribute in menus of family restaurants, followed by quantity, appearance and price. Statistically different expectations existed among different customer groups categorized by their general characteristics including demographics. Also, high correlations existed among the expectations over all the attributes: food quality, shape, quantity and price of food. Over all the attributes, customer expectation was higher than customer satisfaction. Thus, a discrepancy existed between expectation and satisfaction. Positioning of new menus was determined by brand image and customer satisfaction. Lastly, the customer satisfaction analysis revealed that customers in different gender and age have different satisfaction. In addition, high correlation existed between satisfaction and loyalty on new menus of a family restaurant. In consequence, the research findings suggest managers should understand customer expectation and satisfaction and reposition their menus regularly by menu engineering.

• Journal of Distribution Research
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• v.9 no.2
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• pp.101-122
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• 2004

In this study, two alternative models are developed and tested in order to investigate the relationship between retailer image and its private brand attitude. The halo effect model hypothesizes that retailer image is related as a halo in private brand evaluation and the summary construct model hypothesizes that retailer image functions as a summary construct of private brand evaluation. The results indicate there are moderating effects of 1) familiarity with a private brand and 2) the characteristics of a product category High familiarity is related with the summary construct model and low familiarity the halo effect model. In private brand food, the summary construct model fits better and explains more adequately that private brand evaluation influences retailer image as a summary construct. In private brand clothes, however, the halo effect model performs better in explaining the relationship between retailer image and private brand attitude.

• Culinary science and hospitality research
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• v.19 no.3
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• pp.274-290
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• 2013

The purpose of this research was to conduct an empirical research on the relations between perceived satisfaction level and value, brand attitude and repurchase intention after receiving price discount in such brand coffee shops as Starbucks, Coffee Bean, Angel-In-Us, and Caffebene. To do this, surveys were conducted in those 4 brands of coffee shops, distributing 100 copies of questionnaire each, from December 1st to December 31st, 2012. A total of 400 copies were collected for the final analysis, and the results are as follows. The level of satisfaction with price discount policy was displayed as causing a significant positive influence on hedonic and utilitarian values, and the hedonic and utilitarian values were identified as causing a significant positive influence on brand attitude and repurchase intention. Additionally, it was shown that brand attitude caused a significant positive influence on repurchase intention. A further analysis revealed that the number of customers who do not utilize the discount policy was highest in Starbucks, while the number of customers who utilize stamp coupons was displayed as the highest in Coffee Bean. In case of Angel-In-Us, the number of customers who use other price discount policies instead of stamp coupons was displayed as the highest, while the number of customers who utilize other price discount policies along with stamp coupons was displayed as the highest in Caffebene. Moreover, the level of satisfaction with price discount policies was higher for customers who use discount policies compared to those who do not.

• 축산식품과학과 산업
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• v.8 no.1
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• pp.64-73
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• 2019

• The Korean Journal of Food And Nutrition
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• v.28 no.1
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• pp.24-33
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• 2015

This study examined the utilization of processed food and the recognition of food labels among 257 university students (201 females and 56 males) in Seoul and Kangwon-do. The results of the study showed that the most important considered information on food labels are shelf life, nutrition facts, and price in sequential order. Female students' recognition of nutrition facts was significantly higher than that of male students (p<0.05). Female students more attentively checked the manufacturer, origin of the products, and shelf life information on food labels than did the male students. In checking out the food labels information, the most checked items on food labels were calories, trans fatty acid and cholesterol in that order and the least checked information was the sodium contents. Among processed foods, male students' consumption was dominant in instant noodles, frozen dumplings, and canned goods, while female students had more candies/chocolates. In selecting processed foods, male students showed strong preference for cheaper and quantitative products, while female students chose more tasty, brand new, well-known brand, and products of domestic origin. Frequency of canned and frozen food consumption showed a positive correlation with BMI, while candies/chocolates showed a negative correlations with BMI. Negative correlations were found in the attitude of selecting food with longer shelf life and BMI. The results of this study suggest that university students need to be well informed to make wise food choices that contribute to a healthy diet. Additionally, food manufacturers and government authorities concerned should make certain that consumers know how to use food label information more easily and effectively through proper education.

• Journal of the Korean Society of Food Culture
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• v.28 no.5
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• pp.463-472
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• 2013

Beverages can vary in their appropriateness depending on the context of their different uses; therefore, an intention to consume a beverage is likely dependent on the context of its use. This study associated the consumer acceptability of commercial beverage products examined in a previous study (Kim and others, 2013) with its appropriateness under different use contexts. Consumers (n=360) were divided into two conditions: blind and brand. Consumers rated appropriateness for 13 use contexts for each beverage product. The results indicated that the contextual appropriateness were significantly different among the beverage samples and seemed to be positively influenced by the acceptability of beverages. The beverages with higher liking scores were more appropriate in a greater number of contexts, including "when tired", "refreshing", and "rest". However, there were inappropriate contexts (e.g., "while weight watching", "after exercise", "with a meal", and "health care") regardless of degree of acceptability. In the brand condition, some differences in contextual appropriateness were observed when comparing results from the blind condition (e.g., "with a meal", "health care").