• East Asian Journal of Business Economics (EAJBE)
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• v.4 no.2
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• pp.48-60
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• 2016

This study analyzes what effects does restaurant's well-being attribute selection have on word-of-mouth intention. Based on the result, this study aims to provide basic data for establishing Korean restaurant's service strategy and marketing strategy. The researchers surveyed 350 customers who visited a Korean restaurant located in Kangbook, Seoul. We encoded gathered data and analyzed them using SPSS 17.0 statistics package program. Following are the analyzed results. First, under hypothesis 1 - Korean restaurant's well-being attribute selection will have a positive influence on re-visitation intention - it is shown that sufficiency, healthiness, and steadiness have similar influence on re-visitation intention. Second, under hypothesis 2 - Korean restaurant's well-being attribute selection will have a positive influence on word-of-mouth intention - it is shown that sufficiency, healthiness, environment, and steadiness have similar influence on word -of-mouth intention. Third, under hypothesis 3 - Korean restaurant's re-visitation intention will have a positive influence on word -of-mouth intention - it is considered that eliciting customer's re-visitation intention also has influence on word-of-mouth intention. We will be necessary to consult how to derive customer's re-visitation intention or word-of-mouth intention by considering factors which customers of traditional Korean restaurant value.

• Culinary science and hospitality research
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• v.12 no.3 s.30
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• pp.61-74
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• 2006

The objective of this study are to examine how the factors influence each other by determining the appropriate measurement standard based on the Dining-out Motives, restaurant attribute evaluation, intention of word of mouth and reusing, an effective restaurant marketing strategy on the basis of the analytical results by patrons and market segmentations. The study surveyed 321 subjects and processed the result using SPSS for Win. V. 12.1. For statistical analysis, Frequency, Factor Analysis, and Regression were put into operation. The results showed that dining-out motives and restaurant attribute evaluation had positive effects on the intention of word of mouth and reusing. Furthermore, the restaurant owners or managers will need to understand the existing market and target markets more objectively, and, through this market segmentation, formulate a marketing strategy that is appropriate for diverse desires of customers and different characteristics of restaurants.

• Journal of the Korean Society of Food Culture
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• v.22 no.2
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• pp.210-217
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• 2007

The purpose of this study was to elicit types of food-related lifestyle of undergraduates and to examine the relationship between each ape of food-related lifestyle and an attribute of selecting a restaurant. Self-administrated questionnaires were completed by 368 students and data were analysed by frequency, factor, reliability and canonical correlation. Five factors were obtained from factor analysis of food-related lifestyle ; Factor1 'health seeking type', Factor2 'taste seeking type', Factor3 'Popularity seeking type', Factor4 'safety seeking type', Factor5 'mood seeking type'. Restaurant selection attribute were extracted into six factors, Factor1 'taste and service', Factor2 'interior‘, Factor3 'convenient for approach', Factor4 'marketing strategy', Factor5 'food quality', Factor6 ’menu and price‘ Canonical correlation analysis showed two significant functions. Canonical function1 showed that food-related lifestyles of taste seeking type and safety seeking type were indicated to have significant positive relationships with the food qualify, taste and service in the restaurant selection attributes. Canonical function2 also showed that a significant positive relationships between health seeking type and accessibility, and a significant negative relationships between health seeking type and taste & service and between health seeking type and menu & price. Finally the result of the study provide some insight into the types of marketing stratagem that can be effectively used by operator who manage restaurant.

• Journal of the Korean Society of Food Culture
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• v.38 no.6
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• pp.402-414
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• 2023

This study evaluated the consumers' demands and points of improvement for restaurant meal replacement through importance-performance analysis by the restaurant meal replacement segment market using food involvement. The results were as follows. First, after segmenting the restaurant meal replacement market using food involvement, it was classified into three markets (multiple involvements, exploration-oriented, and product quality-oriented). Second, an analysis of the importance of restaurant meal replacement selection attributes revealed taste, sanitation, quality, freshness, price, saving time, texture, ingredients, preparation process, and quantity to be highly important. An analysis of the differences according to the market type revealed the multiple involvement type to be more important than other groups, considering the restaurant meal replacement selection attribute element. Third, an analysis of the importance-performance analysis of restaurant meal replacement selection attributes revealed that quantity and price as the selection attributes that needed to be improved first in all three markets. In addition, in the multiple involvement type, food additives appeared as a selection attribute requiring priority improvement, revealing the characteristics of a market that cares about diet and health.

• Journal of Distribution Science
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• v.16 no.1
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• pp.37-46
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• 2018

Purpose - This study is to investigate the effects of consumption motives of restaurant customers on the perception of the importance of restaurant attributes, and to determine the influence of the consumption motives on the empirical and functional attributes between Vietnam and Korea. Research design, data, and methodology - Questionnaire items from previous studies were revised to fit the research purpose of the present study. From August 1 to August 25, 2017, questionnaires were simultaneously administered in Korea and Vietnam using both on-line and off-line survey methods (including SNS and e-mail). With 381 surveyed questionnaires in Vietnam(219) and Korea(162), this study was conducted by using SPSS 22.0 to verify the reliability and validity of the measured variables. Structural equation model (SEM) was employed as a statistical method for the hypotheses test of this study. Results - The results showed that hedonic eating-out motive has more influence on the importance of empirical attribute than that of functional attribute in restaurant. In addition, utilitarian eating-out motive has more influence on functional attributes than empirical attributes. However, these relationships showed the difference between countries in Vietnam and Korea. As for in Korea, consumers' hedonic and utilitarian motives of eating-out were more influential on experimental and functional attributes. Conclusions - This study analyzed the influence on the importance of the eating-out motives of restaurant attributes and how this differed between Vietnamese and Korean.

• Culinary science and hospitality research
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• v.12 no.4 s.31
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• pp.33-45
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• 2006

The purpose of this study is to make special study of the efficient operation of university foodservice. The concrete results through the conjoint analysis can be elicited as follows. First, through the interview in depth we draw out the efficient attribute comparing and analyzing elements of selecting menu and main reasons for selecting either student cafeterias or general cafeterias. Second, we elicit the best attribute based on the results of analysis on preference. Third, we present an improvement program for operating student cafeterias through simulation. As a result of conjoint analysis of the main reason for selecting a cafeteria and the utility of each attribute, the most important factor comes price (34.95%), the time required (33.20%), food taste (30.45%), and various menu (1.42%) in that order. What draws attention in the research is that price (34.93%) is not the only factor which influences students' choice of a cafeteria. Location (33.20%) and food taste (30.45%) are all equally important. These results show that students' expectation for cafeterias is getting various. Basically, all customers look for a nearer restaurant where its food taste is good and menu is various at a low price.

• Journal of the Korean Society of Food Culture
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• v.17 no.1
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• pp.16-29
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• 2002

This study had two major purposes: 1) to establish a quantitative measure of the overall restaurant attractiveness for each of the selected restaurants. 2) to examine the implications of the findings from the above concerning the operating initiatives necessary to improve the restaurant attractiveness. A multi attribute model was employed to obtain a numerical index of the attractiveness for each of the three fast food restaurants. It was found that certain of the attributes selected were clearly established as determinant variables(p<0.05). The research plotted the location of Attributes on a graph where the axes are the salience and importance scores to indicate approximate positions in four cells. Finally, the implications of these findings concering marketing and develpment initiatives to improve the perceptual attractiveness of the three fast food restaurant1.s are discussed.

• Korean Journal of Community Nutrition
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• v.7 no.3
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• pp.354-360
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• 2002

The purposes of this study were (1) to understand how customers trade off one attribute against another when they choose a pizza restaurant, (2) to compare the importance of individual attributes with their relative importance and (3) to compare customers'brand choice patterns with the prediction of pizza restaurant operators. Empirical data for this study were collected from the customers (n=307) and operators (n=273) of flour famous pizza franchise restaurants in Korea, Pizza Hut, Mister Pizza, Domino's Pizza and Pizza Mall. The attributes and attribute levels for the hypothetical profiles were decided from the focus group discussion. A total of 16 profiles was selected from fractional factorial designs. The SPSS conjoint procedure was used to calculate utility scores and simulate profiles. The overall group statistics showed the relative importance of all attributes compared with one other. Taste was the most important attribute (32.48%) in choosing a pizza restaurant, followed by service (21.87%) , atmosphere (17.23%), price (15.17%) and speed of delivery (13.26%). There was a difference between the customers'ratings of the importance of the individual attributes and the ranking of the same attributes'relative importance as derived from the conjoint analysis. The operators rated service (26.54%) as also being important, as well as taste (27.76%), in choosing a pizza restaurant. The rankings of relative importance for pizza taste, service and price were statistically different in the customers'and operators'data (p < 0.001, p < 0.1, p < 0.5). Operators who want to differentiate themselves from their competitors should make decisions based on an increased understanding of their customers'brand choice decision process and measure the hidden needs of their customers.

• Korean journal of food and cookery science
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• v.33 no.2
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• pp.228-236
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• 2017

Purpose: This study investigated beef restaurant's selection attributes using conjoint analysis in order to provide useful information to marketers and managers. Methods: A total of 320 questionnaires were distributed to consumers who visited a beef restaurant in August 2016, and 284 were completed (96.90%). Statistical analyses of data were performed using SPSS/Windows 22.0 for descriptive statistics and conjoint analysis. Results: The results of this study demonstrate the relative importance and level of each attribute for selecting beef restaurants. Price showed the greatest importance (34.86%), followed by origin of beef (27.52%), level of support services (25.72%), and variety of side dishes (11.90%). The optimum attribute combination was various side dishes (0.059), Korean beef (0.385), Very high service level (-0.291), and price of 8,000 won (-0.782). The most preferred beef restaurant gained 37.60% potential market share from choice simulation. There were significant differences in importance of attributes related to age of respondents. For respondents in their 20s and older than 50s, the first consideration was price. Respondents in their 30s considered the level of support services first while those in their 40s considered origin of beef first. Importance of attributes based on companion of respondents revealed that all respondents considered price first. Conclusion: This study contributes to development of marketing plans based on a customer's involvement level focusing on their primary selection criteria when choosing a beef restaurant. Additionally, marketers who manage beef restaurants can estimate the market share of imaginary beef restaurants from these results.

• Culinary science and hospitality research
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• v.23 no.4
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• pp.66-73
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• 2017

This study was performed to verify the relationships among selection attribute, restaurant trust, experiential value, and recommendation focusing on sport center consumers. The data were collected from visitors who registered more than three months in the sport center in South Korea. Total 500 survey was distributed and 330 participants were used for further statistical analysis. SPSS 23.0 and AMOS 21.0 for Windows were used for statistical analysis. Five factors of selection attribute (menu, interior, exterior, staff, convenience) were extracted, and measured by using 15 questions. According to the results of this study, interior, exterior, and staff factors have positive effects on restaurant trust, and interior and menu were significant predictors of the experiential value. In addition, present study confirmed the theoretical relationship among trust, experiential value, and recommend intention as perceived by sport center visitors. Although there are many studies which demonstrated the relationships among selection attribute and other outcome variables, little research explained the relationships among the variables from sport center consumers. Therefore, this study will contribute to provide meaningful results and some practical implications for both academia and the related foodservice industry.