• Korean journal of food and cookery science
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• v.29 no.5
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• pp.553-562
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• 2013

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.

• Culinary science and hospitality research
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• v.22 no.6
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• pp.1-13
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• 2016

Since protecting the environment became a major issue in modern society, an increasing number of individuals have engaged in lifestyles of health and sustainability (LOHAS). The purpose of this study is to investigate the effects of restaurant and LOHAS images on customer satisfaction and loyalty. Particularly, this study analyzes the incremental information content of LOHAS image in the relationship between restaurant image and customer satisfaction/loyalty. A self-administered questionnaire was distributed to customers of casual-dining restaurants in three major cities (i.e., Seoul, Daegu, and Busan) in South Korea. The empirical findings suggest significant incremental information content of LOHAS image beyond general restaurant image in explaining customer satisfaction and loyalty.

• Culinary science and hospitality research
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• v.22 no.1
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• pp.153-164
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• 2016

The purpose of this article was to examine the influence of physical environment on customer's buying-risk perception at franchise Korean restaurants. In this research factor analysis and multi regression analysis were used. Physical environment were divided to 3 factors and risk perception to 5 factors. Internal environment affected negatively financial risk (p<0.001), time risk (p<0.001) and psychological risk (p<0.001). External environment had negative influence on time risk (p<0.05) and psychological risk (p<0.05). And the other environment negatively affected financial risk (p<0.001), time risk (p<0.001) and psychological risk (p<0.05). According to these results, we confirmed that various physical environments influenced on the risk perception of customers. As a result, food service corporations need to deal with physical environment efficiently. And the findings of this research would help their business management to build effective service marketing strategies and to satisfy the needs of customers at franchise Korean restaurants.

• Asia-Pacific Journal of Business
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• v.12 no.4
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• pp.271-288
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• 2021

Purpose - The purpose of this study is to identify the critical factors that restaurant management should consider strategically when making a decision after COVID-19 under the digital transformation and non-contact service expansions environment. Design/methodology/approach - The thirty six experts and managers who have 5 years or more experience in restaurant industry in Korea participate this study. The Analytic Hierarchy Process (AHP) and SER-M were used to analyze the experts' opinion Findings - As a result of the analysis, 'management environment' (0.313) showed the highest relative importance priority, followed by 'brand (0.263)', 'management characteristics (0.254)', and 'physical factors (0.17)'. And, as for the sub-factor value, 'lifestyle (0.087)', 'awareness (0.084)', 'consumer desire (0.075)', and 'loyalty (0.068)' were ranked highest among the 19 influencing critical factors. Research implications or Originality - In the case of large restaurant enterprises, it is judged that the subject(CEO, Management) is actively pursuing a strategy to acquire the necessary resources for the given environment of digital transformation and customer demand for non-contact services. On the other hand, in the case of middle and small restaurant enterprises, it seems that they are fully aware of the demand for expansion of non-contact services and the digital transformation required in the post COVID-19 era, but information technology utilization ability, usage experience, technology acceptance ability, and education and training support for this are only available to large enterprises.

• Culinary science and hospitality research
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• v.15 no.4
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• pp.172-186
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• 2009

This study investigates the relationship between the difference of the importance of physical environment by use behavior and customer satisfaction based on the customers who have visited domestic fine dining restaurants and tries to develop a marketing strategy to promote sales in fine dining restaurant business suffering from the global economic hard times. A survey was conducted to examine the customers who were older than 20 years old and have visited a fine dining restaurant, 'Wood & Brick' and 'Benigni', located at Sejongro Junction in Seoul for 61 days from May 1 to June 30, 2009. SPSS 14.0 statistical package was used to process data. Frequency analysis, reliability test, ANOVA, and multiple regression were executed. The result shows that the difference of the importance of physical environment by use behavior depends on the number of visits per month and the cost per capita. On the relationship between physical environment and customer satisfaction, cleanness, space arrangement, charm, and accessibility have positive effects on customer satisfaction.

• Culinary science and hospitality research
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• v.18 no.1
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• pp.199-212
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• 2012

Recently, the government, academia and the food service industry have keen interest in tbe globalization of traditional Korean food. The purpose of this study is to find out the impact of service quality on customer satisfaction and management performance. Korean food restaurants and 188 customers living in Ulsan area were the subjects of empirical analysis. So as to achieve the research purpose, we conducted factor analysis, reliability analysis, multiple regression analysis, correlation analysis and frequency analysis through SPSS 12.0 program. The analysis results are as follows. There are 3 factors in the service quality of a Korean restaurant. Customer satisfaction and management performance are drawn as one factor. The correlation analysis among the service quality factors, customer satisfaction and management performance show that they all have positive (+) correlations. Regarding the service quality of a Korean restaurant, the physical environment has the biggest impact, followed by human service and convenience. Regarding the service quality of a Korean restaurant, human service and the physical environment have a significant impact on management performance. Satisfaction of customers who visited Korean restaurant has a significant impact(p<0.001) on management performance.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.17 no.2
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• pp.1-26
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• 2006

The life of modern society is going to be more scientific and rationalized. According to these trends, our dietary life was also dramatically changed. Family restaurants grew up by 30% every year was became the place of meeting and relaxation from the place of selling and eating. These demands request to improve an atmosphere, a facility and a service in family restaurants. The objective of the present study is to investigate the effect of the gap of service in family restaurant on customer loyalty based on Oliver's gap theory. These results could be contributed to make the strategy of marketing in family restaurants. The purpose of this study in detail is as below. First, it is determined the difference of its expectation and its outcome regarding on the family restaurant service. Second, it is investigated the relationship of the gap of family restaurant with customer satisfaction. The suggestions of the present study are as below. First, it is necessary to get a novel CI strategy to clean the environment of restaurant and to induce the customer desires for young females as a dominant customers. Second, it is need to improve the interior of restaurant and to develop foods for optimal dietary environments. Third, based on the customer loyalty of the present study, customer satisfaction belongs to optimal dietary environment and utilization, whereas the negative gap of service is commercial dietary goods and employee's service. Therefore, the continuous loyalty along with personal satisfaction intends to improve the maximized atmosphere and utilization on use. The main strategy of marketing could be focused on the improvement of commercial dietary goods and utilization for the satisfaction and demands of customers.

• The Korean Journal of Franchise Management
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• v.14 no.1
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• pp.1-21
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• 2023

Purpose: During COVID-19, consumers prefer social distancing or contactless activities for safety, and hygienic condition has become one of the most important factors in evaluating restaurants. Therefore, this study aims to investigate whether offline/online word-of-mouth is affected by restaurant quality. Research design, data and methodology: The data were collected from 480 consumers who had experiences of visiting a restaurant in the past 90 days and analyzed with SPSS 28.0 and SmartPLS 4.0 programs. Results: Physical environment and menu had positively significant effects on brand love, while employee service and hygiene had no significance on brand love. Restaurant environment, menu, and hygiene had negatively significant effects on brand hate, but employee service had not significant impact on brand hate. Brand love had positively significant effects on offline and online word-of-mouth, and brand hate had negatively significant effects on offline and online word-of-mouth. Conclusions: First, restaurants need to develop a pleasant space where customers can have emotional experiences. Second, restaurants need to fulfill customers' desire for global food consumption. Third, restaurants should ensure hygiene and safety to prevent customers' brand hate. Lastly, restaurants need to establish offline/online word-of-mouth strategy to identify which restaurant quality attributes influence brand love/hate and offline/online word-of-mouth.

• Korean journal of food and cookery science
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• v.28 no.3
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• pp.285-298
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• 2012

This study was undertaken to understand the interrelationships among customer's perceptions of service encounters, customer value, and behavioral intent in a family restaurant. Based on 331 samples obtained from empirical research, we reviewed the reliability and fitness of a research model and verified three hypotheses using a structural equation model. The results showed that physical environment (${\beta}$ = .418) and a customer interaction with the service provider (${\beta}$ = .265) had a significant effect on the customer's hedonic value. Additionally, physical environment (${\beta}$ = .126) and customer interaction with service providers (${\beta}$ = .264) had a significant effect on customer utilitarian value. Customer's hedonic (${\beta}$ = .538) and utilitarian value (${\beta}$ = .382) triggered by service encounters had a significant effect on their behavioral intent. Limitations and future research directions are discussed.

• The Korean Journal of Food And Nutrition
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• v.24 no.4
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• pp.670-679
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• 2011

This study investigated the hotel buffet restaurant's service quality, emotional reaction of customer, recommendation intention, and defection intention. The survey was conducted from January 3 to February 7 in 2011, and 400 respondents were used in the data analysis. As a results of this study, the hotel buffet restaurant's service quality was classified by the interaction, outcome, and physical environment quality. The emotional reaction of hotel buffet restaurant's customer was classified by the positive and negative emotion. The all factors of hotel buffet restaurant's service quality had a positive impact on positive emotion, while it had a negative impact on negative emotion. The positive emotion reaction of hotel buffet restaurant's customer had a positive impact on the recommendation intention, while the negative emotion had a negative impact on the recommendation intention. And the negative emotion had a positive impact on the defection intention in hotel buffet restaurants. In addition, there were partially differences in the service quality and emotional reaction by general characteristics. There were significant differences in the recommendation intention by marriage status and monthly income. Therefore, the hotel buffet restaurants have to design a strategy of service for increasing customer's positive emotion and recommendation intention.