• Food Science and Industry
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• v.48 no.2
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• pp.2-11
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• 2015

• The Korean Journal of Franchise Management
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• v.11 no.1
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• pp.7-17
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• 2020

Purpose - As the competition in the foodservice franchise industry and the market becomes fierce and the entry barrier is lowered, the foodservice franchisor and franchisees strive to increase their competitive advantage in the market. Therefore, the franchisor and franchisees use experience management strategies to enhance the positive experiences of customers visiting the stores. In this regard, this study examines the effects of customer-oriented activities (physical-, social-, health-, and service-oriented activities) on utilitarian and hedonic values, and loyalty using stimulus-organism-response (S-O-R) model and value-expectancy theory. Research design, data, methodology - The data were collected from panels of online survey company, who visited a foodservice franchisee within last month. The survey was conducted for about 15 days from March 7, 2019 to March 21, 2019, and about 3,500 e-mails and messages were distributed to ask for the survey. A total 412 responded and completed the questionnaires. Of the 412 completed questionaires, 12 were discarded due to missing and misinformation data and 400 were retained for further data analysis. Results --The results showed that social oriented activities, health oriented activities, and service oriented activities had positive effects on hedonic value, while physical oriented activities did not have a significant effect on hedonic value. Health oriented activities and service oriented activities had positive effects on utilitarian value, while physical oriented activities and social oriented activities had no significant effects on utilitarian value. Hedonic and utilitarian values also have a positive effect on loyalty. Conclusions - First, food service franchises should provide services and menus in consideration of the health of customers. When a customer visits the store, franchisee should provide more health-oriented food or materials and clean and comfortable conditions so as not to threaten the health of the customer. Second, the food service franchise must build a service-oriented system. Foodservice franchisor need to provide continuous service training not only to the franchisees, but also to the employees of the franchisees. Third, franchise should design a store where customers can form social exchanges through providing various information exchange to customers and making the store as a local community center.

• Journal of the Korean Society of Food Culture
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• v.34 no.5
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• pp.534-542
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• 2019

This study aimed to provide insight into methods for activating management of traditional markets by understanding differences in merchant perception according to whether or not the merchant has participated in management activation education. Analysis of merchants' levels of perception of market activation found that educated merchants had a higher perception of pre-post modernization satisfaction, promotion of traditional market revitalization projects, and post-support changes in sales. In a co-marketing context, educated merchants showed significant differences in onnuri gift certificates, bargain sales, festivals and events, and advertisement promotions. With regards to perception of management performances, educated merchants showed statistically significant higher responses for items such as satisfaction with the current vendor, increased sales, and increased customer awareness. The results in this study may be incorporated into the policy-making processes of the government or local governments in order to revitalize traditional markets, and merchant education for activation of management is deemed to be continuously necessary.

• Culinary science and hospitality research
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• v.12 no.1 s.28
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• pp.188-202
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• 2006

With large corporations entering into the foodservice market, competitions among those foodservice providers became intense, leading to differentiated quality services in terms of portioning out the meal, its portion and waiting time, not to mention food quality. The purpose of providing foodservice is to satisfy its customers, to secure optimum level of profits, and attain continuous quality improvement. To have such purpose attained, all other factors affecting the foodservice should be allowed to play a role. The intensity of the work performed by the employees should be maintained at a steady level and systematically controlled. 'Service First’ principles upholding that customer satisfaction comes from good service should be applied at all times; customer satisfaction comes from the satisfaction of the employees. Customer satisfaction through good service will contribute to an increase in revenue which we get by subtracting operating expenses from the total sales, as it will lead to concluding a long-term supply contract or renewing the existing contract. To keep the operating expenses to the minimum level, it is important to effectively perform the cost control. Since personnel expenses occupy a large portion of the operating expenses, it is imperative to effectively control the labor costs. For this reason, this study will present an effective program for disposition of men with a large organization being centered around, where the number of people served at the mess hall varies greatly depending on a day of the week and a mealtime of the day.

• Journal of the Korean Society of Food Culture
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• v.37 no.4
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• pp.324-334
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• 2022

This study was conducted to provide basic data for product development and marketing strategies for the Thai home meal replacement (HMR) market, to reflect the changing trends in household sizes in Thailand. The results of analyzing the characteristics and differences of HMR consumption behavior between single-person households and multi-person households in Thailand were as follows: It was found that single-person households use HMR to save money and for the convenience in cooking and preparation. In the preference by HMR type, multi-person households showed a higher preference for all types of products than single-person households. Thai consumers, regardless of their household size, mainly use department stores and large shopping malls to purchase HMR, and they most prefer to get information through Internet advertisements. The shelf life, quality, taste, hygiene, and freshness of HMR were the main considerations for their selection. Based on the results of this study, the Thai market requires the development of HMR products that are reasonable in terms of cost and preparation time. In addition, it is necessary to develop products that can satisfy consumer needs, such as nutritional enhancement and therapeutic foods, products that are organic, eco-friendly, cater to various menus, and address the premium segment.

• Journal of the Korean Society of Food Culture
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• v.22 no.2
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• pp.218-224
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• 2007

The purpose of this study was to measure the effects of value and satisfaction moderating the relationship between foodservice quality and behavioral intention. A total of 273 questionnaires were completed. Moderated regression analysis was used to measure the relationships between variables. Results of the study demonstrated that the analysis result for the data also indicated excellent model fit. The main effects of foodservice quality, value, and satisfaction on behavioral intention were statistically significant. The interaction effect of quality and satisfaction on behavioral intention was not statistically significant. The interaction effect of value and satisfaction on behavioral intention was not statistically significant. As expected, the interaction effect of quality and value on behavioral intention was statistically significant. Moreover, foodservice quality on behavioral intention was statistically significant at all levels of value and satisfaction, except for when value level was low, and satisfaction level was high. The results of this study indicated that restaurant marketers should attach importance to the interaction effect of service quality and customer value to understand the elements of market demand and customer loyalty.

• Journal of the Korean Society of Food Culture
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• v.33 no.4
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• pp.345-353
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• 2018

This study examined how the consumers' perception of GM food affects their purchasing behavior. In addition, this study investigated how the amount of knowledge a consumer has regarding GM food affects their perception of this type of food. The quantitative research method was used to collect data. The data from a self-administered survey, which was conducted in South Korea, was analyzed using descriptive analysis, ANOVA, factor analysis, and multiple regression analysis methods. The results of the survey indicate that most respondents may have unknowingly purchased GM food. Further, the respondents reported that they likely had known about or had heard of GM food. In addition, the survey indicated that the amount of knowledge possessed by the respondents regarding GM food greatly affected their perceptions of this type of food. These findings will contribute to the current GM food market by providing the food market with additional information relating to the consumers' perceptions of GM food.

• Journal of the Korean Society of Food Culture
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• v.30 no.4
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• pp.413-421
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• 2015

A travel destination offers a form of novelty to the traveler since it can provide experiences that are not of the everyday variety. Therefore, a search for novelty is important as a motivation factor when planning leisure trips and vacation activities and to identify travel market segments. This study aimed to examine the differences in demographic characteristics, travel style, and preferred food-related activities in accordance with the level of tourists' novelty seeking. This study investigated potential tourists using a self-administered questionnaire survey, which resulted in 300 usable questionnaires. The respondents of this study were classified into two groups according to their level of novelty seeking: Active novelty-seeking group and Passive novelty-seeking group. These two groups were significantly different with respect to demographic characteristics, travel style, and preference of food-related-activity experience. The results show that the Active novelty-seeking group tended to have a higher proportion of females and specialized jobs, a higher level of monthly income and education, more frequent travel, and preference for food-related activity experience than other groups. The result of this study will be helpful for the tourist industry, which needs to develop culinary and food-related experience tour programs and travel market segments.

• Korean Journal of Community Nutrition
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• v.9 no.2
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• pp.183-190
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• 2004

This study was designed to identify how customers considered menu selection attributes on menu choice, and so the instrument for measuring that question was developed and menu selection behavior types were analyzed by customers' characteristics. Cronbach's alpha to assess the internal reliability of the developed scales was 0.8361, which indicated to be highly reliable. Construct validity was assessed by principal components factor analysis with a Varimax rotation to identify underlying dimensions of menu selection and then four factors explaining 55.618% of the total variance were found. These factors were labeled as 'quality of meals', 'attractiveness of meals', 'healthfulness of meals' and 'variety of meals', respectively. As a result of analysis on menu selection factors, 'quality of meals'(3.82 out of 5) was the highest consideration followed by 'variety of meals'(3.51), 'healthfulness of meals'(3.49) and 'attractiveness of meals'(3.34), so that menu marketing approaches in the perspective of quality of meals would do lead customers' selection rates, customer satisfaction and then sales highly. Frequent visitor selected menu indifferently but customers who were interested in food and menu highly, who perceived meals' quality highly, and who were satisfied with overall foodservice did with concern. On the basis of these results of study for the target of food court-style B ＆ I foodservice operation, which was introduced as an ideal model in future foodservice market by the concept of 'customer's selection right', the following study related with customers' meal patterns and perception of foodservice by menu selection attributes would be able to predict the chances for success of food court-style foodservice operations.

• Korean journal of food and cookery science
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• v.20 no.4
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• pp.371-379
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• 2004

The purpose of this study was to identify factors associated with high satisfaction with foodservices in family restaurant. Accordingly, this study surveyed questionnaire concerning 20 measures of foodservice as well as major subject descriptors. The result of this study were as follows. KMO and Bartlett's test statistics showed that the data fitted factor analysis well. Results of factor analysis, average variance extracted estimates and shared variance showed that the convergent and discriminant validitys of 3 factors are supported, and cronbach's alpha showed that the internal consistency of 3 factors is supported. It was found that expensive groups, except gender groups and frequency of purchase groups, were differentially associated with high levels of overall satisfaction with foodservices. Multivariate analyses showed that satisfaction with service factor was the best predictor of overall satisfaction, followed by facilities factor. Three factors emerged from the logistic regression analysis as predictors of level of overall satisfaction. Overall, approximately 77% of university students could be correctly classified as being satisfied or unsatisfied. Finally, the results of the study provide some insights into the market-oriented types of foodservice marketing strategies or tactics to enable family restaurant to effectively manage and more competitive.