• Culinary science and hospitality research
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• v.23 no.8
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• pp.128-136
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• 2017

This study was conducted to identify the relationship among various service quality clues, brand trust, brand distinctiveness and revisit intention focusing on fast-food restaurant consumers. Using online questionnaires tool in South Korea, a total of 450 questionnaires were distributed and 390 participants were used for further statistical analysis through SPSS 21.0 and AMOS 21.0 for Windows. Four service quality factors (menu, interior, exterior, staff) were extracted from twelve questions. According to the result of this study, several service quality factors of fast-food restaurants' have positive effects on brand trust and distinctiveness. Specifically, staff and menu and exterior were significant predictors of brand trust, and staff and menu of fast-food were critical antecedents of brand distinctiveness. In addition, the brand trust has positive influence on brand distinctiveness as well as revisit intention. Although there are many studies which proved the relationships among various selection attributes and other outcome variables such as brand loyalty or image, little research explained the relationships among service quality factors of fast-food restaurants, brand trust, brand distinctiveness, and revisit intention. Therefore, present study will contribute to provide significant results and some practical implications in both the fast-food restaurant industry and academic research.

• 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.27 no.3
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• pp.261-273
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• 2012

To find an efficient solution for the globalization of Korean food in Brazil, we conducted a survey about the satisfaction of Brazilian natives who had visited a Korean restaurant, and possible suggestions for improvement. We also conducted indepth interviews with 13 owners of Korean restaurants in Seo Paulo, Brazil, about their plans to improve Korean food to be more appealing to the Brazilian palate. Our research shows that Korean restaurants had a below average reputation for employee kindness, menu taste and variety, interior, mood, and accessibility. As a result of the survey, we found that Korean restaurants were considered in general to be below average. The survey also showed that the higher the level of a person's economic standing, the less satisfaction they had with Korean food restaurants. We also found that the most common pieces of advice that Brazilian women had regarding Korean restaurants were to offer more variety in the menu, maintain a cleaner restaurant, and to actively engage in public relations. The general concerns of everyone surveyed focused on cleanliness and public relations of the restaurant. However, food-related people focused more on the taste and quality of the food. Sao Paulo is currently the most well-developed economic center in South America, so the world's food service industry is pushed to the front of its ongoing development. For Korean food to make inroads into Brazil, Korean restaurants need to change the niche that they occupy. First-generation family businesses and second-generation specialized family businesses coexist in that city. So first of all, to localize the Korean food for Brazilian tastes, a menu system that will easily allow natives to access Korean food must be established. And second of all, it must support the total food culture by improving distribution, sanitation management, and marketing methods that can get the natives to like Korean food ingredients.

• Culinary science and hospitality research
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• v.16 no.2
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• pp.96-109
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• 2010

As a life cycle changed and people who eat out rapidly increased, the imbalance of nutrition through eating out has been suggested as a risk factor for chronic diseases. This has cast light on health-oriented menu for restaurant customers, raising it as a new social issue in the food service and health industry. In light of this situation, this thesis focuses on the relationship among health-oriented menu for restaurant customers, herbal foods and its influence on customer satisfaction to provide useful information on LOHAS and herbal foods. Also, it investigates their vegetable diet, including eating herbal food, and Buddhist temple foods which are in close relationship with health. The results are as follows. First, health orientation had a significant impact on LOHAS. Second, health-oriented menu proved to give significantly positive influence on customer satisfaction by introducing herbal foods. Third, LOHAS gave a significant impact on herbal foods, and by herbal foods, it gave positive influence on customer satisfaction. Finally, the hypothesis which said herbal food has a significant impact on customer satisfaction also had significant influence.

• Journal of the Korean Home Economics Association
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• v.24 no.3
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• pp.85-95
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• 1986

This study was to form a desirable dietary life plan for Koreans, to obtain basic materials for understanding the concept of sanitary life and to prevent waste of food resources. In order to execute these purposes we made up questionnaires and distributed them to 200 restaurant managers and 1955 customers in Seoul. As a result, the restaurant managers and customers all had proper knowledge of the purposes of the order menu system which is conducted to improve public sanitation and to save food. Nevertheless the habit of the Korean people's dietary life has not fixed yet. Therefore, according to the survey it was shown that there should be more new work in recognizing the importance of this field by active public relations.

• Culinary science and hospitality research
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• v.4
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• pp.481-499
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• 1998

In the present situation of national economy crisis, known as IMF, the hotel and tourist industry are undergoing financial difficulties. Particularly the hotel food and beverage business has experienced a significant reduction in sales. The results of the case study of the wheat noodle restaurant of the A hotel prompt for a change in business style and management. After researching menu, business records and other factors, it was recommended to open a new korean style restaurant in place of the current one. It was also recommended to include noodle dishes into menu in order to keep old customers. Besides, these changes, considering the fact that the noodle restaurant typically has a peak hour at lunch time, and the Korea one at dinner, will be quite practically useful in proper personal management in the service aspect.

• The Korean Journal of Franchise Management
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• v.9 no.4
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• pp.7-19
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• 2018

Purpose - Recently, global management in Korea franchise industry is becoming an important keyword. As an important branch market, Chinese market plays a major role not only by making experience of the competitiveness among global brands which offers a foothold to become a top global brand, but also by actualizing an economies of scale in production, sales, etc. Therefore, it is necessary to identify key successful factor influencing customer evaluation and responses of Korean franchise restaurant targeting Chinese consumers in China context. The purpose of this study is to examine the effects for Korean franchise restaurant selection attributes on perceived value, customer satisfaction and customer loyalty in Chinese context with SmartPLS 3 and Artifical Neural Network(ANN). Research design, data, and methodology - For these purposes, the authors developed several hypotheses. A questionnaire survey was conducted on the panel of online survey companies for Chinese consumers who have visited Korean franchise restaurants. A total of 404 data were analyzed using structural equation modeling(SEM) and artifical neural network(ANN) with SPSS 22.0 and SmartPLS 3.0. Result - The findings of this study are as follows: First, the alternative model findings show that facilities & atmosphere, employee service, and menu influenced on utilitarian value, customer satisfaction, and customer loyalty directly. Second, employee service influenced on customer satisfaction. Third, menu influenced on hedonic value. Fourth, brand reputation influenced on utilitarian value. Fifth, hedonic value increase customer satisfaction and customer loyalty. Sixth, hedonic value increase customer loyalty. Seventh, customer increase customer loyalty. And, the ANN analysis shows that utilitarian value is the first most important factor influencing customer satisfaction, followed by hedonic value, facilities & atmosphere, menu and employee service. However, the ANN analysis shows that customer satisfaction is the first most important factor influencing customer loyalty, followed by utilitarian value, hedonic value, brand reputation, menu, and employee service. Conclusions - This study provides practical implications for enhancing customer satisfaction and customer loyalty by applying the ANN technique that complements the limitations of the linear structural relationship analysis using the proposed model and the alternative model. In other words, the SEM-ANN model provides guidelines on how Korean franchise restaurants should formulate facilities & atmosphere, employee service, and menu mix strategies in China. In addition, ANN 's analysis shows that restaurant brand reputation plays a pivotal role in increasing customer loyalty. The fact suggests that Korean franchise companies should establish their domestic brand reputation prior to their entry into overseas markets such as China.

• The Korean Journal of Franchise Management
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• v.13 no.2
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• pp.1-15
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• 2022

Purpose: The globalization of the Korean restaurant franchise industry differs from the business performance of enhancing the brand image and customers' intention to revisit depending on the degree of localization marketing. Therefore, it is necessary to consider the extent to which the localization marketing activities of overseas Korean restaurant franchise companies affect the customer's perception. This study aims to investigate the effects of localization marketing (Localized Menu, Localized Price, Localized Service Experience, Localized Promotion, Localized Physical Environment) of Korean restaurant franchise companies on customer revisit intention. Research design, data, and methodology: For this study, 150 questionnaires using local Korean restaurants in Beijing, China, were analyzed using SPSS Ver.21 and AMOS Ver.22. Result: It was confirmed that the localized menu, localized service experience, and localized physical environment all affect the intention to revisit customers. Based on these verification results, if overseas franchises fully recognize localization marketing, which is an important factor for local business success, and establish localization strategies, they can gain an edge in competition with local Korean restaurants or restaurant franchises founded by locals. There may be a higher probability that However, it was found that localization price and localization promotion had no mediating effect of brand image between revisit intention and revisit intention. It was found that it had no effect on the degree of inquiry and had a negative effect. Conclusions: Due to the impact of the COVID-19 pandemic, there have been many changes in the domestic and overseas food service industry over the past two years. Therefore, in future research, it is necessary to study the localization of overseas Korean restaurant franchise companies that are more multidimensionally subdivided. Various measures of customized localization marketing for optimal regional characteristics should be developed and applied to enhance customer revisiting and brand image of Korean restaurant franchise companies entering overseas. In the future, this study will be meaningful data for the establishment of localization marketing (Localized Menu, Localized Price, Localized Service Experience, Localized Promotion, Localized Physical Environment) strategies for Korean restaurant franchise companies that consider overseas expansion or have already entered.

• Culinary science and hospitality research
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• v.9 no.3
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• pp.55-72
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• 2003

This study systemized the theories of promotion menu and surveyed the clients using hotel restaurants. This study has a goal of establishing marketing plans of development of the promotion menu by observing the choice attributes of promotion menu. The followings are the results of this study. First, the distinctiveness from the previous food appeared to be very important when selecting the promotion menu. Second, one of the big problems in the hotels is that unreasonable price. Third, most of the people get information on the promotion menu from newspapers and magazines. Fourth, a thorough training of the employees is needed and a high-quality incentive policy needs to be done.

• Culinary science and hospitality research
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• v.19 no.4
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• pp.243-255
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• 2013

The purpose of this study is to examine the menu selection attributes in Italian restaurants located in Jeonju area and analyze their customers' using patterns and favorite menu items in each menu section. The results are as follows. First, in terms of significance of choosing a menu item in Italian restaurants, the most important factors are defined as health management factors, service management factors, food management factors, and menu management factors. After the verification of satisfaction, there are significant differences in the health management factors. Second, in terms of Italian restaurant visiting patterns, the recognition level of Italian food was positive, number of visits per month was averagely once or twice a month, major companions were family members, main purpose was to having meals, and information of the food was acquired by word of mouth. Third, in each menu section, the most popular dishes were the one using mozzarella cheese in the antipasto, asparagus cream soup in the soup, carbonara in the pasta, the pizza topped with mozzarella cheese, salami, black olive, and tomato sauce in the pizza, fresh mozzarella cheese tomato salad in the salad, beef tenderloin steak and pan-fried halibut in the main dish, fresh fruits and tiramisu in the dessert. For future studies, there should be various researches and analyses for significant factors when selecting menu by each segment and group from the entire sample.