• The Korean Journal of Food And Nutrition
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• v.31 no.1
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• pp.173-184
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• 2018

This research was conducted to examine coffee shop customers' preference and satisfaction by different types of promotion. Research samples ware adults with experience of any form of coffee shop promotion (n=209). Descriptive statistics, Chi-square, t-test and one-way ANOVA were used to analyze the relations among variables. Results showed that 'free coupon' was the most preferred ones. SNS was the most frequently used search method for coffee shop coupon promotion information. The most preferred event promotion was 'freebies', and preference levels were significantly different by age and employment status. 'Barista experience' was ranked highest in preference among cultural experience events. Drinking coffee was the most important purpose of visiting coffee shops, especially among unemployed, twenties, and women respondents. Coupon was evaluated the highest in usefulness and satisfaction among the three promotion methods. Event and cultural experience were preferred more by respondents in their twenties than those in their thirties. Results indicated that all promotion strategies are effective for increasing customer satisfaction and for inducing revisit. Findings also showed that preference for promotion was affected by customer characteristics such as age and gender. Therefore, coffee shops should consider using the most effective and attractive promotion strategy for their target market, while maintaining a consistent service quality level to fulfill customer expectation.

• Culinary science and hospitality research
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• v.21 no.1
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• pp.174-190
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• 2015

This study looks at a causal relationships between service quality and behavior intention(re-visiting, recommendation, loyalty) to attract customers and make them loyal customers in the context of Japanese restaurants. The study includes 250 consumers who have experience in Japanese restaurants located in Busan to conduct survey for empirical testing. To achieve the purpose of current study, frequency test, multiple/simple regression analysis, and factor analysis were conducted with SPSS 18.0 statistical program. Structure Equation Model analysis has been employed for hypothesis testing. Results showed that the service of employee has been recognized as an primary factor among elements of Japanese restaurants' service quality to satisfy customer, and employee's service is the strongest affecting factor to consumers' behavioral intention as well. In addition, the food quality identified as an the strongest factor that affects behavior intention, whereas physical environment is the lowest factor. It can be interpreted that the quality of food is very important element to make their consumers revisit or recommend the restaurant to others. In this study, especially, the service of the employee has been identified as an key factor to customer satisfaction and behavioral intention. Therefore, CEO or restaurateurs of Japanese restaurants have to consider the importance of service quality and food quality to make more patrons as well as their business success.

• Culinary science and hospitality research
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• v.22 no.3
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• pp.79-91
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• 2016

This research was conducted over one month from May 1st to May 30th, 2015. Data were collected after confirming purpose of current study with eating house manager from the restaurant consumers. This study investigated the impact of nostalgia tendency on the propensity to revisit the eating house. Nostalgia impact on the propensity of the perceived emotional food repurchase also had the effect of significantly positive (+) on the road to repurchase B=0.767(p<.001). The coefficient of determination for measuring the adequacy of the model to determine the coefficient that measures the suitability of the model was explaining 58.9% of the variation in the premises 0.589, models with F=431.234(p<.001) to verify the significance of the model is significantly It has been described. Second, nostalgia tendency and social tendencies of the bond part had a strong impact in moderating effects of (-). The lower the social bond was investigated by increasing the propensity nostalgia.

• Culinary science and hospitality research
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• v.15 no.4
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• pp.144-158
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• 2009

This study aims to provide the service quality which consumers want and basic data for improving their satisfaction by examining the difference among the quantity of cultural capital obtained from restaurant customers, the perception of service quality, and satisfaction. The results of the study are as follows. First, customer satisfaction is not much affected by how much cultural capital one has but by how much influence the cultural capital of parents or family has, or the institutionalized cultural capital. Second, the group that has more cultural capital objectives perceives tangibility, reliability and empathy lower than the one with less cultural capital in general while the group that has more cultural capital embodiments perceives tangibility and assurance higher than the one with less cultural capital; moreover, the group that has more cultural capital institutions perceives the service quality factor lower than the one with less cultural capital. Third, the higher the perception of the whole service quality is, the greater the satisfaction is. In this respect, it is required to offer the service to win customers' sympathy and trust as well as better external atmosphere. In addition, there should be continuous service training to foster employees' expertise and improve service quality, in order for restaurant customers to visit frequently with satisfaction and revisit intention.

• Culinary science and hospitality research
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• v.15 no.3
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• pp.94-111
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• 2009

Franchise restaurants in Korea are making efforts to improve service quality by developing and following service quality manuals to provide uniform services. This study was conducted to verify the fact that such efforts to provide uniform services would increase customer satisfaction and influence customers' decision to revisit. After setting up research models and hypotheses, the survey was conducted for 30 days from April 1 to 30, 2008 and a total of 279 copies were analyzed. The result of this study includes three findings. First, among the independent variables pertaining to the influence of uniform service quality on customer satisfaction, service uniformity, brand uniformity, and space arrangement uniformity were most influential. Also, among the brand image variables, service uniformity was most influential on customer satisfaction. Second, it was found that uniform service quality had positive influence on customers' behavioral intentions and that menu was the most influential factor. Third, it was found that higher customer satisfaction had greater influence on customers' behavioral intentions.