Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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Comprehensive Study of Customers' Perceived Service Quality of Korean Restaurants I : Cross-Cultural Perception on Service Quality of Korean Restaurants by Nationality

국내 한식당의 서비스 품질에 대한 고찰 I : 한식당의 서비스 품질에 대한 국가별 인식 차이 연구

  • Jung, Hyo-Sun (Dept. of Culinary Service Management, Kyung Hee University) ;
  • Yoon, Hye-Hyun (Dept. of Culinary Service Management, Kyung Hee University)
  • 정효선 (경희대학교 조리.서비스경영학과) ;
  • 윤혜현 (경희대학교 조리.서비스경영학과)
  • Received : 2010.08.09
  • Accepted : 2010.11.22
  • Published : 2010.12.31
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Abstract

The purpose of this study was to measure customers' perception of the service quality of Korean restaurants and then compare differences in perceived service quality according to customer nationality. Self-administered questionnaires were completed by 2812 subjects, and data were analyzed by frequency, chi-square, t-test, one-way ANOVA, factor, reliability, cluster, and discriminant analysis. Results of the study were as follows. The factor analysis of perceived service quality produced four factors, employee service (5 variables), menu quality (4 variables), price & value (4 variables), and physical environment (4 variables). Cronbach's alpha values for reliability were over 0.8 for all factors. Further, a significant difference was observed in service quality, which was perceived according to customer nationality. A higher mean value of perceived service quality was held by foreigners when compared to Koreans. Especially, the mean value of perceived service quality was significantly low for all items for Japanese compared to foreigners. Cluster analysis divided subjects into two groups based on attitude toward service quality of Korean restaurants: an unfavorable group and favorable group. These two groups differed from each other in general characteristics as well. Limitations and future research directions are also discussed.

Keywords

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