Journal of Korean Institute of Industrial Engineers (대한산업공학회지)

Korean Institute of Industrial Engineers (대한산업공학회)
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Cross-Cultural Comparisons of Customer Perception at Restaurant Franchises in Beijing, Tokyo, and Seoul

북경, 동경, 서울 소재 체인 음식점에서의 문화 차이에 따른 고객 인식 비교 연구

  • Choe, Pilsung (Department of Industrial Engineering, Tsinghua University) ;
  • Rau, Pei-Luen Patrick (Department of Industrial Engineering, Tsinghua University) ;
  • Jeon, Gicheol (Department of Industrial Engineering, Tsinghua University)
  • Received : 2012.11.27
  • Accepted : 2013.04.09
  • Published : 2013.08.15
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Abstract

Global restaurant franchises are becoming more and more popular in China, Japan, and South Korea. Understanding target customers' needs for restaurant franchises is considered one of the most important factors for their business success. In this study, four domains-food-related domain (FRD), interior-related domain (IRD), staff-related domain (SRD), and convenience-related domain (CRD)-and 24 elements were classified. A survey with 450 respondents in the three capital cities (Beijing, Tokyo, and Seoul) was then conducted to examine the effect of the factors influencing customer satisfaction. After statistical analysis, thirteen main elements were found as factors influencing customer satisfaction. The analysis result showed that the food-related domain (FRD) was the most important in Beijing. The interior-related domain (IRD) and the convenience-related domain (CRD) were considered the most important in Tokyo and Seoul. Some cultural differences in customer satisfaction were also found. The results provide a guideline for better customer experience management of a restaurant franchise in the three cities.

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References

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