The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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The Effect of Chinese Perceptions of Quality Attributes on Customer Satisfaction, Revisit Intention and Recommendation Intention for Korean Restaurants in Shandong, China

중국 산동성내 한식당 이용 중국인의 서비스품질속성에 대한 인식이 고객 만족도, 재방문 의도 및 추천 의도에 미치는 영향

  • 한용 (충북대학교 대학원 식품영양학전공) ;
  • 이영은 (충북대학교 생활과학대학 식품영양학과)
  • Received : 2017.06.12
  • Accepted : 2017.08.16
  • Published : 2017.10.31
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Abstract

This study was conducted to survey the perception and preferences of customers that have dined at Korean restaurants in China and investigate the importance and performance level of quality attributes, customer satisfaction, revisit intention and recommendation intention. The survey was conducted January 31~March 1, 2016 in China. The 293 questionnaires (97.7%) were analyzed using SPSS(Ver. 23.0) and AMOS(Ver. 21.0). Results of this study are as follow: Customers that dined at a Korean restaurant in China were composed of 157 women and 136 men. Regarding the reason for preferring Korean cuisine, taste, hygiene and nutritional value of Korean food were the most significant quality factors. Regarding complaints about Korean food, Chinese people placed much emphasis on freshness of ingredients when dining out, based on the majority of complaints about ingredients that were not fresh. The main reason for leftover food were personal eating habits and that of customers revisiting food taste and nutrition. Path model among customer satisfaction, revisit intention and recommendation intention revealed the factor of menus and attributes of menu items regarding customer's age that had an impact on customers' satisfaction, and association with customers' satisfaction, revisit intention and recommendation intention as well.

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