Browse > Article

Comprehensive Study of Customers' Perceived Service Quality of Korean Restaurants I : Cross-Cultural Perception on Service Quality of Korean Restaurants by Nationality  

Jung, Hyo-Sun (Dept. of Culinary Service Management, Kyung Hee University)
Yoon, Hye-Hyun (Dept. of Culinary Service Management, Kyung Hee University)
Publication Information
Journal of the East Asian Society of Dietary Life / v.20, no.6, 2010 , pp. 987-996 More about this Journal
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
Service quality; Korean restaurant; customer; nationality;
Citations & Related Records
Times Cited By KSCI : 8  (Citation Analysis)
연도 인용수 순위
1 Youn NM, Lee SH, Yoon YS (2010) A comparative study on the recognition and attitude of Korean foods for Japanese and Chinese tourists in Korea. J Foodservice Management Society of Korea 13: 149-168.
2 Yuksel A, Yuksel F (2002) Measurement of tourist satisfaction with restaurant services: A segment-based approach. J Vacation Marketing 9: 52-68.
3 Kivela J, Inbakaran R, Reece J (1999) Consumer research in the restaurant environment, part 1: A conceptual model of dining satisfaction and return patronage. Int J Cont Hospitality Management 11: 205-222.   DOI   ScienceOn
4 Kweon SY, Yoon SJ (2006) Recognition and preference to Korean traditional food of Chinese at Seoul residence. Korean J Food Culture 21: 17-30.   과학기술학회마을
5 Park SH, Lee MA, Cha SM, Kwock CK, Yang IS, Kim DH (2009b) Analysing foreign consumers' perceived brand image of Korean food. Korean J Food Cookery Sci 25: 655-662.   과학기술학회마을
6 Sul WS, Lee DH, Khoe KI, Choo GH (2007) A study on major factors influenced on the preference of foreigner for Korean food. J International and Area Studies 11: 713-734.
7 Won DY, Lee HS, Lee SB (2006) Study of the influence of satisfaction into the IPA of Chinese tourists on Korean food and service. Korean J Hospitality Administration 15: 169-182.
8 Lee JY, Kim KJ, Park YH, Kim HR (2010) Preference and perception of Korean foods of foreign consumers by nationality. Korean J Food Culture 25: 9-16.   과학기술학회마을
9 Lee DH, Khoe KI, Sul WS (2007). How knowledge and preference on Korean food influence the purchasing demand of Chinese residents in Korea. Korean Food Marketing Association 24: 19-41.
10 Lee EJ, Kim TH, Kim DR (2008). Globalization of Korean cuisine through the Korean food items promotion: Focus on marketing strategy of Korean food items. Korean J Food Culture 23: 729-736.   과학기술학회마을
11 Lee SJ, Kim YM, Lee MA, Kim SA (2006) Consumer survey of foreigners and Koreans about Korean and Thai foods and restaurants. Korean J Food Cookery Sci 22: 122-130.   과학기술학회마을
12 Lee SM, Chung HY (2009) A study on revisiting, satisfaction and Korean restaurant selection of foreigners living in the Korea. J Foodservice Management Society of Korea 12: 293-313.
13 Lee YJ (2007) A study on the recognition, satisfaction, and revisit intentions of Japanese tourists based on traditional Korean foods. Korean J Food Cookery Sci 23: 156-164.   과학기술학회마을
14 Nunnally JC (1978) Psychometric Theory. McGraw-Hill. NY. USA.
15 Oh JE, Han JY (2009) The influence of gap between importance and performance of factors affecting Korean food selection upon overall satisfaction of foreign tourists. Korean Tourism Research Association 23: 153-166.
16 Park MR, Kim YA, Yoon KS, Liu F, Byun GI (2009a) A research on college students' recognition and preference of Korean food in Shenyang region of China: Focused on Bibimbap. The Korean J Culinary Research 15: 169-180.   과학기술학회마을
17 Jung HS, Song MK, Lee SL, Kang OG, Yoon HH (2009) A study on the effects of perceived service quality in Korean food restaurants upon customer satisfaction and behavioral intention: Focused on the mediating roles of trust. Korean J Food Cookery Sci 25: 545-556.   과학기술학회마을
18 Babakus E, Yavas U, Karatepe OM, Avci T (2003) The effect of management commitment to service quality on employee affective and performance outcomes. J Academy of Marketing Science 31: 272-286.   DOI   ScienceOn
19 Gronroos C (1984) A service quality model and its marketing implication. European J Marketing 18: 36-44.   DOI
20 Jang JH, Seo SH (2009) Foreigners' attitudes toward Korean foods and dining out behavior of Korean cuisine restaurants based on their nationality and involvement. J Foodservice Management Society of Korea 12: 141-160.
21 Kim JK, Kim BG, Lee CS (2010) A study on categorizing Chinese consumer's cognition type on Korean food consumption by Q-methodology. Korean Trade Research 35: 135-156.
22 Kim KH, Kim KM (2010) A study on Chinese consumers' Korean food consumption behavior based on food-related lifestyle. Korean Food Marketing Association 27: 41-62.
23 Kim WG, Ng CYN, Kin YS (2009) Influence of institutional DINESERV on customer satisfaction, return intention and word-of-mouth. Int J Hospitality Management 28: 10-17.   DOI   ScienceOn