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Analysis of Foreign Customers' Evaluation of Service Performance for Korean Traditional Restaurants  

Kim, Sun-A (Food Industry Promotion Division, Korea Food Research Institute)
Lee, Min-A (Food Industry Promotion Division, Korea Food Research Institute)
Publication Information
Korean journal of food and cookery science / v.22, no.5, 2006 , pp. 736-745 More about this Journal
Abstract
The purposes of this study were to (1) identify foreigners’ evaluation of service performance, (2) define foreigners’ needs for each segment of Korean traditional restaurants, and (3) plan the adaptation strategies for Korean traditional restaurants on foreign countries. From April to July, 2005, 542 foreigners responded to an individual survey. Statistical analyses on SPSS 12.0 for Windows were performed on the survey data using descriptive statistics, factor analysis, reliability analysis, independent-samples t-test and ANOVA. The major findings from the study are as follows. First, among all the attributes, ‘Offer free additional side dishes’ scored the highest, followed by ‘taste of food is good’ and ‘temperature of food is proper’. Second, factor analysis classified the service attributes into four factors in the following order of importance: menu, sanitation, service, and facility and atmosphere. Finally, foreigner groups categorized by their general characteristics, including demographics, showed statistically differences in their evaluation. In consequence, the research findings suggest that operators of Korean traditional restaurants should understand different customers’ needs within and between customer segments.
Keywords
Korean traditional restaurants; service performance; factor analysis;
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