Browse > Article

The Important Attributes of Foodservice Encounters According to Life-style Types as Offered by Young Metropolitan Customers  

Yoon, Hie-Ryeo (Dept. of Food Service Management and Nutrition, Kongju National University)
Cho, Mi-Sook (Department of Nutritional Sciences & Food Services, Ewha Womans University)
Publication Information
Korean journal of food and cookery science / v.23, no.3, 2007 , pp. 327-336 More about this Journal
Abstract
Life-style factors often include social relationships as well as consumption, entertainment and dress patterns. They also typically reflect an individual's attitudes, values and worldview. Life-style types have become and an important factor for segmenting customer markets ever since significant relationships between life-style and customers' behavior was proven. This study examined the relationships between the life-styles of young customers' and the important attributes of foodservice encounters. Factors analysis with VARIMAX and K-means cluster analysis were conducted to group the subjects by life-style. According to the factors analysis, four underlying dimensions were identified and labeled: (1) 'actively fashioned', (2) 'luxury picky', (3) 'healthy toward', and (4) 'utilitarian leisure'. Based on the factor scores derived from the factors analysis, the K-means cluster analysis classified three groups as statistically significant using ANOVA(p<0.05). The overall mean score for the 3rd cluster 'trendy-active picky' was higher than the other two clusters, and represented very picky attitudes about foodservice attributes. The 3rd cluster also seemed to apply higher standards to all of the foodservice attributes. By order of importance, the most important attributes of the 2nd cluster 'pursue-utilitarian leisure' were food serving time, automation systems, server's hygienes, employee kindness, time in line, and menu variety. In spite of low concerns for the life-style attributes, the first cluster 'passively indifferent' recognized menu variety, food sanitation, food serving time, server's hygiene, menu price, air circulation, and room temperature as important. These results suggest that young diners in Korea could be classified by their diverse life-styles that are represented as trendy, utilitarian, and indifferent and will hopefully contribute to the foodservice industry's ability to segment customer characteristics by different life-styles in Korea.
Keywords
life-style; food service encounter; important attributes; young generation;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Carmines E, Zelter R. 1979. Reliability and validity assessment. Quantitative applications in the social sciences series No.17. Sage University Papers, Newbury Park, CA
2 Hur WM, Lee WS, Lee HT. 2006. A study on female lifestyles-based market segmentation of the kitchen appliances. Korean J of Marketing Research 21(2):53-84
3 Lazer W. 1963. Lifestyle concepts and marketing toward scientific marketing. American Marketing Association: Stephane, A. Greyser, Chicago, IL
4 Park JW, Ahn SJ. 2001. A comparative study on Korean's dinning-out behaviors classified by age and gender. Korean J Dietary Culture 16(4):276-295
5 Salom I, Ben-Akiva M. 1983. The use of the life style concept in travel demand model. Environment and Planning 15(1):623-638   DOI
6 Shocstack GL. 1985. Planning the Service Encounter. The Service Encounter. J. A. Czepiet. M.R. Solomon & CF Surprenant Eds., Lexington. MA
7 Suh MS. 1997. A study on life-style on hotel patrons in Taegu area. Korea Academic Soc Tourism Management 8:193-214
8 Yang IS, Kim SH, Sin SY, Kim HY. 2000. Analysis of the customer's expectation and satisfaction for service quality in restaurants. Korean J Food Culture 15(1):41-50
9 Choi SS, Ktakami H, Lee KB. 2002. A comparative study on the consumption cultures between the Korean and the Japanese new generations: laying emphasis upon their lifestyle characteristics & leisures. Korean J of Marketing 4(1):75-94
10 Chun WB, Park IK. 2001. Research on the selection attribute of the hotel restaurant depending on the life style pattern. Korea Academic Soc Tourism Management 16(1):187-200
11 Weiss M. 2002. Chasing youth. American Demographics 24(9):34-43
12 Kim JT, Kim GS, Kong KY. 2002. The relationships among personal value, lifestyle, hotel selection attributes and satisfaction. Korea Academic Soc Tourism Management 17(1):125-142
13 Nunally JC. 1978. Psychometric Theory, Mcgraw-Hill Company, New York, NY
14 Cadotte ER, Turgeon N. 1994. Key factors in guest satisfaction. The Cornell Hotel and Restaurant Administration Quarterly 28(1):45-51
15 Morgan MS. 1993. Benefit dimensions of midscale restaurant chains. The Cornell Hotel and Restaurant Administration Quarterly 34(1):40-43   DOI
16 Carman JM. 1977. Life style segmentation: Is there a there? Australian Marketing Research 1(2):53-62
17 Kwon KD, Chung LC, Shin YH. 2005. An analysis study on concert ticket buying decision making and lifestyle of the audience: Focused on Busan metropolitan. J of Marketing Management 10(2):141-157
18 Robert M, Wortzel LH. 1979. New life style determinants of women's food shopping behavior. Journal of Marketing 43(1):28-39   DOI   ScienceOn
19 Wolburg JM, Pokrywczynski J. 2001. A psychographic analysis of generation Y college student. Journal of Advertising Research 41(5):33-50
20 Vyncke P, 2002. Lifestyle segmentation: From attitude, interests and opinions, to values, aesthetic style. Life visions and media preferences. European Journal of Communication 17(4):445-463   DOI   ScienceOn
21 Kim SJ, Shin JY, Kim EH. 2004. The impact of service quality on customer satisfaction in food service industry-focusing the Korean restaurants. J Foodservice Management 7(1):67-82
22 Lee JS, Choi SH. 2001. Relation between negative word-of-mouth communication on choice of restaurant and purchasing behavior in the customer of food service. J Tourism and Leisure Research 13(1):9-24
23 Kim SY, Kim JY. 2002. A study of the patterns and preference of eating out of workers in Jin-ju. Korean J Dietary Culture 17(2):171-184
24 Van de Ven AH, Ferry DL. 1980. Measuring and assessing organizations. A Wiley-interscience publication, Wiley, New York. NY
25 Berry D. 2004. In pursuit of wellness. Dairy Foods 105(5):34-38
26 Yun TH, Lee SB, Yoon HH. 2004. A study of the customer's selection attributes for Japanese chain restaurants in Seoul-Kyunggi area. Korean J Food Culture 19(1):1-11
27 Park YS, Chung YS. 2004. Determinants of food away from home and consumption patterns. Korean J Food Culture 19(1):118-127
28 Ahn SJ. 1989. A study on dining out behaviors of college students-Seoul. Korean J Dietary Culture 4(4):383-393
29 Jeon SH. 2002. A study on customer's selection attributes and behaviors of family restaurant. Master's degree Thesis. Kyunggi University Service Administration Graduate School. pp 85-106