Browse > Article

The Effect of Attributes of Selecting Korean Restaurants Pursuant to Food Service Consumption Propensity on Behavioral Intent  

Jin, Eun-Kyung (Dept. of Culinary art, Busan Institute of Science and Technology)
Park, Young-Hee (Dept. of Foodservice Management, Kyungsung University)
Lee, Jong-Ho (Dept. of Culinary art, Busan Institute of Science and Technology)
Publication Information
Culinary science and hospitality research / v.20, no.1, 2014 , pp. 189-204 More about this Journal
Abstract
This study is aimed to identify the relationship between Korean restaurant selection attributes and behavioral intention regarding foodservice consumption tendency. In order to achieve the purpose of research, frequency analysis, factor and reliability analysis, correlation analysis, cluster analysis, chi-square test, variance analysis, and multiple regression analysis were conducted using SPSS 18.0. As a result of variance analysis, accessibility did not appear to have a significant difference in all clusters, food quality appeared to have a significant result (F=5.587, $p{\leq}.001$), employees' service appeared to have a significant difference (F=5.186, p<.01), and price discounts also showed a significant difference (F=4.921, p<.01). Therefore, the first hypothesis that the foodservice consumption tendency has a difference in the Korean restaurants selection attributes was partially selected. In order to verify the hypothesis that the Korean restaurants selection attributes affect behavioral intention, the sub-factors of the Korean restaurant selection attributes (accessibility of restaurants, food quality, employees' service, price discounts) were set as independent variables, and the behavioral intention of foodservice consumers was set as a dependent variable. As a result, the accessibility of restaurants (${\beta}=.092$) and price discounts (${\beta}=.299$) have a non-significant effect on behavioral intention. However, a significant result was shown in food quality (${\beta}=.379$, p<.001) and employees' service (${\beta}=.251$, p<.001). Thus, the hypothesis that the Korean restaurant selection attributes have a positive effect on behavioral intention was partially selected. Based on the results, foodservice managers need to build up strategic management to improve food quality with better ingredients, sanitation, adequate quantity, and consistent taste of food. In addition, they should provide better service with well-trained employees.
Keywords
foodservice consumption tendency; Korean restaurants; selection attribution; foodservice consumers; behavioral intention;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Ko BS.Kim HC(2012). Relation of Food Related-Lifestyle and Selection Attributes of Coffee Shop Consumers. Journal of Hospitality and Tourism Studies, 14(2):84-99.
2 Ku CH.Yoo EY(2011). A Study on the Relationship Between Wellbeing Attitude and Korean Menu Selection Attributes. Journal of Foodservice Management, 14(2):79-195.
3 Lee AJ.Chang MH.Bae NG(2007)A Study on Consumer's Choice Attributes of Korean Style Restaurants Based on Consumer's Dining-out Motives. Korea Hotel Resort Research, 6(2):27-44.
4 나정기(2007). 외식산업의 이해. 백산출판사:238.
5 송지준(2011). SPSS/AMOS 통계분석방법. 도서출판 21세기사 : 221.253.
6 Ahn SS.Suh MS.Han YJ(2012). Study on the Effects of the Customer Response of the Food Service Encounters on the Customer Value and the Behavior Intention of Post Purchase. Korean Journal of Tourism Research, 27(5):343-370.
7 Cadotte, E. R. & N. Trgeon (1998). Key Factors in Guest Satisfaction. The Cornell Hotel and Restaurant Admisistration Quarterly, 28(4):121-124.
8 Yoo KS(2012).Relationship between propersity to consume and consumer behavior on brand of golf equipment buyer. Department of Physical Education The Graduate School of Konkuk University.
9 Woo CB.Lee GO(2008). A Study on the Propensity to Consume of Food Service According to Customer's Value System. Korea Journal of Tourism and Hospitality Research, 22(2):159-172.
10 Schroeder, J.J.(1985). Restaurant Critics Respond: We're Doing Our Job. The Cornell Hotel and Restaurant Administration Quarterly. 25(4):57-63.
11 Yoo R.Lee EJ.Jeon YH(2010). A Study on the Menu Choice Factors and Customer Satisfaction of korean Restaurant. Korea Hotel Resort Research, 9(2):71-87.
12 Zeithaml,V.Z., Berry I,I.,＆ Parasuraman A(1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(April):31-46.
13 Zikmund, W.G(1987). Business Research Method. chicago. Dryden Press:92.
14 Lee JH.Park HJ(2011). A Comparative Study of Efficiency and Effect of Korean Restaurant Selection Factors on Customer Satisfaction and Loyalty. Korean Journal of Hotel Administration, 20(2):191-207.
15 Lee CE.Lee JK(2011).Relation Among Consumption Value, Consumption Propensity and Customer Behavioral Intention of Hotel's Foreign Customer. The academy of customer satisfaction management,13(1):35-56.
16 Lee HR(2005). The Effects of the Service Failure's Recovery on the Emotional Response and the Purchase Intention in the Restaurant. Korean Journal of Hotel Administration, 14(2):293-314.
17 Lee JH(2013). A Study on the Effect of Coffee Shop Service Quality on Perceived Value and Behavioral Intention. Korean Journal of Culinary Research, 19(2):218-233.
18 Park DS.Kim SJ(2011).A Study on the Relationship between Selection Attributes and Behavioral Intention on the Korean Restaurant in Five-star Hotel. Journal of the Korea Service Management Society,12(5):63-81.   DOI
19 Park KY(2011). Consumer Needs and Satisfaction of Specialty Coffee Shop and Their Purchase Behavior. Dept. of Consumer & Family Science Sungkyunkwan University.
20 Park JH.Lee AR(2013). The Study about the Effect of Selection Property for Hotel Buffet Restaurant on Consumption Emotion and Behavioral Intention. Journal of tourism management research, 17(1):201-220.
21 Park JH.Park HJ(2011).A Study on the Differences of Family Restaurant Selection Attributes and Behavioral Intention by Lifestyle. Journal of Foodservice Management, 14(4):125-144.
22 Park YS.Jung YS(2004).Determinants of Food Away From Home and Consumption Patterns. Journal of the Korean Society of Dietary Culture, 19(1):118-127.
23 Cho WS.kim PY(2013). The Effect of Selection Attributes on Perceived Value and Behavioral Intention. Journal of Tourism & Leisure Research, 25(4):189-206.
24 Ryu MH(2013). A Study on the Effects of Table top5 elements Styles of Korean Restaurants on Customers' Emotional Responses and Behavioral Intention. Journal of Foodservice Management, 16(1):97-118.
25 Shin HS Park KD(2010). An Analysis on the Influences of Transformational Leadership on the Hotel Employees' Organizational Commitment: Focusing on the Maturity of Employees. Journal of Hospitality and Tourism Studies, 36:53-72.
26 Chae SI(1992). A study of lifestyle according to systematic analysis. Journal of Consumer Studies, 3(1):46-63.
27 Choi JK(2009). The Consuming Trend of Customers in the Food Service Industry. Journal of International Tourism Research, 2(2):127-142.
28 Choi MS.KI KY.Rha YA(2013). A Study on the Consumption Propensities and Foodservice Consumption Behavior in Silver Generation. Korea Journal of Tourism and Hospitality Research, 27(3):349-369.
29 Choi WS.Lee SB(2012). The Effect of Servicescape of an Eco-friendly Restaurant on Customer Perceived Value, Attitude and Behavior Intention. Korean Journal of Culinary Research, 18(5): 43-62.
30 Dube, L., Renaghan, L.M. & Miller, J.M.(1994). Measuring Customer Satisfaction for Strategic Management. The Cornell Hotel and Restaurant Administration Quarterly, 35(1):39-47.
31 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 Journal of Food ＆ Cookery Science, 25(5):545-556.
32 Kim KY.Baek JO(2010). The Effect of emotional Response on Satisfaction according to the Dining-Out Consumption Pattern. Korean Journal of Culinary Research, 16(3):147-160.
33 Kim TH.Lee SH.Park HH(2006).Analysis of Consumer pattern according to Dining-Out Orientation. Korea Journal of Tourism and Hospitality Research, 29(3):313-323.