• Journal of Digital Convergence
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• v.17 no.3
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• pp.119-128
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• 2019

This study examines the effect of Korean Wave recognition on the preference of cheese chicken ribs in Vietnamese students. It also examines the effect of preference of cheese chicken ribs on the Korean food image of Vietnamese students and their intention to visit Korean restaurants. We analyze the results and try to help globalization of Korean food, development of Korean menu and marketing activities. As a result of the analysis, the hypothesis that the recognition of Korean Wave has positive (+) influence on the preference of cheese chicken ribs was not adopted. The recognition of Hallyu influenced the preference of cheese chicken ribs through SNS influence. SNS influence was found to be a mediator between Korean recognition and cheese chicken rib preference. In case of foreigners, they will recognize Korean Wave through various instruments. Based on the results of this study, it is necessary to study various factors that affect the preference of Korean food and the preference of single menu, and to re - examine Korean food which can globalize Korean food.

• Culinary science and hospitality research
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• v.16 no.3
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• pp.51-65
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• 2010

This study attempts to examine how the perception of risk and customer satisfaction influence the intention to recommend when selecting a Korean restaurant. 257 copies of the questionnaire for the Chinese students studying in Daegu and Gyeongsangbuk-do are analyzed. Three hypotheses were established and the results are as follows. First, as a result of difference analysis about perception of risk depending on dining types, there are significant differences in all factors of preception of risk partially. Second, as a result of difference analysis of customer behavior depending on dining types, there are significant differences between revisit intention and recommendation intention, and dining motivation and preferred Korean menu. Third, the effects of 6 factors of perception of risk on customer behavior are analyzed, and there are decreased customer satisfaction as the customers perceive financial and psychological crisis highly.

• The Korean Journal of Food And Nutrition
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• v.16 no.4
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• pp.397-405
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• 2003

The cleanness of Korean(n=292), Chinese(n=46), Japanese(n=114) and Western(n=74) styles restaurants in 25 districts in Seoul was evaluated in terms of kitchen area(6 criteria), handling of raw materials(3 criteria), hygiene practice for cook(1 criteria), treatment of wastes(2 criteria) and hall(2 criteria). The western-style restaurants were scored the highest points in all criteria. The other three restaurants were poorly evaluated compared with western-style ones in kitchen area, including cleanness of inside of the kitchen, hygiene practice, ventilation and working environment, drainage, and storage of utensils. The most critical criterion which represents the overall evaluation was the ventilation and working environment of the kitchen for Chinese, Japanese and Western-style restaurants, and was the cleanness of inside the kitchen for Korean-style restaurants.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.171-183
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• 2016

It is often reported that foreign tourists visiting Korea are not satisfied with dining in a Korean restaurant, and the reason is assumed that most of the Korean restaurants are targeting Koreans and operating in a traditional way; thus, this study suggests the need of a new type of Korean restaurant such as quick service restaurant, where foreign tourists could have Korean food in a more familiar way. It is attempted to examine foreign tourists' visit intention toward Korean quick service restaurant (QSR) applying the model of goal-oriented behavior (MGB). The survey was conducted with foreign tourists and total 275 data was gathered. Structural equation modeling was used for analysis. Among MGB variables, attitude, subjective norm, perceived behavioral control had significant effect on desire, while postive and negative anticipated emotions did not had significant effect. Also, involvement showed a significant moderating effect as positive anticipated emotion had much stronger effect on desire in a high involvement group.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.7
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• pp.4229-4236
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• 2014

This study discusses the customer satisfaction as a result of the attributes of menu choice that can meet the needs of foreign visitors. Furthermore, it discusses the possibility that Korean food can be recognized internationally and the research data be available in advance for the people who are going to visit Korea. This study is based on documentary records and empirical studies to analyze and appreciate the effects of customer satisfaction in restaurants that foreigners usually visit. The documentary records are rooted in the related books, papers published in domestic and international associations, academic journals, and various periodicals. According to this research, the attributes of the menu choice in relation to the differences in their purposes has a meaningful influence on the customer satisfaction, so the menu choice of foreign tourists drives their gratification of Korean food. In short, the explanations and ingredients list about items in Korean restaurants need to be improved and explained to increase the number of potential foreign tourists.

• The Journal of the Korea Contents Association
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• v.14 no.1
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• pp.488-504
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• 2014

The purpose of this study was to identify whether environmental evidence and experiences respectively could affect brand attitude in Korean restaurant. Also, this study investigated a moderating effect of brand reputation in the causal relationship between environmental evidence and brand attitude and, between experiences and brand attitude. Questionnaires were given to a sample of customers who visited branches of H or B Korean restaurant brand which ranked within 20th in sales volume among Korean restaurant brands. A total of 353 questionnaires were analyzed with hierarchical regression analysis using SPSS/PC+. There were four major empirical research findings. Firstly, among components of environmental evidence, space, aesthetics, cleanliness and pleasance affected brand attitude. Secondly, all components of experiences, act, relate, think and feel affected brand attitude. Thirdly, brand reputation had a moderating role in the causal relationship between aesthetics dimension and brand attitude, but space, cleanliness, convenience and pleasance dimensions did not have a moderating role of brand reputation to the relationship of brand attitude. Fourth, brand reputation had a moderating role in the causal relationship between act and brand attitude, but relate, think and feel didn't have a moderating role of brand reputation to the relationship of brand attitude. Based on these findings, marketers of Korean restaurants were recommended to strengthen environmental evidence and experiences. Also, they are advised to strengthen brand reputation with use of marketing.

• Culinary science and hospitality research
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• v.15 no.2
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• pp.322-337
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• 2009

This study focused on the relationships of the effects of DINESERV quality upon customer satisfaction, revisit intention and word-of-mouth intention. In addition, it examined the potential mediation effects of customer satisfaction between DINESERV quality and revisit intention and between DINESERV quality and word-of-mouth intention. To meet the above goals, customers who visited 27 Korean restaurants in Jeonju city were surveyed. Total 428 valid copies of questionnaire were then obtained and used for the data analysis using SPSS and AMOS 16.0 for 2-stage analysis. As a result, it was found that some potential factors of DINESERV, such as service encounter, atmosphere and food quality had significant effects on customer satisfaction, but there was no significant effect in the relationship between DINESERV quality and revisit intention; convenience, a potential factor of DINESERV, had a significant effect on word-of-mouth intention; customer satisfaction had a significant effect on revisit intention and word-of-mouth intention; service encounter, atmosphere and food quality had indirect effects on revisit intention and word-of-mouth intention by way of mediation effects of customer satisfaction.

• Journal of the Korean Society of Food Science and Nutrition
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• v.36 no.1
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• pp.124-130
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• 2007

The purposes of this study were (1) to analyze price sensitivity, (2) to define the range of acceptable prices for each foreign segment, and (3) to provide a price model for Korean traditional restaurants. From October to November, 2006, a total of 781 foreigners responded to individual surveys. Statistical analyses on the survey data were performed using descriptive statistics and Price Sensitivity Measurement (PSM). Major findings from the study are as follows: First, the ranges of the acceptable prices were $98$\sim$$130 for fine dining/gourmet restaurants, $70$\sim$$90 for theme/ambience restaurants, $40$\sim$$60 for popular/family restaurants, and $18$\sim$$30 for convenience/fast food restaurants. Second, the convenience/fast food restaurants showed the highest price sensitivity. Third, a low stress level and wide range of the acceptable price were observed for the fine dining/gourmet restaurants, suggesting that the price sensitivity of the fine dining/gourmet restaurants was quite low. Finally, the price sensitivity indicated by the Japanese was higher than by the other groups. In consequence, the research findings suggest that the managers of the Korean traditional restaurants should strategically plan prices by understanding different customers' price sensitivity within and between customer segments. Through additional research, marketers can compare perceptions of specific brands, the competition, and variations within a product line.

• Journal of the Korean Society of Food Culture
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• v.24 no.6
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• pp.581-587
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• 2009

This study was conducted to establish basic data to improve the service quality of the Korean food service industry by evaluating the experience that Chinese tourists have at Korean restaurants. To accomplish this, we analyzed the common dining out style of Chinese tourists and how their expectations were influenced by the Korean culture and movies and dramas. We then compared the customer satisfaction of Chinese tourists before and after visiting Korean restaurants. The results of this study suggest that before and after visiting Korean restaurants. The results of this study suggest that advertising of the Korean culture and movies and dramas to Chinese who dine out on a regular basis should be accelerated. In addition, the Korean food industry must develop distinct marketing strategies and improve the food menu and service to satisfy Chinese tourists who visit Korea often.

• The Korean Journal of Food And Nutrition
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• v.30 no.5
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• pp.943-959
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• 2017

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.