• Journal of the Korean Society of Food Science and Nutrition
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• v.41 no.2
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• pp.270-277
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• 2012

The purpose of this study was to evaluate the importance and satisfaction level foreigners place on human and physical evidence service in Korean restaurants based on nationality such as American/European, Japanese, Chinese, and Southeast Asian. The research was performed by using questionnaires conducted from August to September on 365 foreigners living in Busan. Total mean scores for the importance (3.96/5.00) and satisfaction (3.33/5.00) of Korean restaurant human and physical evidence service were significantly different (p<0.01), as the gap was -0.63. The mean scores of the gap were -1.03 for cleanliness of dining area, -1.01 for cleanliness of tableware, and -0.95 for easily understandable menu board. The mean scores of satisfaction for Southeast Asian individuals (3.77) were significantly (p<0.01) higher than those of American/European (3.40), Chinese (3.37), and Japanese (2.81). The importance and satisfaction grid showed that an easily understandable menu board and a brief description of the food or menu scored high for the importance and low for the satisfaction in American/European, Chinese, and Japanese individuals. Cleanliness of the dining area, cleanliness of tableware, cleanliness of staff appearance, kindness of employees, rapid resolution of complaints, and prompt and quick service scored high for importance and low for satisfaction in Japanese. However, Southeast Asians were satisfied with human and physical evidence service of Korean restaurants.