• The Journal of Asian Finance, Economics and Business
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• v.9 no.7
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• pp.173-183
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• 2022

With over 15,000 Thai restaurants worldwide and 5,342 in the USA alone, Thai cuisine has been repeatedly internationally acclaimed for its taste, flavors, smell, and nutritional values. The Thai Ministry of Commerce has also established a global objective to find and award the best Thai food restaurants using Thai Select Premium (TSP), Thai Select Unique (TSU), and Thai Select brand labels. Therefore, using systematic random sampling, 620 diners were selected from certified Thai Select restaurants (TSR) in either Los Angeles, New York, Miami, or Chicago to ask for their opinions concerning factors important to each restaurant's service loyalty (SL). The four constructs, 18 observed variables, and six hypotheses were analyzed using LISREL 9.1. Results revealed a significant positive effect (88% R²) on the causal factor interrelationships on TSRs' SL. Additionally, the three factors affecting SL the most were service tangibility, taste perceptions, and brand image, with total effect values of 0.94, 0.43, and 0.31, respectively. Finally, when each US diner was asked why they chose to eat Thai food, respondents overwhelmingly indicated that taste (49.50%) and healthiness (32.90%) were most important. The study also adds to the literature by highlighting the importance of Thai cuisine contributing to healthier lifestyles.

• Nutrition Research and Practice
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• v.15 no.sup1
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• pp.79-93
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• 2021

BACKGROUND/OBJECTIVES: The purpose of this study was to examine the effects of knowledge about coronavirus disease 2019 (COVID-19), attitude, subjective norm, and perceived behavioral control on behavioral intentions to practice COVID-19 preventive behaviors using the theory of planned behavior (TPB). SUBJECTS/METHODS: A total of 519 restaurant customers' responses was collected in this study through an online self-administered questionnaire. Descriptive statistical analysis was performed on socio-demographic factors. One-way analysis of variance and t-test were conducted to determine differences in the constructs from the TPB according to age and sex. The hypotheses were tested using structural equation modeling (SEM). RESULTS: SEM revealed the positive effect of knowledge about COVID-19 on attitude, subjective norm, and perceived behavioral control to prevent the spread of COVID-19 in restaurants. Attitude, subjective norm, behavior intention, and knowledge positively affected COVID-19 preventive behavior intentions in restaurants. CONCLUSIONS: The results of this study confirmed that the TPB is helpful in elucidating the determinants of consumers' intention to practice COVID-19 preventive behavior in restaurants. These findings can help policy makers and professionals provide material for further public health interventions and inform them about awareness-raising, guidelines, and health education programs.

• Journal of Distribution Science
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• v.19 no.8
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• pp.69-80
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• 2021

Purpose: This study's purpose is to explore the relationship between entrepreneurial marketing orientation on new product development performance via marketing and innovation capabilities. Research design, data, and methodology: This research has applied a survey method which involved 159 respondents from food retailers among Michelin Guide Restaurants in Thailand. The literature's existing measurement scales were used to operationalize the constructs proposed in this study. The analyses were conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to test the hypotheses. Results: The results have shown that new product development performance received positive and direct impacts from entrepreneurial marketing orientation, particularly in three dimensions: customer value orientation, opportunity-driven initiatives, and leveraged resources. Likewise, new product development performance received a positive, indirect impact from opportunity-driven initiatives, risk management, customer value orientation, and innovation that is focused on marketing and innovation capabilities. Conclusions: The results are useful for Thai food retailers as to strategy formulation in order to attract tourists from all over the world to tourist destinations in Thailand. Therefore, this empirical study is extremely important for domestic economic development and the international economy. These findings provide theoretical and managerial contributions for developing competitive strategies which will lead to sustainable business practices, as well as for providing future research directions.

• The Korean Journal of Franchise Management
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• v.14 no.1
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• pp.57-74
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• 2023

Purpose: As global interest in environmental issues increases, the demand for green products/services is increasing. Companies are establishing eco-friendly policies to meet the changing expectations of customers. Therefore, this study aims to analyze the effect of eco-friendly behavior and third-party certification on trust, satisfaction, and loyalty as well as the mediating role of satisfaction based on SOR and signaling theory. Research design, data and methodology: This study collected data from 501 respondents who visited restaurant and analyzed using measurement model with SPSS 28.0 and SmartPLS 4. Results: First, restaurants' eco-friendly behavior and third-party certification (TPC) positively influenced trust while these did not influence satisfaction. Second, trust positively influenced satisfaction. Third, trust and satisfaction positively influenced loyalty. Fourth, TPC had stronger impact on trust and satisfaction compared to eco-friendly behavior in female group while TPC had stronger impact on trust in male group. Conclusions: This study emphasized the importance of TPC over eco-friendly behavior. Restaurants should maintain pro-environmental behaviors such as reducing single-use items while obtaining TPC such as ISO and LEED certifications to increase customer trust. It also found the importance of trust and satisfaction in securing loyal customers. Restaurants should make efforts to build bonds with customers through authentic marketing such as events that encourage customer participation.

• 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.

• Journal of the Korean Society of Food Culture
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• v.21 no.4
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• pp.406-413
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• 2006

This study investigated legal environments on customers' experiences of accidential losses in a restaurant service. A wide review of the cases showed that restaurant customers' experiences of accidential losses are classified into 11 types as follows; loss of personal belongings with posted warning, loss of personal longings without posted warning, injuries in a restaurant with posted warning, injuries in a restaurant without posted warning, injuries while eating, food poisoning, injuries from defective tablewares, allergic reactions, illegal or unsanitary food supplies, and false labeling of countries of origin. The results of this exploratory study revealed that the respondents had experienced some out of those 11 incidents in average 2.6 times in all of their restaurant visits, and the incidents frequently happened in independent restaurants rather than in fast-food establishments, family restaurants, or hotel restaurants. The results also showed that the accidents from illegal or unsanitary food supplies was happened most frequently and false labeling of countries of origin was mostly anticipated increasing in the future.

• Journal of Nutrition and Health
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• v.53 no.6
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• pp.676-687
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• 2020

Purpose: The purpose of this study was to investigate the differences in portion size of 11 types of foods that Korean adults frequently consume, based on the parameters of eating place, gender, and age using the Korea National Health and Nutrition Examination Survey (KNHANES) data. Methods: The dietary survey data from 2012-2016 KNHANES was used. A total of 19,779 subjects (8,034 male [40.6%], 11,745 female [59.4%]) were classified based on gender, three age groups (19-29 years old [15.7%], 30-49 years old [46.9%], 50-64 years old [37.4%]) and three eating places (home, institution, and restaurants/convenient stores etc.). Results: The portion sizes according to the eating places were calculated as per the median intake of Korean adults. Foods that showed the highest median intake in restaurants/convenience stores were boiled rice and kimchi stew. The median intake quantity of kimchi stew was the highest in restaurants/convenience stores in men across most age groups. Women in 30-49 years age group also consumed a lot of kimchi stew in restaurants/convenience stores. Men in the age groups 30-49 and 50-64 years consumed soybean paste stew the most in institutions compared to home and restaurants/convenient stores. Stir-fried pork was consumed the most at institutional meal places across all age groups. Conclusion: The portion sizes of kimchi stew and boiled rice were the highest in restaurants/convenience stores. As kimchi stew and soybean paste stew is high in sodium, the intake should be reduced in institutions and restaurants/convenience stores. Furthermore, it is necessary to reduce sodium intake through consumer nutrition education and the development of low-salt standard recipes for restaurants.

• The Journal of the Korea Contents Association
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• v.18 no.2
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• pp.396-404
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• 2018

The purpose of this study is to do the subjective research on how the designation of reasonable price restaurants has an influence on customers' visits to those places and to find out how much the government support policy affects the customers. For these, researchers chose and conducted Q methodology known as Q sort for the analysis of the subjective views of customers to visit the restaurants with a designated resonable price. The analysis work will be conducted in the way that the respondents sort the statement cards. In this process, P samples will be chosen among the statements written by Q target population. Q-sort produced among classified samples is going to be analyzed through Q factor analysis using PC QUANL program. The results can be summarized as follows. customers divide into 4 types. Firstly, type 1 (N=5) is the people who pursue the quantity on value for money. Secondly, type 2 customers (N=2) prefer foods with good taste on value for money. Thirdly, type 3 ones (N=2) put a great value on cleanliness. Finally, type 4 ones (N=1) pursue foods with certification mark. The result shows that each has the unique features, respectively. Each subjective opinion derived from the research looks forward to becoming the foundation for further and various study and being applied to restaurants support policy that the government leads to.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.505-512
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• 2021

This study is to strengthen the competitiveness of 5-star hotel restaurants in Seoul, and the paired sample t-test was used. As a result of the study, first, the importance variables of hotel restaurants were measured as high variables such as'taste and quality of food(4.30)' and'diversity of menus(4.17)'. Second, the variables satisfied by customers visiting hotel restaurants were 'quantity of food(3.86)', 'taste and quality of food(3.78)', and 'diversity of menus(3.75)', etc. were surveyed. Third, as a result of IPA analysis, the variables in the first quadrant were the restaurant staff's expertise, cleanliness of the restaurant, the taste and quality of the food, the variety of menus, rapid service, food plating, the amount of food served, and the atmosphere of the restaurant. External environment, etc. were derived. In the second quadrant, cleanliness of restaurant tableware, freshness of food, and restaurant view were investigated. In the third quadrant, the reputation, restaurant toilet cleanliness, table cleanliness, parking facilities, transportation and convenience, etc. belong to this. Finally, variables belonging to the fourth quadrant were investigated such as reasonable price, cost-effectiveness and affordability, friendliness of restaurant staff, clothing and appearance of restaurant staff, and restaurant interior.

• The Korean Journal of Food And Nutrition
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• v.24 no.3
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• pp.329-339
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• 2011

The purpose of this study was to compare the effects of service failure magnitude on perceived justice, positive emotion, and revisit intention at restaurants between a collectivist culture(Korea) and an individualistic culture(United States). The results showed that the higher a customer's perception of service failure magnitude, the lower the perceived recovery justices in both cultures. The distributive, procedural, and interactional justices had a favorable effect on positive emotions in both cultures. Other findings revealed that interactional justice was the best predictor of revisit intention in Korea, while distributive justice was the best determinant of revisit intention in the United States. This research suggests that global restaurant managers need to understand how cultural orientation influences consumer perceptions of service failures in order to develop a highly targeted and effective service recovery.