• Title/Summary/Keyword: Korean food image

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On the Images of Fast-food brands' identity: B.B.Q, Burger King, KFC, Lotteria, McDonald, Pizza Hut, Popeye's (패스트푸드(fast-food)브랜드 아이덴티티를 통한 이미지 연구 - KFC, 롯데리아, 맥도날드, 버거킹, B.B.Q, 파파이스, 피자헛 -)

  • 박규원;윤홍열
    • Archives of design research
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    • v.16 no.1
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    • pp.169-180
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    • 2003
  • Multinational brands have rapidly penetrated into the domestic dining business and their brands are increasingly recognized by Koreans. Considering fast-food as a kind of brand product, we attempt to investigate recognition of brands and association by images with the focus on visual identity. The economic value has been reevaluated with more attention on brand images and brand identity. The purpose of the current paper is to find out the meaning of brand association in the fast-food industry. Fast-food business has been rapidly increasing thanks to quick sonics, convenience, relatively low price, equalized quality of food and service. Most fast-food restaurants are run under franchised system. This helps enhance the recognition of brands among customers. We intend to see whether there is significant relationship between customers' preference of brands and brand images. We also aim to seek for their problems of identity in the merchandising process for brand colors. We hope to help develop Korean franchise industry by asking how association by visual Images such as colors and figures of such brands takes place.

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A Study on Consumer Satisfaction, Recommendation Intention, and Revisit Intention According to the Selection Attributes of Large Specialized Coffee Shops in Busan (부산지역 대형 커피전문점 선택속성에 따른 소비자만족도와 추천의도 및 재방문의도에 관한 연구)

  • Kim, Kyung-Hee
    • Journal of the Korean Society of Food Culture
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    • v.29 no.6
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    • pp.549-556
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    • 2014
  • This study aimed to determine consumer satisfaction according to selection attributes of specialized coffee shops and also understand the effects of consumer satisfaction on recommendation intention and revisit intention. Through positive analysis, the study produced the following results. In the factor analysis of selection attributes of specialized coffee shops, there were six factors: 'quality', 'brand image', 'economic feasibility', 'menu diversity', 'the atmosphere and convenience of the shop', and 'service'. Among these factors, 'brand image', 'economic feasibility', and 'menu diversity' were found to exert a significant influence on consumer satisfaction. Second, consumer satisfaction had a significant influence on recommendation intention and revisit intention. Third, consumer intention to revisit specialized coffee shops showed a significant influence on recommendation intention.

A Study on the Effects of Service Quality on Customers Satisfaction and Revisits to Foodservice Businesses - Focused in Jeonju Area - (외식업체의 서비스품질이 고객 만족도 및 재방문에 미치는 영향 - 전주지역을 중심으로 -)

  • Min, Kye-Hong
    • Korean journal of food and cookery science
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    • v.23 no.5
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    • pp.677-684
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    • 2007
  • This study analyzed the influence service quality has on customers satisfaction and revisits to foodservice enterprises located in the Jeonju area. The result are as followings. First, factor analysis was performed with 25 variables, drawing out five accessibility, materiality, assurance, speciality, and correspondence. Second, study model analysis showed that the service quality of foodservice operations located in the Jeonju area had an influence on customers satisfaction. This was especially significant for the factors of accessibility and materiality. Third, when considering customer satisfaction with restaurants, satisfaction with the area's image, and satisfaction with the area's sightseeing, we found that satisfaction with the restaurants and satisfaction with the area's image influenced revisits. This suggests that the higher a customer's satisfaction the more foodservice businesses they want to visit. Thus the foodservice businesses located in the Jeonju area must promote service quality so that customers are satisfied and repeatedly visit the restaurants.

A Positioning Study of National Food: In Perspective of Korean, American, Chinese Food Tourists (세계음식 브랜드 포지셔닝에 대한 연구: 한국, 미국, 중국 음식관광객을 대상으로)

  • Choi, Ha-Yeon;Kwak, Gong-Ho;Kim, Hak-Seon
    • Culinary science and hospitality research
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    • v.23 no.2
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    • pp.86-94
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    • 2017
  • This study was conducted to derive a positioning map using multidimensional scaling method to understand how the brand image of national foods including Korean food, Chinese food, Japanese food, Thai food, and Vietnamese food is perceived by domestic and foreign tourists. In order to achieve the research purpose, this study collected 250 data through online and offline surveys for potential food tourists who are interested in visiting overseas. Except the unfaithful responses or missing values, 202 data were analyzed. As a result, first, 8 factors which are considered to be important by food tourists were extracted. Second, the result of similarity analysis using ALSCAL and PROXSCAL did not show that the foods of the five countries were very similar, but all countries seemed to be more likely to compete with each other. Third, attribute selection also indicates that mean value of food taste (3.88), national image (3.82), and sufficient food quantity (3.65) had high level of importance, respectively. These results may provide practical implications for development of branding strategy in food tourism.

A Study on Market Segmentation of Sales Promotion in the Family Restaurant - Focused on Sales Promotion of Strategic Alliances Benefits - (패밀리 레스토랑에서의 판매촉진에 의거한 세분시장에 관한 연구 - 전략적 제휴 혜택의 판매촉진을 중심으로 -)

  • Ha, Dong-Hyun;Kim, Si-Hyun
    • Korean journal of food and cookery science
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    • v.25 no.5
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    • pp.531-544
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    • 2009
  • Strategic alliance is increasingly becoming a popular strategy in the family restaurant industry. In general, strategic alliance can be defined as several brands collaborating in technology development, marketing, or production while keeping their independence as separate business entities. This study identified segments on the basis of sales promotion resulting from strategic alliances between family restaurants and card companies. This study further investigated how brand image, brand value, price fairness, customer loyalty and demographics are different among the segments. From the statistical analysis, three segments were found; 'short-period benefits oriented' segment, 'intangible and discount benefits oriented' segment and 'free benefits oriented' segment. Among the three segments, the 'free benefits oriented' and 'intangible and discount benefits oriented' segments had greater perceived brand image, brand value and customer loyalty than the 'short-period benefits oriented' segment.

An Analysis on Choice Factors of Food Court Customers to Co-Branding Strategies (공동 브랜드 전략을 위한 푸드 코트 이용고객의 선택속성 분석)

  • Hong, Yeo-Wool;Choi, In-Sub;Na, Tae-Kyun
    • Culinary science and hospitality research
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    • v.13 no.1 s.32
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    • pp.1-10
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    • 2007
  • Co-branding of food courts is turning into a trend with the activation of recent entrance of famous restaurants into shopping departments and other large-size buildings. This research analyzes the effects of co-brand food courts on the choices of dining enterprises by dealing with the customers of these newly activated food courts in shopping malls and large-size buildings. By analyzing the effects of the present status of customers' using food courts according to the characteristics of their choices of dining enterprises, food and brand elements were found to have an effect on the restaurant brand recognition of food courts, and price factor was found to have an effect on an visitors' recommendation intension. Therefore, customers who set importance on food and brand elements tend to take the brand of food courts into consideration as well; therefore, the maintenance of food quality and strengthening of brand image are mandatory in case of food court operation.

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A Study on the Effects of Business Environment upon Corporate Image (외식업체의 영업 환경이 기업 이미지에 미치는 영향)

  • Yoo, Kyung-Hin
    • Culinary science and hospitality research
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    • v.11 no.4 s.27
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    • pp.30-45
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    • 2005
  • This study is to explore the effects of business environment upon corporate image. Customers of foodservice establishments are selected as a population and six famous family restaurants located in Seoul were selected to evaluate the population. Accordingly, the purpose of the study is to survey satisfaction with corporate image of foodservice establishments and six famous family restaurants, to evaluate the satisfaction with corporate image, and to find a plan of raising corporate image. 240 samples were distributed and 194 samples were collected among them. 182 valid samples were selected for the research. As a result of factor analysis for business environment, internal environment factor, external environment factor, addition environment factor were extracted. There was no significant difference by sen, age, schooling, occupation, average income by month, and number of visiting foodservice establishments after examining the difference of establishment business environment by demographic characteristics. Analysing the effects of business environment upon corporate image revealed that the effects of business environment had effects upon corporate image in order of internal environment factor(.531), external environment factor(.360), and addition environment factor(.285).

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A Study on Influence of Family Restaurant Image on Satisfaction, Trust and Revisit Intention (패밀리 레스토랑의 이미지가 만족, 신뢰 및 재방문 의도에 미치는 영향)

  • Jeon, Yoo-Myeong
    • Culinary science and hospitality research
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    • v.23 no.2
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    • pp.74-85
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    • 2017
  • This study conducted to analyze the causal relationships among image factors (brand, store, enterprise) of family restaurants, customer satisfaction, customer trust, and revisit intention as perceived by 271 customers, who have visited a family restaurant located in Ulsan and Busan regions. Present study performed frequency analysis, factor analysis, customer trust analysis, correlation analysis, and multiple (simple) regression analysis using SPSS 18.0 statistical program. The analysis results indicated that the image of family restaurants had significant positive (+) influences on customer satisfaction, customer trust, and revisit intention, among which the biggest influential factor was found to be the store factor. Significant influence was shown for brand image followed by corporate image. In addition, customer satisfaction and customer trust had significant positive (+) influences on revisit intention. As a result of this study, store image among family restaurant images appeared as the most important element; hereupon, this study considers that it is necessary for a family restaurant to build a differentiated image to increase revisit intention by satisfying customer needs and by encouraging customers to have trust in the restaurant.

Effect of Sustainability Management at Coffee Houses on Customers' Store Image and Behavioral Intention (커피전문점의 지속가능경영이 점포이미지와 고객의 행동의도에 미치는 영향)

  • Shin, Joong-Won;Kim, So-Young;Yoon, Ji-Hyun
    • Korean Journal of Community Nutrition
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    • v.17 no.4
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    • pp.494-503
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    • 2012
  • The purpose of this study was to examine the effect of sustainability management (SM) at coffee houses on customers' store image and behavioral intention. In addition, customers' willingness to pay a premium for sustainable coffee houses was studied. During October 2011, a web survey was conducted via an on-line research company with customers aged 20 to 39 visiting one of the top five coffee houses in Korea at least once a month. A total of 300 targeted customers responded and all the data were analyzed. An exploratory factor analysis derived two dimensions of SM: SM in Social and Environmental Perspective and SM in Economic Perspective. The result of structural equation modeling indicated that SM in Economic Perspective at coffee houses had a significant positive effect on customers' behavioral intention with mediating effect by store image, but SM in Social and Environmental Perspective did not have such effect. Approximately one-third (31%) of the respondents were willing to pay a premium for a sustainable coffee house in a scenario. approximately 84% of the respondents unwilling to pay a premium for the sustainable coffee house chose the cost-related reasons including "Coffee price at the coffee house that they most often visit is already expensive (62.3%)" for such unwillingness. The results of this study showed that SM of coffee houses, especially that in Economic Perspective, could contribute to store image, and therefore increase customers' favorable behavioral intention, although the additional cost resulted from such SM practices might not be easily accommodated by customers.

Comparisons of Body Image Perception, Health Related Lifestyle and Dietary Behavior Based on the Self-Rated Health of University Students in Seoul (서울지역 대학생의 주관적 건강상태에 따른 체형인식, 건강관련 생활습관 및 식습관 비교)

  • Kwak, Ho-Kyung;Lee, Mi-Young;Kim, Mi-Joung
    • Korean Journal of Community Nutrition
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    • v.16 no.6
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    • pp.672-682
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    • 2011
  • This study was conducted to examine the differences in perceived body weight and image and various lifestyles based on the self-rated health of university students when gender was adjusted. Five hundred fifty-five participants were asked their perceived health condition, and 58, 289, 160 and 48 students answered themselves as "very healthy", "healthy", "normal", and "unhealthy", respectively. As compared to the other 3 groups, "unhealthy" group showed higher proportions in dissatisfaction of body weight and negative perception of body image (P < 0.01). As health related lifestyles, "very healthy" group reported longer sleeping time than "unhealthy" group (P < 0.05), and had a higher proportion of people with regular exercise. Among the dietary behaviors, the frequencies of followings significantly different among the groups: "Regularity of meal time" (P < 0.01), "Eat protein foods more than twice a day" (P < 0.001), "Eat vegetables" (P < 0.01), "Eat fruit and fruit juice" (P < 0.01), "Eat vegetable oil added foods" (P < 0.01), "Eat seaweed" (P < 0.01), "Eat breakfast" (P < 0.01), "Modulation in animal fat and high in cholesterol intake" (P < 0.01). Particularly, higher proportion of subjects answered "very healthy" had higher frequencies (6-7 times/week) of these dietary behaviors. Overall results suggest that healthy lifestyle including adequate sleeping time, regular exercise, and good dietary behaviors might be potential factors affecting positive perception of health. In addition, positive perception of body weight and image were related with positive perception of health.