• Culinary science and hospitality research
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• v.12 no.2 s.29
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• pp.1-17
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• 2006

This study is to develop a viable measurement tool of crowdedness in restaurants. First, to measure customer’s awareness of crowdedness related to each different environmental factor in a restaurant, 49 factors of crowdedness awareness were selected based on the previous studies and then properties of each factor affecting customer’s satisfaction for crowdedness were analyzed. To analyze effects of each factor upon the satisfaction rate, a Multiple Regression Analysis was conducted with the crowdedness awareness as an independent variable and satisfaction of crowdedness as a dependent variable. The results showed that when an analysis of the environmental factors in the crowdedness awareness was conducted in an effort to develop a measurement tool of crowdedness awareness in restaurants, that would be fit for the domestic food service market, based upon 49 factors of restaurant environment. Focusing on expectation and satisfaction rate, it was found that rating the satisfaction level would be a much more effective tool to measure crowdedness awareness because satisfaction rate appeared to be more closely related to the awareness than the results obtained from the Multiple Regression Analysis with a difference between expectation and satisfaction scores as an independent variable.

• Journal of the East Asian Society of Dietary Life
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• v.20 no.6
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• pp.975-986
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• 2010

College students represent a substantial market for fast food restaurant companies. In this sense, this research aims (1) to identify the attributes that influence college students' fast food restaurant selection, (2) to analyze how fast food restaurants perform with regards to those attributes using importance-performance analysis, and (3) to examine which attributes influence college students' satisfaction in a fast food restaurant context. Based on a literature review, 13 attributes that influence college students' fast food restaurant selection were derived. Then, using importance-performance analysis, it was found that among the 13 attributes, college students highly considered seven of them. Additionally, data analysis indicated that, currently, fast food companies perform well with regards to these seven attributes. More importantly, according to multiple regression analysis, among the seven attributes, value-related attributes (price, speed, location, and friendliness) were significantly related to college students' overall satisfaction.

• Culinary science and hospitality research
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• v.2
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• pp.59-87
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• 1996

This study has been done by giving the guide when development of menu or doing marketing strategy in Hotel Restaurant. All products and service has a regular course from induction in market to disappear, so it shall be come out Products Life Cycle theory. In eating business, under the tendency and existing cycle to change menu by taste of customers, liking variation, change of periodic status (environment), MLC(Menu Life Cycle) shall be advised by application PLC(Products Life Cycle) in the process of induction of some menu first and spreading the same business field and then deletion (disappearance) from menu because of no popular. In Emergence Stage, it shall be tried to inform new menu through Cooking Contest, presentation of new menu, free sampling party and others. In Growth Stage, it shall be changed package menu or set menu. In Maturity Stage, it shall be provided complimentary ticket, gift coupon or discount for the customers with some degree of selling record in order to increase using frequency and selling amount after insure new customers. In Decline Stage, it shall be groped for entry underdeveloped country or less advance nation, but there is no possibility to devote in enterprise, it shall be planned substitute menu development in order to withdraw. By inducting MLC concept, it shall be provided the available informations such as“how could some menu be circulate in some restaurant”“Accordingly do strengthen promotion activities or go to low developed area or overseas, or delete it from menuitems and so on”. In the time of decline some menu, it is judged to the time of plan(preparation) of new menu development. In the broad view, when consideration of the concept of menu life cycle, it shall be possible to know which menu is decayed and which menu is developed newly or grown-up, so it shall be provided the important information to estimate the tendency of changing menu and set-up a menu development plan.

• Journal of the Korean Society of Food Culture
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• v.22 no.2
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• pp.218-224
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• 2007

The purpose of this study was to measure the effects of value and satisfaction moderating the relationship between foodservice quality and behavioral intention. A total of 273 questionnaires were completed. Moderated regression analysis was used to measure the relationships between variables. Results of the study demonstrated that the analysis result for the data also indicated excellent model fit. The main effects of foodservice quality, value, and satisfaction on behavioral intention were statistically significant. The interaction effect of quality and satisfaction on behavioral intention was not statistically significant. The interaction effect of value and satisfaction on behavioral intention was not statistically significant. As expected, the interaction effect of quality and value on behavioral intention was statistically significant. Moreover, foodservice quality on behavioral intention was statistically significant at all levels of value and satisfaction, except for when value level was low, and satisfaction level was high. The results of this study indicated that restaurant marketers should attach importance to the interaction effect of service quality and customer value to understand the elements of market demand and customer loyalty.

• Culinary science and hospitality research
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• v.20 no.4
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• pp.266-279
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• 2014

The purposes of the study are to segment the American family restaurant market based on relational benefits and to compare each group's demographics, dining characteristics, relationship quality(consumer identification, switching costs, satisfaction, commitment), and relational outcomes(positive word-of-mouth intentions and share of purchases). 510 responses were collected from American family restaurant customers and analyzed using frequency analysis, EFA, reliability test, cluster analysis, MANOVA, discriminant analysis, chi-square test, and ANOVA. The results of the study found three different types of relational benefits: confidence, special treatment, and social benefits. The results of cluster analysis identified three market segments, namely, high relational benefits consumers, medium relational benefits consumers, and low relational benefits consumers. The three groups were different in terms of age(p<0.05) and level of education(p<0.05). In addition, high relational benefits consumers showed a higher level of relationship frequency(p<0.001), relationship quality(p<0.001), and relational outcomes(p<0.001), followed by medium and low relational benefits consumers. Overall, the results indicated that family restaurants need to deliver excellent relational benefits to customers in order to achieve desired relationship quality and relational outcomes. Managerial implications were provided.

• Nutrition Research and Practice
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• v.4 no.4
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• pp.332-338
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• 2010

The purpose of this study was to examine consumers' behaviors toward ready-to-eat foods and to develop ready-to-eat food market segmentation in Korea. The food-related lifestyle and purchase behaviors of ready-to-eat foods were evaluated using 410 ready-to-eat food consumers in the Republic of Korea. Four factors were extracted by exploratory factor analysis (health-orientation, taste-orientation, convenience-orientation, and tradition-orientation) to explain the ready-to eat food consumers' food-related lifestyles. The results of cluster analysis indicated that "tradition seekers" and "convenience seekers" should be regarded as the target segments. Chi-square tests and t-tests of the subdivided groups showed there were significant differences across marital status, education level, family type, eating-out expenditure, place of purchase, and reason for purchase. In conclusion, the tradition seekers consumed more ready-to-eat foods from discount marts or specialty stores and ate them between meals more often than the convenience seekers. In contrast, the convenience seekers purchased more ready-to-eat foods at convenience stores and ate them as meals more often than the tradition seekers. These findings suggest that ready-to-eat food market segmentation based on food-related lifestyles can be applied to develop proper marketing strategies.

• Journal of the Korean Society of Food Culture
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• v.23 no.3
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• pp.377-387
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• 2008

The objective of this study was to use cluster analysis to determine differences in eating-out behavior among grouped clusters of female consumers after each cluster was divided based on lifestyle patterns. The data were collected by interview survey from a biased sample of 1,300 females, ranging from ages 20 to 59, and living in residential districts of Seoul. Reliability analysis, factor analysis, cluster analysis, cross-tabulation analysis, and analysis of variance (ANOVA) were applied to the data. Four lifestyle factors were extracted by lower-division and classified as follows: health condition, consuming, food, and housing lifestyles. Based on these four factors, the female consumers were grouped as three clusters: the consuming-individuality type, rational-pursuit type, and conservative-stability type. The eating-out behavior of each cluster was significantly different in terms of frequency of eating-out, eating-out expenditures, restaurant selection criteria, food preferences, and the purpose for eating-out. Since this study surveyed females from ages 20 to 59, age and demographics were the differential factors in determining the various lifestyle types. Thus, to target the consumers who form a target market, the food industry should consider market segmentation that combines demographic factors such as age, income, and marital status.

• The Korean Journal of Franchise Management
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• v.10 no.3
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• pp.13-23
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• 2019

Purpose - The recent franchise industry is rapidly developing. Some franchisees have a low barriers to entry and competition among companies is intensifying. In this dynamic competitive environment, companies need to focus on customer preferences, quality, and technical interfaces to gain competitive advantage. As a result, companies are required to measure the performance of service values in order to provide differentiated services from competitors. In the franchise industry, customer experience marketing of service values will enable companies to create new businesses. Franchise firms should explore a variety of services to increase service value and reduce failures. Research design, data, methodology - The questionnaire of this study was based on the previous research. Surveys were conducted on panels of online surveys. Surveys were conducted on the panel who had visited the restaurant franchise within the past month. The survey was conducted for about 7 days from February 13, 2019 to February 19, 2019. Total 300 samples, 293 were used in the analysis except for seven unfair questionnaires. Results - The findings of this study are as follows: Emotional, monetary, and reputation values have positive effects on cognitive and affective attitudes. Quality value and behavioral value did not effect cognitive attitude and affective attitude significantly. In addition, affective attitude has positive effect on loyalty, but cognitive attitude did not significant effect on loyalty. Conclusions - First, food-service franchise company should develop a service that enables customers to use the store conveniently. We need to develop a comfortable environment for our customers and provide intangible services. Second, food-service franchise company should provide a reasonable price service. Food-service franchise company needs to sell a high quality menu at a reasonable price to generate profits. Third, food-service franchise companies need to strategically respond to their reputation. In other words, food-service franchise company needs to constantly monitor the reputation of its customers and respond appropriately to market conditions. Fourth, food-service franchise company needs to develop a service method capable of emotional interaction with customers. Food-service franchise firms need to develop ongoing service methods and educate their staff.

• Journal of the Korean Home Economics Association
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• v.43 no.10 s.212
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• pp.69-79
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• 2005

The purpose of this study was to determine restaurant patrons' preference differences in interior design style of restaurants according to their lifestyles. Written questionnaires were handed out to 500 adults in Seoul and surroundings and the results were sampled by convenience sampling. The questionnaire was composed of respondents' general characteristics, lifestyles, and preference for 10 types of interior design style. A total of 415 questionnaires were usable for data analysis, resulting in a response rate of $83\%$. To analyze the collected data, frequency, factor, reliability, quick clustering K- means and One-Way ANOVA analysis were conducted using SPSS 10.0. The results showed that there were preference differences in 10 types of interior design style of restaurants according to lifestyle types which were categorized into 4 groups. The conservative and self-convinced group showed the lowest preference scores in the 10 types of interior design style which are Romantic, Ethnic, Classic, High-Tech, Elegant, Country, Modem, Minimal, Natural, and Casual style. The quality life pursuing group and extroverted individuality groups showed the high preference scores in most of the styles, especially in the Classic and Elegant styles. The realistic self-centered group showed the highest preference scores in Casual style among the 4 groups. These study findings indicate that restaurants should take into account their patrons' lifestyles as a mean of market segmentation, and respond to their taste and preference when they have established suitable servicescape.

• Journal of the East Asian Society of Dietary Life
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• v.18 no.4
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• pp.428-435
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• 2008

This study was conducted to provide the information necessary for the development of native local foods associated with the "2008 World Insect Festival in Hampyeong" and to contribute to the efforts to market the festival as tourist attraction and increase the income of the local community. To assess the local foods and restaurants, we investigated the principal products, inclination for sightseeing and recognition of the "Butterfly festival" by distributing questionnaires to local restaurant operators, employees and general tourists. The result was as follows: 1. The general tourists chose scenery as the most important factor in a sightseeing tour, followed by food, lodging, and transportation. 2. The tourists enjoyed eating native local foods, and they indicated that the taste was important. 3. Regarding the cost of food, 53.6% of the respondents answer that 10 to 20 thousand won was a resonable price, and they also reported wanting to eat seafood in Hampyeong. Thus the Menu of seafood to be served at the Hampyeong festival needs to be developed first followed by that of the healthy food. This result showed that individuals prefer fish to meat and healthy food to high-calorie foods.