• Culinary science and hospitality research
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• v.17 no.2
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• pp.153-167
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• 2011

This study intends to make an empirical analysis of menu quality and brand image factor that influence customer satisfaction and repurchase intention in family restaurants. For this study, a survey was conducted targeting family restaurant customers in Seoul and Gyeonggi area from October 2nd, 2010 to October 17th, 2010 using a self-administered questionnaire filled out directly by respondents. A total of 264 copies was used for the analysis. The results were summarized as follows. First, menu quality had a significant effect on brand image while menu quality and brand image on customer satisfaction. Also, customer satisfaction had a significant effect on repurchase intention.

• The Journal of the Korea Contents Association
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• v.10 no.1
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• pp.399-406
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• 2010

This paper is to analyze which factors affect preference, satisfaction, and revisiting on McDonald's brand personality and to suggest distinguished guidelines for drawing core customers. The questionary distributed 150 who is college students in dokyo, Japan, then used for data analysis 128. The results come up with; First, 4 variables which are 'up-to-date', 'spirited', 'darling', and 'young' showed up importantly in brand personality. These mean young generation would like to enjoy playing on-line game and contents with computer on the table during wait their order. Second, 3 factors (sincerity, intelligence/specialization, and wholesome) in brand personality had highly significant in preference and satisfaction. When they feel strongly specialization and trust in product, it should be showed highly with preference and satisfaction. Third, 2 factors (sincerity, and intelligence/specialization) had strongly significant in revisiting. As marketer reinforce darling and specialized image about McDonald, Therefore, they should make customer to purchase again. Finally, if customer prefered and satisfied with product in the restaurant, it could be connected rebuying.

• Culinary science and hospitality research
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• v.9 no.4
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• pp.163-178
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• 2003

The purpose of this study is to find the effect of restaurant brand image upon service quality, price acceptability, and revisit intention, and to propose the importance of brand image to operators and managers who manage restaurants. To accomplish the purpose of this study, sampling was taken among customers who visit six deluxe hotels and six family restaurants in Seoul. Six hundreds questionnaires were distributed to each hotel and restaurant and 487 valid samples were selected for statistical analysis. The questionnaire consists of 77 items about demographical characteristics, brand image, service quality, revisit intention, price acceptability, and spending patterns. SPSS WIN 10.0 was used for statistical analysis. A research model was built up and three null hypotheses were established. Based on theses research model and three null hypotheses, the test was conducted, and the results are as follows. Brand image has an effect upon service quality, and furthermore this can be preceding variable of service quality. Also Service quality has an effect upon price acceptability and revisit intention.

• Culinary science and hospitality research
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• v.15 no.4
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• pp.273-285
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• 2009

In order to find how the recovery justice from the service procedure and result failure affects the quality of customer-brand relationship, we conducted this study following pre research, its correction and supplement of the customers who experienced some service failures in food restaurant. We selected the best five brands in Korean food franchise in the rank of the sales on basis of data of Korean Food Restaurant Information in year 2009. The participants of this research were the people who live in Seoul metropolitan area and ever experienced any service failure within recent 6 months. Of the 500 copies of survey questionnaires distributed, 391 were used for the analysis. The method used for this analysis was the SPSS for WIN 12.0 program and the analysis such as technical statistics analysis, reliability analysis, research element analysis and regression analysis were applied. As a result, the service shortage factor which is one of the service process failures was confirmed to affect procedural justice and distributive justice. It has been confirmed that procedural justice and distributive justice are influenced by the hygiene deficiency which is one of the result failures. It was also found that the product factor affects distribution justice. As for the effect of the quality of recovery justice and a customer-brand relationship, procedural justice and distributive justice were found to affect the mutual dependency while procedural justice affects a familiarity.

• The Journal of the Korea Contents Association
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• v.20 no.12
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• pp.471-481
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• 2020

This study aims to investigate the relationship between the factors of RMR product selection attributes, brand image, and satisfaction as the interest and frequency of use of RMR products of dining out consumers increase recently. Convenience sampling was used for consumers with experience in using RMR products launched in catering companies and restaurants. The investigation period was conducted for about 20 days from August 10, 2020. The final 291 copies were used for research analysis, and the SPSS 21.0 statistical package program was used for hypothesis verification. As a result of the analysis, the hygiene (��=.160), menu (��=.203), and packaging (��=.291) of Hypothesis 1 had a significant effect on reliability. Hypothesis 2's menu (��=.270), convenience (��=.201), and packaging (��=.195) were found to have a significant effect on differentiation. The reliability (��=.328) and differentiation (��=.443) of the brand image of Hypothesis 3 were found to have a significant effect on satisfaction (��=.428). Hygiene (��=.388), menu (��=.229), and convenience (��=.243) of Hypothesis 4 were analyzed to have a significant effect on satisfaction. Lastly, this study is expected to be provided as basic research data related to RMR products, and is intended to be presented as a theoretical basis for the use of marketing and direction in RMR product development of food service companies and restaurants.

• Culinary science and hospitality research
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• v.22 no.7
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• pp.235-252
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• 2016

This study aimed at examining the interrelationships among corporate association, Rrelationship quality, and brand loyalty in Korean buffet restaurants. In addition, this study examined the mediating effects of commitment and attidudinal loyalty. The findings of this study were found through the employong of SPSS 18.0 on a convenience sample of a total of 209 respondents. The results of this study are as follows. First, both corporate ability association and corporate social responsibility association exhibited a positive impact on trust and commitment. Second, trust and commitment positively influenced attitudinal loyalty and behavioral loyalty. Third, commitment acted in a partial mediating role between trust and attitudinal loyalty, and attitudinal loyalty acted in a partial mediating role between commitment and behavioral loyalty.

• Culinary science and hospitality research
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• v.13 no.1 s.32
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• pp.24-40
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• 2007

This study investigated an effective countermeasure of each restaurant under the present market conditions by grasping consumers‘ brand recognition and preferences over six restaurants in the metropolitan area centering around Seoul and comparing and analyzing selection properties that satisfy customers. The survey used a self-recording method that respondents write in the answers in person, and its subjects were the customers of restaurants in the metropolitan area from July to August, 2006. We made the MDS(multidimensional scaling) analysis of the available data from 408 respondents, using the SPSS statistical analysis program. The result was as follows. First, there were intensely competitive relationships between Nolboo Bossam and Wonhalmeoni Bossam, and between Outback Steakhouse and TGIF. Marche and Bennigan’s, however, didn‘t have a competitive relationship but kept a complementary one. Second, Wonhalmeoni Bossam was most favorably commented upon in its facilities, atmosphere, location, services, convenience(business hours, parking, transportation), recognition(popularity, fame, advertisement), sanitation and cleanliness, reasonable prices (food and drinks), etc., and then came Nolboo Bossam, TGIF, Outback Steakhouse, Bennigan’s, and Marche in that order. Third, in case of selection properties on taste of food, TGIF was estimated as the best, and then came Outback Steakhouse, Bennigan's, Marche, Wonhalmeoni Bossam, and Nolboo Bossam.

• Proceedings of the Korea Contents Association Conference
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• 2004.11a
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• pp.30-35
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• 2004

The objective of this research is to analyse the effect of family restaurant quality on the customer satisfaction level, by surveying college students who have used family restaurants. As these days well developed industrial society, not only service business but also most of business area needs to high quality service. For survey results, this study analyzed by statistical methods such as frequency analysis, factor analysis, and regression analysis.

• Journal of the Korean Society of Food Culture
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• v.4 no.3
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• pp.229-236
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• 1989

Fast food restaurants are growing in numbers in Korea since they were introduced abot a decade ago. To develop an effective marketing strategy for fast foods, it is important to assess consumer's acceptability and identify demorgraphic, environmental, and managerial factors which influence consumer's perception on the fast food restaurants. A total of 595 customers were surveyed at thirty hamburger chain restaurants in Seoul from November 7 to 15, 1988. Analyses of the collected data revealed that adolescents, females, and the people with high income were the major customers and visited more than once or twice a week; frequent visitors rated meals more favorably in terms of the quality, service and cleanliness, and they also rated meals of foreign brand more favorable than those of domestic one; the female group perceived the change in their dietary habits more than any other groups; cleanliness, convenience, atmosphere, courtesy, and the taste of foods were significant factors in purchasing fast foods; and customers were most satisfied with convenience, while least satisfied with the price and the quantity of foods. From these findings, it is sggested that the manager of the fast food restaurant must consider the consumer's perception of fast foods in terms of pros and cons in order to operate her/his restaurant successfully.

• Journal of the Korean Society of Food Culture
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• v.30 no.5
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• pp.587-595
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• 2015

The purpose of this article was to research the difference in additional marketing satisfaction by lifestyle of Korean restaurant customers (focus on foreign students at university in Gangwon province). In this research, factor analysis, cluster analysis, and ANOVA were carried out. Lifestyle was divided into seven factors and six clusters. Additional marketing satisfaction was divided into three factors. Additional marketing satisfaction showed a significant difference by lifestyle of foreign students. First, 'employee' had a highest point at C3 'convenience internet searching pursuit' but lowest point at C4 'brand preference pursuit' (p<0.001). 'Service process' had a highest point at C1 'safety health pursuit' but lowest point at C5 'effort pursuit' (p<0.001). 'Tangible clue' had a highest point at C3 'convenience internet searching pursuit' but lowest point at C5 'effort pursuit' (p<0.001). Additional marketing can reduce customer uncertainty, ambiguities, and wavering about eating at restaurants by intangibility of service. As a result, food-service corporations need to manage additional marketing as well as increase satisfaction and loyalty of customers.