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KMID : 1011620130290050617
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Korean Journal of Food and Cookey Science
2013 Volume.29 No. 5 p.617 ~ p.624
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Korean Restaurant Satisfaction according to the Food-related Lifestyle: Focused on Japanese and Chinese
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김진희:Kim Jin-Hee
전민선:Jeon Min-Sun/박대섭:Park Dae-Seop/김수민:Kim Soo-Min/백진경:Paik Jin-Kyung/홍완수:Hong Wan-Soo
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Abstract
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Korean Food Globalization has been launched as a tool of civil ambassador and the high value-oriented industry. According to department of statistics in 2012, the trend of Korean food globalization from international visitors of Chinese and Japanese has grown. Hence, this study is purposed to identify the level of satisfaction of Chinese and Japanese consumers based on their food-related lifestyle. The survey was conducted by interviewing 403 Chinese and Japanese visitors who have experienced Korean food. The survey questionnaire was composed of 3 parts of demographic information, food-related lifestyle, and satisfaction of Korean restaurant. As factor analysis results, 3 factors were yielded for the food-related lifestyle factors?a eat-out preferred group, a health preferred group, and a taste preferred group, and 3 factors were generated for Korean restaurant satisfaction?hygiene and service, menu, and food quality. For cluster analysis, 3 clusters were identified as follows: high interested in food itself, health interested, and taste interested. Female appears to be significantly different in terms of 3 clusters than male. Nationality shows that Chinese consumers showed a high interest in food itself whereas Japanese consumers were high interested in health. With regard to Korean restaurant satisfaction, service appeared to be important in Chinese consumers while Japanese consumers showed a higher mean value on serving size, price, and nutrition. The findings concluded that by understanding the nature of food-related lifestyle of international visitors, marketing strategies can better meet visitors' expectations and increase their satisfaction with Korean restaurants.
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KEYWORD
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Korean restaurant satisfaction, food-related lifestyle, international visitors
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