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KMID : 1011620140300030360
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Korean Journal of Food and Cookey Science
2014 Volume.30 No. 3 p.360 ~ p.367
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The Influence of Importance Factors Affecting Ethnic Food Restaurant Selection upon Overall Satisfaction
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김은희:Kim Eun-Hee
김지현:Kim Ji-Hyun/홍완수:Hong Wan-Soo
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Abstract
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This study analyzed the Importance-Performance Analysis of selective attributes of Ethnic Food Restaurant. A total of 369 questionnaires were analyzed. Five factors were obtained from factor analysis of Importance variance of selective attributes of Ethnic food restaurant: Factor 1 “Quality”, Factor 2 “Service”, Factor 3 “Physical environment”, Factor 4 “Uniqueness”, Factor 5 “Health”. Also, “Quality”, “Physical environment”, “Uniqueness” factors influenced overall satisfaction. In addition, according to the IPA results, selective attributes with low satisfaction and high importance in the second quadrant were ‘Sanitation that comfort hospitality’, ‘Level of service’ and ‘Price’. These results suggest that when customers select Ethnic food restaurant, they consider ‘food price’ and ‘food quality’. Therefore, manager of ethnic food restaurant should take these improvement factors into consideration in order to meet consumer's expectations.
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KEYWORD
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Ethnic Food, Ethnic Restaurant, Importance, Performance, Attribute
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