Effects of ethnic authenticity: Investigating Korean restaurant customers in the U.S.

Enhancing ethnic food acceptance and reducing perceived risk: The effects of personality traits, cultural familiarity, and menu framing

“…Ethnic foods: willingness to try and perceived risk New ethnic restaurants face many challenges when they attempt to achieve mainstream success in U.S. markets (Jang et al, 2012;Phillips et al, 2013). One challenge is knowing how to appeal to customers who have limited exposure to ethnic restaurants (Ha and Jang, 2010).…”

“…Since the unknown causes fear, U.S. consumers may consider ethnic foods exotic and be reluctant to try this unknown type of food. Therefore, a growing body of related studies has focused on specific restaurant marketing strategies to attract potential U.S. consumers to ethnic restaurants, such as service quality perceptions (Ha and Jang, 2010), the role of authenticity (Jang et al, 2012), and having an image of the country or subjective knowledge of ethnic cuisine (Phillips et al, 2013).…”

Ethnic dining: Need to belong, need to be unique, and menu offering

“…Accordingly, authenticity is one of the key factors influencing customer evaluations of ethnic restaurants (Jang et al, 2012;Lego et al, 2002;Roseman, 2006;Sukalakamala and Boyce, 2007;Tsai and Lu, 2012). However, many ethnic restaurants have adapted their dishes to better match the American palate by avoiding some authentic ingredients (CNN, 2010;The Daily Meal, 2013).…”

“…Previous research on ethnic dining mainly focuses on factors such as authenticity, atmosphere, service quality, food quality, and price (Ha and Jang, 2010a,b;Jang et al, 2012;Liu and Jang, 2009a,b), but the hospitality literature offers little guidance on the role of customers' specific psychological needs (need for belongingness and need for uniqueness) in influencing their satisfaction. This neglect is surprising because the pursuit of authenticity, indeed, can be interpreted as gaining belongingness to and exploring the uniqueness of a foreign culture (Ebster and Guist, 2005;Lego et al, 2002;Molz, 2004;Sukalakamala and Boyce, 2007).…”

Customer Dınıng Experıence at Korean Themed Restaurant: an Enhanced Servıce Blueprınt Approach

“…Offering ethnic-themed foods and ambiance is regarded as one of strategy to differentiate between one restaurant and the others. This strategy has been acknowledged by Jang, Ha, & Park, (2012) as an ethnic-themed in restaurant triggers positive emotion which leads to customer intention to revisit and recommend the restaurant. At the heart of this strategy, restaurant owners are encouraged to offer authentic and distinct dining experience so that people are attracted and willing to revisit the restaurant (Sukalakamala & Boyce, 2007).…”