Korean Restaurant Satisfaction according to the Food-related Lifestyle -Focused on Japanese and Chinese

Abstract

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.

A Study on the Perception of Aroma Oil by Diet Lifestyle

“…미식형의 조작적 정의는 맛 있는 음식에는 돈을 아끼지 않고 다른 소비에 비해 식생활 소 비 비용을 아끼지 않으며 맛집을 찾아다니면서 음식을 먹는 것 을 즐겨 하는 것으로 정의하였다 (Hong, 2012;Lim, 2022;. 건강형의 조작적 정의는 건강을 생각해서 음 식을 가려 먹으려 노력하고 영양의 고른 분포를 고려하며 식품 첨가물이 들어가 있는 식품을 피하려 하고 식품 구매 시 표기 된 식품첨가물을 반드시 확인하는 것으로 정의하였다 (Kim, 2017;Lee, 2017;Lim, 2018;Min, 2019).…”

“…본 연구를 위한 측정 도구의 구성은 선행연구를 참고하여 조 사대상자의 일반적 특성 5문항 (Jang, 2018;, 식생활 라이프스타일 29문항 (Hong, 2012;Kim, 2017;Lee, 2017;Lim, 2018;Lim, 2022;Min, 2019;Won, 2010), 아로마 인식 32문항 (Baek, 2022;Kim, 2008;Lee, 2013;Lim, 2020;Park, 2012;Yoo, 2019;Ying, 2020;Yoo, 2022)…”

Determinants of customers' choice of dining-related services: the case of Taipei City

“…Choi (2016) utilizes the FRL instrument to explain nutrition information-conscious behavior. Kim et al (2013) extract three preference factors that Chinese and Japanese visitors visit Korean restaurants using the FRL factor, including eat-out preference, health preference and taste preference. Moreover, previous scholars have also referred the FRL instrument to design customer questionnaires to measure customers' preferences and habits of food purchasing (Jang et al , 2011; Yoo et al , 2018; Bacig and Young, 2019; Huy et al , 2019) and restaurant visit (Kim et al , 2013).…”

“…Engel et al (1982) point out that lifestyles not only reflect the characteristics and claims of customers but also reflect continuous integration of personal values and personality traits that influence individuals' behavior and their specific purchasing decisions. Kim et al (2013) propose three preference factors (eat-out preference, health preference and taste preference), which customers choose a restaurant using the FRL factor. Therefore, the lifestyle variable is appropriately considered as a determinant of customers' choice in the consumption process.…”

“…Therefore, the lifestyle variable is appropriately considered as a determinant of customers' choice in the consumption process. Although the FRL instrument cannot fully investigate customers' CDS in the restaurant industry, it is related to people's food quality, taste and service attributes; therefore, previous scholars have expressed customers' preferences and habits of food purchasing (Kim et al , 2007) and restaurant visit (Kim et al , 2013) by the FRL factors. Moreover, the DINESERV scale proposed by Stevens et al (1995) is recognized by several scholars (Kim et al , 2009; Cheng et al , 2012, 2019) as the tool that effectively measures the perceived service of restaurant customers.…”