Perceived attributes of Asian foods: From the perspective of the American customers

Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants

“…Specifically, customers perceived the taste of Korean foods as the best value among utilitarian aspects, but they also considered food portion, menu variety, reasonable cost, and healthy food options as valuable factors. These findings are similar to those of a previous study by Jang et al (2009). Even though customers perceived utilitarian aspects as more valuable, customers' perceptions regarding the hedonic aspects of Korean restaurants were also positive.…”

“…Chinese food remains popular, while Japanese and Thai food are gradually becoming more appealing to Americans as well (NRA, 2008). As one of the few emerging Asian foods, Korean food is perceived differently from other Asian foods in terms of taste and uniqueness (Jang et al, 2009). American customers consider Korean food uniquely hot and spicy.…”

“…American customers consider Korean food uniquely hot and spicy. They also tend to perceive Korean food as healthy and nutritionally balanced (Jang et al, 2009). It is presumed that these attributes of Korean food could attract American customers who want to experience new tastes and healthy food.…”

Perceptions of Chinese restaurants in the U.S.: What affects customer satisfaction and behavioral intentions?

“…A typical Chinese restaurant has a Chinese name outside, is decorated with Chinese-styled pictures and artifacts, such as Chinese Brush Landscape Paintings and red lanterns, offers a menu printed in both Chinese and English, and provides Chinesecharacterized tableware, such as chopsticks and Chinese teakettles and cups. In the last twenty years, Chinese restaurants have been facing intense competition among themselves due to fast development and expansion in the U.S., as well as from other emerging Asian restaurants such as Indian, Japanese, Korean, Thai, and Vietnamese (Jang and Ha, in press;Jang et al, 2009). Thus, maintaining customer satisfaction and repeat patronage may be more important for Chinese restaurants than ever before.…”

Evaluating Service Quality of Korean Restaurants: A Fuzzy Analytic Hierarchy Approach

“…This study aims to apply the fuzzy AHP approach in Korean restaurants located in Semarang, Indonesia. Korean restaurants have been chosen since Korean cuisine is considered emerging, indicating tremendous potential for growth period, as well as being perceived differently for its uniqueness and flavor (Jang et al, 2009). These attributes could attract Indonesian customers who want to experience a new taste of food.…”