Korean Journal of Community Nutrition (대한지역사회영양학회지)

The Korean Society of Community Nutrition (대한지역사회영양학회)
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Analysis of Customer Expectation and Satisfaction for New Menus in Multi-Chain Family Restaurants

패밀리 레스토랑 신메뉴에 대한 고객의 기대도와 만족도 분석

  • Lee Min-A (Foodservice Industry Research Team, Traditional Food Research Division, Korea Food Research Institute) ;
  • Yang Il-Sun (Department of Food and Nutrition, Yonsei University)
  • 이민아 (한국식품연구원 전통식품연구본부 외식산업연구팀) ;
  • 양일선 (연세대학교 생활과학대학 식품영양전공)
  • Published : 2004.12.01
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Abstract

The purposes of this study were 1) to understand customers' expectations and satisfaction on menus in family restaurants, 2) to compare customer satisfaction and brand image for positioning new menus, and 3) to analyze customer satisfaction and loyalty to each menu. From May 8th to 28th, 2004, a total of 3,594 membership customers responded to the email survey. Statistical analyses such as t-test, ANOVA and Pearson Correlation were performed using SPSS 12.0. The results of this study consist of four major parts: general findings, customer expectation analysis, new menu positioning and customer satisfaction analysis. The customer expectation analysis discovered that taste was the most expected attribute in menus of family restaurants, followed by quantity, appearance and price. Statistically different expectations existed among different customer groups categorized by their general characteristics including demographics. Also, high correlations existed among the expectations over all the attributes: food quality, shape, quantity and price of food. Over all the attributes, customer expectation was higher than customer satisfaction. Thus, a discrepancy existed between expectation and satisfaction. Positioning of new menus was determined by brand image and customer satisfaction. Lastly, the customer satisfaction analysis revealed that customers in different gender and age have different satisfaction. In addition, high correlation existed between satisfaction and loyalty on new menus of a family restaurant. In consequence, the research findings suggest managers should understand customer expectation and satisfaction and reposition their menus regularly by menu engineering.

Keywords

References

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