Abstract

This study was conducted to investigate the effect of taste and cooking method of medicinal cuisine on the customer loyalty. Self-administered questionnaires were collected from 214 customers visiting a restaurant specialized in temple cuisine in Yangsan city, Kyungnam province. Statistical data analysis was completed using SPSS program. Female respondents preferred garnish and bright color, and males preferred flavor and chewing taste as a taste of medicinal cuisine. The older respondents preferred flavor and chewing taste more than younger ones. Among cooking methods of medicinal cuisine, females preferred steaming and older respondents preferred boiling and cooking in casserole. From the regression analysis, the customer loyalty was singnificantly affected by sauce, delicious looking color, flavor, aroma, and chewy texture among taste factors and by boiling and cooking in casserole among cooking methods.

Keywords

• Medicinal cuisine;
• taste;
• cooking methods;
• customer loyalty