Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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Korean Restaurant Satisfaction according to the Food-related Lifestyle -Focused on Japanese and Chinese

식생활 라이프스타일에 따른 한식당 만족도 -일본인과 중국인 중심으로

  • Kim, Jin-Hee (Dept. of Foodservice Management and Nutrition, Sangmyung University) ;
  • Jeon, Min-Sun (Dept. of Food Nutrition, Chungnam University) ;
  • Park, Dae-Seop (Dept. of Food Service Management, Youngsan University) ;
  • Kim, Soo-Min (Dept. of Foodservice Management and Nutrition, Sangmyung University) ;
  • Paik, Jin-Kyung (Dept. of Foodservice Management and Nutrition, Sangmyung University) ;
  • Hong, Wan-Soo (Dept. of Foodservice Management and Nutrition, Sangmyung University)
  • 김진희 (상명대학교 외식영양학과) ;
  • 전민선 (충남대학교 식품영양학과) ;
  • 박대섭 (영산대학교 외식경영학과) ;
  • 김수민 (상명대학교 외식영양학과) ;
  • 백진경 (상명대학교 외식영양학과) ;
  • 홍완수 (상명대학교 외식영양학과)
  • Received : 2013.03.05
  • Accepted : 2013.10.11
  • Published : 2013.10.31
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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.

Keywords

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