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Comparing Marketing Strategies of Korean and Japanese Restaurants in the United States

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한국상업경영학회 (The Korean Academy of Business Management)|2012.11|상업경영연구 (Korean Journal of Business & Management)|제26권 제4호|pp. 47-67

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키워드

Revisit intention고객만족재방문의사Customer satisfaction입소문DINESERVEthnic restaurantsWord-of-mouth민속음식점음식점선택속성(DINESERV)
주제분류경영학

초록

The purpose of this study is to investigate Korean and Japanese foodservice attributes as perceived by American customers. Both the similarities and differences between Korean and Japanese foodservice attributes were examined by using the DINESERV factors (i.e., food quality, service quality, atmosphere, convenience, and price and value). The results indicate that only food quality and price and value were significantly related to customer satisfaction with regard to both Korean and Japanese restaurants. Customer satisfaction, revisit intention, and word-of-mouth were positively correlated to each other. The noticeable difference between the two kinds of ethnic restaurants was that American customers have more positive perceptions of Japanese restaurants than Korean restaurants. Korean restaurant operators need to develop marketing strategies to entice American customers to visit and dine at Korean restaurants.

Abstract

The purpose of this study is to investigate Korean and Japanese foodservice attributes as perceived by American customers. Both the similarities and differences between Korean and Japanese foodservice attributes were examined by using the DINESERV factors (i.e., food quality, service quality, atmosphere, convenience, and price and value). The results indicate that only food quality and price and value were significantly related to customer satisfaction with regard to both Korean and Japanese restaurants. Customer satisfaction, revisit intention, and word-of-mouth were positively correlated to each other. The noticeable difference between the two kinds of ethnic restaurants was that American customers have more positive perceptions of Japanese restaurants than Korean restaurants. Korean restaurant operators need to develop marketing strategies to entice American customers to visit and dine at Korean restaurants.

참고문헌 (50)

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