중국인들의 중국 내 한식당 선택속성이 진정성, 만족도, 재방문의도에 미치는 영향

Abstract

This study examines how key selection attributes of Korean restaurants influence perceived authenticity, customer satisfaction, and revisit intention among Chinese consumers in Beijing. By incorporating the post-COVID-19 context, this study is anticipated to demonstrate notable differences from prior studies. Five attributes—price, restaurant image, food quality, service quality, and brand image—were derived from prior research and tested through a survey of 405 respondents. The results indicate that all attributes significantly enhance perceived authenticity, with service quality showing the strongest influence. These attributes also positively affect customer satisfaction, and price emerged as the most influential factor. Revisit intention was likewise influenced by all attributes, with brand image demonstrating the greatest effect. In addition, perceived authenticity significantly increased both satisfaction and revisit intention, confirming its role as an important psychological mechanism in the consumer decision process. The findings contribute to understanding how authenticity operates within cross-cultural dining contexts and provide practical implications for Korean restaurant operators seeking to improve service strategies and strengthen customer loyalty in the Chinese market.