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Importance and Satisfaction of Human and Physical Evidence Service in Korean Restaurants for Foreigners Living in Busan according to Nationality

부산체류 외국인의 국적별 한식당의 인적 및 물리적 서비스에 대한 중요도와 만족도

  • Lee, Kyung-A (Research Institute Human Ecology, Donga University) ;
  • Lyu, Eun-Soon (Dept. of Food Science & Nutrition, Pukyong National University)
  • 이경아 (동아대학교 생활과학연구소) ;
  • 류은순 (부경대학교 식품영양학과)
  • Received : 2011.12.12
  • Accepted : 2012.02.06
  • Published : 2012.02.29

Abstract

The purpose of this study was to evaluate the importance and satisfaction level foreigners place on human and physical evidence service in Korean restaurants based on nationality such as American/European, Japanese, Chinese, and Southeast Asian. The research was performed by using questionnaires conducted from August to September on 365 foreigners living in Busan. Total mean scores for the importance (3.96/5.00) and satisfaction (3.33/5.00) of Korean restaurant human and physical evidence service were significantly different (p<0.01), as the gap was -0.63. The mean scores of the gap were -1.03 for cleanliness of dining area, -1.01 for cleanliness of tableware, and -0.95 for easily understandable menu board. The mean scores of satisfaction for Southeast Asian individuals (3.77) were significantly (p<0.01) higher than those of American/European (3.40), Chinese (3.37), and Japanese (2.81). The importance and satisfaction grid showed that an easily understandable menu board and a brief description of the food or menu scored high for the importance and low for the satisfaction in American/European, Chinese, and Japanese individuals. Cleanliness of the dining area, cleanliness of tableware, cleanliness of staff appearance, kindness of employees, rapid resolution of complaints, and prompt and quick service scored high for importance and low for satisfaction in Japanese. However, Southeast Asians were satisfied with human and physical evidence service of Korean restaurants.

Acknowledgement

Supported by : 부경대학교

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