Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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Analysis of Foreign Customers' Evaluation of Service Performance for Korean Traditional Restaurants

한식당의 서비스 수행도에 대한 외국인 고객의 평가 분석

  • Kim, Sun-A (Food Industry Promotion Division, Korea Food Research Institute) ;
  • Lee, Min-A (Food Industry Promotion Division, Korea Food Research Institute)
  • 김선아 (한국식품연구원 식품산업진흥본부) ;
  • 이민아 (한국식품연구원 식품산업진흥본부)
  • Published : 2006.10.31
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Abstract

The purposes of this study were to (1) identify foreigners’ evaluation of service performance, (2) define foreigners’ needs for each segment of Korean traditional restaurants, and (3) plan the adaptation strategies for Korean traditional restaurants on foreign countries. From April to July, 2005, 542 foreigners responded to an individual survey. Statistical analyses on SPSS 12.0 for Windows were performed on the survey data using descriptive statistics, factor analysis, reliability analysis, independent-samples t-test and ANOVA. The major findings from the study are as follows. First, among all the attributes, ‘Offer free additional side dishes’ scored the highest, followed by ‘taste of food is good’ and ‘temperature of food is proper’. Second, factor analysis classified the service attributes into four factors in the following order of importance: menu, sanitation, service, and facility and atmosphere. Finally, foreigner groups categorized by their general characteristics, including demographics, showed statistically differences in their evaluation. In consequence, the research findings suggest that operators of Korean traditional restaurants should understand different customers’ needs within and between customer segments.

Keywords

References

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