Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Chinese Customers' Perception of Korean Foods and Satisfaction and Revisit Intentions to Korean Cuisine Restaurants - A Focus on Visiting Experience and Frequency of Visits -

중국 현지인의 한식에 대한 인식과 한식 레스토랑 만족도 및 재방문의도 - 방문 경험과 방문 빈도 차이를 중심으로 -

  • Seo, Sun-Hee (Department of Nutritional Sciences & Food Services, Ewha Womans University) ;
  • Ryu, Kyung-Mi (Department of Nutritional Sciences & Food Services, Ewha Womans University)
  • 서선희 (이화여자대학교 식품영양학과) ;
  • 류경미 (이화여자대학교 식품영양학과)
  • Published : 2009.04.30
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Abstract

The purpose of this study was to investigate Chinese customers' perceptions of Korean foods and their satisfaction toward Korean cuisine restaurants. The subjects of this study were 202 Chinese individuals who visited Korean cuisine restaurants in Shanghai, China. The subjects viewed Korean foods as favorite foods and perceived them as fresh and seasonal, and mostly composed of cereals and vegetables however they did not view Korean cuisine as good for health. As compared to customers visiting a Korean restaurant for the first time, those who had visited Korean restaurants previously agreed more strongly with the following items: 'Korean food has a beautiful color', 'Korean food is familiar', 'Korean food smells good', 'Korean food is healthy', 'Korean food is nutritious', and 'Korean food is salty and spicy'. In addition, as compared to occasional visitors, frequent visitors of Korean cuisine restaurants more strongly agreed with the followings: 'Korean food has a beautiful color', 'Korean food is expensive', 'Korean food is healthy', 'Korean food is nutritious', 'Korean food is salty and spicy', and 'Korean food includes many fermented foods'. The subjects considered 'appearance of menu', 'variety of menu', 'nutrition of menu', and 'Chinese characters for menu and ingredients' as the most important attributes when choosing Korean cuisine restaurants. The frequent customers of Korean cuisine restaurants considered 'kind service', 'employee knowledge of Korean foods', 'operation hours of restaurant', and 'cleanliness of restaurant' as the most important restaurant attributes. In addition, the frequent customers of Korean cuisine restaurants were more satisfied than the occasional customers with the followings: 'nutritional quality of menu', 'quick service', 'cleanliness of restaurant', 'appearance and signboard of restaurant', and 'image of restaurant'. The implications of the data are discussed.

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