미국 현지의 한식과 일식 레스토랑 마케팅 전략에 관한 비교 분석

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.