This study evaluated the consumers’ demands and points of improvement for restaurant meal replacement through importance–performance analysis by the restaurant meal replacement segment market using food involvement. The results were as follows. First, after segmenting the restaurant meal replacement market using food involvement, it was classified into three markets (multiple involvements, exploration-oriented, and product quality-oriented). Second, an analysis of the importance of restaurant meal replacement selection attributes revealed taste, sanitation, quality, freshness, price, saving time, texture, ingredients, preparation process, and quantity to be highly important. An analysis of the differences according to the market type revealed the multiple involvement type to be more important than other groups, considering the restaurant meal replacement selection attribute element. Third, an analysis of the importance-performance analysis of restaurant meal replacement selection attributes revealed that quantity and price as the selection attributes that needed to be improved first in all three markets. In addition, in the multiple involvement type, food additives appeared as a selection attribute requiring priority improvement, revealing the characteristics of a market that cares about diet and health.

The objective of this study was to explore how different types of rewards affect customers’ inclinations to engage in environmental activities promoted through restaurant social media platforms. In addition, we investigated the potential moderating role of customer level of participation within the social media community. A total of 202 valid responses obtained by distributing a self-administered survey among restaurant patrons were subjected to hierarchical regression analysis to examine relationships between variables. The findings underscored the significant influence of economic and social rewards on shaping customer intent to participate in environmental initiatives promoted within restaurant social media communities. Furthermore, the study revealed that the extent of customer participation within the social media community moderated the relationship between rewards and their likelihood to partake in environmentally conscious behaviors. These results have meaningful implications for restaurant managers seeking to promote environmental initiatives effectively through social media platforms and within their establishments.

Tis study was an attempt to systematically analyze the characteristics of modern Korean food styling using the menu image photos of the Michelin Guide Seoul 2020 restaurants. The first sampling was conducted on the 27th of March 2020 and the second on the 27th of October 2020. A collection of images on the web and 442 photographic cases obtained by a search through theoretical background literature and research papers were studied by a qualitative analysis method. First, the food styling contents were analyzed and based on that, the food styling characteristics of the menus of 11 restaurants in Korea including the contemporary restaurants were considered. The analysis revealed several aspects of Korean food styling. First, food styling appeared to have three major characteristics: color, shape, and container styling. Color styling was further subdivided into single color/similar color, color contrast, source type, and accent color type. The shape/formative styling was classified into figure type, shape type, accessory type, and garnish type, and container styling was categorized as container color type, container shape type, and container material type. Second, the modern Korean food color styling characteristics of Michelin restaurants were categorized in the order of monochromatic/similar type, sauce type, accent color type, and color contrast. In the formative styling category, it was categorized in the order of shape type, small piece type, garnish/garnish type, and figure type. In container styling, container material type and formative type accounted for the major portion of the category. The food styling characteristics of the modern Korean menu were systematized and image examples were presented visually. Please use it as food styling educational material or personal food styling skill.

This study on the importance and satisfaction of selection attributes for customers using Michelin restaurants. The survey was conducted on 309 respondents who had visited and used restaurants by classifying the Michelin restaurants into starred restaurants and Bib Gourmand restaurants. The data was collected and the frequency analysis, t-test verification, and IPA analysis were performed using the SPSS 25.0 statistical program. The results of the study examined the difference between the importance and satisfaction of the choice of starred restaurants. Overall, the importance was higher than satisfaction. The importance of hygiene and cleanliness was recognized by many customers that the expectation for the overall Starred restaurants was very high. Bib Gourmand, showed that the importance was higher than satisfaction. In terms of importance and satisfaction, the taste of food is the most important and the satisfaction is high. Comparing the IPA analysis of the attributes of 1) hygiene and cleanliness, food quality, convenience, and facade of food, 2) service professionalism and variety of menus, 3) food price, atmosphere and amount, and 4) the attitude and kindness of the employees were shown. This study has great significance in providing practical basic data for the management of domestic Michelin restaurants.

This study was conducted on the foundation of the previous research on determinants such as customer satisfaction and behavioral intention, along with the literature review and research on factors related to the service quality elements. We collected and analyzed the 185 materials by conducting the survey upon the customers who have previously visited the restaurants. As a result of the analysis, we identified that the elements of restaurant service quality have significant effects on the behavioral intention and satisfaction level of the customer through the customer satisfaction. In addition, by using KANO model, we investigated the qualities that attract the customers of the restaurant in order to establish the measures that will maximize the customer satisfaction. Also, to overcome the limitation of KANO model, we additionally analyzed the Better-Worse index. The results of the two quality evaluations were identical to each other, showing the need for improving the physical environment of the restaurant services. Accordingly, more interests and efforts to stimulate the behavioral intention of the restaurant are needed.

The purpose of this study is to measure the effect of customers’ waiting time on their revisit intention through their emotion. Also this study assessed the effect of restaurant selection attributes on consumers’ revisit intention in Korea. This study used experimental scenario questionnaires for collecting data. Frequency analysis, Cronbach’s alpha, correlation, ttests and multiple regression analysis were assessed using SPSS. Customers preferred taste, sanitation and service when selecting a restaurant to dine out. The results of this study found that there were no significant differences between positive and negative emotions due to waiting time. Findings of this study suggested that waiting time, convenience, nutritional value, and emotion influenced consumers’ revisit intention. Therefore, reducing waiting time and providing proper service will help consumers have positive emotions to return to dine at a restaurant.

본 연구의 목적은 국내 레스토랑 이용객의 서비스 실패 후 감정변화에 영향을 미치는 실패 귀인 요소, 그리고 고객의 브랜드 관계 품질이 서비스 실패 귀인 지각에 대한 환원효과를 검증하는 것이다. 본 연구의 시사점으로는 귀인이론은 귀인이론과 귀인적 이론으로 구분할 수 있는데 한 모형에서 귀인이론에 영향을 미치는 개인 신념과 귀인 후의 감정반응 간의 영향관계를 통합적으로 측정하는 연구는 미미하다. 신념(BRQ: Brand Relationship Quality)-귀인-감정 3단계 모형을 구축하고 충돌 감정 반응(분노 VS동정)의 독립성을 같이 검증되었다. 먼저, 감성적BRQ(친밀감 및 사랑)은 통제가능성 귀인에 미치는 환원효과가 있는데 행동적BRQ(상호의존)은 통제가능성 귀인에 미치는 확대효과가 있는 것으로 나타났다. 관리적 관점에서 레스토랑 관리자는 고객의 서비스 실패의 반복 발생 가능성 지각을 낮추고 고객의 동정을 환기해야 한다. 통합적으로 레스토랑 관리자는 고객의 서비스 실패 귀인 지각을 잘 조절하고 고객의 BRQ이 감정반응에게의 영향효과를 환원시켜야 한다. 여러 가지의 서비스 회복 방안을 수립하고 귀 인을 잘 조절해야 한다. 뿐만 아니라, BRQ은 각각 분노 및 동정에 다른 효과(확대VS환충)가 있기 때문 에 고객 BRQ의 특성에 따라 다른 서비스 실패 회복 방안을 제시해야 한다. 예를 들면, 이성적 BRQ 고객에게 금전 보상이나 공정성 거래, 친밀감 및 사랑 고객에게 감정배려, 상호의존 고객에게 호혜성 설득 등 방안을 상황에 맞게 개발해야 한다. 본 연구는 서비스 실패 후 귀인의 매개효과를 탐색적으로 검증하 였는데 BRQ-귀인-감정 과정에서의 여러 가지 조절요인을 고려하지 않는 한계점이 있다. 따라서 추후의 연구에서 서비스 실패 강도의 조절효과를 고려해야 하고 더 완전한 모형을 구축해야 한다.

This study examined the effects of the service quality of fine dining restaurants on the service value and customer satisfaction by targeting 310 customers with experience in using fine dining restaurants in Seoul. The results of this study are as follows. First, the quality of the physical environment and interactions and the result of fine dining restaurants had positive (+) effects on the service value. Second, the quality of the physical environment and interactions and the result of fine dining restaurants had positive (+) effects on customer satisfaction. Third, the service value had positive (+) effects on customer satisfaction. According to the result of this study, when customers visit fine dining restaurants, evaluations of the service quality, such as interior design, kindness, accessibility, pleasant environment, and good quality of food, are very important elements. The service quality has been verified to be a very important factor when evaluating fine dining restaurants. Overall, the result of this study can be used to develop measures for improving the service quality.

The purpose of this study was to investigate on the characteristics of the use of a fine dining restaurant using NVivo 11 qualitative analysis. As a result, customers using the fine dining restaurant were aware that the fine dining restaurant was a special and expensive restaurant, serving a variety of food with luxurious food, service and ingredients. The result of motivation for using the fine dining restaurant was food, specialty, atmosphere, luxury, service. Basically, it is natural to visit restaurant to eat, but it is special in using fine dining restaurant, we were able to find that it was to visit, to eat atmosphere and luxurious service and delicious food. The results of using the benefits of using a fine dinning restaurant show that the benefits of food, dining atmosphere, specialty, service, variety, and meals are high, specialty, service, variety of meals, price, delicious, newness, and timely benefits. The result of customers’ use loss when using the fine dining restaurant shows the loss of food, specialty, service, price, atmosphere, variety, and luxurious. In this regard, it is estimated that customers often see losses as a result of lower than expected customers when using fine dinning restaurants. Therefore, it is thought that this research will help the establishment of differentiated marketing information for the restaurant company through continuous research on the fine dining restaurant which is recognized by the users.

The purpose of this study was to determine the relationship between conspicuous consumption tendency, brand attitudes, and purchase intentions of college students regarding eating out by limiting conspicuous consumption tendency among several psychological variables to acquire a more precise and concrete influence factor on consumption behavior to eat out. First, as for sensing other people, pursuing individuality and brand orientation among conspicuous consumption tendency of restaurant costumers had significant effects on brand attitudes, whereas the influence of status symbols and pursuing trend factor on brand attitudes was not verified. Second, as for sensing other people, pursing individuality, pursuing trends, and brand orientation factor among conspicuous consumption tendency had significant effects on purchasing intention. Otherwise, the significant effect relationship between status symbols factor and purchasing intentions was not confirmed. Third, as purchase intentions increased, brand attitudes of consumers increased according to existing research. Thus, this study suggests a more departmentalized marketing strategy method to create profits and enhance competitiveness of food service enterprises, and academic implications suggest fundamental data of relevant studies on conspicuous consumption tendency and purchasing behavior of consumers to eat out

본 연구는 고급레스토랑 이용 고객들의 체면민감성이 과 시적 소비성향과 구매의도에 미치는 영향에 대해 알아보기 위해 문헌고찰과 실증적 분석 연구를 진행하였다. 본 연구 결과의 주요 내용은 다음과 같다. 선행연구를 토대로 체면민감성 요인을 타인의식성 체면, 창피의식성 체면, 사회격식성 체면 총 3개 하위요인, 9개 문 항으로 구성하였다. 과시적 소비성향은 유명브랜드 선호 및 유행추구, 타인지향 총 2개 하위요인, 8개 문항으로 구성하 였으며, 구매의도는 단일 차원 4개 문항으로 구성하였다. 전체표본 430(100%)부 중 유효 표본 400(93%)부를 중심 으로 실증분석을 실시하였다. 응답자의 성별 특성을 보면 여 성이 264명(66%)으로 남성 응답자보다 더 많은 것으로 나타났으며, 연령은 30대가 209명(52.3%)으로 가장 많은 것으로 나타났다. 최종학력은 4년제 대학 졸업이 215명(53.8%), 직업은 회 사원이 235명(58.8%), 월 소득은 200-300만원 미만이 115명 (28.8%)으로 가장 많은 것으로 나타났다. 고급레스토랑 이용고객의 체면민감성이 과시적 소비성향 에 미치는 영향을 살펴본 결과는 다음과 같다. 첫째, 타인의식성 체면(t=3.095, p< .005), 창피의식성 체면 (t=6.615, p< .005), 사회격식성 체면(t=4.802, p< .005)이 유 명브랜드 선호 및 유행추구에 유의한 영향을 미치는 것으로 나타났다. 또한 타인의식성 체면, 창피의식성 체면, 사회격식 성 체면이 타인지향 과시적 소비에 미치는 영향을 살펴보면, 타인의식성 체면(t=7.587, p< .005), 사회격식성 체면(t=4.057, p< .005)이 타인지향 과시적 소비에 영향을 미치는 것으로 나 타났지만, 창피의식성 체면은 타인지향 과시적 소비에 유의 한 영향을 미치지 않는 것으로 나타나 부분채택 되었다. 이 연구 결과는 Kim et al.(2013)의 연구에서 골프클럽 소 비자의 체면민감성 특성이 과시소비 성향에 유의한 영향을 미친다는 결과와 유사하게 나타났으며, Lee et al.(2015)의 연구에서 타인 의식성 체면과 창피 의식성 체면이 과시적 체 면에 유의한 영향을 미친 것과 연구 결과가 유사하게 나타 났다. 또한 형식 의식성 체면 또한 과시적 소비에 유의한 영 향을 미치는 것으로 나타났다. 이는 유명브랜드나 유행이 소 비자들의 체면에 의해 영향을 많이 받는 것을 의미하는 것 으로 사료된다. 최근 들어 TV프로그램이나 인터넷 방송 등에서 외식과 관련된 컨텐츠가 많이 제작되고 있는데, 이를 적극적으로 활용 하여 외식 브랜드를 많은 소비자들에게 인식시키고 외식산 업의 유행을 만들기 위한 노력이 필요할 것으로 사료된다. 창피의식성 체면이 타인지향 과시적 소비에 영향을 미치 지 않는 것으로 나타났는데 이는 소비자들이 레스토랑 선택 시 남의 눈치를 보거나 타인에게 어떻게 비춰지는지에 대하 여 크게 염두에 두지 않는다는 것을 의미하는 것으로 사료 된다. 둘째, 고급레스토랑 이용고객의 체면민감성이 구매의도에 미치는 영향을 살펴본 결과는 다음과 같다. 타인의식성 체면, 창피의식성 체면, 사회격식성 체면이 구매의도에 미치는 영 향을 살펴본 결과 창피의식성 체면(t=3.233, p< .005), 사회격 식성 체면(t=3.247, p< .005)이 구매의도에 유의한 영향을 미 치는 것으로 나타났지만, 타인의식성 체면은 구매의도에 유 의한 영향을 미치지 않는 것으로 나타나 부분 채택 되었다. 고급레스토랑을 이용하는 고객들은 구매의사를 결정할 때 다양한 요인들을 고려하는데, 그 중에서도 체면과 관련된 요 인들이 중요한 영향을 미치는 것으로 나타났다. 따라서 외식 기업에서는 체면이나 과시적 소비성향과 같은 변수뿐만 아 니라 다양한 심리적 요인을 활용한 마케팅을 적극적으로 수 립할 필요가 있을 것으로 사료된다. 셋째, 과시적 소비성향이 구매의도에 미치는 영향을 살펴 본 결과 유명브랜드 선호 및 유행추구(t=12.384, p< .005)는 구매의도에 유의한 영향을 미치는 것으로 나타났지만, 타인 지향 과시적 소비성향은 구매의도에 유의한 영향을 미치지 않는 것으로 나타나 부분 채택 되었다. 이 결과는 타인의식 성 체면이 구매의도에 유의한 영향을 미치지 않는다는 결과 와 유사하게 나타났으며 반면, 유명브랜드를 선호하거나 유 행에 민감한 사람일수록 고급레스토랑을 구매할 가능성이 더 높은 것으로 사료된다. 본 연구의 시사점은 첫째, 기존의 소비 심리 연구와 달리 체면민감성, 과시적 소비성향과 같은 변수들을 추가함으로써 연구의 범위를 다양하게 설정하였고, 소비 심리 분석에 있어 서 유용한 변수가 될 수 있을 것으로 사료된다. 둘째, 본 연구에서 체면민감성, 과시적 소비성향 등이 실 질적으로 구매의도에 유의한 영향을 미친다는 것을 연구를 통해 확인하였다. 이는 소비자들이 자신과 타인을 구분 짓기 위해 또는 우월감을 표현하기 위해 자신의 형편을 고려하지 않은 소비를 하거나 또는 소비에 많은 의미를 부여한다는 것 을 다시 한 번 확인할 수 있는 연구 결과라고 사료된다. 기업들의 생존 경쟁이 점점 치열해지고 있는 현재 시점에 서 외식기업들은 인터넷이나 TV 등의 매체나 인쇄물, 잡지 등을 활용한 적극적인 마케팅을 통해 소비자들이 유명브랜 드 또는 유행하는 브랜드로 인식하도록 해야 한다. 또한 소 비자들의 니즈나 욕구 또는 체면이나 과시적 소비성향과 같 은 심리적 요인들을 지속적으로 연구하여 경쟁 기업과 차별 화를 이루어 내는 것이 중요한 과제일 것이다. 본 연구의 한계점 및 향후 연구방향은 첫째, 본 연구의 조 사대상을 객단가 8만원 이상의 고급레스토랑 이용고객으로 한정지었는데, 조사대상자의 범위를 다양하게 설정한 연구가 필요할 것으로 사료되며 또한 고 가격의 제품과 저 가격의 제품을 소비할 때 어떠한 차이가 있는지에 대한 비교 분석 등과 같은 다양한 측면에서의 연구들이 지속적으로 이루어 지면 더욱 의미가 있을 것으로 사료된다. 둘째, 본 연구에서 분석한 심리적 요인은 체면과 과시적 소비성향에 한정되어 있지만, 그 외에도 다양한 심리적 변수 들을 활용한 추가적인 연구가 이루어지면 소비자들의 소비 심리와 소비 행동을 분석하는데 유용한 기초자료로 활용될 수 있을 것으로 기대 된다.

The aim of this study was to investigate the effect of food neophobia on restaurant image, customer satisfaction, and loyalty in ethnic restaurants. A self-administered survey for data collection 581 customers who visited an ethnic restaurant in August, 2015. Statistical analyses included descriptive analysis, t-test, ANOVA and regression analysis for SPSS 21.0. The finding of the study indicated that the differences of food neophobia score in demographic characteristics showed significant differences by age, occupation, dining-out frequency, and source of dining-out information, not by gender. The mean value of food neophilic group was significantly higher than food neophobic group in all items of restaurant image, overall satisfaction and customer loyalty. The regression analysis showed that tangible aspect, price aspect, and food aspect of restaurant image had positive effects on overall satisfaction and customer loyalty however employee service showed different result by groups. The finding of the study offer marketing strategies for ethnic restaurants to induce customer revisit.

This study aimed to identify the effects of health-related menu choice attributes on customer behavioral intentions at wellbeing restaurants and analyze the moderating effects of food involvement and trust, which can influence customer preference and their intentions to visit well-being restaurants. This study designed a survey, and 351 respondents who have eaten at well-being restaurants completed the questionnaire. Exploratory factor analyses were conducted to identify underlying dimensions related to health-related menu choice attributes, food involvement, and customer behavioral intentions toward well-being restaurants. The three factors regarding health-related menu choice attributes and the three factors related to food involvement were identified. In order to test the relationships between health-related menu choice attributes and behavioral intentions as well as to investigate the moderating effects of food involvement and trust, hierarchical regression analyses were conducted. Results indicated that the three factors of health-related menu choice attributes were significantly and positively related to behavioral intentions. Among food involvement factors, dining environment and cooking were significantly related to behavioral intentions toward well-being restaurants. Trust had a significant influence on behavioral intentions. Results showed that food involvement and trust could moderate the effects of health-related menu choice attributes on behavioral intentions toward well-being restaurants.

We studied customer recognition and understanding of menu labeling as well as the correlations between customer support for menu labeling and multiple factors, such as demographic characteristics, dinning-out behavior, and menu selection criteria. This study designed a survey and received responses from 351 individuals. The analysis results reveal that most respondents did not acknowledge menu labeling or lacked knowledge of it. Many of the respondents showed experience in ordering from menus with ingredient labels, but many showed no interest in menu labeling. Exactly 114 (32.5%) respondents showed support of menu labeling, and most were interested in levels of trans-fat, fat, and cholesterol. The respondents reported that menu labeling should be implemented more in fast-food restaurants and causal dinning restaurants. This study also analyzed how customer menu selection criteria are related to support level of menu labeling. Respondents were classified into three groups based on their support level for menu labeling (low · medium · high), after which correlations between customer menu selection criteria and support level were examined. Respondents in the high support group considered all menu selection criteria (i.e., ingredients, health, and consideration of calories). GLM analysis showed that monthly dining-out expenses were highly related to support level with a significance level of 0.05, and the interaction between monthly dining-out expenses and respondents' jobs also affected support level with a significance level of 0.01.

The purpose of this study was to look into how alliance discount cards affect customers using family restaurants by analyzing and identifying the difference in brand equity and satisfaction according to the propensity of using alliance discount cards. For this purpose, 407 customers who have used family restaurants completed a questionnaire survey. The study findings indicated that (1) there were significant differences in brand equity and satisfaction according to the propensity to use alliance discount cards. Moreover, it was found that groups with a strong propensity to use alliance discount cards had higher brand equity and satisfaction than groups that did not; also, (2) it was found that there were significant differences in brand equity and satisfaction according to the intensity of dependency on alliance discount cards. The group with strong loyalty to alliance discount cards went beyond the level of strong propensity to use alliance discount cards, of preference, and of use, which were previously proposed. This study implied that from mid-to long-term perspectives, it was necessary to operate a policy for more active alliance discounts as well as to ensure sufficient options for partnership benefits. Furthermore, it was essential to maintain the menu and service quality of restaurants, which were intrinsic factors for elevating brand equity and satisfaction in restaurants among dining customers.