고객경험관리(CEM) 기법을 이용한 한식당 세계진출 방안에 관한 연구

Implementing Customer Experience Management on Korean Restaurant Globalization: A Focus on American, Chinese, and Japanese Customers

Using 747 sample of three different ethnic groups(i.e., American, Chinese and Japanese) in the US, this study investigated the customers' level of satisfaction on Korean restaurants in comparison with those of their favorite ethnic restaurants. It also examined the competency of Korean restaurant by comparing customers' frequency of visiting Korean restaurant with those of the customers' favorite type of restaurants. In addition, utilizing CEM(Customer Experience Management), this study analyzed customer's experience structures and suggested the target markets. Finally this research sought to capture the position of Korean restaurant by withdrawing customer's T/Ps(Touch Points) and CEI(Customer Experience Index). From an academic point of view, this paper might contribute to the field by applying the CEM concept to the marketing strategy of successful Korean food market expansion. It also has a practical meaning by generating action items to efficiently achieve Korean restaurant diffusion.