Perceived Quality of Korean Restaurants Influencing on Satisfaction and Behavioral Intentions - From the Perspectives of Asian Tourists to Korea -

Perceived Quality of Korean Restaurants Influencing on Satisfaction and Behavioral Intentions - From the Perspectives of Asian Tourists to Korea -

The main purposes of this study were to assess Asian travelers" perceptions of service quality provided by Korean restaurants and to identify the relationships among perceived quality, satisfaction, and behavioral intentions. The survey was administered during one-month period of January-February 2009, targeting tourists from China, Taiwan, and Japan who were visiting Korea through escorted tour packages offered by several Korean travel agencies. A total of 223 copies of the questionnaire were collected for the data analyses such as descriptive statistics, factor analysis, MANOVA, and multiple regression analysis using SPSS 12.0 program. The main results of this study were as follows: 1) The results of the gap analysis indicated that the service quality in several areas provided by the Korean restaurants did not meet the tourists" expectations; 2) The factor analysis identified four underlying dimensions of travelers" perceptions of overall service quality provided by Korean restaurants (“value and quality of foodservice”, “menu choices”, “service quality of employees”,and “quality of surrounding area”); and 3) Through multiple regression analyses, three determinants (“value and quality of foodservice”, “menu choices”, and “service quality of employees”) were found to have the greatest impact on tourists" satisfaction and behavioral intentions.

The main purposes of this study were to assess Asian travelers" perceptions of service quality provided by Korean restaurants and to identify the relationships among perceived quality, satisfaction, and behavioral intentions. The survey was administered during one-month period of January-February 2009, targeting tourists from China, Taiwan, and Japan who were visiting Korea through escorted tour packages offered by several Korean travel agencies. A total of 223 copies of the questionnaire were collected for the data analyses such as descriptive statistics, factor analysis, MANOVA, and multiple regression analysis using SPSS 12.0 program. The main results of this study were as follows: 1) The results of the gap analysis indicated that the service quality in several areas provided by the Korean restaurants did not meet the tourists" expectations; 2) The factor analysis identified four underlying dimensions of travelers" perceptions of overall service quality provided by Korean restaurants (“value and quality of foodservice”, “menu choices”, “service quality of employees”,and “quality of surrounding area”); and 3) Through multiple regression analyses, three determinants (“value and quality of foodservice”, “menu choices”, and “service quality of employees”) were found to have the greatest impact on tourists" satisfaction and behavioral intentions.