Cross-Cultural Comparisons of Customer Perception at Restaurant Franchises in Beijing, Tokyo, and Seoul

Abstract

Global restaurant franchises are becoming more and more popular in China, Japan, and South Korea. Understanding target customers' needs for restaurant franchises is considered one of the most important factors for their business success. In this study, four domains-food-related domain (FRD), interior-related domain (IRD), staffrelated domain (SRD), and convenience-related domain (CRD)-and 24 elements were classified. A survey with 450 respondents in the three capital cities (Beijing, Tokyo, and Seoul) was then conducted to examine the effect of the factors influencing customer satisfaction. After statistical analysis, thirteen main elements were found as factors influencing customer satisfaction. The analysis result showed that the food-related domain (FRD) was the most important in Beijing. The interior-related domain (IRD) and the convenience-related domain (CRD) were considered the most important in Tokyo and Seoul. Some cultural differences in customer satisfaction were also found. The results provide a guideline for better customer experience management of a restaurant franchise in the three cities.

City Color Planning Systems in East Asia in the 21st Century: A Comparative Investigation of Three Capital Cities

“…The economic development of these countries is also significant: In 2021, Tokyo's total GDP ranked second in the world and first in Asia, with a per capita GDP of USD 74,709; Beijing ranked seventh in the world and third in Asia, with a per capita GDP of USD 28,512; and Seoul ranked 12th in the world and fifth in Asia, with a per capita GDP of USD 47,542. In general, these three cities exhibit similarities owing to their close geographical proximity, shared historical background, strong economic ties, and comparable size and function as urban centers (Choe et al 2013). Furthermore, as the capitals of their respective countries, they hold a special significance as the epicenters, thereby making them pertinent and meaningful selections for this case study.…”