Effects of Korean Restaurant Selection and Service Quality on Customer Satisfaction and Loyalty of Chinese Living in Korea

Abstract

This paper is to investigate how selection variables and service quality influence on customer satisfaction and loyalty on Korean restaurants. They are chinese living in Korea that compose a little over 50% among foreigners.The findings and marketing guideline are showed up; First, 3 factors among choice attributions had highly significant on customer satisfaction and loyalty. They are 'service', 'food', and 'location' factors. They should reinforce food's taste & quality and also, service staff's elaborate service, and traffic's accessbility. Second, 'sympathy', 'tangibles', and 'response' factors among service quality were strongly influenced on customer satisfaction and loyalty. Therefore, they should provide various menu which is based on seasons & events, food's decoration, and immediate service. Third, customer satisfaction and loyalty are influenced each other. It should strengthen through consistent quality management and service.■ keyword :|Choice Attribution|Service Quality|Customer Satisfaction|Loyalty|