The restaurant industry is an industry that is growing rapidly. There is a notable change in Korea's food-service industries which are due to the increased GNP, women's advancement in the society, increased number of working couples, increased needs f ...
The restaurant industry is an industry that is growing rapidly. There is a notable change in Korea's food-service industries which are due to the increased GNP, women's advancement in the society, increased number of working couples, increased needs for nutrition food, decreased working hours and the change in cultural modes. These changes brought the increase of dining outs in the dietary pattern. Meal is no longer regarded merely a tool to satisfy people's basic needs but also a time to relax and socialize. Therefore, consumers' demand for taste is increasingly diversifying and the quality of food became more important over quantity. As convenience and diversity are highly requested the food industry is drastically westernizing its food and services.
This study analyzes the dimensional work on the selection attributes of restaurants. The differences of the selection attributes of restaurants were compared between Korea, Japan, and the Philippines, and proposes that the types of companions be classified into family dining-out and social dining-out. Sample surveys were conducted to Korean, Japanese and Philippines over 20 years old who had ever had an experience in using dining-out in recent one month. Methods of analysis used are factor analysis, chronbach's alpha, t-test and ANOVA.
The overall result of the study shows that Korean respondents, have family-oriented culture in the choice of restaurants compared to those the Philippines Besides, both the family dining-out to enjoy time with family and the social dining-out for business relationship were important to Korean respondents. The attributes of restaurants for Koreans were less important to consider in restaurants choices than those for the Philippine.
In conclusion, in case of the restaurants for Koreans, if the major customers are for the purpose of the family dining-out, the items - Taste, Preference of a family, Provides good service, Hygiene, Reputation, and Good facilities - and if of the social meetings with dining-out, the items - Discounted rates, Preference of friends/colleagues, and Taste - should be contemplated and focused on for the marketing strategy of the restaurants. On the other hand, in case of the restaurants for the Philippine, the marketing strategy should be focused on the selection attributions for the Philippine customers in pursuit of the items such as Externality and Atmosphere regardless of the types of dining-out, either family or social.
When serving Korean customers, restaurants which the primary customers use for family dining-out need to plan the marketing strategy focusing on convenience, quality, and image, while restaurants the primary customers use for social dining-out need to plan the marketing strategy focusing on accessibility.
When serving Japanese customers, restaurants need to plan the marketing strategy focusing on Japanese customers' pursuit to practical benefits regardless of the type of dining-out.