Selection attributes and satisfaction of ethnic restaurant customers: a case of Korean restaurants in Australia

Abstract

The study aimed to identify the selection attributes and satisfaction of ethnic restaurants in a multi-ethnic society. It investigated 454 customers of Korean restaurants in Australia, concentrating on four factors (facility, menu, service, and food). Frequency analysis, reliability analysis, factor analysis, t-test, one-way analysis of variance and multi-dimensional scaling analysis were used for analyzing data. The most influential items when choosing a Korean restaurant were freshness of food followed by taste, hospitality and cleanliness. Gender difference analysis indicated differences in facility factors, while menu and service were significantly different according to age. In terms of education level differences, only the menu factor was different, whereas all four factors were significantly different in terms of occupations. In relation to the presence of a Korean friend or colleague, differences were found in facility and food factors. This study can contribute to more effective operational and marketing strategies for ethnic restaurants in a multi-ethnic society.

Keywords:

• Selection attributes
• satisfaction
• ethnic restaurants
• local food
• marketing strategy