Do Loyal Customers Perceive the Quality of Restaurant Attributes Differently?: A Study of Korean Restaurant Customers

Abstract

The purpose of this study was to identify whether first-time visitors and behavioral loyal customers perceive the quality of the food, employee service, and atmospherics of Korean restaurants differently. This study is unique in that it helps restaurateurs understand how non-loyal customers become loyal customers. Overall, first-time customers with a high intention to revisit perceived the quality as higher than those with lower intentions to revisit. Also, behavioral loyal customers evaluated food related attributes more highly, whereas first-time visitors with high intentions to revisit perceived the atmospherics related attributes more highly. This study suggested some practical advice for Korean restaurateurs based on the findings. Although environmental elements are substantial factors for first-time visitors in terms of revisit intentions, Korean restaurateurs also need to stress spicy taste and food variety if they want first-time visitors to become behavioral loyal customers.

KEYWORDS:

• first-time customer
• behavioral loyal customer
• service quality
• revisit intention
• Korean restaurants