Exploration of the successful glocalization of ethnic food: a case of Korean food

Abstract

Purpose This study aims to investigate the potential for successful glocalization of ethnic Korean food through the exploration of the reasons for preferring Korean food, the success factors for a Korean restaurant and the factors affecting the outcome variables of customer satisfaction, revisit intentions and changing the image of Korea. Design/methodology/approach A total of 265 Korean restaurant customers in the USA were collected. Findings Among the respondents’ reasons for their food preferences, the novel and diverse factor was found to significantly influence customer satisfaction, revisit intentions and Korea’s image. The “sociocultural” factor was found to positively influence customer satisfaction and Korea’s image. Originality/value This study delved into an example of glocalization of a national food. The findings provide conceptual and practical implications that the extant ethnic restaurant literature has not elucidated.