The Effect of the Korean Buffet Selection Attributes on Customer Satisfaction and Customer Loyalty

Abstract

The purpose of this study is to research and analysis what the attributes that consumers choose the Korean buffet targeting consumers of Korean buffet recently trend, and then it is carried out to demonstrate that this Korean buffet selection attributes is a significant variable affecting the consumer satisfaction and consumer loyalty. As a result of this study, research model was verified that quality, price, Kindness and cleanness in Korean buffet selection attributes sub-factors had significant positive(+) effect on consumer satisfaction and consumer loyalty, I think that marketing strategy that provides a healthy and delicious Korean menu using good food materials at a resonable price are consistent with customer expectations and needs. it was verified that convenience and approach in Korean buffet selection attributes sub-factors had not significant effect on consumer satisfaction and consumer loyalty, I think that surveyed area Korean buffet had poor accessibility because of it was located in the multi-complex shopping mall of complicated structure or in new town, had poor convenience because of rack of internet and SNS network for reservation and consultation and poor quality of telephone answering service. To summarize the result of this study, creative companies to meet the interests and needs recently increases for health of that can survive in the Food service market and can develop and then this study was attempt to build an academic foundation can give a significant positive effect on food-service businesses and customer.