Exploring...pdfVIP

Exploring Customers’ Motivation and Satisfaction with International Casual-Dining Restaurants in Korea Yun J. Jang Jinlin Zhao ABSTRACT. This explorative study examined motivation variables and customer satisfaction among different demographic groups who pa- tronized international casual-dining restaurants in Korea. This study uti- lized a survey method with 483 eligible responses. Factor analysis, ANOVA and Tukey’s HSD were conducted for statistical analysis. The results indicated there are significant differences between motivation factors and demographic groups. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail address: docdelivery@ Website: http://www.HaworthP ? 2005 by The Haworth Press, Inc. All rights reserved.] KEYWORDS. Motivation, satisfaction, international casual-dining res- taurants Yun J. Jang is a graduate student and Jinlin Zhao is Associate Professor, School of Hospitality Tourism Management, Florida International University. Address correspondence to: Jinlin Zhao, School of Hospitality Tourism Manage- ment, Florida International University, 3000 NE 151 Street, North Miami, FL 33181 USA (E-mail: zhaoj@). International Journal of Hospitality Tourism Administration, Vol. 6(4) 2005 Available online at /web/IJHTA ? 2005 by The Haworth Press, Inc. All rights reserved. doi:10.1300/J149v06n04_06 91 INTRODUCTION Because of intensive competition in domestic market, many well-es- tablished casual-dining restaurant companies cross boundaries to ex- pand into international market place. International casual-dining restaurant concepts entered the Korean market in the mid-1980s. However, market segments for these various foreign restaurants were not specifically set up. Koreans considered that those restaurants were just other places to eat away from home (Kim Huh, 1996). Today, Koreans still perceive all foreign restaurants as international casual-dining restaurants, no matter the difference in their concep