Impact-range performance analysis and asymmetry analysis for improving quality of Korean food attributes |
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Authors: | Ki-Joon Back |
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Institution: | a Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, TX, USA b International Scholar from Kyung Hee University, Seoul, Republic of Korea |
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Abstract: | The objective of this study is to assess the key-drivers of customer satisfaction and dissatisfaction and their asymmetric effects in the formation of customer satisfaction and dissatisfaction in Korean restaurants by using impact-range performance analysis (IRPA) and impact asymmetry analysis (IAA) approaches. Two hundred thirty-nine diners at two Korean restaurants in a U.S. southern metropolitan city participated in this study. Results validated the rigor of IRPA and IAA for identifying key determining factors and assessing magnitude among various restaurants’ attributes. Food taste, presentation, cleanliness, and fair price had severe impacts on CS. The theoretical and practical implications of this study's findings are included to enrich both academicians’ and restaurant industry professionals’ understanding of customers’ perceptions of and attitudes toward restaurants, and development of a marketing strategy. |
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Keywords: | Customer satisfaction Customer dissatisfaction Importance-performance analysis (IPA) Impact-range performance analysis (IRPA) Impact asymmetry analysis (IAA) |
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