한식레스토랑의 메뉴유형별 유사성 및 선호도 평가 연구: 메뉴선택속성을 중심으로

The main purpose of this study was to investigate the importance-performance and preference of Korean restaurant according to menu category(traditional korean set menus restaurant, a meat dish restaurant, low-cost meals restaurant and a la carte Restaurant) focused on Japanese and Chinese who had experiences on visiting Korean restaurant. Based on these results, managerial strategic implications of Korean restaurant were provided. Results of IP analysis suggested that importance is less than satisfaction for traditional korean set menus restaurant, while importance is more than satisfaction for a meat dish restaurant, low-cost meals restaurant and a la carte restaurant. The results also revealed different from the Chinese's perspective that 4 kinds of korean restaurants compete with one another depending on the characteristics with a whole balance, strong competitive relationship between traditional korean set menus restaurant and meat dish restaurant was perceived by the Japanese. Finally, it showed that both Chinese and Japanese prefer the meat dish restaurant most.