A cross-cultural comparison of fast food restaurant selection criteria between Korean and Filipino college students.

Abstract Despite the globalization of the hospitality and tourism industry, present cross-cultural research is limited to examining consumer behaviors or perceptions on the products and services the industry provides. The current exploratory study between Korea and the Philippines investigates college students’ perceptions on the fast food restaurant selection criteria with respect to the attributes they feel are important. A conjoint analysis, proven as a statistical marketing research tool with strong predictive power of consumer choices among multi-attribute product alternatives, was utilized for the analysis of the data for the study, and the analysis revealed that both Koreans and Filipinos viewed Menu Price as the most important attribute. Next important attributes, in Korea, were followed by brand, food-related factors and service- and hygiene-related factors, while in the Philippines, they were food-related factors, service- and hygiene-related factors and brand. This type of study is requisite for globalization of the food service industry in developing effective marketing strategies and establishing operational strategies, by understanding the different components of the Asian food service industry relative to the US market.

[1]  Leo M. Renaghan,et al.  What Meeting Planners Want: The Conjoint-Analysis Approach , 1987 .

[2]  Mahmood A. Khan,et al.  Hong Kong's Fast-Food Industry An Overview , 1995 .

[3]  Kevin K. F. Wong,et al.  Predicting Hotel Choice Decisions and Segmenting Hotel Consumers: A Comparative Assessment of a Recent Consumer Based Approach , 2002 .

[4]  Redefining Value The Hamburger Price War , 1997 .

[5]  J. Bettman.  An information processing theory of consumer choice , 1979 .

[6]  The use of trade-off analysis for the design of holiday travel packages , 1988 .

[7]  G. Hofstede,et al.  Culture′s Consequences: International Differences in Work-Related Values , 1980 .

[8]  C. Okechuku.  The Importance of Product Country of Origin , 1994 .

[9]  Seong-Hee Choi,et al.  A Survey of the Behaviors on Fast Food Restaurants , 1996 .

[10]  R. Olshavsky,et al.  Consumer Decision Making—Fact or Fiction? , 1979 .

[11]  Menu Trends in the Quick Service Restaurant Industry During the Various Stages of the Industry Life Cycle (1919-1988) , 1991 .

[12]  Terrence H. Witkowski,et al.  Cross‐cultural influences on brand identity impressions: KFC in China and the United States , 2003 .

[13]  R. A. Brymer,et al.  Hospitality management: An introduction to the industry , 1995 .

[14]  Graham Clark,et al.  Service Operations Management , 2001 .

[15]  R. Woods,et al.  An Expanded Restaurant Typology , 1994 .

[16]  B. Knutson.  College Students and Fast Food— , 2000 .

[17]  Yoram Wind,et al.  Conjoint Analysis of Price Premiums for Hotel Amenities , 1984 .

[18]  L. Koo,et al.  Preferential segmentation of restaurant attributes through conjoint analysis , 1999 .

[19]  Jerry Wind,et al.  Courtyard by Marriott: Designing a Hotel Facility with Consumer-Based Marketing Models , 1989 .

[20]  J. Hobbs.  A transaction cost analysis of quality, traceability and animal welfare issues in UK beef retailing , 1996 .

[21]  R. C. Lewis,et al.  Using Trade-Off Analysis To Measure Consumer Choices: the Full Profile Method , 1991 .

[22]  Gordon W. Cheung,et al.  A Pancultural Study of Restaurant Service Expectations in the United States and Hong Kong , 1999 .

[23]  Modern marketing research techniques and the property professional , 1995 .

[24]  Clark Hu,et al.  Hybrid Conjoint Analysis as a Research Technique to Measure Meeting Planners' Preferences in Hotel Selection , 1996 .

[25]  Laurette Dubé,et al.  Measuring Customer Satisfaction for Strategic Management , 1994 .

[26]  P. Weaver,et al.  A Comparison of Hotel Selection Criteria Between U.S. and Korean Business Travelers , 1998 .

[27]  G. A. Miller.  THE PSYCHOLOGICAL REVIEW THE MAGICAL NUMBER SEVEN, PLUS OR MINUS TWO: SOME LIMITS ON OUR CAPACITY FOR PROCESSING INFORMATION 1 , 1956 .

[28]  John W. Berry,et al.  ON CROSS‐CULTURAL COMPARABILITY , 1969 .

[29]  David Arnold.  Profits and Prices: A Lodging Analysis , 1994 .