한식 레스토랑 메뉴선택속성이 재방문의도에 미치는 영향에 관한 연구

This study conducted positive analysis of the influence that menu selection attribute of Korean restaurant has on revisit intention and conducted positive analysis of strength, weakness, low ranking and excess of menu selection attributes of Korean restaurants by surveying in Paris and conducting IPA analysis based on the survey result. The result of the analysis was as follows. First, it was revealed that 18 variables - price of menu, temperature of menu, authenticity of menu, flavor of food, amount of food, nutrition of food, visual element of food, cleanliness of food, freshness of food, size of food, color of dish, scent of dish, feel of dish, explanation of dish, existence and non existence of health food, ingredient and cuisine, suitability of food container and differentiation with existing food - had significant differences. The result of IPA analysis showed that weakness was visual element of food and strength was price of menu, temperature of menu, flavor of food, amount of food, cleanliness of food, freshness of food, flavor of dish and low ranking was seasonality of menu, authenticity of menu, originality of menu, size of food, color of dish, feel of dish, explanation of dish, existence and non existence of health food, ingredient and cuisine, suitability of food container and differentiation with existing food. Second, the higher recognition of attributes of menu, organic functions of menu, property of menu and explanation of menu, the higher revisit intention. When analyzing the difference in influence that menu quality attributes had on revisit intention, it was revealed that explanation of menu had greatest influence on revisit intention followed by organic functions of menu, property of menu and attributes of menu. This study is significant in that it provides useful material for Korean food service industry`s establishing marketing strategy.