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Satisfaction and Loyalty of Korean Restaurant Consumers Based on Consumer Value and Knowledge

Author

Listed:
  • Caesarilla Maggie Zavira

    (Department of Agroindustrial Technology, Gadjah Mada University, Yogyakarta, Indonesia)

  • Dyah Ismoyowati

    (Department of Agroindustrial Technology, Gadjah Mada University, Yogyakarta, Indonesia)

  • Henry Yuliando

    (Department of Agroindustrial Technology, Gadjah Mada University, Yogyakarta, Indonesia)

Abstract

Korean food is increasingly popular worldwide, which has made many Korean restaurants pop up, including in Yogyakarta. However, with the various challenges, some restaurants are currently not operating. One of the factors that may be the cause is the need for more consumer satisfaction in the competitive Korean food market. This research examines the effect of consumer values (hedonic and utilitarian value) and consumer knowledge on consumer satisfaction and loyalty in Korean restaurants. Partial Least Square was used in this study by taking a sample of 331 respondents using purposive and snowball sampling techniques through online surveys. Validity and reliability tests were also carried out at the beginning of data processing. Descriptive analysis is used to find out socio-demographic information and consumer behaviour. The analysis results show that consumer value and knowledge positively and significantly affect customer satisfaction and loyalty. Utilitarian has a greater influence than hedonic values. Satisfaction can be explained by hedonic and utilitarian value and consumer knowledge by 60.2%, while consumer loyalty can be explained by 61.8%.

Suggested Citation

  • Caesarilla Maggie Zavira & Dyah Ismoyowati & Henry Yuliando, 2023. "Satisfaction and Loyalty of Korean Restaurant Consumers Based on Consumer Value and Knowledge," International Review of Management and Marketing, Econjournals, vol. 13(2), pages 28-35, March.
    • Handle: RePEc:eco:journ3:2023-02-4
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Korean Food; Satisfaction; Loyalty; Knowledge; Consumer Value;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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