Customer Patronage of Korean Restaurants in Los Baños, Laguna

Date

12-2023

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Remund Jordan D. Labios

Committee Member

Cris Edwin B. Bonalos, Renen Szilardo C. De Guzman, Melodee Marciana E. De Castro

Restrictions

Restricted: Not available to the general public and to those bound by the confidentiality agreement. Access is available only after consultation with author/thesis adviser.

Abstract

Since the early 2010s, the global interest and popularity of Korean food is evident (Jobst, 2023). The introduction of Korean cuisine makes way for locals to explore unique flavors and dishes. The growth of Korean restaurants is primarily attributed to the Hallyu was coupled with Korean culture. With the exposure of individuals to Korean media, they have become more aware of the culture and cuisine of Koreans. The curiosity and desire of the people to have a first-hand experience, along with the increasing demand, growing popularity, and appreciation for Korean food, led to the rapid proliferation of Korean establishments in the industry. Notably, some of these restaurants offer authentic Korean dining experiences, allowing the customers to not only savor the cuisine but also immerse themselves in the culture of Korea.

The study aims to determine the influence of various factors in terms of patronizing Korean restaurants. It was done by analyzing the respondents' socio-demographic profile, psychographic profile, as well as six determinants of customer patronage.

Korean restaurants in Los Baños, Laguna were the focus of the study due to the close proximity of the establishments and given that there are international academic institutions within the area. The presence of such institutions contributes to the diverse population compromising individuals with different demographics.

A descriptive research and a mixed methods approach was used in the study. Purposive sampling was done by disseminating an online survey form created using Qualtrics. In addition, data gathering was done by in-person interviews with Korean restaurant owners and managers. In analyzing the data, both qualitative and qualitative methods were used since the questionnaire consisted of open-ended and closed ended questions, and Likert Scale statements. Descriptive statistics such as the mean, mode, minimum and maximum, percentage, frequency, and cross-tabulations were applied. Pearson correlation coefficient was also used to further analyze the data. As for the qualitative data, content analysis and thematic analysis were done to further elaborate on the answers of the respondents.

There were 16 Korean restaurants that this study focused on. The majority of them classify their business as a traditional Korean restaurant. It is followed by Korean-themed restaurants, while the least number are Korean convenience stores that provide dining experience. The restaurants were then categorized into more specific segments such as casual dining restaurant, fast casual restaurant, cafe, and convenience store.

A total of 215 respondents participated in the study. More than half of them (59.53%) fall within the 20 to 24 age group. The respondents were mostly women (67.91%) and single (90.70%). It is also notable there is a great number of students (64.65%) and college undergraduates (52.56%) that patronize Korean restaurants. The high number of students may be attributed to the presence of many tertiary and secondary education schools in Los Baños. In terms of allowance and income, most respondents belong to the less than Php 9,520 income bracket. Furthermore, three customer personas were created namely, frequent patrons, casual patrons, and budget-conscious patrons. Meanwhile, the psychographic characteristics of the respondents revealed various behaviors and attitude of the respondents in making their dining decisions such as in terms of authenticity and popularity.

There are six key determinants of customer patronage that the study delved into, specifically food quality, service quality, environment, price, word of mouth, and cultural influence. The findings of the study revealed that all variables have a positive relationship with customer patronage, although there exists a weak to moderate correlation.

Furthermore, in terms of areas for improvements, the aspect that was most frequently emphasized by the respondents is restaurant layout. The respondents stated that there is insufficient dining space and seating capacity available for the customers. They also hope to see improvements of customer service, variety of offerings, price, and ambiance, among others.

The recommendations for Korean restaurants focused on enhancing the six variables influencing customer patronage, while also considering the three customer personas created in the study. A wide range of offerings, staff training, team building initiatives, proper ventilation, noise management, cleanliness, queue management, restaurant layout, dining space expansion, pricing strategies, promotions, discounts, and marketing channels are the aspects that can be improved further. Keeping up with current trends and actively gathering customer feedback will determine the specific courses of action needed to increase customer patronage, resulting in the growth, development, and sustainability of businesses in the industry.

Language

English

LC Subject

Cooking, Korean, Food consumption--Philippines, Consumer satisfaction

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2023 M17 D45

Document Type

Thesis

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