This study examined the perception and preferences of customer who has experienced with Korean restaurants in China. This study investigated the importance and performance level of qualities attributes, customer satisfaction, revisit intentions and recommendation intentions. This study started from January 31st to March 1st, 2016 in China. The 293 questionnaires (97.7%) were analyzed for this study using SPSS (Ver. 23.0) and AMOS (Ver. 21.0).

The main results of this study were as follows: First, the customers who have experiences with a Korean restaurant in China are composed of 157 women and 136 men of 293 people. Chinese cuisine is usually chosen when eating out and Korean one is second. On Korean cuisine, pork, chicken soup and bibimbap are preferred sequentially. Based on the results of the comparison, depending on background variables, there was a significant difference in the preference and satisfaction level with the sweet, spicy and oily taste of Korean food. There were high satisfaction with sweet and spicy taste but in oily taste, there was high demand. For the reason for the preference of Korean cuisine, taste, hygiene and nutrition of food are most important factors when selecting food. Second, on the complaints about Korean menu, Chinese people place much emphasis on freshness of the ingredients when eating out based on the result of highest complaints about fresh ingredients. In addition, needs to improve related to Korean one appeared as a ‘big difference between the food and the menu imagination and lacking in a serving''. The needs for Korean restaurant is considered to be improved by offering ‘seasonal menus'', ‘preferred menu'' and ‘a diversity of the menu'', so the menu offers and diversity of meal should be improved mainly. Third, based on the IPA of Korean restaurants results for the quality, importance is high but performance one is low in ‘Focus here'' attribute including two attributes called ‘discount policy'' and ‘diversity in the menu choice'', that''s why it is required feature to be improved urgently. Accordingly, the need is required to be dramatically improved. In the IPA result of eight factors of Korean restaurant''s service quality, the three factors which is needed to be improved in the long-term are environmental factors, menu offer regarding customer''s age, and dessert and menu factors. Fourth, all results for customer satisfaction, and intention to revisit and recommendation are even more than the recommended levels normally(at least three). Among the quality factors of the Korean restaurant, ‘menu factor'' and ‘menu offer regarding customer''s age'' were found to have significant impact on customer satisfaction and the service factor showed it had significantly damaging effect on the revisit intentions and recommendation intentions. Path model among customer satisfaction and revisit intentions and recommendation intentions about the Korean restaurant showed the fact the ‘menu factor'' and ‘menu offer regarding customer''s age'' attribute had impact on the customer satisfaction, and association among customer satisfaction, and revisit intentions and recommendation intentions as well.