Efficient or enjoyable? Consumer values of eating-out and fast food restaurant consumption in Korea

Abstract

The Korean fast food industry has grown rapidly since the 1988 Seoul Olympic Games. There are now 1500 fast food restaurants in Korea. This study investigated the relationships between consumer values of eating-out and the importance of fast food restaurant attributes in Korea. Using a questionnaire, 279 fast food restaurant patrons were surveyed. The results showed that consumer values of eating-out divided into two factors; hedonic and utilitarian. The hedonic value of eating-out had positive correlation with mood, quick service, cleanliness, food taste, employee kindness, and facilities, the utilitarian value centered on reasonable price, quick service, and promotional incentives. Also, the hedonic value more influenced buying frequency than the utilitarian. This study presents empirical evidence showing that Korean consumers choose fast food restaurants more by hedonic, not utilitarian, values of eating-out. Consequently, fast food restaurant marketers in Korea should consider hedonic aspects as the most important factors in attracting customers. Limitations and further research issues are suggested.