Abstract ▼ AI-Helper

For the last decade, food service industry in Korea has been growing rapidly both in quantity and in quality under the change of socio-economical and socio-cultural environments. Especially, fast-food chain industry is expected for a promising business with high potentiality with the prospect that i...

For the last decade, food service industry in Korea has been growing rapidly both in quantity and in quality under the change of socio-economical and socio-cultural environments. Especially, fast-food chain industry is expected for a promising business with high potentiality with the prospect that it becomes a big market. The high growth of fast-food industry solves lots of problems like insanitation, malnutrition, and poor service arisen from a small-scal traditional food service industry, and at the same time, have brought about improvement to industrialize manufactures and sales. In this circumstance, the 3 big companies, McDonald, Lotteria, and Burger King have been in severe competition to strengthen its position in the fast-food market since late 1990, and the quality of service comes to the biggest issue. This study conducted a survey on Burger Kings service quality with customers. As the result, significant differences subject to the respondents sex, age, academic background, job, and income are found out. As the result of the survey, the factors such as the restaurants atmosphere, sanitation, employers appearance have an influence on the customers behavior characteristic, especially on those who are in 20s, single and possess attainments equal to or higher than those of high school graduates. Also, tastes of food, the restaurants location, parking accessibility are regarded differently subject to the respondents sex. Men more think much of location and parking accessibility than women do, which shows that selection of the restaurant and possession of car are closely related. Factors like sanitation, location, and prominence of the restaurantare regarded differently subject to the customers frequency of visit. Frequent visitors put more stress on the sanitation and prominence of the restaurant, which means the price and the taste of food have little influence on the selection of the restaurant. The key point of this study is that customers put utmost stress on location of the restaurant than sanitation and prominence of the restaurant when they select the branch of Burger King. In this respect, Burger Kings competitiveness seems to depend on the location of the restaurant and the quality of food as well as convenience. Therefore, the marketing strategy should be based on the result of this study hereafter.

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