5 Serrano

SATISFACTION ATTRIBUTES AND SATISFACTION OF CUSTOMERS: THE

CASE OF KOREAN RESTAURANTS IN BATAAN

Donna-Mae A. Serrano

Colegio de San Juan de Letran – Bataan

Correspondence: [email protected]

ABSTRACT
This study aims to assess how the selection attributes of customers may be evaluated in terms of facilities, menu, services, and food. The
study determined the significant difference among the selection attributes of customers when group according to their profile. The
relationship between the selection attributes and the overall customer satisfaction when dining in Korean restaurants in Bataan was also
defined. The researcher gathered the data through a survey distributed among customers of the Korean restaurants in Bataan. The
collection of data was analyzed using quantitative analysis. With the use of mean rating scale, feedbacks from the customers were
measured. Similarly, Mann-Whitney U Test, Wilcoxon, The Kruskal Wallis Test, and Bonferroni were utilized to measure the
significant difference, to test the relationship between selection attributes and customer satisfaction, the Spearman rho test was used.
Findings revealed that when respondents were grouped based on their sex, age, educational level, occupation, income, Korean friends of
colleagues, companion, and purpose have a significant difference in their selection attributes. The results also indicated that the selection
attributes such as facilities, menu, service, and food have a strong positive correlation to the customers' overall satisfaction.

Keywords: Korean Restaurants, Customer Satisfaction, Selection Attributes

INTRODUCTION February 2017 (DOT, 2018). The DOT launched its program
in 2003 where English learning activities were combined with
vacation trips; another DOT program is for the businessmen
In the Philippines, Korean restaurants are intended to where the main attractions were beaches and golf. A lot of
cater to the Koreans but with the curiosity of Filipinos, they Korean students chose to study in the Philippines because of
started to visit and love them. The Korean government saw the English proficiency of Filipino professors. These
this potential and planned to increase the number of Korean programs were made possible because of the visa rules and
restaurants up to 40,000 overseas (Min, 2007). This plan will direct flights from South Korea to the Philippines. Many
make it easier for the South Korean government to introduce Korean tourists decided to stay because of English-speaking
their food culture, attract more customers, and increase their Filipinos and the lower cost of living.
revisit intention (Hashimoto and Telfer, 2006; Nam and Lee,
King Sejong Institute Foundation, the Korean
2011; Seo, Jo-Phillips, Jang, and Kim, 2012, Tsai and Lu,
government’s unit that promotes Korean language and
2012; Min K.-H., 2016). With the intensive efforts of these
culture around the world assigned the Bataan Peninsula State
Korean restaurants, the local restaurants should continue to
University (BPSU) Balanga Campus as their partner to offer
develop and intensify their marketing program.
it for free. In return, the university offers English courses for
According to the Department of Tourism (DOT) as of Koreans with private student tutors. In 2011, a Korean
2018, Koreans were still the top market for tourism with company started to build their plant in Limay, Bataan which
22.3% of the total number of tourists and consistently topped brought a lot of Koreans into the province (ABS-CBN News,
as the biggest spenders amounting to Php 5.83 billion for 2011). The locals saw the opportunity in catering for these

Serrano, D.M., (2021) “Satisfaction Attributes and Satisfaction of Customers: The Case of Korean Restaurants in Bataan”, Brillar, Volume 2,
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 7 Serrano Satisfaction Attributes and Satisfaction of…. 6

Koreans and started their Korean restaurants near the plant Bataan. Specifically, thi s study aimed to answer the following
and university. questions.
This study was adopted in an Australian setting and 1. How may the profile of the respondents be described in
focused on Korean Restaurants. The published studies terms of:
available focused on the international cuisine as a whole and
1.1. Sex;
few specific cuisines like Japanese and Arabic. The findings
of the study can be used by Korean restaurants to analyze and 1.2. Age;
understand their market which will focus on their customers’
1.3. Level of education;
needs and demands. The result of related studies was similar
with the result of this study. The selection attributes showed 1.4. Occupation;
a significant relationship with the satisfaction of the 1.5. Income level;
customers. The customers use the selection attributes as their
standards in selecting their restaurants. (Kim, Suh, and Eves, 1.6. Presence of Korean friends or colleagues;
2010). When the customers are satisfied, it is predicted of 1.7. Frequency;
revisit intention (Kim, Park, Kim, and Ryu, 2013). They focus
on satisfaction and trust to build a relationship that will last 1.8. Companion;
and with good recommendation through word of mouth 1.9. Purpose of visit
(Min, 2016; Ranaweera, 2003). The selection attribute is very
influential for making choices that formed the customers' 2. How may the selection attributes of customers be
different preferences. (Min, 2016). The restaurant offers both evaluated in terms of:
service and products to their customers that they need to 2.1. Facilities
satisfy.
2.2. Menu
As shown in the research model below, differences in the
2.3. Services
selection attribute namely facilities, menu, service, and food
were determined when customers are group based on their 2.4. Food
characteristics specifically, sex, age, educational level,
3. Is there significant difference in the selection attributes
occupation, monthly income, presence of Korean friend,
for Korean restaurants when respondents are grouped
frequency of visit, companion, and purpose of visit (arrow
according to profile?
labeled H1-H9). Likewise, the relationship of the
independent variable selection attributes (facilities, menu,
service, and food) and the dependent variable overall
H1: There is no significant difference in the selection
customer satisfaction of customers was also evaluated.
attributes for Korean restaurants when respondents are
H1
SEX
grouped according to their profile.
SELECTION
ATTRIBUTES
H2
AGE H2: There is no significant relationship between selection
H3 EDUCATIONAL attributes for Korean restaurants and overall satisfaction.
LEVEL
FACILITIES
H4
OCCUPATION
OVERALL H10
STATISFACTION H5 MONTHLY
MENU
INCOME
H6 PRESENCE OF
KOREAN
SERVICE H7 FREQUENCY OF
METHODOLOGY
VISIT
H8
COMPANION
FOOD
H9 PURPOSE OF
VISIT Research Design
Figure 1: Research Model The research was descriptive and quantitative to identify
the selection attributes and satisfaction of the customers. As
This paper aimed to discuss the selection attributes and
explained by Ardales (2001), this method was designed to
satisfaction of local customers in the advent of the
gather information about the present existing conditions to
proliferation of Korean Restaurants in the province of
Serrano, D.M., (2021) “Satisfaction Attributes and Satisfaction of Customers: The Case of Korean Restaurants in Bataan”, Brillar, Volume 2,
Issue 1, pp. 5-14
determine the nature of the condition that existed during the Research Instrumentation
time of the research. An analysis of variance to reveal the
A survey questionnaire was used as the main instrument
Selection attributes of the Korean restaurant customers in
in the study. This survey questionnaire was lifted from a study
terms of facility, menu, service, and food factor.
in Australia by Min K.-H. in 2016 and asked the permission
of the researcher to use the tool in this study. It is based on
the DINESERV, a service quality tool used in restaurants.
Participants of the study
This tool was utilized to gather pertinent data in evaluating
The respondents were the customers of Korean Selection attributes of the Korean restaurant customers in
restaurants in Bataan during lunch and dinner or customers terms of facility, menu, service, and food factor. Every
who had experience in these restaurants. The researcher used statement in the questionnaire was rated using the Likert
G power to determine the number of respondents. Since the Scale were a scale of 1 – 4. Each number has a corresponding
sample size is unknown, it was suggested that 327 equivalent: 1 as Strongly agree, 2 as Disagree, 3 as Agree, 4 as
respondents will be involved in the study. The table below Strongly Agree.
presents the demographic profile of the respondents.
Table 1. Characteristics of Respondents
Frequency of Age Percentage Data Collection Procedure
Age 18-25 52.6
26-33 31.2 The researcher sought permission from the restaurant
34-41 10.1 managers before the distribution of the survey questionnaire.
42-49 3.4 A formal letter noted by the researcher’s adviser was
50-57 2.8
Sex Male 41.9
distributed requesting permission to conduct a survey. Before
Female 58.1 floating the questionnaires, the researcher made sure that
Highest High School 13.8 respondents voluntarily submitted themselves with consent
Educational Level
College 82.6 as a participant of the study.
Masteral/Doctorate 3.7
Occupation Employed 54.7
Self-employed 11.6 Data Analysis
Unemployed 33.6
Individual Up to 15,000 48 For the study to draw valid inferences and
Income 15,001-30,000 41.3 generalizations, the gathered data were organized and treated
30,001-45,000 7.2
45,001-60,000 3.1
with appropriate statistical computation using the Statistical
60,001 and above 0.3 Package for Social Sciences (SPSS). A coding manual was
Korean Yes 30.3 used in identifying the variables assigned to responses for
Friend/Colleague No 69.7 each question. The data were tabulated and presented in
Visit in Korean 1-2 times a week 11.3
Restaurant 3-4 times a week 2
tables. These data were analyzed and interpreted using
1-2 times a month 28.4 statistical tools such as frequency counts and percentage
3-4 times a month 4.6 distribution to describe the profiles of the participants;
Main Companion Rarely visit 55
Family 29.4 weighted mean to measure the ratings of the respondents.
Relatives 3.1 The weighted mean was used to represent measures in
Friends 38.5 determining the perceptions of the respondents of the study.
Partner 19.9
Colleague 9.2 The results were tested using the following statistical
Purpose of Visit Dining a Meal 61.8
tests:
Family Party 7.6
Meeting friends / partner 25.1 Mann-Whitney U Test – The Mann-Whitney U test is the
Business 5.5 nonparametric equivalent to the independent t-test and the
appropriate analysis to compare differences that come from
the same population when the dependent variable is ordinal
(Leech, Barrett and Morgan, 2005).

Serrano, D.M., (2021) “Satisfaction Attributes and Satisfaction of Customers: The Case of Korean Restaurants in Bataan”, Brillar, Volume 2,
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Wilcoxon – The Wilcoxon signed-rank test is the Table 2. Results of Mann-Whitney U and Wilcoxon tests to compare
the selection attributes of the respondents based on Sex
nonparametric test equivalent to the dependent t-test. As the Sex p-value Remarks
Wilcoxon signed-rank test does not assume normality in the
Facilities Male 0.072 No significant difference
data, it can be used when this assumption has been violated
Female
and the use of the dependent t-test is inappropriate (Lund
Menu Male 0.01 There is a significant
and Lund, 2018). difference
Female
The Kruskal Wallis Test – The Kruskal Wallis Test can be Service Male 0.036 There is a significant
applied in the one-factor ANOVA case. It is a non- Female difference
parametric test for the situation where the ANOVA Food Male 0.003 There is a significant
normality assumptions may not apply. Although this test is Female difference

for identical populations, it is designed to be sensitive to Overall Male 0.509 No significant difference
Satisfaction
unequal means (NIST, 2015). Female

Spearman’s Rho – It is the nonparametric version of

Pearson R which measures the strength and direction of the The Kruskal-Wallis test revealed that there is a significant
association between two ranked variables (Laerd Statistics, difference in the selection attributes of customers when
2018). grouped according to their age. These results indicated that
when customers are grouped according to their age, their
Bonferroni – It is a multiple-comparison post-hoc
selection attributes and satisfaction varies.
correction used for performing many independent or
dependent statistical tests at the same time (Stephanie, 2015). Table 3. Test of difference in terms of the selected attributes among
Age Group
Age p-value Remarks

Facilities 18 – 25 0.00 There is a significant

26 – 33 difference
RESULTS AND DISCUSSION 34 -41
42 – 49
50 - 57
The findings in facilities of the Korean Restaurants Menu 18 – 25 0.00 There is a significant
26 – 33 difference
indicates that the facilities of Korean restaurants are also vital
attributes in selecting Korean restaurants. Maintaining the 34 -41
42 – 49
working space for the customers and staff should be
50 - 57
considered for better performance and satisfaction of the
Service 18 – 25 0.00 There is a significant
guests (Byun and Cho, 2006). Based on the result of the difference
26 – 33
normality test, the data are non-normal. Therefore, the non-
34 -41
parametric statistical tool was used to test the significant 42 – 49
difference in the section attributes of the participants when 50 - 57
grouped according to their demographic profile. Kruskal Food 18 – 25 0.00 There is a significant
Wallis and Mann-Whitney were utilized for the test of 26 – 33 difference
difference while spearman rho’ was used to measure the 34 -41
relationship of the overall satisfaction and the selection 42 – 49
attributes. 50 - 57
Overall 18 – 25 0.00 There is a significant
Table 2 shows that there is no significant difference in the Satisfaction difference
26 – 33
selection attributes in terms of facilities and variable overall
34 -41
satisfaction when group based on sex. However, respondents
42 – 49
have a different attitude in terms of menu, service, and food. 50 - 57

Kruskal-Wallis Post Hoc Test using pairwise comparison

was used to identify where the significant difference in
Serrano, D.M., (2021) “Satisfaction Attributes and Satisfaction of Customers: The Case of Korean Restaurants in Bataan”, Brillar, Volume 2,
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 9 Serrano

Selection attributes when grouped according to Age. The Table 5 indicates the results that grouping the
food and service factors are important for younger customers respondents based on their occupation would indicate a
while the price is important for older customers significant difference in their selection attributes and overall
(Ramanathan, Di, and Ramanathan, 2016). The younger satisfaction. Each group would have its preferences in
generations look for beautiful places and foods where they choosing a Korean restaurant. The customers who rarely visit
can capture their moment and post on their social media. the restaurants are easier to please compared to the customers
They also need full attention while dining for their demands whose occupation are exposed in dining in the restaurants
and requests compared to the older generations that they such as entrepreneurs who are likely to become the owners
value more on the price and quality of their food. of the business (Kristanti, Thio, Jokom, and Kartika, 2012).
The unemployed customers have a lower level of satisfaction
Table 4 reveals that when customers are grouped
compared to the employed and self-employed because they
according to their educational attainment, their
have higher standards. Employed customers are often
considerations in choosing Korean restaurants differ. The
exposed to dining in the restaurants same with the self-
customers with higher educational level are less satisfied
employed since these customers can start their own
because they have a higher income and expectations
restaurants and more exposed to the quality of service. The
(Kelarijani, Jamshidi, Heidarian, and Khorshidi, 2014). They
self-employed customers are difficult to please since they are
are exposed to good quality of service; therefore, they are not
also giving their perfect quality service to their customers and
easily impressed. The customers with postgraduate level have
these restaurants should exceed that level to satisfy them.
the lowest satisfaction level because they have broader
knowledge and think more critically and complex, so they are Table 5. Test of difference in terms of the selection attributes among
Occupation Group
difficult to satisfy (Kristanti, Thio, Jokom, and Kartika, 2012). Occupation p- Remarks
The customers with a lower level of education are easily value
impressed compared to those who graduated with a degree. Facilities Employed 0.00 There is a significant
Self-Employed difference
Customers with higher education are more likely to have
Unemployed
higher income compared to those with lower educational
Menu High School 0.00 There is a significant
levels, therefore, they have more capability to afford and pay difference
College
for better service. In addition, they are also more exposed to
Masters/Doctorate
different restaurants. These customers are also aware and
Service High School 0.00 There is a significant
already understand the service they would receive. On this College difference
note, the restaurants should exert more effort and exceed Masters/Doctorate
their expectations to please them. Food High School 0.00 There is a significant
College difference
Table 4. Test of difference in terms of the selection attributes among
Highest Educational Level Group Masters/Doctorate
Educational p- Remarks
Overall High School 0.00 There is a significant
Level value
Satisfaction difference
Facilities High School 0.00 There is a significant College
College difference Masters/Doctorate
Masters/Doctorate
Menu High School 0.0001 There is a significant
difference In terms of grouping the respondents based on their
College
monthly income, the results revealed significant differences
Masters/Doctorate
in all variables, table 6. The price of the food is important to
Service High School 0.0007 There is a significant
difference the customers in the lower-level income in contrast to the
College
Masters/Doctorate
high-level income (Ramanathan, Di, and Ramanathan, 2016).
Food High School 0.041 There is a significant The customers from the middle to a high-income level still
College difference choose to eat in the restaurants to enjoy the food and
Masters/Doctorate ambiance to relax and release their stress and their income
Overall High School 0.019 There is a significant level determines whether to dine in for well-priced meals.
Satisfaction difference (Rozekhi et al., 2016).
College
Masters/Doctorate

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Table 6. Test of difference in terms of selection attributes among As shown in table 8, when respondents are grouped
Monthly Income Group
Monthly p-value Remarks according to the frequency of visit, selection attributes in
Income Korean restaurants differ in terms of service, food, and
Facilities up to 15,000 0.00 There is a significant overall satisfaction. While in terms of facilities and menu,
15,000-30,000 difference
respondents most likely do have the same preference.
30,001-45,000
45001-60,000 Table 8. Test of difference in terms of selection attributes among
Frequency of Visit Group
above 60,000 Frequency of p-value Remarks
Menu up to 15,000 0.00 There is a significant Visit
15,000-30,000 difference Facilities 1-2 times a week 0.106 There is a significant
3-4 times a week difference
30,001-45,000
45001-60,000 1-2 times a month
above 60,000 3-4 times a month
Service up to 15,000 0.00 There is a significant rarely visit
15,000-30,000 difference Menu 1-2 times a week 0.074 There is a significant
3-4 times a week difference
30,001-45,000
45001-60,000 1-2 times a month
above 60,000 3-4 times a month
Food up to 15,000 0.00 There is a significant rarely visit
15,000-30,000 difference Service 1-2 times a week 0.046 There is a significant
3-4 times a week difference
30,001-45,000
45001-60,000 1-2 times a month
above 60,000 3-4 times a month
Overall up to 15,000 0.00 There is a significant rarely visit
Satisfaction difference Food 1-2 times a week 0.01 There is a significant
15,000-30,000
3-4 times a week difference
30,001-45,000
45001-60,000 1-2 times a month
above 60,000 3-4 times a month
rarely visit
Overall 1-2 times a week 0.01 There is a significant
Table 7 shows that there is a significant difference in the Satisfaction
3-4 times a week
difference
selection attributes in terms of facilities when there is a 1-2 times a month
Korean friend or colleague customers. The results revealed 3-4 times a month
that respondents do have different preferences in their rarely visit
selection attributes when choosing Korean Restaurants to
dine in.
Kruskal-Wallis Post Hoc Test using pairwise comparison
Table 7. Results of Mann-Whitney U and Wilcoxon tests to compare was used to identify where the significant difference in
the selection attributes of the respondents based on Korean Friend or
Colleague Selection attributes when grouped according to the frequency
Korean p-value Remarks of visit. The findings revealed that there is no significant
Friend
difference in selection attributes and frequency of visit.
Facilities Yes 0.003 There is a significant
difference
No The results denote that when customers are grouped
Menu Yes 0.00 There is a significant according to their companion, as shown on table 9, their
No difference
restaurant choice differs. A theory confirmed that the
Service Yes 0.00 There is a significant customers do not stick to their diet rules when eating with
No difference
someone or near someone who is overweight (Davis, 2018).
Food Yes 0.00 There is a significant Customers who are dining with their family, friends, and
No difference
especially their partner tends to eat more. They became more
Overall Yes 0.00 There is a significant comfortable and less likely to stick to their eating habits. They
Satisfaction No difference
were also influenced by the kind of food that their
companion is eating and to be expected to eat the same food.

Serrano, D.M., (2021) “Satisfaction Attributes and Satisfaction of Customers: The Case of Korean Restaurants in Bataan”, Brillar, Volume 2,
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Table 9. Test of difference in terms of selection attributes among Main Table 10. Test of difference in terms of selection attributes among
Companion Group Purpose of Visit
Main p-value Remarks Purpose of p-value Remarks
Companion Visit
Facilities Family 0.00 There is a significant Facilities Dining Meal 0.00 There is a significant
Relatives difference Family Party difference
Friends Meeting /
Partner Friend / Partner
Business
Colleague
Menu Dining Meal 0.00 There is a significant
Menu Family 0.00 There is a significant difference
difference Family Party
Relatives
Meeting /
Friends Friend / Partner
Partner Business
Colleague Service Dining Meal 0.00 There is a significant
Service Family 0.00 There is a significant Family Party difference
Relatives difference Meeting /
Friends Friend / Partner
Business
Partner
Food Dining Meal 0.00 There is a significant
Colleague difference
Family Party
Food Family 0.00 There is a significant
difference Meeting /
Relatives Friend / Partner
Friends Business
Partner Overall Dining Meal 0.002 There is a significant
Colleague Satisfaction difference
Family Party
Overall Family 0.002 There is a significant Meeting /
Satisfaction difference Friend / Partner
Relatives
Business
Friends
Partner
Colleague Choosing a restaurant is crucial for the customers because
it may lead them to satisfaction or dissatisfaction. Their
purpose of the visit will determine which type of restaurants
Based on table 10, when respondents are grouped based
they should take. When dining for family gatherings it is
on their purpose of visit, their selection attributes differ.
important to have enough space for all the members, for
Customers visit a restaurant for different purposes, but the
business meetings a quiet place will be important to talk and
reason is to get fueled (Wolf, 2010). When choosing a
close a deal same as meeting a partner if they want to relax
restaurant for their special occasion or business meetings or
and have a moment with each other.
even dining for a meal it is very important to ensure that the
venue will provide comfort because the wrong venue may The correlation coefficients exhibit a strong positive
lead to stress, hunger, discomfort, and poor decision making correlation. This indicates that as satisfaction with facilities,
(Newlands, 2015). menu, service, and food increases the overall satisfaction also
rises.
Table 11. Correlation of Selection Attributes to Overall Satisfaction
Selection Overall Strength of Correlation
Attributes Satisfaction
Facilities 0.687** Strong positive correlation
Menu 0.673** Strong positive correlation
Service 0.731** Strong positive correlation
Food 0.759** Strong positive correlation
**Correlation is significant at the 0.01 level (2-tailed)

Serrano, D.M., (2021) “Satisfaction Attributes and Satisfaction of Customers: The Case of Korean Restaurants in Bataan”, Brillar, Volume 2,
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 Satisfaction Attributes and Satisfaction of…. 12

CONCLUSION presence of the pandemic. Offering promos to boost the

frequency of visits and increase the number of customers may
be used.
Korean restaurants must compete with the home-grown
Since the restaurants were near the universities and
restaurants and other food establishments which will require
companies, they can also offer a business room or meeting
strategic and professional marketing to ensure effective
rooms for friends for their privacy. This may also be used as
management. Based on the evaluation of the respondents on
a function room for family celebrations and gatherings since
the selection attributes of the customers towards Korean
some of the customers were choosing Korean restaurants to
restaurants, it was clearly shown that all selection attributes
celebrate their parties. For their facilities in the new normal
are important factors in choosing Korean restaurants. These
because of the pandemic, the restaurants should follow the
restaurants should continue to improve and market their
strict protocols given by the government for the safety of the
unique, fresh, and sumptuous meals to please the customers.
customers and their staff. The seating capacity should be
The result show that it is necessary to create restaurants with
reduced to recommended quantity. Thermal scanners, foot
comfortable, accessible and clean facilities as well as variety
baths, signage’s, gentle reminders in their PA system and
in menu which offers unique, delicious, healthy and
staff, availability of alcohol and sanitizers, shields in the
affordable food. Good service is also essential especially the
counter areas as well as the disinfecting of the facilities and
communication skills and presentation of the staff. These
tables regularly and every after dining should be strictly
restaurants should not only satisfy the hunger of their
monitored.
customers but also promote and inform them about the
culture, tradition and other information about Korea. They Training of the employees for better customer service and
can include pictures of tourist attractions on their walls, play new protocols for the new normal may also be given to
Korean music and include Korean native displays that will ensure safety but at the same time ensuring the quality of
make the customers feel the similarities of the facilities to the service to be given to the customers. Delivery options for the
authentic restaurants in Korea. The staff may also look or customers may also be available for those who will not be
wear uniforms that are in line with the unique features of able to go out, but the restaurants should also be careful in
Korea. delivering only fresh and quality food to their customers.
They may also offer cashless transactions in the delivery, take
out or dine in to limit the contact with each other preventing
the possible transfer of the virus. Proper and complete PPE
should also be provided for the staff and strict compliance
RECOMMENDATIONS
for wearing of the mask of the customers before entering as
well as temperature check and information details for contact
tracing.
It is recommended that the restaurant should offer a wide
variety of menus that may cater to children, young adults and The restaurants should make efforts to improve the four
adults as well as options for the people looking for healthier selection attributes since there was a strong significant
options that will suit their food choice based on their age. relationship between these attributes and the overall
Korean food was known to be spicy but to suit the Filipino satisfaction of the customers. If they are satisfied, it will bring
taste they may add options to their menu for the level of profit to the restaurants since the reaction of the satisfied
spiciness of their dishes to accommodate other customers customers are through their word of mouth and loyalty. They
who want to eat Korean food but can’t tolerate the authentic should focus on the taste, presentation, and freshness of the
level of spiciness. The restaurants may also offer special food they serve as well as train their staff continuously and
dishes for a limited time only to boosts the curiosity of the continue to keep the whole restaurant clean and comfortable.
customers and act as a marketing strategy. They can also offer The price should also be observed because it affects the
budget meals to cater to the customers who are in their satisfaction of the customers and their expectations of the
budget, barkada meals can be also offered since a lot of facilities, service, and food that they will receive. They should
customers were dining together with their friends and family. also adapt to new marketing strategies to continuously meet
Restaurants offering samgyupsal may also allow solo the customers’ needs and expectations and encourage loyalty.
customers to dine since this will be the new normal with the

Serrano, D.M., (2021) “Satisfaction Attributes and Satisfaction of Customers: The Case of Korean Restaurants in Bataan”, Brillar, Volume 2,
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 13 Serrano

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Issue 1, pp. 5-14