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How do economic, cultural, and global-connectedness distances moderate the effect of customers' experiences on their intention to revisit non-indigenous restaurants? Evidence from Korean restaurants

Title
How do economic, cultural, and global-connectedness distances moderate the effect of customers' experiences on their intention to revisit non-indigenous restaurants? Evidence from Korean restaurants
Author
김보영
Keywords
Cultural distance (CD); economic distance (ED); experience elements; global-connectedness distance (GD); hierarchical linear model (HLM); non-indigenous restaurant
Issue Date
2016-04
Publisher
ROUTLEDGE JOURNALS
Citation
ASIA PACIFIC BUSINESS REVIEW, v. 22, NO 2, Page. 262-288
Abstract
In this study, we evaluate how the effect of customers' experiences on revisit intention for non-indigenous restaurants can be moderated by economic distance (ED), cultural distance (CD) and global-connectedness distance (GD) between the country of origin for a given non-indigenous restaurant and the customer's resident country. Surveys were conducted in seven countries across three continents, and the levels of ED, CD and GD between Korea and the seven countries were used as moderators. The findings suggest that the types of food and staff are two elements that should be emphasized in countries that are relatively close to Korea. Conversely, elements like the atmosphere of the restaurant and word of mouth should be emphasized in countries that have greater distances from Korea. Of the three distances considered in the study, GD had the strongest moderating effect on the relationship between customers' experiences and their intentions to return to the restaurant. As a whole, the results imply that ED, CD and GD are important points of reference when considering prior experience while selecting a target country based on the strength of the restaurant's experience management.
URI
https://www.tandfonline.com/doi/full/10.1080/13602381.2015.1071519?scroll=top&needAccess=truehttp://hdl.handle.net/20.500.11754/49795
ISSN
1360-2381; 1743-792X
DOI
https://doi.org/10.1080/13602381.2015.1071519
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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