DINING EXPERIENCE AS A DRIVER OF CUSTOMER SATISFACTION IN KOREAN RESTAURANTS

Abstract

This study analyzes how food quality, service quality, and the physical environment influence customer satisfaction at Korean restaurants in Indonesia. Using a quantitative approach, the study involved customers who had visited Korean restaurants in the past three years. Data was collected through an online questionnaire administered via Google Forms and via WhatsApp and Telegram. A total of 144 responses were received, of which 138 were deemed valid after data screening and subsequent statistical analysis in SPSS. The results indicate that food quality, service quality, and the physical environment each have a positive and significant influence on customer satisfaction. The results suggest that the physical environment is the most influential factor. Cleanliness, ambiance, and overall atmosphere play a substantial role in enhancing the dining experience for customers. However, food and service quality remain essential, particularly consistency of taste and attentive staff. These results suggest that restaurant management should place equal emphasis on staff training and on creating a welcoming, comfortable dining atmosphere, in addition to food quality. This study also contributes to the literature by demonstrating that, although cultural influences shape expectations, customer satisfaction ultimately derives from the service and the dining experience, particularly in culturally themed restaurants. Further research is encouraged to examine additional factors, such as price perceptions and tourism influences, to understand customer satisfaction better.