The Influence of Customer Perception in Selection of Korean Restaurant in Malaysia
Publish place: International Journal of Management, Accounting and Economics (IJMAE)، Vol: 8، Issue: 2
Publish Year: 1400
نوع سند: مقاله ژورنالی
زبان: English
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شناسه ملی سند علمی:
JR_IJMAE-8-2_004
تاریخ نمایه سازی: 21 اسفند 1400
Abstract:
Customer perception is considered to have an integral influence upon restaurant selection as it is highly important to analyze the preferences of the customers. On the other hand, the Korean food is being accepted in different nations across the world because the younger generations tend to follow the pop culture of Korea which is a powerhouse of Korean media. The Korean restaurants are found to be gaining highly competitive advantage in Malaysia over the other ethnic restaurants. This is due to the customer positive perception regarding the Korean food and its culture. In this research, the focus is upon the identification of the influence of customer perception of selecting a Korean Restaurant in Malaysia. The research is conducted under the view of other scholars and their research as well as published studies. The theory of planned behavior is analyzed in this research along with assessing the customer perception and its influence.
Keywords:
Keywords: Korean restaurant , Theory of Planned Behavior , Customer Perception , Attitude , Behavior , Subjective Norm
Authors
JunWan Chee
University of the West of Scotland, Kuala Lumpur, Malaysia
Rashad Yazdanifard
University of the West of Scotland, Kuala Lumpur, Malaysia
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