The Influence of Customer Perception in Selection of Korean Restaurant in Malaysia

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 t...

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Bibliographic Details
Published inInternational Journal of Management, Accounting & Economics Vol. 8; no. 2; pp. 114 - 121
Main Authors JunWan Chee, Rashad Yazdanifard
Format Journal Article
LanguageEnglish
Published Mashhad: Behzad Hassannezhad Kashani 01.02.2021
Subjects
attitude
behavior
customer perception
keywords: korean restaurant
subjective norm
theory of planned behavior
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Summary: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.
ISSN:2383-2126
DOI:10.5281/zenodo.4641400