Impact-range performance analysis and asymmetry analysis for improving quality of Korean food attributes

The objective of this study is to assess the key-drivers of customer satisfaction and dissatisfaction and their asymmetric effects in the formation of customer satisfaction and dissatisfaction in Korean restaurants by using impact-range performance analysis (IRPA) and impact asymmetry analysis (IAA) approaches. Two hundred thirty-nine diners at two Korean restaurants in a U.S. southern metropolitan city participated in this study. Results validated the rigor of IRPA and IAA for identifying key determining factors and assessing magnitude among various restaurants’ attributes. Food taste, presentation, cleanliness, and fair price had severe impacts on CS. The theoretical and practical implications of this study's findings are included to enrich both academicians’ and restaurant industry professionals’ understanding of customers’ perceptions of and attitudes toward restaurants, and development of a marketing strategy.

► This study assessed the key-drivers of customer satisfaction and dissatisfaction and their asymmetric effects in the formation of customer satisfaction and dissatisfaction in Korean restaurants by using impact-range performance analysis and impact asymmetry analysis approaches.
► Study results confirmed that use of the IRPA and IAA methodologies overcame some of the limitations associated with importance-performance analysis in the Korean restaurant setting.
► Also, the results of the study indicated that the operator should carefully monitor those attributes with relatively high range of satisfaction impact score and low attribute performance scores in order to increase overall customer satisfaction.