Strategic Service Operations in Korean Restaurants: Customer Dining Expectations and Dining Factors in Camarines Sur, Philippines

Abstract

This study examined customer dining expectations and dining factors in Korean restaurants in Camarines Sur, Philippines, and their implications for strategic service operations. Using a quantitative descriptive design, data were gathered from 385 respondents through online and in-person surveys and analyzed using weighted mean and standard deviation. Dining expectations were assessed in terms of authenticity, physical environment, food quality, and service quality, while dining factors were classified into pull and push factors. Results showed moderately high overall dining expectations, with food quality and service quality receiving the highest ratings. Dining factors were also rated as motivating customers to visit Korean restaurants, with pull factors receiving higher ratings than push factors. Cleanliness, food taste, food presentation, menu variety, employee responsiveness, and restaurant popularity emerged as important considerations. The findings emphasize the need to align food production, service delivery, sanitation, employee capability, physical-environment management, and market positioning to support customer value, operational consistency, and competitiveness in local markets.