The Effects of Well-Being Menu Orientation of Upscale Korean Restaurant Customers on Perceived Value, Customer Satisfaction and Revisit Intention

The purpose of this study was to analyze the effects of the propensity to pursue well-being menus of upscale Korean restaurant customers on perceived value, customer satisfaction and revisit intention. For data analysis, frequency analysis, reliability analysis, and factor analysis were performed using SPSS 27.0, and AMOS analysis was performed to verify the hypothesis for this study. The results of this study can be summarized as follows. First, it was found that such factors of well-being menu orientation attributes as information and health factors would affect perceived value. Second, it was found that customers&quot perceived value would affect their customer satisfaction and revisit intention. Third, it was found that customers&quot satisfaction would affect their revisit intention. Fourth, through this study, it was found that the higher the tendency of upscale Korean restaurant users to value the information and health of well-being menus, the higher their perception of value towards the restaurant and the higher the satisfaction and return visits. As a result, it is very important for upscale Korean restaurant operators to frequently provide menus containing the latest trends in nutritional functionality to their customers, or to continue to inform their customers that they are a company that provides healthy menus on their blogs and in the media. In addition, it is very necessary to increase the value of a restaurant by offering a menu with recipes that minimize the use of oil, natural recipes that reduce irritating seasonings, and a menu that does not over-fry or bake.