A Study on the Relationship Between Importance and Satisfaction of Selection Attributes in Japanese Restaurants Using Revised Importance-Performance Analysis(Revised IPA)

This study aims to identify the key selection attributes of Japanese restaurants and analyze their relative importance and performance using the Revised Importance-Performance Analysis (Revised-IPA). While previous research on restaurant selection has primarily focused on Korean or buffet restaurants, this study addresses the lack of empirical studies targeting Japanese cuisine, particularly in the context of consumers’ evolving expectations for high-quality and differentiated dining experiences. A total of 222 valid responses were collected from consumers with recent experience dining at Japanese restaurants in Seoul. Four key attributes―food quality, human service, physical environment, and convenience―were extracted through exploratory factor analysis. The Revised-IPA technique was then applied to examine both explicit (perceived) and implicit (behavioral) importance of these attributes. The findings reveal that food quality and convenience are classified as "attractive factors" due to their strong influence on behavioral intention despite varying levels of consumer awareness. Conversely, human service and physical environment, though highly valued by consumers, showed minimal impact on actual revisit intentions, thus categorized as "basic factors." These insights suggest that strategic focus should be placed on enhancing food quality and convenience while maintaining baseline service and environmental standards. This research provides theoretical contributions by applying a dual-importance framework to restaurant service analysis and offers practical implications for restaurant managers seeking to optimize resource allocation and customer satisfaction. Limitations and directions for future research are also discussed.