Food Adoption, Transformation Strategies, And Customer Satisfaction of Selected Korean-Filipino Samgyeopsal Restaurants in Santa Rosa City, Laguna

Abstract : This study examined the relationship between food adoption, transformation strategies, and customer satisfaction in selected Korean-Filipino samgyeopsal restaurants in Santa Rosa City, Laguna. Using a descriptive-correlational design, data were collected from 223 customers selected through simple random sampling across four restaurants. A validated, researcher-made questionnaire measured the five dimensions of food adoption: culture, tradition, consumer preferences, social bonding, and local economy; the two dimensions of transformation strategies: menu innovation and ambiance; alongside with the levels of customer satisfaction. Results showed that overall food adoption was rated “High” (M = 3.06), with social bonding ranking highest (M = 3.17), followed by culture (M = 3.06), consumer preferences (M = 3.04), and both tradition and local economy ranking the lowest (M = 3.02). Overall transformation strategies were rated “High” (M = 3.06), with ambiance ranking highest (M = 3.16) and menu innovation ranking the lowest (M = 2.95). Customer satisfaction was rated “High” (M = 3.00). Pearson r correlation analysis indicated significant relationships: food adoption dimensions correlated moderately with transformation strategies dimension of menu innovation (r = .185 to .283, p < .01). Food adoption dimension of tradition correlated moderately with transformation strategies dimension of ambiance (r = .164, p < .05). Food adoption dimensions showed a moderately positive correlation with customer satisfaction (r = .158 to 346, p < .01, p < .05). Transformation strategies dimensions presented a significant relationship with customer satisfaction (r = .207 to 324, p < .01). Findings confirm that high levels of specific food adoption dimensions are concordant to high levels transformation strategies dimensions and customer satisfaction. High levels of transformation strategies dimensions are also concordant to a high level of customer satisfaction. The study recommends to focus on staff training, customer feedback engagement, and acquiring an extensive understanding of Korean and Filipino culture for sustained business growth.