Cultural intelligence on perceived value and satisfaction of ethnic minority groups’ restaurant experiences in Korea

ABSTRACT

The purpose of this study is to examine ethnic minority groups’ understanding of Korean culture through cultural intelligence (CQ), and its effects on perceived value and satisfaction of their Korean restaurant experiences. Data were collected from 232 people, ethnic minority groups who live in Korea with their original nationality. This study discovered that ethnic minority groups with higher cultural intelligence had higher service excellence, economic, and emotional value. The escapist, service excellence, economic, and emotional variables in perceived value had significant results, as the values were positive, customer satisfaction were positive. Among moderating effects of gender, nationality, and residential period, only gender and residential period were partially supported. The residential period of ethnic minority groups illustrated that respondents who had longer experience in Korea, had higher level of CQ. This study aims to provide fundamental information on ethnic minority groups, cultural intelligence and their values when visiting Korean restaurants.

KEYWORDS:

• Cultural intelligence (CQ)
• ethnic minority groups
• perceived value
• customer satisfaction
• Korean restaurant

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Soomi Han

Soomi Han has recently completed her master’s degree and now works at the UDS Korea Co., Ltd., a company that creates and designs community by creating public facilities, hotels, houses, etc.

Jiyoung Yoon

Jiyoung Yoon is a professor of Le Cordon Bleu Hospitality Management in the Division of Culture and Tourism, Sookmyung Women’s University where she teaches restaurant management, marketing and consumer behavior courses. Her main research interests are food culture, culinary tourism as well as restaurant management and marketing.