2025, Vol. 7, Issue 1, Part C

author(s)
Cleo L Verano, Sheena Mae V Tinambacan, Ahpril Kiel T Ballano and Hazel Princess M Rebollo

abstract
This study investigated the factors influencing Filipino customers’ dining decisions in Korean Samgyeopsal restaurants in Davao City, Philippines. Specifically, it examined the variables of restaurant environment, food quality, and service quality that shape customer behavior. Data were collected from 500 respondents across four Korean restaurants using a quantitative method. The study used an adapted survey questionnaire based on established variables and indicators. The collected data was analyzed using mean, t-test, and ANOVA to determine the overall influence of each factor and any significant differences based on demographic variables such as gender, age, and educational attainment. Results revealed that all three factors-food quality, service quality, and restaurant environment-had a very high influence on customer decisions, with food quality emerging as the most influential. Statistical analysis showed no significant differences in responses based on gender and age. However, an important difference was observed based on educational attainment, suggesting that customers’ educational background may influence how they perceive and value their dining experience. The findings underscore the importance of maintaining high standards in food quality, attentive service, and a culturally immersive environment to attract and retain customers. The results also offer practical insights for restaurant owners and managers aiming to align their offerings with customer expectations, particularly in the context of the growing popularity of Korean cuisine driven by the Hallyu wave.