Glocalization and the Korean Wave: How Online Reviews Reflect Customer Satisfaction in U.S. Korean Restaurants

Abstract

This study investigates customer perceptions and preferences regarding Korean restaurants in the United States through a machine-learning analysis of over 1.2 million Yelp reviews spanning two decades (2004–2024). It applies Herzberg’s two-factor theory to uncover key restaurant attributes and identify evolving factors influencing customer satisfaction and dissatisfaction. Topic modeling and topic network analyses reveal that, while specific Korean dishes are essential, service quality, operational efficiency, and cleanliness are also crucial in shaping customer experiences. This study highlights the distinction between drivers of satisfaction and dissatisfaction, with operational issues—such as service and billing management—leading to negative reviews. Simultaneously, cleanliness, attentive staff, and convenient dining options also contribute to positive feedback. Temporal analysis reveals significant shifts in customer interests, such as a growing focus on specific food items and service quality, alongside a declining emphasis on traditional aspects of the restaurant experience. Based on these findings, we recommend that restaurateurs enhance operational efficiency and maintain high service standards alongside culinary authenticity to improve customer satisfaction and sustain competitiveness in the dynamic U.S. dining market.