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Main purpose of this study is to suggest strategic implications through analyzing difference between Korean restaurant customers and ethnic food restaurant customers of restaurant selection attributes, customer satisfaction, and royalty. Research results are those. First of all, restaurant selection attributes devided into 6 factors, 'kind service,' 'ethnic mood,' 'taste of food,' 'health-oriented,' 'luxurious,' and 'convenience.' Second, it has statistically difference for 'kind service,' 'ethnic mood,' 'taste of food,' 'luxurious' between Korean restaurant customers and ethnic food restaurant customers. Also, ethnic food restaurant customers perceived importance in the order of 'taste of food,' 'kind service,' 'luxurious,' 'health-oriented,' 'convenience,' and 'ethnic mood,' but Korean restaurant customers perceived importance in the order of 'kind service,' 'taste of food,' 'luxurious,' 'health-oriented,' 'ethnic mood,' and 'convenience.' Third, accrding to the result of analyzing differences of customer satisfaction and intention to revisit, Korean restaurant customers has statistically lower satisfaction and lower intention to revisit compare to ethnic food restaurant customers. Fourth, the result of comparing effects of selection attributes to satisfaction, 'kind service,' 'taste of food' affects satisfaction of ethnic food restaurant customer, while 'taste food' affects satisfaction of Korean restaurant customers. Fifth, the result of comparing effects of selection attributes to intention to revisit, 'taste of food' statistically affects intention to revisit for both of customers. Finally, results of comparing effect differences of satisfaction to intention to revisit, both of customers has statistically significant effects. We also suggest several implications and strategic solutions through these research results.
