Hallyu and dining expectations: how K-content affects restaurant experiences

Purpose This study investigates the influence of media-driven expectations on customer experiences (CE) within Korean restaurants in Assam, India. It aims to understand how popular Korean media, especially dramas and food content, shape dining expectations and thereby impact customer satisfaction, perceived value (PV) and future behavioural intentions (BI). By focusing on both hedonic (emotional) and utilitarian (functional) values, the research seeks to unravel the mechanisms through which CE translate into loyalty. The study specifically addresses the growing popularity of Korean cuisine in Assam and explores how elevated expectations, fuelled by media and social influence, can affect the PV and intention to revisit these dining establishments. Design/methodology/approach The research employs a quantitative, cross-sectional design using structured surveys administered to 338 patrons across two Korean restaurants in Guwahati, Assam. Drawing on expectancy-disconfirmation theory and cognitive dissonance theory, the study constructs and tests a model linking CE, PV (both hedonic value, HV and utilitarian value, UV) and BI. Statistical analyses include mediation and moderation tests using bootstrapped regression and moderated regression analysis (MRA) to examine direct, indirect and interaction effects. Measures for customer expectations influenced by Korean media are mean-centred and included as moderators to explore how media-driven expectations alter the dynamics between experience and PV. The data analysis was performed in the open-source statistical software R. Findings Both HV and UV dimensions significantly mediate the effect of CE on BI, with UV showing a stronger mediating effect. Elevated customer expectations, shaped by exposure to Korean dramas and online food media, negatively moderate the link between CE and PV – reducing the positive impact of actual dining experiences. The study reveals that while emotional satisfaction (HV) is vital, practical aspects (UV) are more influential in fostering loyalty. The results underscore the risk of cognitive dissonance when media-inflated expectations are unmet, highlighting the necessity for balanced, realistic customer engagement strategies in cultural dining contexts. Research limitations/implications This research is constrained by its exclusive focus on Korean restaurants in Guwahati, Assam, which could limit the applicability of findings to other geographical locations or culinary contexts. The reliance on self-reported responses and a non-probability sampling approach may introduce bias and reduce the generalizability of results. Future studies are encouraged to examine broader or comparative contexts, employ probability sampling or utilize longitudinal designs to capture changes over time. Despite these limitations, the study advances understanding of the interplay between media-induced expectations, PV and loyalty in emerging international cuisine markets. Practical implications The results highlight how Korean media content, such as dramas and food-related reels, shape customer expectations and experiences in Korean restaurants. Practitioners should capitalize on these trends by integrating popular media references into marketing strategies, menu planning and ambience design to resonate with both hedonic and utilitarian customer preferences. Emphasizing staff training to meet heightened service expectations and balancing authenticity with local tastes can further enhance customer satisfaction and loyalty. These insights enable restaurant managers to improve service quality, foster repeat patronage and stimulate positive word-of-mouth in increasingly competitive dining environments. Originality/value This research fills the gap by exploring Korean restaurants owned and managed by non-Koreans in Northeast India, a context rarely addressed in scholarly literature. It provides novel insights into how the Hallyu Wave shapes culinary expectations and behaviour far beyond Korea. By empirically testing both mediation and moderation effects, the study contributes methodologically and theoretically – demonstrating the necessity to balance emotional and functional aspects of service. Its findings are valuable for restaurant managers seeking to leverage cultural trends without falling into the pitfall of overpromising. The paper offers actionable recommendations on aligning marketing communications, managing expectations and sustaining customer loyalty in an emerging market.