This study was conducted with the aim of verifying the effect of malatang specialty store selection attributes on customer satisfaction and customer loyalty and the moderating effect of spicy taste involvement. In addition, it can be said that there is practical significance in providing implications for management strategies to strengthen the competitiveness of malatang restaurants in the future. The Likert 5-point scale was used for questions such as nominal scale, selection attribute for hypothesis verification, customer satisfaction, customer loyalty, and spicy taste involvement. The collected data were SPSS 21.0 Version, which conducted frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, regression analysis, and hierarchical regression analysis. In order to achieve the purpose of this study, respondents (n=269) were selected for the background for customers in Gwangju and samples were collected. The implications of the hypothesis test were that the selection attribute had a positive (+) significant effect on customer satisfaction, and the menu attribute and hygiene attribute had a positive (+) significant effect on customer loyalty. also, Customer satisfaction was found to have a positive (+) significant effect on customer loyalty. In order to increase customer satisfaction and customer loyalty of malatang restaurants, it is necessary to use SNS to manage fresh ingredients, manage various menus, maintain the texture of broth and noodles, diversify spicy flavors, introduce and recommend seasonal spicy ingredients.