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라이프스타일에 의한 한식전문점 고객의 추가마케팅만족의 차이 - 강원지역 외국인 유학생을 대상으로 - Difference in Additional Marketing Satisfaction by Lifestyle of Korean Restaurant Customers - Focus on Foreign Students at University in Gangwon Province -

윤태환
  • 언어KOR
  • URLhttps://db.koreascholar.com/Article/Detail/309400
韓國食生活文化學會誌 (한국식생활문화학회지)
제30권 제5호 (2015.10)
pp.587-595
한국식생활문화학회 (The Korean Society Of Food Culture)
초록

The purpose of this article was to research the difference in additional marketing satisfaction by lifestyle of Korean restaurant customers (focus on foreign students at university in Gangwon province). In this research, factor analysis, cluster analysis, and ANOVA were carried out. Lifestyle was divided into seven factors and six clusters. Additional marketing satisfaction was divided into three factors. Additional marketing satisfaction showed a significant difference by lifestyle of foreign students. First, ‘employee’ had a highest point at C3 ‘convenience·internet searching pursuit’ but lowest point at C4 ‘brand preference pursuit’ (p<0.001). ‘Service process’ had a highest point at C1 ‘safety·health pursuit’ but lowest point at C5 ‘effort pursuit’ (p<0.001). ‘Tangible clue’ had a highest point at C3 ‘convenience·internet searching pursuit’ but lowest point at C5 ‘effort pursuit’ (p<0.001). Additional marketing can reduce customer uncertainty, ambiguities, and wavering about eating at restaurants by intangibility of service. As a result, food-service corporations need to manage additional marketing as well as increase satisfaction and loyalty of customers.

목차
I. 서 론
II. 연구 내용 및 방법
III. 결과 및 고찰
IV. 요약 및 결론
References
저자
  • 윤태환(경동대학교 호텔조리학과) | Tae-Hwan Yoon Corresponding Author