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        검색결과 2

        2.
        1996.12 KCI 등재 구독 인증기관 무료, 개인회원 유료
        The purpose of this study was to compare high-school students importance and performance toward restaurant service attributes for the marketing strategy development. Specific objectives were to: a) investigate restaurant patronage characteristics of high school students; b) identify the difference of patronage behavior among three types of restaurants; and c) analyze the importance and performance among three types of restaurants. A questionnaire was developed and hand-delivered to 400 students enrolled 9th grade in 4 different high schools in Seoul. A total of 320 students (80%) was responded to this study. The questionnaire was composed of two parts with 47 restaurant service attribute statements. Results of this study were as follows: 1. A total of 57% was female and 61% of respondents spent less than ₩5,000 per week on eating out. 2. The frequency of visiting the low-priced restaurant was 8.9 times per week. 3. Reasons for being a patronage to low- (≥₩2,000) and mid-priced ( 〈₩2,000 and ≥₩5,000) restaurants were hunger, appointment, and seeking favorites with freinds but the reason for high-priced (〈₩5,000) restaurants was celebrating special days with parents. 4. The main source of information for selecting restaurants was family and friends, T.V. advertising, and bulletin board. 5. For the low-priced restaurants, food, hygiene, price, and location were rated as important; location, price, menu, and food were rated as satisfied. 6. For the mid-priced restaurants, hygiene, food, price, and menu were rated as important; food, hygiene, service, and menu were rated as satisfied. 7. For the high-priced restaurants, hygiene, food, and atmosphere were rated as important; food, hygiene, atmosphere, and menu were as satisfied. 8. According to paired t-test, the score gap between importance and performance was the highest in the hygiene attribute; differences were high with the low-priced and low with high-priced restaurants.
        4,000원