The purpose of this study is to investigate customer satisfaction factors that affect customer loyalty and revisit intention, and the seven factors which comprise the marketing mix that affects customer satisfaction. loyalty, and intention to revisit. The purpose of the project is to propose a research model by testing the mediated effects of customer satisfaction and loyalty using mainly factor analysis, regression analysis, and mediation analysis. First the results showed that the marketing mix 7P factors influence customer satisfaction were identified as service delivery process, product, physical basis, and promotion. The factors that influence marketing mix 7P customer loyalty were tested in the order of service delivery, physical basis, product, and distribution. Second, the factors that affect customer loyalty were artists, service, and prices whereas the factors that affect customer satisfaction were tested in the order of service, artist, cosmetics, and price. Third, the factors affecting customer revisit intention were newly derived as treatment satisfaction, professionalism, and treatment products. Fourth, the relationship between marketing mix and customer revisit intention suggested that customer satisfaction and customer loyalty has a partial sale effect. It can be suggested on the basis of these findings that the effect of makeup service with marketing mix on customer revisit intention was analyzed and a new model was derived by analyzing the mediated effect of customer satisfaction and customer loyalty.

The purpose of this study is to measure the effect of customers’ waiting time on their revisit intention through their emotion. Also this study assessed the effect of restaurant selection attributes on consumers’ revisit intention in Korea. This study used experimental scenario questionnaires for collecting data. Frequency analysis, Cronbach’s alpha, correlation, ttests and multiple regression analysis were assessed using SPSS. Customers preferred taste, sanitation and service when selecting a restaurant to dine out. The results of this study found that there were no significant differences between positive and negative emotions due to waiting time. Findings of this study suggested that waiting time, convenience, nutritional value, and emotion influenced consumers’ revisit intention. Therefore, reducing waiting time and providing proper service will help consumers have positive emotions to return to dine at a restaurant.

This study was conducted to survey the perception and preferences of customers that have dined at Korean restaurants in China and investigate the importance and performance level of quality attributes, customer satisfaction, revisit intention and recommendation intention. The survey was conducted January 31~March 1, 2016 in China. The 293 questionnaires (97.7%) were analyzed using SPSS(Ver. 23.0) and AMOS(Ver. 21.0). Results of this study are as follow: Customers that dined at a Korean restaurant in China were composed of 157 women and 136 men. Regarding the reason for preferring Korean cuisine, taste, hygiene and nutritional value of Korean food were the most significant quality factors. Regarding complaints about Korean food, Chinese people placed much emphasis on freshness of ingredients when dining out, based on the majority of complaints about ingredients that were not fresh. The main reason for leftover food were personal eating habits and that of customers revisiting food taste and nutrition. Path model among customer satisfaction, revisit intention and recommendation intention revealed the factor of menus and attributes of menu items regarding customer’s age that had an impact on customers’ satisfaction, and association with customers’ satisfaction, revisit intention and recommendation intention as well.

This study was conducted to examine the effects of Chinese perceptions of quality attributes on customer’s satisfaction, revisit intention and recommendation intention for coffee shops in Beijing, China. Subjects of this study included 200 customers who had visited a coffee shop at least once during the last year. Statistical analyses were performed using SPSS v23.0 and AMOS v21.0. In this study, the majority of customers visited a coffee shop once or twice a week with friends. Respondents preferred tall-sized warm coffee in the store. The coffee shop quality attributes of were derived from five exploratory factors identified upon analysis of 30 observational variables. It was important to maintain and strengthen the quality attributes of coffee shops in this area because IPA(Importance Performance Analysis) analysis showed that “Doing great, keep it well” part was a desirable area because it had high importance and performance. Finally, path analysis revealed that customer satisfaction was influenced by employee attitude and affected revisit intention and recommendation intention.

목적: 본 연구는 소비자가 인식하는 안경원의 브랜드 자산, 외부환경, 내부환경이 고객만족, 신뢰 및 재방 문 의도에 미치는 영향을 구조방정식을 이용하여 실증해 보고자 하였다. 방법: 서울, 경기, 충남지역에 거주하는 안경원 이용 경험이 있는 성인 420명을 대상으로 설문을 실시하 였고, 불성실히 응답한 9부를 제외한 411부가 분석에 사용되었다. 신뢰성 분석과 확인적 요인 분석 및 구조 방정식 모델을 이용하여 가설을 검증하였다. 결과: 브랜드 자산이 외부환경과 내부환경 변수에 유의한 영향을 미쳤으며, 브랜드 자산, 내부환경 등 외 생변수가 매개변수인 고객만족을 통해 신뢰에 간접적으로 유의한 영향을 미치고, 다시 고객만족과 신뢰를 통해 재방문에 미치는 영향이 모두 유의한 것으로 나타났다. 특히 외부환경은 고객만족과 신뢰 모두에서 유 의한 영향을 미치지 못했으나, 브랜드 자산과 내부환경의 경우에서는 재방문에 직접적으로 유의한 영향을 미치고 있었으며, 고객만족과 신뢰를 통해 간접적으로도 유의하게 영향을 미침을 알 수 있었다. 결론: 안경원은 기타 서비스직종과 달리 내부환경 중에서도 안경사특성이 큰 비중을 차지하고 있는 특수 성을 가지고 있다. 본 연구를 통해 브랜드 자산이 내·외부 환경에 유의한 영향을 미쳤으며, 이 중 내부환경 즉, 상품, 가격 그리고 안경사 특성이 고객만족으로 이어져 신뢰를 거쳐 재방문에 이르는 것을 확인하였다. 이를 통해 브랜드 자산을 높이기 위한 노력과 함께 내부 환경 및 고객과의 신뢰 향상에 대한 중요성을 인식 하고 이에 대한 관리에 더욱 노력을 기울어야 할 것으로 보인다.

The purpose of this study was to identify images of saleswomen by uniform and body type and to determine if the images have an effect on customer satisfaction and revisiting intention. This study was conducted between February 10th and February 23rd 2015, using a questionnaire to collect data from 608 adults from Seoul, Deajeon, and Chungnam Province. A 2×2 (body type×clothes) factorial experimental design was used. Frequency, factor, and reliability analysis, analysis of variance, one-way ANOVA, Tukey test, and multiple regression analysis methods were used to analyze data. The study results were as follows: First, images of saleswomen with different uniform and body types were classified based on the following three factors: professionalism, kindness and attractiveness. Second, the saleswomen's uniforms had significant impact on perceived attractiveness, with women who wore skirt suits being identified as more attractive than women with pant suits. The saleswomen's body types had significant effect on professionalism, kindness and attractiveness. Women with average body types were perceived positively in terms of professionalism and attractiveness, whilst women with large body types were perceived positively in terms of kindness. Third, the combination of uniform and body type had a significant effect on perceived professionalism. Women with average body types wearing pant suits were perceived to have high degree of professionalism and women with large body types wearing skirt suits were evaluated to have high professionalism. Fourth, the images described as attractive and kind for both uniform and body type had a positive influences on customer satisfaction and revisiting intention.

목적 : 본 연구는 최근 O2O(online to Offline)시대의 소비자행동 변화에 대해 안경원들이 생 존할 수 있는 전략은 사용자 경험(User experience)의 극대화로 판단하고, 안경원의 서비스에 대해 고객들이 인지하는 공감성 정도가 소비자들의 실용적, 쾌락적 가치와 구전의도 및 재방문 의도에 미치는 영향에 대한 구조화된 인과모형을 수립하여 이들의 인과관계에 대한 경로분석 을 통해 다양한 함의를 얻고자 하였다. 방법: 본 연구의 수행을 위해 안경원에 방문한 고객들을 대상으로 설문을 실시하여, 총 106명 의 유효 응답지를 분석에 활용하였으며, 분석은 빈도분석, 기술통계분석 및 구조방정식 경로분 석을 통해 구전의도 및 재방문의도에 영향을 미치는 경로를 확인하고자 하였다. 결과: 구조방정식 분석 결과 최초 연구모형에 대해 소비자들이 인지하는 안경원에 대한 공감성 정도는 실용적 가치, 쾌락적 가치 순으로 긍정적인 영향을 미치는 것을 확인하여 안경원에 대 한 공감성이 중요한 요인임을 확인할 수 있었다. 그러나 쾌락적 가치는 구전의도, 재방문의도 경로에 대해 통계적으로 유의미한 영향을 미치지 못했으며, 실용적 가치는 구전의도에만 긍정 적인 영향을 미치며 재방문의도에는 통계적으로 유의미한 영향이 없는 것으로 확인되었다. 한 편 구전의도는 재방문의도에 강한 긍정적인 영향을 미치는 것을 알 수 있었다. 따라서 본 모형 에서는 “공감성 → 실용적 가치 → 구전의도”를 통해서 재방문의도를 높일 수 있음을 확인하 였다. 그러나 연구모형의 적합도가 전반적으로 낮게 나타나, 이론적 근거와 Jöreskog & Sörbom(1981)이 제안한 수정지수(Modification Index: MI)를 통해 추가경로를 구성해 분석한 결과 쾌락적 가치는 실용적 가치에, 공감성은 구전의도에 유의미하며, 적합도도 χ2 = 8.416, d.f = 1, p = .004, GFI = .970, NFI = .973, RMR = .048로 개선된 것을 알 수 있었다. 결론: 안경원에서 제품을 확인하고 온라인에서 구매하는 경우가 심화된 지금의 상황에서 안경 원이 가장 신경써야 할 요인은 안경원이 눈을 지키는 준의료기관으로서의 전문성을 고객들에 게 제안하여야 하며, 고객들의 실용적가치의 원천에 대한 좀 더 깊이 있는 해석과 접근을 통해 O2O시대에 안경원들의 경쟁력을 강화할 수 있는 방안을 모색하여야 할 것이다. 이에 대해 최 근 부각되고 있는 사용자 경험(user experience)은 안경원들이 고객들에게 긍정적인 경험을 할 수 있는 다양한 시스템을 구축함으로써 고객들이 실용적 가치를 증진시킬 수 있는 동인(motif) 으로 활용하여야 할 것이다. 이런 관점에서 볼 때 최근까지 가격할인 등의 마케팅 기법들이 고 객들의 실용적 가치를 증진시킬 지에 대해서는 좀 더 연구해봐야 할 것이다. 연구 결과에서도 쾌락적 가치가 실용적 가치를 증진시킬 수 있다는 점이 이를 지지하고 있다고 판단한다.

The purpose of this study was to determine the relationships among food quality, food awareness, customer satisfaction, and revisit intentions of Korean restaurants in Chinese University or College students in the Daegu and Gyeongbuk areas. A questionnaire developed from a literature review included a series of questions about the quality of Korean food, Korean food awareness, customer satisfaction, and revisit intentions. Analysis of the survey data was performed on 234 valid responses. Statistical analyses, including frequencies, factor analysis, reliability analysis and regression, were performed using the SPSS program. The results indicated that food quality perceived by Chinese students had a significant impact on customer satisfaction. On the contrary, food quality according to Korean food awareness by Chinese students did not have a significant impact on customer satisfaction. Further, customer satisfaction had a significant influence on revisit intentions, whereas customer satisfaction according to Korean food awareness did not have a significant effect. In conclusion, food quality is a significant factor in determining the success of the foodservice industry.

The purpose of this study was to compare the effects of service failure magnitude on perceived justice, positive emotion, and revisit intention at restaurants between a collectivist culture(Korea) and an individualistic culture(United States). The results showed that the higher a customer`s perception of service failure magnitude, the lower the perceived recovery justices in both cultures. The distributive, procedural, and interactional justices had a favorable effect on positive emotions in both cultures. Other findings revealed that interactional justice was the best predictor of revisit intention in Korea, while distributive justice was the best determinant of revisit intention in the United States. This research suggests that global restaurant managers need to understand how cultural orientation influences consumer perceptions of service failures in order to develop a highly targeted and effective service recovery.

화훼장식이 돌잔치 고객의 만족도와 장소 재방문 의도 에 미치는 영향을 파악하고자 설문조사를 실시하였다. 설 문조사 대상자의 일반적 특징은 남녀나 기혼자와 미혼자 는 거의 비슷하였으나 연령은 20대와 30대가 주류를 이루었고, 학력은 대졸자가 가장 많았다. 요인분석 결과 7개의 중요 변수 즉, 화훼장식을 위한 디자인의 스타 일과 구성, 디자인의 조화와 색감, 접근성, 시설, 서비스와 가격, 만족도, 그리고 재방문 의도로 이론적 모형이 구성되었다. 모형화한 연구가설의 검증 결과에 대한 타 당성을 입증하기 위해서는 SPSS 14.0K를 이용하여 탐 색요인의 분석을 실시하였다. 연구 모형의 모든 인과 관계의 경로계수를 동시에 측정하기 위해서는 구조 분석 방법을, 타당성 평가를 위해서는 AMOS 7.0의 측정 모 형을, 그리고 자료 분석을 위해서는 기술적 통계, 빈도 분석, 크론바하 알파를 이용한 신뢰도 분석과 요인 분 석법을 이용하였다. 가설을 검증한 결과, 매개변수인 만 족도에 가장 큰 항목을 차지하는 항목은 화훼장식의 스타일과 구성이었으며, 그 다음으로는 화훼장식의 조 화와 색감이었다. 그리고 서비스와 가격은 만족도에 정의 영향을 미쳤으나 접근성과 시설은 만족도에 영향을 미 치지 않았다. 결과적으로, 돌잔치의 기획 및 연출을 위 해서는 화훼장식이 가장 중요한 변수라는 것을 의미하는 한편, 이 중요 변수를 잘 활용하면 고객의 만족도가 증 가하게 되고 만족도가 증가하게 되면 재방문 의도가 향상된다는 것을 의미한다.

The purpose of this study was to investigate how comparative menu price, human service, amenity, and menu quality affected menu value, and how menu value influenced revisit intention. The model was tested in a family restaurant setting using a sample of customers visiting and enjoying menu in Daegu metropolitan city. Empirical results confirmed that not only do human service, amenity and menu quality increase menu value but that comparative menu price reduces menu value. Menu value was also found to be a significant antecedent of revisit intention. The results obtained have major implications for family restaurant marketers as well as for future research. First, family restaurant marketers should pay attention to menu pricing, as menu price decreased menu value. Second, family restaurant marketers should try to increase menu value through training of human service. Third, family restaurant marketers should try to add menu value by way of recruiting high-skilled cook. Fourth, family restaurant marketers should make efforts to attract customers through interior design.

This study identified the impact of the service quality of local food stores on customer satisfaction and revisiting intention of the customers as the interest into local foods is increasing. The main outcomes are as follows: First, many of the respondents said that they use the local food stores based on the trust in the origin of the products and good quality. Second, reliability and validity were suitable for factor analysis and the correlation had a positive (+) directivity. Third, reliability, assurance, empathy and tangibles were analyzed to have a positive (+) impact among the 5 aspects of service quality except for responsiveness. Fourth, customer satisfaction had a positive (+) impact on the intention to revisit the local food stores, and reliability, assurance and empathy had a positive (+) impact on revisiting intention at the statistical significance level except for responsiveness and tangibles among the 5 service quality aspects. Therefore, it is thought to be required to keep having interests into service quality to gain a competitive edge as a sustainable management system since the service quality of local food stores has impacts on customer satisfaction and intention to revisit.