A Study on Open Innovation and Performance of New Product Development

음식점 콘셉트와 스토리텔링에 의한 고객의 재방문에 관한 연구

  • Park, Ji Soo (School of Tourism and Distribution Management, Kyung Hee University)
  • 박지수 (경희대학교 대학원조리외식서비스경영학과)
  • Received : 2016.01.27
  • Accepted : 2016.07.07
  • Published : 2016.07.31


This study analyzed the customer's revisit concepts and storytelling by restaurant customers to identify the elements that can attract the attention of customers. The restaurant concept or advertising, restaurant decor will also have to change to emphasize the comparative advantage of the features in the menu of a restaurant or other restaurants / service that tells a story. Membership cards or money, or the same convenience and use of the restaurant non-monetary 'transition cost' can compensate for the negative emotions and low satisfaction level of restaurant customers and help them choose to revisit the restaurant. Therefore, if such a transition takes full account of the effects of the cost to the customer, it can be used as an effective means. In class restaurants, such as the food and customer service, the increased levels of the restaurant atmosphere and empirical elements, such as store concept and physical environment, can improve the positive consumer sentiment, strengthen the customer satisfaction and have a positive effect on the customers' revisit intention. It is also important to improve the level of visual texture using light. In addition, positive consumer sentiment can be induced using the store concept, the physical environment, and experiential elements. In other words, membership cards, mileage points, and various financial and non-financial inducements as a marketing tool will have a positive impact on the customer's revisit intention.


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