Journal of Applied Tourism Food and Beverage Management and Research (한국관광식음료학회지:관광식음료경영연구)
- Volume 12 Issue 1
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- Pages.37-56
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- 2001
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- 1598-0871(pISSN)
A Study on Difference of Relationship Marketing Factors by Type of Restaurants
외식업체 유형별 관계마케팅 활동 요인의 차이에 대한 연구
Abstract
This study was to examine what factors of Relationship marketing are in Korean, Chinese, Japanese, and American. The seven factors of relationship marketing consist of facilities/atmosphere, convenience, level of factors, customer-contact service, communication service, relevance of price, customer benefits. The empirical results and implications are as follows. First, the facilities/atmosphere, relevance of price in Korean restaurants convenience, level of food in Chinese customer-contact service, level of flood in American restaurants were high. Second, among activities of relationship marketing, facilities/atmosphere, convenience, level of food, relevance of price were significant higher in Korean restaurants than in others, and customer-contact service, communication a7vi7e, customer benefits were significant higher in American restaurants than in others.