패밀리레스토랑의 마케팅 활동에 대한 여성고객의 인지, 매력, 만족에 관한 연구

A Study on Awareness, Attraction, Satisfaction of Women Customers in Family Restaurant Marketing Activity

This study performed a analysis of customer purchasing behavior in family restaurant. The type of family restaurant marketing activity was classified to free gift promotion, special menu promotion, discount promotion, membership program, coupon, co-marketing promotion were assumed to stimulus. The awareness of stimulus and exposure, attention, comprehension process was assumed to attraction and the contribution of stimulus was assumed to satisfaction on this study. A sample of study is assigned women customers are core customer group not family restaurant but all of industry. The study has showed co-marketing is the most outstanding marketing activity in family restaurant all of aspects and the awareness and attraction of co-marketing is higher than satisfaction. A result of t-test for awareness and attraction of discount and coupon promotion is attended. Attraction of them is higher than awareness. But satisfaction of them is lower than attraction means that family restaurants should makes an effort to develop the customer satisfaction to ensure customer loyalty through the discount and coupon promotion. On one-way ANOVA of awareness, attraction and satisfaction by age, discount and coupon promotion is related to it Speciality as low age as sensitive in awareness, attraction, satisfaction of discount promotion.