A Study on the Customer's Selection Attributes for Japanese Chain Restaurants in Seoul.Kyunggi Area

서울.경기지역 일식체인 레스토랑의 선택속성에 관한 연구

  • Yun, Tae-Hwan (Dept. of Hotel Culinary, Dong U College) ;
  • Lee, Soo-Bum (Dept. of Culinary Science and Art, Kyung Hee University) ;
  • Yoon, Hye-Hyun (Dept. of Culinary Science and Art, Kyung Hee University)
  • Published : 2004.02.28

Abstract

The specific purposes of this study are that ; 1) to investigate the distinguished selection attributes on performance of Japanese chain restaurant according to general characteristics of the respondent ; 2) to find out relationships between selection attributes on performance for Japanese restaurant and customer's satisfaction Frequency analysis. one-way ANOVA, reliability analysis, factor analysis, multiple regression were used to analyze the data. Total 350 questionnaires were distributed and 312 were replied(89.14%). Selection attributes on performance for Japanese chain restaurant was divided into 7 factors. There are Factor1 'Store Image & Kindness', Factor2 'Sanitation & Taste', Factor3 'Approximation & Children's Menu', Factor4 'Delivery & Business Hours', Factor5 'Food Quantity & Korean Food', Factor6 'Service & Parking' Factor7 'Price & Publicity'. Monthly income, eating-out expense per once and type of companion have significant influences on selection attributes for performance. Customer's total satisfaction is significantly affected by selection attributes on performance. Factor7 'Price & Publicity' has the most significant influence on customer's satisfaction. We expect that the results can be used to provide basic information to plan marketing strategies, and take improved customer's satisfaction for Japanese chain restaurants.

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