Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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The Effects of Menu Price, Human Service, Amenity, Menu Quality on Menu Value and Revisit Intention

가격, 인적서비스, 분위기, 메뉴품질이 고객의 재방문의도에 미치는 메뉴가치연구

  • Yoo, Young-Jin (Department of Food Service Industry, Catholic University of Daegu) ;
  • Ha, Dong-Hyun (Department of Tourism management, Dongguk University)
  • 유영진 (대구가톨릭대학교 식품외식산업학부) ;
  • 하동현 (동국대학교 호텔경영학과)
  • Published : 2006.06.30
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Abstract

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.

Keywords

References

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