Culinary science and hospitality research (한국조리학회지)
- Volume 12 Issue 2 Serial No. 29
- /
- Pages.73-87
- /
- 2006
- /
- 2466-0752(pISSN)
- /
- 2466-1023(eISSN)
Effects of Recommendation Selling in Family Restaurants on Customer Attitudes, Customer Satisfaction, Customer Purchase Decision Making
패밀리 레스토랑의 메뉴 권유 판매가 고객 태도, 만족, 구매 의사 결정에 미치는 영향
- Lee, Yeon-Jung (School of Tourism Studies, Gyeongju University) ;
- Ju, Hyun-Sik (School of Tourism Studies, Gyeongju University)
- Published : 2006.06.30
Abstract
The purpose of this study is to investigate if recommendation selling (methods of recommendation selling, a key word used for recommendation, and employee attitude) influences the customers' menu decision. The results of the study are as follows: 'Menu picture' and 'explanation by word' among the tools used by employees for recommendation were found to influence customers' menu decision. The words such as 'new menu' and 'special only today' used by employees for recommendation were found to influence customers' menu decision. Employees' attitude elements such as 'interesting explanation', 'dressed up tidy', 'strong intention', and 'patience' were found to influence customer's menu decision. 'Recommendation selling' in the food and beverage industry means 'employees help customers make a good decision on food and beverage service'. This study makes an important contribution to the food industry in terms of providing substantial marketing strategies.