Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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A Study on the Influencing Factors of Intention of Revisit in Fast Food Restaurant Visitors

패스트푸드 레스토랑 이용객의 재방문 의도 영향 요인에 관한 연구

  • Kim, Seog-Jun (Dept. of Food Service & Restaurant Management, Dong-Eui University) ;
  • Jeong, Kwang-Hyeon (College of International Hospitality Management, Lyceum of the Philippines University) ;
  • Cho, Yong-Bum (Dept. of Food Service & Restaurant Management, Dong-Eui University)
  • 김석준 (동의대학교 외식산업경영학과) ;
  • 정광현 (필리핀라이세움대학교 환대산업대학 관광경영과) ;
  • 조용범 (동의대학교 외식산업경영학과)
  • Published : 2008.06.30
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Abstract

The objective of this study is to examine how the factors influence each other by determining the appropriate measurement standard in fast food restaurants based on the evaluation of attributes, perceived pricing, value, satisfaction and intention of revisit, and present an effective marketing strategy for fast food restaurants based on the analytical results by patrons and market segmentations. The study surveyed 195 subjects and processed the result using SPSS for Win. V. 12.0. For statistical analysis, Frequency, Factor Analysis, Reliability Analysis, and Regression Analysis were put into operation. As a result of the Factor Analysis of the evaluation of attributes, 3 factors have been extracted. The results showed that restaurant attribution evaluation had a positive effect on the perceived value($R^2adj=0.357$, p=0.000), satisfaction($R^2adj=0.346$, p=0.000) and intent of revisiting($R^2adj=0.389$, p=0.000); perceived pricing had a positive affect on the perceived value($R^2adj=0.464$, p=0.000), satisfaction($R^2adj=0.113$, p=0.000) and intention of revisit($R^2adj=0.276$, p=0.000); perceived value had a positive affect on satis-faction($R^2adj=0.327$, p=0.000) and intention of revisit($R^2adj=0.515$, p=0.000); and satisfaction had a positive affect on intention of revisit($R^2adj=0.442$, p=0.000).

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