Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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The Influence of Service Marketing Mix on Eating-out Customers' Perceptions Values(Focused on Family Restaurants in Seoul)

패밀리레스토랑의 서비스마케팅믹스가 외식고객의 가치에 미치는 영향 (서울지역의 패밀리레스토랑을 위주로)

  • Published : 2009.06.30
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Abstract

The purpose of this study was to investigate the influence of service marketing mix on customers' perceptions of values at family restaurants in Seoul. Frequency analysis, ANOVA, reliability analysis, factor analysis, multi-regression analysis were employed to analyze the data. First, perceptions for items such as food (p<.001), price (p<.001), process (p<.001), and employees were significantly different with regard to monthly spending money, and food (p<.001), physical evidence (p<.001), and employees (p<.001) were also significantly different by partner. All of the mixes (food, price, place, employees p<.001; promotion, process, physical evidence p<.05) had positive influences on the customers' monetary and overall values. And the mixes of place p<.001; price and employees p<.01; and food, process and physical evidence p<.05 negatively affected non-monetary values, whereas promotion had a positive influence. As a result, we conclude that the service marketing mix is an efficient marketing tactic to remove intangible factors from restaurant businesses. Likewise it is highly recommended that food-service companies manage the marketing mix in a customerfriendly manner to minimize the negative characteristics of services toward customers, and to promote the customer appreciation of family restaurants.

Keywords

References

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