Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Effects of the Selecting Attributes of Medicinal Food on Recognition & Customer Satisfaction in Gyeongju Area

경주지역 주민들의 약선요리 선택속성이 인지도와 고객만족도에 미치는 영향

  • Hwang, Young-Jeong (Dept. of Food Service & Culinary Arts, International University of Korea) ;
  • Lee, Young-Joo (Dept. of Food Service & Culinary Arts, Changshin University)
  • 황영정 (한국국제대학교 외식조리학과) ;
  • 이영주 (창신대학교 외식조리학과)
  • Received : 2013.11.24
  • Accepted : 2014.06.10
  • Published : 2014.06.30
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Abstract

This study aims to analyze the effects of the selecting attributes of medicinal food on recognition & customer satisfaction in Gyeongju Area. For this study, the data was analyzed using SPSS WIN 20.0 for an empirical analysis. Moreover, the survey questions were sent out to 300 people and 256 questionnaires among them were returned for using the sample data. The results are as follows. First, the selecting attributes had a significant impact on the cognition of professionalism while they didn't on the cognition of health food. Second, the cognition of health food and the cognition of professionalism had a significant impact on satisfaction. Third, the service attribute had a significant impact on satisfaction while the nutrition attribute and the professionalism attribute didn't. Based on the results of this study, medicinal restaurants should provide professionalism, service, nutrition in order to enhance customer satisfaction and their competitive power in the restaurant market.

본 연구는 경주지역의 약선요리를 이용한 경험이 있는 소비자들을 대상으로 약선요리 선택속성이 인지도와 고객만족도에 미치는 영향을 분석하고자 하였다. 실증분석을 위해 총 300부의 설문지를 배부하여 부적절한 자료를 제외하고 총 256부의 자료를 본 연구의 표본자료로 사용하였다. 본 연구를 위해 자료처리는 SPSS WIN 20.0 통계패키지를 이용하여 분석하였다. 인구통계학적 특성을 살펴보기 위해 빈도분석을 실시하였고, 변수들의 신뢰성과 타당성을 분석하기 위해 신뢰도분석과 요인분석을 실시하였으며, 가설검증을 위하여 회귀분석을 실시하였다. 연구 결과 첫째, 선택속성은 인지보양과 인지전문성에 영향을 미칠 것이다의 가설검증 결과, 인지전문성에는 영향을 미치는 반면 인지보양에는 영향을 미치지 않는 것으로 나타났다. 둘째, 인지도는 고객만족도에 영향을 미칠 것이다의 가설검증 결과, 인지보양과 인지전문성이 고객만족도에 영향을 미치는 것으로 나타났다. 셋째, 선택속성은 만족에 영향을 미칠 것이다의 가설검증 결과, 서비스속성이 고객만족도에 영향을 미치는 것으로 나타났으나 영양속성과 전문성속성은 영향을 미치지 않는 것으로 나타났다. 따라서 본 연구의 결과를 토대로 다음과 같은 시사점을 도출하였다. 즉 약선요리 전문점의 고객만족도를 높이고 경쟁력을 강화하기 위해서는 약선요리 전문점들의 전문성이 강조되어야 하며 서비스와 영양적인 만족도를 충분히 제공해야할 것이다.

Keywords

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