Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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A Study on Market Segmentation of American Family Restaurants Based on Relational Benefits

관계혜택에 따른 미국 패밀리 레스토랑의 시장세분화에 관한 연구

  • Received : 2014.07.01
  • Accepted : 2014.08.15
  • Published : 2014.08.31
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Abstract

The purposes of the study are to segment the American family restaurant market based on relational benefits and to compare each group's demographics, dining characteristics, relationship quality(consumer identification, switching costs, satisfaction, commitment), and relational outcomes(positive word-of-mouth intentions and share of purchases). 510 responses were collected from American family restaurant customers and analyzed using frequency analysis, EFA, reliability test, cluster analysis, MANOVA, discriminant analysis, chi-square test, and ANOVA. The results of the study found three different types of relational benefits: confidence, special treatment, and social benefits. The results of cluster analysis identified three market segments, namely, high relational benefits consumers, medium relational benefits consumers, and low relational benefits consumers. The three groups were different in terms of age(p<0.05) and level of education(p<0.05). In addition, high relational benefits consumers showed a higher level of relationship frequency(p<0.001), relationship quality(p<0.001), and relational outcomes(p<0.001), followed by medium and low relational benefits consumers. Overall, the results indicated that family restaurants need to deliver excellent relational benefits to customers in order to achieve desired relationship quality and relational outcomes. Managerial implications were provided.

본 연구는 관계혜택에 따라 패밀리 레스토랑의 시장을 세분화하고 각 세분시장 간의 인구통계학적 특성, 레스토랑 방문행태, 관계의 질, 관계성과에 차이가 있는지를 살펴보는데 그 목적이 있다. 이를 위해 미국 내 패밀리 레스토랑 고객을 대상으로 얻은 총 510부의 자료를 빈도분석, 요인분석, 신뢰도 분석, 군집분석, 다변량 분산분석, 판별분석, 교차분석, 일원배치 분산분석을 통해 분석하였다. 요인분석 결과 확신적, 특별대우, 사회적 혜택 등 세 개의 관계혜택요인을 도출하였으며, 군집분석 결과 관계혜택의 정도에 따라 '높은 관계혜택 소비자,' '중간 관계혜택 소비자,' '낮은 관계혜택 소비자'의 세 개의 세분시장이 도출되었다. 세 개의 세분시장그룹은 연령(p<0.05)과 교육수준(p<0.05)에 차이가 있었다. 또한 관계혜택을 높게 인식하는 소비자일수록 레스토랑의 방문빈도(p<0.001), 관계의 질(p<0.001), 관계성과(p<0.001)가 보다 높게 나타났으며, 그 뒤를 중간 관계혜택 소비자, 낮은 관계혜택 소비자 순으로 높게 인식하는 것으로 나타났다. 결과적으로 패밀리 레스토랑은 높은 관계의 질과 관계성과를 얻기 위해 고객들에게 높은 관계혜택을 제공해야할 것이다. 이에 대한 실무적인 시사점을 제시하였다.

Keywords

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