Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지

A Selection Attributes' Importance-Satisfaction Study for the Hotel and Independent Buffet Restaurants

호텔 뷔페레스토랑과 독립 뷔페레스토랑 선택속성의 중요도와 만족도에 관한 연구

  • 정지은 (가천대학교 관광경영학과) ;
  • 김정아 (가천대학교 관광경영학과)
  • Received : 2016.05.04
  • Accepted : 2016.06.12
  • Published : 2016.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to suggest management strategies for both upscale hotel buffet restaurants and independent buffet restaurants by conducting an IPA(Important-Performance/satisfaction Analysis) on the selection attributes for buffet type restaurants. Additionally, the effects of the selection attributes' satisfaction on the "intention to recommend" was tested. Surveys were conducted from April 15th through May 4th, 2016 by using both SNS and off-line surveys of consumers with buffet restaurants dining experiences within the previous year, of which a total number of 160 questionnaires were used for the statistical analysis. The result showed a few different selection attributes in each quadrant; additionally, food quality and menu had positive effects on the "intention to recommend" for hotel buffet restaurants, while food quality was the only selection attribute with positive effects for independent buffet restaurants. Based on the results of the study, it can be suggested for the hotel buffet restaurants to constantly develop new and unique menu items to lead the needs of the fast changing consumers of today instead of focusing on the premium characteristics of upscale hotels and their brand names. In addition, offering a variety desserts seems to be something to re-consider for both types of buffet restaurants.

본 연구는 호텔 뷔페레스토랑과 독립 뷔페레스토랑 이용객을 대상으로 뷔페레스토랑 선택속성 중요도-만족도 분석과 만족도가 추천의도에 미치는 영향력을 분석함으로써 호텔 및 독립 뷔페레스토랑의 마케팅 전략 수립의 기초를 제공하는데 목적을 두었다. 따라서 호텔 뷔페레스토랑과 독립 뷔페레스토랑을 이용한 경험자를 대상으로 2016년 4월 15일부터 5월 4일 기간 동안 SNS 설문과 대면 설문을 병행실시하였으며, 독립 뷔페레스토랑 86부, 호텔 뷔페레스토랑 82부를 회수하였으며, 부적절한 설문지 8부를 제외한 나머지 설문지 160부를 유효표본수로 분석하였다. 연구결과, 4분면에 나타난 선택속성이 호텔과 독립 뷔페레스토랑에서 차이를 보였으며, 또한, 선택속성에 대한 만족도가 추천의도에 미치는 영향에 대한 분석에서는 호텔 뷔페레스토랑은 음식의 품질과 메뉴가 정(+)의 영향을 미치는 것으로 나타났으며, 독립 뷔페레스토랑은 음식의 품질만 정(+)의 영향을 미치는 것으로 나타났다. 이러한 결과로 비추어볼 때 호텔 뷔페레스토랑이 호텔이라는 프리미엄과 브랜드만이 아니라, 뷔페레스토랑의 변화에 맞추어 지속적인 메뉴 개발과 호텔의 장점을 살릴 수 있는 전략을 개발하여 고객들의 니즈를 주도해 나가야 할 것이다. 또한, 다양한 디저트 제공을 다시 고려해 볼 필요도 있어 보인다.

Keywords

References

  1. 원융희 (1992). 현대호텔식당경영론. 대왕사, 서울.
  2. 황혜성 (1980). 조선조 궁중음식. 사단법인연구원, 22-24.
  3. Cho JM (2012). A Study on the Important and Satisfaction of Customer's Selection Attribute for Concentrated on Permanent Buffet Restaurant. MA. Thesis, Kyonggi University Graduate School of Tourism Hospitality.
  4. Jang IH (2012). Study on Important Attributes and Satisfaction Factors of Customers using the Deluxe Hotel's Buffet Restaurant-Focused on relationships between usage Motivation, Selection Attributes and Behavioral Intentions. Ph. D. Thesis. Graduate School Woosong University.
  5. Jeon HJ (2013). Study on the effect of value perception about menu selection attribute of restaurants in Jeon-ju Han-ok village on customer repurchase intention and switching intention. Tourism Studies 28(4):419-436.
  6. Jung MB (2009). Impact of Hotel Buffet Restaurant's Physical Environment on Both Emotional Reaction and Perceived Service Quality as Well as its Image. Ph. D. Thesis. The Graduate School of Sejong University.
  7. Kim HC, Ko BS (2012). A Segmentation study of hotel banquet customers based on menu selection attributes. Northeast Asia Tourism Research 8(2):55-75.
  8. Kim HM (2000). A Study on Menu Services Designed for Effective Management of Hotels' Buffet Restaurants. Master's Thesis. Taegu University Graduate School of Social Welfare Development.
  9. Kim JR (2006). A Study on the Revisit Intention by Means of the Customer's Satisfaction in Buffet Restaurant Based on the Diachronic Study of the Customer's Satisfaction. Master's Thesis. Han-Yang University Graduate.
  10. Kim KY, Kim SJ (2000). A study on restaurant menus evaluation factors in hotel. Korea Journal of Culinary Research 6(1):25-55.
  11. Kim YG, Hong JS (2009). Market segmentation in family restaurant customers' by using the Q methodology. Journal of Foodservice Management 12(5): 229-248.
  12. Lee CS (2009). A Comparative Analysis on Purchase Behavior in Japanese Restaurant and Hotel Japanese Restaurant. Master's Thesis. Chodang University. The Culinary Art Graduate School of Industry.
  13. Lee JR (2002). A study on ghe family restaurant choice attributes-used by index and type of MBTI psychological preference. Korean Journal of Culinary Research 8(3):21-37.
  14. Lee JH (2004). A Study on the Menu Quality of Hotel Buffet: Focus on Buffet of First-grade Hotel Located in Gyeongju. Master's Thesis. The Graduate School of Gyeongju University.
  15. Lee KH (2008). A Comparative Study of the Differences in the Selection Factors Regarding Buffet Restaurant-Hotel Buffet Restaurants Vs (General) Buffet Restaurants. MA.(MS.) Thesis. Kyonggi University Graduate.
  16. Lim JW, Kim DH, Cho YB (2015). Effects of importance factors of hotel banquet buffet menus on customer satisfaction and loyalty. Korean Journal of Culinary Research 21(4):29-41.
  17. Min KH (2013). A study on the menu selection factors of an Italian restaurant on satisfaction. Korean Journal of Culinary Research 19(4):243-255.
  18. Moon JH (2002). A study on the selecting attributes of hotel restaurants. Journal of Hospitality and Tourism Studies 10:161-183.
  19. Park JH, Lee AL (2013). The study about the effect of selection property for hotel buffet restaurant on consumption emotion and behavioral intention-Forcusing on premium grade 1 hotels. Journal of Tourism Management Research 54:201-220.
  20. Suh SW (2012). The Effects of Menu Selected Attribution of Hotel Buffet Restaurant on Customer Satisfaction and Revisit Intention. Master's Thesis. Kyonggi University Graduate.
  21. Suh SW, Ryu ES (2015). The effects of menu selected attribution of hotel buffet restaurant on customer satisfaction and revisit intention. Journal of Tourism Management Research 19(4):181-201. https://doi.org/10.18604/tmro.2015.19.4.9
  22. Woo MH (1992). A study on the way to promotion of buffet restaurant. Journal of Tourism and Leisure Research 4:66.
  23. Yoo HW (2015). The Effects of Selection Attributes of Korean Cuisine Buffet Restaurants on Perception Value and Relationship Orientation. MA.(MS.) Thesis. Kyonggi University Graduate.
  24. Bonnie J Knutson (1989). Frequent travelers: Making them happy and bringing them back. The Cornell H.R.A. Quarterly 29(1-May):83-87.
  25. Picrre Filiatrault, Brent Ritchie JR (1998). The impact of situational factors on the evaluation of hospitality service. Journal of Travel Research 26(4-spring):29-37. https://doi.org/10.1177/004728758802600406
  26. Kotler P (1999). Principles of Marketing. N.J.: Englewood Cliffs. Prentice-Hall. 631.
  27. Schroeder J (1985). Restaurant critics respood: we're doing our job. The Cornell H.R.A. Quarterly. 25(4):57-63.