Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Customer Loyalty and Perception Differences in Relational Benefit: Focusing on Restaurant Industries

외식고객의 충성도 분류에 따른 관계편익 지각 차이에 대한 연구

  • Kim, Hyungmin (Dept. of Hotel & Restaurant Management, Graduate School, Sookmyung Women's University) ;
  • Yoon, Jiyoung (Dept. of Le Cordon Bleu Hospitality Management, Culture and Tourism Division, Sookmyung Women's University)
  • 김형민 (숙명여자대학교 일반대학원 외식경영학과) ;
  • 윤지영 (숙명여자대학교 문화관광학부 르꼬르동블루 외식경영전공)
  • Received : 2017.11.13
  • Accepted : 2018.01.08
  • Published : 2018.01.31
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Abstract

The purpose of this study was to overview the meaning of customer loyalty to segment customers based on their loyalty and to analyze the difference of loyal customers' perception of relational benefits in the restaurant industries. A self-administered questionnaire was distributed to 500 adults with dining experience at restaurants. Participants were given a brief description of loyalty and were made to choose a specific restaurant they felt loyal to and one with no loyalty. Attitudinal and behavioral loyalty were used in cluster analysis resulting 4 cluster groups. Each group was named true, spurious, latent, and low loyalty. After the groups were separated, ANOVA was used to see if the score of perceived relational benefit showed difference. All four relational benefit including social, psychological, economic, and customization benefit showed significant difference(p<.001). True loyal customers perceived relational benefit as the highest while low loyal customers showed the lowest. For latent and spurious loyal customers, it was found that latent loyal customers showed higher perception than spurious customers.

Keywords

References

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