디지털융복합연구 (Journal of Digital Convergence)

  • 제20권4호
  • /
  • Pages.111-117
  • /
  • 2022
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

패밀리레스토랑의 선택속성이 브랜드이미지와 재방문의도에 미치는 영향

Family restaurant's selection attributes are brand image, Effect on revisit intention

  • 서경도 (광주대학교 호텔외식조리조학과)
  • Seo, Gyeong-Do (Dept. of Hotel food service culinary arts, Gwangju University)
  • 투고 : 2022.03.23
  • 심사 : 2022.04.20
  • 발행 : 2022.04.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구에서는 패밀리레스토랑에 대한 고객들의 선택속성 요인과 브랜드 이미지와 재방문의도에 미치는 영향에 대하여 분석하였다. 구체적으로는 패밀리레스토랑의 하위요인인 브랜드, 매장, 가격이 고객들의 재방문의도에 미치는 가격, 매장/서비스가치, 브랜드가치, 음식이 미치는 영향과 재방문의도에 미치는 영향에 대해 살펴보았다. 본 연구에서 도출한 브랜드 이미지와 패밀리레스토랑 선택속성 4가지(가격 속성,매장/서비스 속성, 브랜드 속성 음식 속성)중 중요도에 가장 유의한 관계에 있는 선택속성은 패밀리레스토랑 매장의 청결 및 위생 상태와 패밀리레스토랑 매장의 음식의 메뉴와 질로 나타났고, 패밀리레스토랑 선택속성 4가지 중 필요도에 가장 유의한 관계에 있는 선택속성은 패밀리레스토랑 매장의 영양이 풍부한 음식의 인식, 패밀리레스토랑 매장의 음식의 맛과 영양성, 패밀리레스토랑 매장의 음식의 메뉴와 질로 나왔다. 따라서 패밀리레스토랑을 선택속성 중 가장 많은 영향을 미치는 가격속성과 매장/서비스 속성이라 할 수 있다. 이를 통해 향후 패밀리레스토랑 경영의 전략적인 방안을 통한 발전방안을 모색하는데 필요한 기초자료를 제공하고자 한다.

In this study, the factors of customers' selection attributes on family restaurants, brand images, and the effect on revisit intention were analyzed. Specifically, the effects of brand, store, and price, which are sub-factors of family restaurants, on customers' revisit intention, store/service value, brand value, food effect, and revisit intention were examined. Among the brand image and four family restaurant selection attributes derived from this study, the most significant selection attributes were the cleanliness and hygiene of family restaurant stores and the menu and quality of family restaurant stores. Therefore, it can be said that family restaurants are price attributes and store/service attributes that have the most influence among the selection attributes. Through this, we intend to provide basic data necessary to find development plans through strategic plans for family restaurant management in the future.

키워드

과제정보

This work was supported by the 2022 year Research Foundation of the GwangJu University. This Study was conducted by research funds from GwangJu University in 2022

참고문헌

  1. S. J. An, D. S. Park(2021). A Study on the Effect of Hotel Restaurant Selection Attributes on Customer Satisfaction and Hotel Restaurant HMR Product Purchase Intention. Culinary Science & Hospitality Research, 27(7), 89-109. https://doi.org/10.20878/CSHR.2021.27.7.009
  2. Y. G Ha, S. D. Kim(2014).The Effect of Hotel Company Customer Orientation on Customer Loyalty - Mediation Effect of Trust and Immersion-.Tourism Research,39(2),153-171.
  3. T. H. Yoon(2011). How self-consistency with hospitality brands affects consumer-brand relationship quality and consumer behavior. Hyang. Tourism and Leisure Research, 23(1), 299-316
  4. D. S. Shin(2006). A study on the effect of the perception of service recovery fairness of family restaurant customers on customer satisfaction, trust, and reuse. Journal of Service Management, 7(4), 29-57.
  5. H. J. Yu (2014). A Study on the Effect of Menu Selection Attributes on Customer Satisfaction According to Korean Restaurant Usage Characteristics, Journal of the Korea Academia-Industrial cooperation Society 15/7, 4229-4236.
  6. C. N. Jeong (2012). A Study on the Effect of Choice Attributes of Chinese Hangzhou Korean Restaurant on Satisfaction and Re-visitability. Sejong University Graduate School, 52-59.
  7. G. G. Bak, J. S. An & B. H. Gwon (2013). A Study on the Influence of Customer Satisfaction and Re-visit according to the Characteristics of Menu Choice in Chinese-Exported Korean Restaurants. Korea Food Industry Association, 9/2, 97-106.
  8. Lewis, Clarence I / 1923 / A Pragmatic Conception of the A Priori / The Journal of Philosophy 20 (7) : 169 ~ 177 dbpia logo https://doi.org/10.2307/2939833
  9. J. S. Hwang, Y. G. Choi, S. H. Hwang(2011).A Study on Market Segmentation According to Family Restaurant Selection Attributes Using Decision Tree Analysis. Tourism and Leisure Research, 23(7),225-241.
  10. S. Y. Cho(2017) Effect of role stress of franchise restaurant employees on job satisfaction and turnover intention. Tourism Research Journal, 31(11), 211-224
  11. Keller, J. M(1983). Motvational design of instruction. In C. M. Reigeluth(Ed), Instructional-design theories and models:An overview of their current status. Hillsdale, NJ: Lawrence Erlbaum Associates.
  12. D. I (2017). The Effect of Korean Restaurant Choice Attributes and Service Quality on Customer Satisfaction and Loyalty Recognized by Chinese Visitors to Gyeongju. Graduate School of Dongguk University, 53-61
  13. I. S. Yeo & A. J. Lee (2016). Effects of the Choice Attributes of Korean Restaurants on Customer Satisfaction and Loyalty according to the Motives of Visit. Journal of the Korean Association of Food Industry, 12/2, 95-112.
  14. Y. M. Kim, S, S, Kim(2019).A Study on Factors Affecting Medical Tourism in Korea - Focusing on Chinese Medical Tourists. Journal of Convergence Information, 9(8), 102-109.
  15. H. M. Im (2015). Effects of Satisfaction on the National Image and Behavioral Pattern of Korean Restaurant Choice Attributes : For foreigners who have experience using Korean restaurants abroad. Hotel Tourism Research 17/3, 1229-3482.
  16. H. S. Baek (2013). A Study on the Effect of Well-being Selection Attributes in Korean Restaurants on the Intent of Revisit and the Old Testament. Master's Degree in Tourism at Kyonggi University.
  17. G. Y. Sin (2018). A Study on the Promotion of Tourism Productivity of Traditional Buddhist Food with IPAI. Master's Degree at Kyonggi University, 71-76.
  18. J. H. Gwon, N. G. Lee & T. G. Hwang (2016). A Study on the Influence of CSR Activity on Customer Loyalty in Food-and-Food Companies. Franchise Management Research, 7/22, 15-25.
  19. Y. J. Jeon & Y. G. Bak (2017). A study on the impact of brand assets of restaurant franchises on customer satisfaction and customer loyalty. Hotel Management Research 26/4, 191-205.
  20. U. S. Bak & G. M. Song (2015). A Study on the Customer Behavior of Food Franchise Brand Recognition. Tourism Leisure Research 27/11, 343-357.
  21. H. J. Gim (2007). A Study on the Influence of the Brand Expansion Strategy on the Image of the Restaurant Company. a master's degree at Kyonggi University
  22. S. Y. Jo (2017). Effects of Rojas Consumption on the Choice Attributes and Purchasing Behavior of Bakery Stores. Master's degree at Gwangju University, 62-66.
  23. E. Y. Lim, S. G. Lee.(2018). The Effect of Organizational Fairness and Empowerment on Customer Orientation -For small and medium-sized media workers-. Journal of Convergence Information, 8(1), 291-300.
  24. G. G. Lee, S. G. Lee(2019).The Effect of Consumption Value and Corporate Shared Value Creation Activities on Purchase Intention - Focusing on Outdoor Brands-. Journal of Convergence Information, 9(1), 105-115.