• The Journal of the Korea Contents Association
• /
• v.15 no.7
• /
• pp.520-530
• /
• 2015

This study aimed to research the mediating effects of customer satisfaction on the relationship between marketing mix activities and brand loyalty in chicken restaurant. This study intended (1) to analyze the factors of marketing mix activities in chicken restaurant, (2) to research the effect of marketing mix activities on brand loyalty, (3) to research the mediating effects of customer satisfaction on the relationship between marketing mix activities and brand loyalty. Data were collected from undergraduates who visited the nationwide chicken restaurants by face-to-face interview. The questionnaire was distributed of the 400 copies and used 331 in the analysis. The results of this study revealed that (1) the factors of the marketing mix activities were price, promotion, place and product, (2) product only had significant influence on brand loyalty, (3) the effect of product on brand loyalty was significant influence by mediating effect of customer satisfaction.

• Proceedings of the Korea Contents Association Conference
• /
• 2005.05a
• /
• pp.295-299
• /
• 2005

The object of this study is the business form between the consumer and the enterprise having a rapid growth nowadays. We classified enterprises' characteristic factors in internet shopping mall into product's characteristic factors on shopping mall, characteristic factors of the system on shopping mall and characteristic factors of the interaction between customers and shopping mall in the internet shopping mall. And then we investigated how these classified characteristic factors on shopping mall could influence on customer loyalty.

• Journal of Distribution Research
• /
• v.5 no.2
• /
• pp.69-90
• /
• 2001

This study is to confirm how customers relationship-orientation toward the focal company has been constructed by what factors. The major factors are including the level of customer satisfaction and four components of transaction-characteristics like efficiency of decision making, inertia of decision making, information-seeking in store, and perceived risk. For testing of the hypotheses, customer survey has been conducted at four department stores and three discount stores in the Bundang Area. The sample size is 494. The result of the survey has indicated that customers relationship-orientation is influenced by customer satisfaction, efficiency of decision making, and inertia of decision making, but not by information-seeking in store and perceived risk. Further research has been needed for solving these conflicting results.

• The Journal of the Korea Contents Association
• /
• v.10 no.2
• /
• pp.433-443
• /
• 2010

This study aimed understanding the effects of brand image about a wine bar on guest behaviors. A data was collected from individuals who visited wine bars in Seoul, Korea. This study intended (1) to identify the dimensions of brand image about a wine bar by factor analysis, (2) to analyze the dimensions of guest loyalty and revisit intention. This study also examined 1) the effects of brand image about a wine bar on guest satisfaction, loyalty, and revisit intention, 2) the effects of guest satisfaction on guest loyalty and revisit intention, and lastly, the effect of guest loyalty on revisit intention. The results of this study revealed that (1) positive effects were found between the brand image about a wine bar and some dimensions of guest satisfaction, (2) positive effects were observed between the brand image about a wine bar and some dimensions of revisit intention, (3) the brand image about a wine bar had partially positive effects on guest loyalty, (4) guest satisfaction had a positive relationship with revisit intention, (5) guest satisfaction had a positive relationship with loyalty, and (6) positive relationship existed between loyalty and revisit intention.

• Proceedings of the KAIS Fall Conference
• /
• 2004.06a
• /
• pp.331-334
• /
• 2004

외식산업은 국민경제의 발전에 따른 가처분 소득 증가, 여가시간의 증대, 맞벌이 세대의 증가, 핵가족화 등의 성장원인으로 국민의 의식형태의 변화에 따라 수많은 외국 브랜드의 레스토랑이 국내에 진출하여 경쟁이 심화되어 있다. 외국계 레스토랑의 국내 진출은 의식 서비스 품질의 중요성을 인식시켜주는 계기가 되었으며, 고객만족은 그 어떤 무엇보다도 중요한 기업활동의 목적으로 여기는 계기가 되었다. 이러한 점을 감안하여 본 연구는 패밀리 레스토랑을 이용하는 고객들의 만족영향요인으로서 서비스 품질을 선행요인으로 하여 고객만족과 사후에 전개되는 행동과의 관계를 구조적으로 측정하였다. 그리고, 가장 취약한 점을 찾은 후 그 점을 가장 잘 보완할 수 있고, 고객과의 관계를 더욱 친밀히 할 수 있는 새로운 서비스의 타당성을 측정해 보았다. 새로운 서비스로써 지금까지 각 테이블당의 호스트 개념을 고객관리를 함께 하도록 호스트들에게 더 많은 권한을 이양해 주어, 개개인의 호스트라는 느낌을 가져서 타 패밀리 레스토랑보다 특별한 고객으로 대한다는 것을 느낄 수 있게 한다면 통계적으로 살펴봤던 반응성과 공감성 요인의 취약함을 오히려 강점으로 만들 수 있다는 결론이 도출되었다.

• The Journal of the Korea Contents Association
• /
• v.18 no.6
• /
• pp.204-216
• /
• 2018

This study explored the factors that decided to choose buffet restaurant. We have identified and recently, developed event factors that are of increasing importance. The event factor demonstrated the relationship between customer satisfaction and behavioral intention. As a result, the event factors had a positive effect on customer satisfaction and behavioral intention. In this study, event factors were derived and measurement questions were developed using semiotic analysis. The developed measurement questions were tested and surveyed to demonstrate the scale.

• Journal of Digital Convergence
• /
• v.18 no.6
• /
• pp.197-208
• /
• 2020

Social enterprises are entities to pursue solving societal problems with maintaining commercial viability. In order for a social enterprise to achieve commercial viability, it must be able to provide products that consumers can satisfy, to make social enterprise trustable, and to establish a lasting relationship with customers. This study suggests that perception of value congruence, price fairness and service quality will affect customer performance such as trust, satisfaction and customer loyalty. And this structural relationship was confirmed through structural equation modelling. The empirical results show that customer trust and satisfaction can be improved when the value congruence is high and service quality is high. Meanwhile, the perception of price fairness has a negative effect on customer trust. However, considering the influence of price fairness on customer satisfaction, the total effect of price fairness on trust is not significant. This result implies that customers are less sensitive to social enterprise product prices than general companies. And customer satisfaction for the social enterprise is positively affecting trust and loyalty, and customer trust is also positively affecting customer loyalty. After the empirical analysis, this study suggests implications for social enterprises to improve customer performance and secure commercial viability.

• Culinary science and hospitality research
• /
• v.16 no.1
• /
• pp.152-164
• /
• 2010

This study helps to understand menu quality and find out management strategies in the seafood buffet restaurant business. The major objective of this study is to analyze how menu quality affects customer satisfaction through customer value. It also provides preliminary data for improving seafood buffet restaurants in the rapidly changing circumstances of the restaurant business by establishing strategies for high quality menu. The result of the study shows that menu quality(taste, nutrition, freshness) was directly related to customer value, which positively affected customer value. Especially, taste was the most influential factor. Moreover, customer value had a positive effect on customer satisfaction. This result means that such menu quality factors as taste, nutrition, and freshness should be considered in order to satisfy each customer.

• Proceedings of the Korean DIstribution Association Conference
• /
• 2005.02a
• /
• pp.125-158
• /
• 2005

This study tried to identify major factors which determine repurchase intentions. We consider customer satisfaction, service quality, switching cost and consumption emotions which are recently proposed in the related literatures. To test them empirically, we collected 374 questionnaires among 620 from corporate customers of major banks and 112 from employees of a major bank in corporate banking and analyzed them by LISREL 8.12.. The result of this study can be summed up as follows. First the most important determinant factor in repurchase intentions is customer satisfaction. Second, it is desirable to measure service quality not only in terms of 'process service quality', a process of service delivery to customers, but also 'outcome service quality', what customers receive from services or from service providers. Third, positive consumption emotions have positive influence upon customer satisfaction, negative consumption emotions have negative influence upon customer satisfaction and repurchase intentions. Fourth, switching cost, even though small in its influence, has been proved to be antecedent in repurchase intentions along with customer satisfaction and negative consumption emotions. As precedents in customers' repurchase intentions, customer satisfaction and process service quality are revealed to exercise the biggest influences. Also, positive consumption emotions, negative consumption emotions, outcome service quality and switching cost can be used as determinants in predicting corporate customers' repurchase intentions.

• The Journal of the Korea Contents Association
• /
• v.5 no.4
• /
• pp.45-53
• /
• 2005

The rapid diffusion of using internet and technical development becomes a driving force creating and developing the industries based on internet and made up an electronic commerce market which is a new form of business market. The object of this study is the business form between the consumer and the enterprise having a rapid growth nowadays. We classified enterprises' characteristic factors in internet shopping mall into product's characteristic factors on shopping mall, characteristic factors of the system on shopping mall and characteristic factors of the interaction between customers and shopping mall in the internet shopping mall. And then we investigated how these classified characteristic factors on shopping mall could influence on customer loyalty.