• Culinary science and hospitality research
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• v.19 no.1
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• pp.42-56
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• 2013

This study showed that a sales executive officer, a founder of foodservice, and marketing methods and activities influence the duration of business and business performance. The hypotheses of the study are as follows. First, a foodservice business will influence marketing management. Second, marketing management will influence business performance. Third, founding a foodservice business influences business performance. Fourth, marketing management will influence the duration of business. Fifth, business performance will influence the duration of business. As a result, all the hypotheses are adopted. Consequently, business methods such as marketing activities and costs should be continually studied to improve management, and founders and managers should invest in marketing management in various ways.

• Journal of the Korean Society of Food Culture
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• v.24 no.1
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• pp.58-68
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• 2009

This study examines the impact of the perception that employees of contract foodservice management companies have of internal marketing on service quality. Questionnaires were delivered to 291 employees employed in foodservice management companies. High perception item of internal marketing was 'value of formula education program' (3.36 points), whereas 'adequate allowance disbursement' (2.62 points) and 'various vacation benefits' (2.66 points) scored low. High service quality items for customers were 'kindness to customers' (3.89 points) and 'willingness to help customers' (3.89 points), whereas 'comprehension of customers' special requests' (3.63 point) and ['meeting customer expectations'] (3.64 points) scored low. The internal marketing conceived by employees of contract foodservice management companies has a positive influence on service quality. The most influential internal marketing variable to affect service quality was 'communication' followed by 'education/environment' and 'fringe benefits/[decisive] delegation'.

• Culinary science and hospitality research
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• v.3
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• pp.57-81
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• 1997

Recently foodservice industry marketing environment changes rapidly and the qualitic change of demand is accelerated from high growth phase to low growth on industrial environment. To actively competely with the foreign brands that runs with the developed management skills and enough fund, the domestic should classify the customers first and develop the menu. To introduce the modern management technique to pursue the management utility by establishing the market segmentation forcusing the target market and discriminating strategy of menu and service. The method of this study is focused on the changes of foodservice industrial environment and alternatives.

• Culinary science and hospitality research
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• v.10 no.1
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• pp.128-139
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• 2004

Korea goes on speedily an information-oriented world in the whole filed of society by diffusing the information-oriented education for the whole nation and the utilization of information. Consequently foodservice enterprise which is establishing their homepage in the web site for marketing purpose and direct application of restaurant management had been increased at recently for the restaurant's publicity, raising their image. The purpose of this study is to examine the feasibilities of internet application in the foodservice industry. Now the generation who most use the internet went into gear the generation of main consumers out of foodservice industry. Also teenagers who occupied the most portions of using internet are able to be the most important potential customer at present or in the near future. Therefore if marketing activity is recognized for this potential customer, it will be more effective than any other way to promotion.

• Culinary science and hospitality research
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• v.22 no.6
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• pp.132-144
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• 2016

This study reviewed previous researches about the competence selection of foodservice firms, and shows firm's performance model through the results. The study classified factors according to core competence, differentiation strategy, and management performance. Out of 400 survey responses from by the firm's executive and employees who had worked for over three years at the headquarters (sales, financial, marketing/plan, R & D, etc.), a total of 302 questionnaires were used for the final analysis due to missing values and biased responses (response rate: 75.5%). As the results of analyzing final research model of this study, it appeared that ${\chi}^2(df=170)=384.88$, ${\chi}^2/df=2.26$, GFI=0.90, NFI=0.92, CFI=0.95, RMSEA=0.07. The results indicated that the CEO leadership, organizational culture, and human resource competencies are a driving force in all aspects of competitive advantage differentiation strategies. In addition, the R & D innovation, service, and marketing differentiation strategies are positively related to performance. The results validate the fact that foodservice firms could reinforce strategic decisions through a variety core competencies and achieve continuous performance through competitive strategies.

• Culinary science and hospitality research
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• v.18 no.3
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• pp.58-71
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• 2012

The purpose of this study is to find the effect of cultural marketing on a corporate image and purchase intention in the foodservice industry. For this, a survey was carried out through a convenience sample of 300 people in their 20s and 60s, who have experience of using family restaurants located in Seoul area, from June 1 to August 30, 2011. The result of this study is summarized as follows. First, the effect of cultural marketing on a corporate image in the foodservice industry showed that cultural promotion and corporation have a statistically significant positive effect on a corporate image(p<.05). Second, the effect of a corporate image on purchase intention showed that a corporate image has a statistically significant positive effect on purchase intention(p<.001). Third, the mediating effect of a corporate image in the relationship between cultural marketing and purchase intention in the foodservice industry showed that a corporate image mediated partially in the relationship between cultural support, cultural direction, cultural corporation, cultural sales promotion, and purchase intention. From above-mentioned findings, the cultural promotion and corporation factors of cultural marketing in the foodservice industry had a positive effect on a corporate image. And the cultural promotion, direction and corporation factors had a positive effect on purchase intention in the foodservice industry. It suggests that cultural marketing could not only boost a positive corporate image but affect purchase intention, contributing to higher sales in the foodservice industry.

• Culinary science and hospitality research
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• v.16 no.3
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• pp.161-173
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• 2010

The foodservice industry should be customer-oriented and service-oriented because production and consumption occur simultaneously and sales depend on customers' participation in the foodservice industry. In this respect, it is faced with maintaining minimum human resources with efficient management systems and policies which employees can offer quality services. This study, therefore, aims to find out how internal marketing strategies affect conflict perception. The result of the study is as follows. Communication, service training, employee benefits and a reward system are generally important in the internal marketing. In particular, it is considered that employee benefits and a reward system based on finance are more important to employees than any other factor. Accordingly, companies should consider facilities offered to the employees, vacation and employee benefits. Also, it is shown that communication-obstacles take high proportion in the cause of conflicts and employee benefits in the internal marketing. This study showed the possibility of internal marketing used as a management method of human resources and a solution for resolving conflicts.

• Journal of the Korean Society of Food Culture
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• v.23 no.5
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• pp.572-581
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• 2008

The principal objective of this study was to determine how the internal marketing of the contract foodservice management company affects job satisfaction and organization immersion, as well as the influence of the satisfaction of internal customers (employees) has on job satisfaction and organization immersion, and the function as a preceding variable that improves service quality. T-test, ANOVA, and linear regression analysis was conducted to analyze the hypotheses of the study. The summary of study as per the result of this corroborative study is presented as follows: It was verified that internal marketing affects organizational immersion and the job satisfaction of employees, and job satisfaction plays a crucial role in organizational immersion. Moreover, it was also confirmed that the higher the internal marketing is, the higher the job satisfaction and organization immersion will be, thereby improving the service quality provided by employees. If enterprise regards employees as internal customers and constantly and efficiently conducts internal marketing activities such as internal communication, training, welfare, compensation, delegation of power, supporting the management, etc, the organizational immersion and job satisfaction of employees will be heightened, thereby enhancing loyalty and pride in the organization to provide services with better quality.

• Journal of the Korean Society of Food Culture
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• v.24 no.3
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• pp.286-294
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• 2009

The purpose of this study was to determine whether foodservice brand language localization affects consumer attitudes in terms of similar brand image recognition with an original brand. Many global foodservice companies have tried to modify their own brand identity according to local situations in order to attract more consumers. According to this study's results, consumers who similarly recognized both the original brand image and localization brand image tended to have greater purchase intention than those who did not recognize them similarly. In addition, when the original brand identity was changed to the local language, consumers more similarly conceived the original brand image and localization. And for local store marketing, foodservice companies should have a thorough marketing research plan since there can be difference results according to brand name recognition gaps or demographic characteristics. Original brand image similarity recognition by consumers affected their attitudes. In other words, the group that similarly recognized both the original brand company image and the localization brand company image tended to have greater purchase intention. Because brand language plays an important role in consumer attitudes with respect to recognizing a brand and distinguishing another brand, this study suggests that franchise foodservice companies have a local store marketing plan.

• Journal of the Korean Society of Food Culture
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• v.34 no.5
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• pp.567-576
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• 2019

The purpose of this study is to identify the impact of the performance-linked marketing of food companies on the satisfaction and willingness of the companies that purchase products. To achieve the purpose of this study, a survey was conducted on consumers who were using domestic coffee franchises. A total of 300 questionnaires were distributed, and only 291 were finally used for analysis, except for eight ones that were not sincere or valid. Performance-linked marketing consisted of promotional factors, support factors, production factors, and mouth-to-mouth factors, and the purchasing company's satisfaction and willingness to purchase products consisted of a single factor. A linear regression analysis was performed using SPSS version 20.0 to verify the hypothesis. The research results show that (1) marketing linked to the performance by coffee shops has a significant impact on consumers' willingness to purchase. (2) The marketing performance for coffee shops has a significant positive impact on the satisfaction of the purchasing company. (3) The consumer's intention to purchase has a significant positive effect on the purchaser's satisfaction. These findings confirm the importance of concert-linked marketing in the differentiated marketing by restaurant businesses.