• 한국식생활문화학회지
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• 제26권2호
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• pp.142-150
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• 2011

This study investigated and compared the brand personality of domestically run family restaurants with quick service restaurants. Information was elicited from respective patrons using self-administered questionnaires which asked questions on recognizable brand characteristic and attributes of each restaurant through image maps. Data from the self-administrated questionnaires were collected and analysed using comparative statistical analysis, including frequency, t-test, chi-square, factor analysis, reliability analysis and correspondence analysis. Overall, patrons identified 5 factors which they used to rank individual restaurants; sophistication, competence, likeableness, trendiness, and ruggedness. Overall results showed the family restaurants that scored highly on likeableness and trendiness were Outback and TGIF. Furthermore, Vips was the only family restaurants that scored highly in ruggedness. In relation to quick service restaurants, Lotteria scored highest for competence while McDonalds and Burger King scored best for sophistication. Limitations and future research directions are also discussed.

• 대한가정학회지
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• 제42권5호
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• pp.1-10
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• 2004

한국의 현대사회는 점차 산업화. 도시화 되어지고 있고 또한 경제가 성장함에 따라 외식산업이 점차 발달되어지면서 패스트푸드가 우리 식생활에서 차지하는 비중 또한 증가하는 추세이다. 이렇게 가족단위의 외식을 할 때 자녀들의 음식종류 결정권이 매우 크다는 점을 고려하고 14세미만의 어린이가 우리나라 전체인구의 21.8%를 차지하고 있는 점을 볼 때 패스트푸드 산업에서 어린이들은 매우 중요한 고객이 되어질 수 있고 이러한 어린이들의 좋은 식 습관 및 균형 잡힌 영양공급은 성인건강의 기초적인 요소라고 할 수 있겠다. 따라서 자녀들의 패스트푸드 소비에 관한 어머니의 견해를 조사함으로써 어린이들의 패스트푸드 소비를 바람직하게 유도하기 위한 방향을 제시하고 패스트푸드산업을 주도하는 생산자에게 기초자료를 제공하고자 Q-sort methodology로 본 연구를 실시한 결과, 패스트푸드점에서 가족들이 외식할 때 자녀들이 미치는 영향이 상당히 높음을 알 수 있었고 음식에 대한 어린 시절의 경험이 자녀들의 식 습관, 기호도 발달, 바람직한 건강식품 선택에 매우 큰 영향을 미치므로 이때의 식품에 대한 올바른 지도가 필요하다고 어머니들은 생각하고 있었으며 패스트푸드점에서 아침식사를 하는 것은 매우 반대하는 견해를 가지고 있는 것으로 나타났다.

• 한국조리학회지
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• 제13권2호
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• pp.223-239
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• 2007

This study aims at providing managerial insight into researchers and marketers who are intending to maintain and develop a loyal group and long-term relationships in fast food restaurants. The summary of results is as follows : There was a wide difference in evaluation of perceived value, trust and customer loyalty according to sex, age, occupation and customer's visit behavior. Customers considered the convenient and quick service as the most important selective factor. And also, the important attribute of fast food restaurants was taste of food, followed by price, cleanliness, kindly service, quick service. We are able to classify the four customer groups according to analysis results. If we lay great emphasis on the above mentioned selective factors and also develop needs in each customer group, it does much for delivering profits of fast food restaurants.

• 한국식품조리과학회지
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• 제27권1호
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• pp.33-42
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• 2011

The purposes of this study were to understand the influence of brand personality-self image congruence in quick service restaurants on customer satisfaction and to empirically analyze whether or not customers' brand identification plays a moderating role between brand personality-self image congruence and customer satisfaction. Based on a total of 478 samples obtained from empirical research from June 10 to June 16, 2010, self-administered questionnaires were completed by patrons in a metropolitan area, and data were analyzed based on frequency, exploratory factor analysis, reliability analysis, correlation analysis, and hierarchical regression analysis. Results of the study were as follows: From the factor analysis of brand personality and self-image, 5 factors, i.e. sophistication (5 items), competence (5 items), likability (5 items), trendiness (5 items), and ruggedness (5 items) were extracted. The results show that trendiness (${\beta}$=-0.151) among brand personality-self image congruence had a significant positive effect on customer satisfaction. Further, customers' brand identification (${\beta}$=0.645) had a significant positive effect on customer satisfaction. In addition, the effect of brand personality-self image congruence (only, likability ${\times}$ brand identification; ${\beta}$=0.245) in quick service restaurants on customer satisfaction was found to be partially moderated by customers' brand identification. In other words, the findings show that customers wanted to identify with a specific brand because it provides a means to continue transactions with the brand if it corresponds with their self-image or if the overall image of the brand is favorable. Limitations and future research directions are also discussed.

• 한국조리학회지
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• 제14권4호
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• pp.427-440
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• 2008

The aim of this study was to examine the influence of the transformational leadership of seniors on the empowerment and commitment of kitchen employees. To achieve this goal, 149 copies of valid questionnaire collected from kitchen employees in hotels, restaurants and catering service companies were used to analyse the data. In findings, catering service field was found to have significant influence on the relationship between transformational leadership and empowerment. Family restaurants and quick service restaurants, on the other hand, showed strong influence on the relationship between empowerment and commitment.

• 동아시아식생활학회지
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• 제19권2호
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• pp.278-286
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• 2009

Restaurants have two strategic levers for revenue management: duration control and demand-based pricing. Reducing dining times, especially during peak periods, can add considerable revenue for restaurants. Managing meal duration, however, can be far more complex than manipulating the price. This paper examines dining duration expectations for restaurants types(Family, Korean, Quick service restaurant), customers characteristics(gender, age, occupation, meal period, visiting frequency, dining occasion, dining companions) using an a adaptation of a price sensitivity measurement tool, naming it 'Time Sensitivity measurement tool' or TSM. The TSM is then used to derive the optimal time points, and the range of acceptable times. The results demonstrate that there is a relatively wide spread of acceptable dining duration times in family restaurant. Furthermore, the optimal time points was shorter than the mean expected dining times, which suggests that many restaurants may be able to shorten dining duration without compromising customer satisfaction. The paper explores whether demographic and dining variables have an impact on time preferences, and finds whether gender, age, meal periods, visiting frequency, and dining companion effects are significant. Specifically, women in their thirties tended to prefer a significantly longer dining times for dinner.

• 한국식생활문화학회지
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• 제24권2호
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• pp.126-136
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• 2009

The purpose of this study was to investigate Chinese customers' perceptions of Korean foods and their satisfaction toward Korean cuisine restaurants. The subjects of this study were 202 Chinese individuals who visited Korean cuisine restaurants in Shanghai, China. The subjects viewed Korean foods as favorite foods and perceived them as fresh and seasonal, and mostly composed of cereals and vegetables however they did not view Korean cuisine as good for health. As compared to customers visiting a Korean restaurant for the first time, those who had visited Korean restaurants previously agreed more strongly with the following items: 'Korean food has a beautiful color', 'Korean food is familiar', 'Korean food smells good', 'Korean food is healthy', 'Korean food is nutritious', and 'Korean food is salty and spicy'. In addition, as compared to occasional visitors, frequent visitors of Korean cuisine restaurants more strongly agreed with the followings: 'Korean food has a beautiful color', 'Korean food is expensive', 'Korean food is healthy', 'Korean food is nutritious', 'Korean food is salty and spicy', and 'Korean food includes many fermented foods'. The subjects considered 'appearance of menu', 'variety of menu', 'nutrition of menu', and 'Chinese characters for menu and ingredients' as the most important attributes when choosing Korean cuisine restaurants. The frequent customers of Korean cuisine restaurants considered 'kind service', 'employee knowledge of Korean foods', 'operation hours of restaurant', and 'cleanliness of restaurant' as the most important restaurant attributes. In addition, the frequent customers of Korean cuisine restaurants were more satisfied than the occasional customers with the followings: 'nutritional quality of menu', 'quick service', 'cleanliness of restaurant', 'appearance and signboard of restaurant', and 'image of restaurant'. The implications of the data are discussed.

• 한국조리학회지
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• 제17권1호
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• pp.155-170
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• 2011

본 연구의 목적은 레스토랑 고객의 지각된 가격이 고객만족과 재방문의도에 영향을 미치는 과정에서 감정반응의 효과에 대해 검증하고 쿠폰유형에 따른 조절효과를 알아보고자 하였다. 본 연구의 자료는 퀵서비스레스토랑을 방문한 303명의 설문조사를 통해 추출되었고 자료분석은 SPSS 16과 AMOS 16.0 통계패키지프로그램이 사용되었다. 연구결과 감정반응은 지각된 가격과 고객만족의 관계에서 완전매개역할을 하는 것을 알 수 있다. 또한 쿠폰은 지각된 가격과 고객의 감정반응의 영향관계에서 조절효과를 하는 것을 알 수 있다. 또한 지각된 가격과 긍정적 소비감정에 대한 할인쿠폰의 조절효과는 무료쿠폰과 경품 쿠폰보다 강하게 나타났고 지각된 가격과 부정적 소비감정에 대한 조절효과는 경품쿠폰이 할인쿠폰보다 높게 나타났다. 본 연구의 시사점은 레스토랑 운영자가 적절하게 쿠폰을 사용함으로써 고객의 반응과 지각된 가격뿐만 아니라 고객의 만족수준을 높일 수 있을 것이다.

• 동아시아경상학회지
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• 제1권3호
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• pp.42-50
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• 2013

Brand Equity plays a major role in the highly competitive Quick Service Restaurants (QSR) industry in India. There are a variety of factors which affect the brand equity that a company commands in the market. Integrated Marketing Communication (IMC) is an emerging concept in marketing wherein all the major promotional activities are used to create a synergic output and send across a clear and consistent message to the customers. This study aims to find out the impact of five major tools of IMC namely Advertising, Word of Mouth, Sales Promotion, Event Sponsorships and Public Relations which are most applicable in the QSR industry on the four major dimensions namely Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty which aid in creating Brand Equity. The study was conducted by collecting data from a sample and analyzing the data using statistical tools to find any relationships between the above mentioned variables. The findings suggest that marketers should focus on building favorable opinion about the brand amongst customers and take care regarding the news published about the brand since it affects brand image. Moreover, it was also found out that making people aware about the brand and the perceived quality about the brand play the major role in creating brand equity more than other factors.

• 한국콘텐츠학회논문지
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• 제16권3호
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• pp.171-183
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• 2016

한식당에 대한 외국인관광객들의 불만사항들이 제기됨에 따라, 본 논문은 목표지향적 행동모형(model of goal-directed behavior: MGB)을 적용하여 새로운 형태의 한식당인 한식QSR에 대한 외국인관광객의 방문의도를 예측하고 관여도의 조절효과를 검증하는 데에 그 목적이 있다. 이에 따라, MGB 관련 선행연구들을 토대로 측정항목들을 도출하고 연구모형을 구축하여, 방한 외국인관광객들을 대상으로 실증조사를 실시함에 따라 최종적으로 275개의 자료를 수집하였다. 구조방정식을 통하여 MGB의 변인 간의 인과관계를 검증하였고, 다중집단 분석을 통하여 관여도의 조절효과를 확인하였다. 그 결과, 주관적 규범, 지각된 행동통제 및 태도는 열망에 유의한 영향을 미친 반면, 긍정적 예상정서와 부정적 예상정서는 유의하지 않게 나타났다. 또한, 관여도는 긍정적 예상정서와 열망 간의 관계에서 유의한 조절적 효과를 나타냈다. 이러한 실증결과를 바탕으로 이론적 그리고 실무적 시사점을 제시하였다.