외식업서비스 이미지 결정 요인 평가 분석

• 영문명: Evaluation and Analysis on the Image Decision Factors of Food Service - Focused on Jeonju Local Franchise -
• 발행기관: 한국문화관광학회
• 저자명: 양만규(Yang, Man-Kyu)
• 간행물 정보: 『문화관광연구』제10권 제2호, 101~112쪽, 전체 12쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2008.12.30

영문 초록

This study is focused on the image benefit cost criterion value and the pure image benefit score, of the food service of local franchised V, T, and O industry through the theories and factor-analyses of food service. To accomplish the aim of this study, theoretical and positive research methods have been carried out side by side. The steps of food service image decision projects for the activating of identification on food service have been examined through theories and positive analyses. As the results, ‘the image of menu service’ appears to be the most effectual factor on the pure image benefit score, which is the priority order of the project planning for the food service image marketing of Jeonju area. And on the image benefit cost criterion value, for V industry ‘the image of managemental service system’, for T industry ‘the image of approachability’, and for O industry ‘the service of internal surroundings’, is the most effectual factor. On the other hand, this study shows that V industry manages its image of food service most effectual with 1.7 billion won, T industry with 96 million won, O industry with 7.2 million won, on the image marketing strategy of food service.

목차

[ABSTRACT]

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 외식업서비스의 이미지 결정요인 분석

Ⅴ. 결론

참고문헌

키워드

Food Service Franchise Image Industry Strategy