패밀리레스토랑의 고객 데이터베이스 분석을 통한 지역점포마케팅 전략 수립을 위한 사례 연구 -서로 다른 상권에 위치한 동일 브랜드의 두 개 매장의 비교-

• 영문명: Case Study on Necessity of Local Store Marketing based on Customer Database in Family-Restaurant
• 발행기관: 한국외식경영학회
• 저자명: 정유경(Yu Kyeong Chong) 신서호(Seo Ho Shin) 송현주(Hyon Ju Song)
• 간행물 정보: 『외식경영연구』15권 3호, 7~28쪽, 전체 22쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.06.30

영문 초록

The aim of this study is for presenting the necessity of local store marketing strategies of two same brand family restaurants, B and S which are located in different trade area by case study. For comparing two restaurants` consumer and characteristics of spend, we use average check, revenue per table and dining duration by month of year, day of week, hour of day, and party size, and demographic characteristics collected in customer database and POS system information during one year. There are statistically significant in age of customers, dining duration, party size, and average checks by irrespective of months, day, and time between two restaurants. Average check of B restaurant was lower in Saturday compare to Friday`s while S restaurant`s was not changed. Average check of S restaurant was not changed by hour of day, while B`s increases off time(3~5p.m.) and dinner time(5~9p.m.). We found different characteristics of spend and customers between two restaurants and suggest that restaurants owners seek for establishing the marketing strategies reflecting on locational characteristics to maximize revenue by understanding characteristics of spend and customer.

키워드

Customer database Family restaurant Local store marketing