연구논문(硏究論文): 바텐더의 서비스 특성과 고객행동의도의 인과관계에 관한 연구

• 발행기관: 한국외식경영학회
• 저자명: 김영규( Young Kyu Kim ) 이희수 ( Hee Soo Lee )
• 간행물 정보: 『외식경영연구』14권 4호, 107~124쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.10.30

영문 초록

Bartenders play a very important role in an environment where encounters between customers and employees are constantly taking place such as at a bar. Sales volume and repetitive visits by customers heavily depend on how bartenders play their roles right at the right time at the right places. Therefore it is the aim of this study to empirically test the causal relationship among bartenders` suggestive selling techniques, service attributes and customers` behavioral intention in order to find out how strong or weak they are tied to customers behavioral aspect such as revisit, recommendation to others and positive word of mouth. Results showed that all the variables had a statistically significant relationship and it is recommended from the research findings that service offered from bartenders set apart a bar from others in terms of revenue, repetitive business, positive comments from patrons and so on.

목차

I. 서 론

II. 이론적 배경

III. 연구 설계

IV. 실증분석

V. 결론 및 제언

키워드

Bartender Service attributes Suggestive selling Behavioral intention