DINESERV를 이용한 고객만족, 충성도 결정요인에 의한 한식 활성화 전략에 관한 연구: 전주 한옥마을 한식당 고객의 방문경험을 중심으로

• 영문명: A Study on the Strategic Ways Using DINESERV to Promote Korean-style Food Depending on the Determinants of Customer Satisfaction and Loyalty: Based on visiting experiences of customers at Korean-style restaurants in Hanok Village, Jeonju city
• 발행기관: 한국외식경영학회
• 저자명: 김기진(Gi Jin Kim) 변광인(Gwang In Byun)
• 간행물 정보: 『외식경영연구』13권 1호, 7~29쪽, 전체 23쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2010.02.28

영문 초록

As a part of efforts to promote Korean-style food, this study used DINESERV to identify possible determinants of customer satisfaction and loyalty in customers who first visited and revisited Korean-style restaurants in Hanok (Korean-style house) Village, Jeonju city. To achieve the above goal, this study surveyed customers of Korean-style restaurants located in Hanok Village, Jeonju city, and also used 268 sheets of questionnaire form for final data analysis. As a result, it was found that food quality, service encounter and atmosphere were determinants of customer satisfaction in new and revisiting customers. And it was found that food quality, service encounter and atmosphere were determinants of customer loyalty in new customer group, whereas food quality, service encounter and reliability were determinants of customer loyalty in revisiting customer group. In addition, it was found that customer satisfaction played mediator in possible effects of DINESERV recognized by customers on customer loyalty.

키워드

DINESERV Korean-style restaurants Customer satisfaction Loyalty visiting experiences