전통한과 소비자의 로하스 추구성향과 고객참여가 고객만족, 고객애호도에 미치는 영향

• 영문명: A Study of the Effect of LOHAS Traits on Customer Participation, Customer Satisfaction, Customer Loyalty for Korean Traditional Pastry Customer
• 발행기관: 한국외식경영학회
• 저자명: 최순희(Soon Hee Choi) 조용범(Yong Bum Cho)
• 간행물 정보: 『외식경영연구』13권 2호, 169~189쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2010.04.30

영문 초록

This study fad focused on the effect of LOHAS traits on customer participation, customer satisfaction, customer loyalty for Korean traditional pastry. First, more customer has pursued LOHAS traits, is better satisfied than customer has not, and LOHAS traits has affected on customer satisfaction, therefore, traditional pastry makers have seek to make more functional for LOHAS needs to fit the niche market implentation strategy. Second, more customer participation has attached, is better satisfied than customer has not, and customer participation has been appealed for customer satisfaction, that customer has ordered himself to make health for traditional pastry to suit his own needs. Traditional pastry makers has focused on the niche marketing program to show more LOHAS traits and customer participation to deal with the customer benefit to make effective advertising opportunity rather than spend money advertising for public relation and corporate identity.

키워드

LOHAS Welbeing Traits Customer Participation Customer Satisfaction Customer Loyalty Traditional Pastry