중요도-만족도 변환지수를 이용한 패밀리레스토랑 선택속성 만족도와 고객충성도에 관한 연구

• 영문명: A Study on Satisfaction with Choice Attributes of a Family Restaurant and Customer Loyalty using Importance-Satisfaction Index
• 발행기관: 한국외식경영학회
• 저자명: 오정학(Oh Jeong Hak) 고호석(Ko Ho Seok)
• 간행물 정보: 『외식경영연구』12권 4호, 193~216쪽, 전체 23쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.10.30

영문 초록

The Researches related to customer satisfaction have only used satisfaction scales. But some researchers insist that it is necessary to take consideration not only of satisfaction, but also of importance in order to accurately estimate customer satisfaction based on customers' subjective cognition. So this study tried to examine satisfaction and loyalty, their differences by restaurant users' demographic and behavioral characteristics, and structural relationship of satisfaction and loyalty by importance-satisfaction index of choice attributes of a family restaurant. The empirical results of this study are as follows. First, by utilizing reliability, EFA and CFA there were derived 5 factors(service-sanitation, foods, physical environment, care for non-smoker and accompanied users, price and accuracy of payment) amongst 11 family restaurant choice attributes and 2 factors(attitudinal and behavioral) amongst 7 loyalty attributes. Second, by utilizing paired T-test and ANOVA to reveal differences in satisfaction and loyalty by family restaurant users' demographic and behavioral characteristics there were verified 8 significant variables(gender, education, age, partner, preferred brand, using frequency, income, expenses). Finally, SEM analysis indicates that 2 factors(foods, family and woman) have a direct effect on attitudinal loyalty, having an indirect effect on behavioral loyalty that means attitudinal loyalty play a role as a mediating variable.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Importance-satisfaction index Choice attributes of a family restaurants Customer loyalty