외식업체의 파사드(Facade)에 관한 선호도 분석

• 영문명: Analysis of the Preference of the Façade in the Restaurant
• 발행기관: 한국외식경영학회
• 저자명: 문혜영(Moon Hye Young) 진양호(Jin Yang Ho) 조정옥(Jo Jung Ok)
• 간행물 정보: 『외식경영연구』12권 2호, 133~153쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.04.30

영문 초록

The façade determines the first impression of the brand and induces consumers’ attention and interesting to visit the store by showing the brand image to consumers. Therefore, the façade plays an important role as a way of marketing communication to induce consumers’ purchase behaviors. This study investigated the functions and importance of the façade and how the factors of the façade affect consumer’s behavior in In-store-type restaurants, when consumers choose a restaurant. The survey consisted of important factors which were extracted from literature review and referred to the pair-wise comparison of 9-point scale, which was suggested by Saaty. The SPSS ver. 16.0 and Expert Choice 2000(AHP Package) were used to analyze collected data. The results showed that entrance, external structure, and signboard are the most important factors in the order and semi-open type is the most preference type among relative important factors of entrance. In addition, show case is the most preference and awning is the least preference types among relative important factors of external structure. This study theoretically systemized the concept and the importance of the façade in restaurant enterprise and analyzed to present the basic marketing sources of restaurant enterprise based on evidence.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사 설계

Ⅳ. 분석결과논의 및 시사점

Ⅴ. 결론 및 제언

참고문헌

키워드

Facade AHP Package In-store restaurants Preference