수단-목적사슬(Means-end chain)이론을 적용한 국내 전통주의 가치구조분석

• 영문명: An Analysis on the Value Pursuit for Traditional Korean Liquor Using Means-end chain theory
• 발행기관: 한국외식경영학회
• 저자명: 한학진(Han Hag Chin) 서정모(Seo Jung Mo)
• 간행물 정보: 『외식경영연구』12권 2호, 205~227쪽, 전체 22쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.04.30

영문 초록

This study tried to identify ultimate value of lovers for traditional Korean liquor by using hard laddering which is one of the qualitative techniques. The reason why this topic is selected is that the pursuit of customer value and corporate value is becoming very important phenomenon in recent years. One of the most effective and proper theory to find out the ultimate customer value is means-end theory which is commonly applied in F&B industry in overseas studies. The in-depth interviews(hard laddering) for the sixty six club members who are concerned with drinking Korean liquor were carried out. The cut-off level for 66 interviewees is 5 which can be well depicted in HVM(Hierarchical Value Map). The results of this study indicated that the most dominant value chain is ‘the taste of traditional Korean liquor(A)’ - ‘feel the unique taste(C)’-‘happiness’(V).

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 실증분석

Ⅳ. 요약 및 결론

참고문헌

키워드

Traditional Korean Liquor Value Pursuit Means-end chain