노년소비자의 레스토랑 선택속성 및 외식업체의 마케팅 전략

• 영문명: Restaurant Selection and Marketing Strategy for Elderly Customers -Focusing on Foodservice Managers and Employees-
• 발행기관: 한국외식경영학회
• 저자명: 홍완수(Hong Wan Soo) 유혜경(Yoo Hae Kyung)
• 간행물 정보: 『외식경영연구』11권 1호, 145~177쪽, 전체 33쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2008.03.31

영문 초록

The purposes of this study are to analyze the restaurant selection of elderly consumers from the view of restaurant managers & employees and to implement those marketing strategies resulted from this study. The questionnaire used for this study was designed to measure the demographic variables and working experiences for the foodservice employees. Also IPA(Importance and Performance Analysis) was used to analyze restaurant selection. The questionnaire was distributed to 350 foodservice employees and a total of 326 usable questionnaires were received for the research. Statistical data analysis was completed using SPSS Win for frequency, t-test, and factor analysis. 24 restaurant selection variables were grouped into 4 factors: sanitation/environment, price, nutrition/health, and service. The foodservice employees assessed the importance and performance of restaurant selection as '5.15'' and '5.97' on the basis points of 7, which suggests that restaurants need to be improved. In particular, the scores on 'letters of the menu should be big enough for the elders', 'menu is easily understandable and choosable for the elders' and 'restaurant should equip the facilities for the elderly convenience' were low performance but high importance. From the results of this study, the marketing strategies toward senior consumers are suggested as follows; restaurants need to make their menu with bigger fonts and develop various price offerings, including senior discounts. Also, comfortable and convenient environments for the elders should be provided.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구방법 및 절차

Ⅳ. 결과 분석

Ⅴ. 결론 및 제언

참고문헌

키워드

Senior citizen Restaurant selection Marketing strategy