다차원척도법을 이용한 외식기업 경쟁요인 비교분석에 관한 연구

• 영문명: A Study on Restaurant Positioning Strategy Using Multi-Dimensional Scaling(MDS)
• 발행기관: 한국외식경영학회
• 저자명: 박기용(Park Ki Yong) 안성식(Ahn Sung Sik) 정기용(Chung Ki Yong)
• 간행물 정보: 『외식경영연구』9권 4호, 93~115쪽, 전체 23쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.12.31

영문 초록

In this study, the difference in the image perception of customers on family restaurants and fast food restaurants of foreign brands in Korea was investigated, and the competition structure of the market was analyzed. First, as a result of investigating the mutual competitive relation of fast food restaurants and family restaurants, there were fierce competition amongst McDonald's and Outback Steakhouse and Mr. Pizza; and between Burger King and Bennigan's; Lotteria and Domino Pizza; and Pizza Hut and TGIF. Second, positioning map was drawn through PC-MDS profit analysis. As the result, the satisfaction evaluation of customers on diversity in menu, reputation of restaurant, service, hygiene and physical environment was shown in the following highest to lowest order - McDonald's, Pizza Hut, TGIF, Outback Steakhouse, Mr. Pizza, Lotteria, Domino Pizza, Burger King and Bennigan's. Third, as a result of PC-MDS PrefMap analysis, the satisfaction evaluation of customers on diversity in menu, reputation of restaurant, service, hygiene and physical environment was shown in the following highest to lowest order - McDonald's, Pizza Hut, TGIF, Outback Steakhouse, Mr. Pizza, Lotteria, Domino Pizza, Burger King and Bennigan's. Fourth, as a result of PC-MDS ALSCAL analysis, Outback Steakhouse among the 9 restaurant was perceived by all customers to be an ideal restaurant, then followed Pizza Hut, TGIF and Bennigan's.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 실증분석

Ⅳ. 연구결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

Multi-Dimensional Scaling(MDS) Market Positioning Family Restaurant Fastfood Restaurant