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• 영문명: An Analysis of Customer Satisfaction Based on Casual Dining Restaurant Outlet image Segmentation
• 발행기관: 한국외식경영학회
• 저자명: 이상건(Lee Sang Gun)
• 간행물 정보: 『외식경영연구』9권 1호, 197~216쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.03.31

영문 초록

This study attempted to segment restaurant outlet image and identify differences among customer satisfaction. Whereas brand image has been explored widely in restaurant marketing literature, this study addresses the importance of outlet image as a competitive marketing strategy. Four factors were identified for restaurant outlet image as sanitation, personal service, atmosphere, and taste & price. A cluster analysis based on the identified four underlying dimensions of the outlet image resulted in three clusters of guests(highly-perceived group, mid perceived group, low-perceived group). The highly perceived group were found to differ from the other two groups on the level of customer satisfaction. In particular, the highly perceived group showed higher level of satisfaction. And the managerial implications of these results for outlet image are examined.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

Restaurant outlet image Segmentation Satisfaction