단체급식 이벤트 마케팅 수행 실태 조사와 고객특성에 따른 단체급식 이벤트 마케팅 참여 속성 분석

• 영문명: Analyzing the Status and Attributes Affecting Customers' Participation on the Events Marketing in the Contract-managed Foodservice
• 발행기관: 한국외식경영학회
• 저자명: 양일선(Yang Il Sun) 이보숙(Yi Bo Sook) 김현아(Kim Hyun Ah) 강진경(Kang Jin Kyung)
• 간행물 정보: 『외식경영연구』8권 1호, 105~126쪽, 전체 22쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.04.30

영문 초록

The purpose of this study was to investigate the status and the customers participation attributes on the events marketing in the contract-managed foodservice. The questionnaires were developed and distributed to 440 customers from October 10 to October 31, 2002. A total of 377 questionnaires were usable(response rate : 85.6%). The types of the events that customers have most frequently participated in were 'the events related to social issues(61.3%)J, 「traditional festival days(53.6%)」 「rseasons(51.5%)」 and so on. The older persons more actively participated in the events(P(.05) and generally persons with lower academic grade participated in the events more frequently(P＜05). The customers with more than one year-working period were participated in the events more frequently than those with less than one year-working period(P＜01). In the case of the improvement of image on the eating house, within the company, as the frequency of the visiting of the restaurant grows, the improvement of its image was great more and more. The result of Duncan's Post hoc test showed that the change of image perceived by customers who visit the eating house once was the lowest, while the change of image perceived by customers who visit the eating house five times was the highest(P＜ 01).

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구 결과 및 고찰

Ⅴ. 결론 및 제언

참고문헌

키워드

Event marketing Customers' Participation attributes Contract-managed foodservice Restaurant' image improvement