한식당 식공간의 시각적 요소의 중요도와 성과도 평가에 관한 연구

• 영문명: A Study on the Importance and Performance Evaluation of the Visual Element of the Dining Space at Korean Restaurant
• 발행기관: 한국외식경영학회
• 저자명: 조경숙(Kyong sook Cho) 방진식(Jin sik Bang)
• 간행물 정보: 『외식경영연구』4권 1호, 265~288쪽, 전체 23쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2001.06.30

영문 초록

This study attempted to make an empirical analysis of the importance and performance of the visual elements for medium-priced Korean food restaurants. That is, it attempted to analyze what visual elements customers perceived to be important, how such elements were actually evaluated and how far each of those visual elements had an effect on visual satisfaction as a whole. And it sought to analyze how the level of importance and performance varied according to customers demographic characteristics. As a result, the following findings were obtained: First, customers showed that the visual attribute of the medium priced Korean food restaurant had the high level of importance. Especially, they showed that the attributes related to the table, such as the bowl containing food, the condition of food contained, the entire condition of food arranged on the table and the like, had the high level of importance. But they made the relatively low evaluation of the level of performance of these attributes, which implies that the restaurant operators are still making insufficient efforts to meet customers' visual needs. This study result could be confirmed through IPA analysis. That is, restaurant operators did not attach great importance to the items that customers evaluated to be important, in which it could be found that these items were located in the II Quadrant area of high importance and low performance levels. This phenomenon showed the same result in terms of demographic characteristics such as gender, age and frequency of use. Second, the factor analysis of Z7 variables used to evaluate the level of importance and performance resulted in eliciting three factors each. In case of importance, three factors were named the surrounding environment factor, service and atmosphere factor, and food coordination factor. And In case of perforniance, three factors were named the surrounding environment factor, food coordination factor and atmosphere factor. Third, it was found that 27 independent variables had an effect on visual satisfaction as a whole. Among other things, it was found that variables such as the condition of food arranged on the table, the bowl containing food, whole lighting and the like had an effect on the level of satisfaction. And an attempt was made to make regression analysis by setting three factors elicited in factor analysis as the independent variable, and the overall level of visual satisfaction as the dependent variable. As a consequence, it was found that the Factor 1 and the Factor 2 had an effect on the overall level of visual satisfaction Fourth, it was found that there was not a signifiant difference on the level of visual importance and satisfaction according to customers demographic characteristics. And it could be found that the overall level of satisfaction with the restaurant could be high or low according to interpretation. These points taken altogether, it was found that customers did not think importantly of the outer appearance of the restaurant, the introductory portion, that previous studies have considered to be important. And it could be found that customers showed a very sensitive response to the entrance of the restaurant, the visual elements observed while going to the seat, and the visual elements observed while awaiting food service in seat or while taking a meal. These study results showed that table coordination factors such as used bowls, the condition of food contained in the bowl, the overall condition of food arranged on the table have many implications for restaurant operators.

목차

Ⅰ. 서론

Ⅱ. 연구의 이론적 배경과 조사설계

Ⅲ. 조사결과의 분석

Ⅳ. 연구의 결과와 종합토의

Ⅴ. 결론

참고문헌

ABSTRACT