체인 패밀리 레스토랑의 고객 만족 및 고객 충성도에 미치는 요인 분석

• 영문명: Analysis of the Factors Affecting Customer Satisfaction and Customer Loyalty in a Family Restaurant Chain
• 발행기관: 한국유통과학회
• 저자명: Soon-Hong Kim(김순홍) Byoung-Kook Yoo(유병국)
• 간행물 정보: 『유통과학연구(JDS)』제13권 제5호, 103~111쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2015.05.30

영문 초록

Purpose – When it comes to first impressions of family restaurants, people basically think of the following factors: cozy, a refreshing space, indoor lighting, atmospheric music, the best-quality service through mutual interactions with employees, birthday events, follow-up customer management, brand image, and many others. Focusing on such family restaurants characteristics, with consumption experience and customer satisfaction determined as mediator variables, this study looks into the selection factors that affect customer loyalty when choosing a family restaurant. Subsequently, the study conducts an empirical analysis of these selection factors with the greatest influence. Research design, data, and methodology – This study analyzed 200 total surveys of family restaurant customers including college students, workers, housewives, and others. The survey was conducted over two weeks in May 2014. For statistical processing, SPSS 21 was used for factor analysis and reliability analysis as well as AMOS for structural equation analysis. In terms of a variable that would influence either consumption experience or customer satisfaction at the restaurants, the study introduced the concept of customer equity. The study designed a model based on a hypothesis developed using the following factors: customer encounter service value, customer convenience value, brand equity, relationship equity, and other factors defined as components of customer equity by Rust et al. (2000) determined as independent variables as well as with customer experience and customer satisfaction set as mediator variables. The hypothesis, after all, assumed that customer loyalty would be positively (+) influenced. Results – The analysis results from the study reported that brand value, customer encounter service value, and relationship value have positive (+) effects on consumption experience and customer satisfaction. However, as for customer convenience value, this turned out no

목차

1. 서론

2. 선행연구 고찰

3. 연구 방법론

4. 연구 결과

5. 연구결과 토론 및 시사점

References

키워드

Food Service Industry Family Restaurant Chain Consumer Experience Customer Satisfaction Customer Loyalty