한국조리학회지 (Culinary science and hospitality research)
- 제10권1호
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- Pages.153-166
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- 2004
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- 2466-0752(pISSN)
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- 2466-1023(eISSN)
패밀리 레스토랑 포지셔닝 전략에 관한 연구 -지각도를 통한 포지셔닝 분석-
A Study on the Positioning Strategy of Family Restaurants
- 염진철 (배화여자대학 전통조리과)
- Yom, Jin-Chul (Department of Traditional Korean Cuisine, Baewha Women's College)
- 발행 : 2004.03.01
초록
This study analyzed the positioning of family restaurants by image factors, as a result, customers divided into 5 groups from 7 restaurants. All customers realized similar images from subject restaurants, which told that those restaurants are within an intense competition. Strong points of each restaurant are as follows by factors; Outback and TGIF was confidence, Sizzler and Outback was response, Outback and Skylark was type, Bennigan's and TGIF was reliability, Bennigan's and Outback was reactivity. Weak points each restaurant are as follows by factors; Bennigan's and TonyRoma's were confidence and response, TonyRoma's and Marche was type, Sizzler and TonyRoma's was confidence, Sizzler and TonyRoma's was reactivity. The analysis on each restaurants' images by factors told that response and reactivity were above the average, confidence and reliability were around the average, type was the lowest value. It told that customers didn't give a high rating toward restaurants' food flavor, freshness, cleanliness, therefore restaurants need pay more attention to positioning strategies, Instead, customers gave a high rating toward service, accessibility, menu-variety, and parking-convenience, therefore, continuous improvement is required.