Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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The Influence of Additional Marketing-Mix on Customer's Overall Satisfacton in Family Restaurant

패밀리레스토랑의 추가마케팅믹스가 고객의 전반적인 만족도에 미치는 영향

  • Published : 2007.10.31
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Abstract

The purpose of this study was to investigate the influence of additional marketing mix on overall satisfaction of customers at family restaurants in Seoul and Kyongki-province. In this research frequency analysis, reliability analysis, factor analysis, multiple-regression analysis were employed to analyze the data. Additional marketing mix were divided into 3 factors. Employee(${\beta}=0.352$, t(p)=7.221(0.000) had the most positive impact on overall satisfaction. And physical evidence(0.160, t(p)=3.271(0.001) and process(${\beta}=0.114$, t(p)=2.338(0.020) influenced positively(+) in order. As a result, all factors of additional marketing mix influenced significantly overall satisfaction of customers. These additional marketing mix are regarded as effective marketing tactic to reduce intangibility of food-service business. Therefore restaurant company needs to manage additional marketing mix sufficiently to maintain of customers' satisfaction at family restaurants.

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References

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