Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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A Study on the Effect of Market Orientation on Marketing Efficiency, Adaptability of Foodservice Company

외식기업의 시장지향성이 마케팅 효율성과 적응성에 미치는 영향

  • Yoo, Kyung-Min (Food and Cooking Science, Sunchon National University) ;
  • Kim, Yi-Su (Dept. of Food & Nutrition, Full-time Instructor, Bucheon College)
  • 유경민 (순천대학교 식품과학부 조리과학) ;
  • 김이수 (부천대학 식품영양과)
  • Published : 2007.03.30
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Abstract

The purpose of this study was to fine out a relation to the profitability in the view of market-orientation and examine the roles of marketing efficiency and adaptability in foodservice companies. In the previous studies, because of the concepts of market-orientation have mostly focused on hotels or common companies, in this study aimed to foodservice companies. This study was on the basis of Kohli & Jaworski (1990)'s theory. For the validity verification of measured items, SPSS WINDOW 10.0 was used to analyze factors and, for the reliability verification, Cronbach's Alpha coefficient was used. The result was as follows. First, market-orientation has great influence on customer satisfaction and customer loyalty. Second, customer satisfaction and customer loyalty were acquired for the good marketing efficiency and adaptability in foodservice companies. Thus, from now on, the foodservice company need to carry out the market-orientation concept.

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