한국조리학회지 (Culinary science and hospitality research)
- 제14권2호
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- Pages.30-45
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- 2008
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- 2466-0752(pISSN)
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- 2466-1023(eISSN)
패스트푸드 레스토랑 이용객의 재방문 의도 영향 요인에 관한 연구
A Study on the Influencing Factors of Intention of Revisit in Fast Food Restaurant Visitors
- Kim, Seog-Jun (Dept. of Food Service & Restaurant Management, Dong-Eui University) ;
- Jeong, Kwang-Hyeon (College of International Hospitality Management, Lyceum of the Philippines University) ;
- Cho, Yong-Bum (Dept. of Food Service & Restaurant Management, Dong-Eui University)
- 발행 : 2008.06.30
초록
The objective of this study is to examine how the factors influence each other by determining the appropriate measurement standard in fast food restaurants based on the evaluation of attributes, perceived pricing, value, satisfaction and intention of revisit, and present an effective marketing strategy for fast food restaurants based on the analytical results by patrons and market segmentations. The study surveyed 195 subjects and processed the result using SPSS for Win. V. 12.0. For statistical analysis, Frequency, Factor Analysis, Reliability Analysis, and Regression Analysis were put into operation. As a result of the Factor Analysis of the evaluation of attributes, 3 factors have been extracted. The results showed that restaurant attribution evaluation had a positive effect on the perceived value(