한국조리학회지 (Culinary science and hospitality research)

  • 제20권2호
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  • Pages.136-151
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  • 2014
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  • 2466-0752(pISSN)
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  • 2466-1023(eISSN)
한국조리학회 (Culinary Society of Korean Academy)
권호 표지

한식 레스토랑의 마케팅 믹스 전략이 지각된 가치와 충성도에 미치는 영향

The Effects of Marketing Mix Strategies on Perceived Value and Loyalty in Korean Restaurants

  • 이은준 (청운대학교 호텔.조리 식당경영학과) ;
  • 김동수 (관동대학교 관광의료복지대학 호텔조리.외식경영학과)
  • Lee, Eun-Jun (Dept. of Hotel Culinary Management, Chung-Woon University) ;
  • Kim, Dong-Soo (Dept. of Hotel & Tourism Health Welfare, Kwandong University)
  • 투고 : 2013.11.18
  • 심사 : 2014.04.10
  • 발행 : 2014.04.30
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초록

본 연구는 외식산업의 끊임없는 변화와 이러한 변화에 적응하기 위해 식생활이 다양하고 복잡하게 진화되며, 외식의 형태도 빠르게 바뀌고 있는 현실에서 한식 레스토랑의 마케팅 믹스 전략이 지각된 가치와 충성도에 미치는 영향을 알아보는데 목적을 갖는다. 이에 서울지역 소재 한식 레스토랑 이용고객 총 300명을 대상으로 2013년 6월 11일부터 30일까지 설문조사하였다. 분석결과 첫째, 한식 레스토랑 마케팅 믹스 전략이 지각된 가치에 미치는 영향을 검증한 결과 서비스 경험, 가격, 점포이미지가 지각된 가치에 영향을 미치는 것으로 나타났다. 둘째, 한식 레스토랑 마케팅 믹스 전략이 충성도에 미치는 영향을 검증한 결과 가격, 광고, 점포이미지가 충성도에 영향을 미치는 것으로 나타났다. 셋째, 지각된 가치가 충성도에 미치는 영향을 검증한 결과 유의한 정(+)의 영향을 미치는 것으로 나타났다. 이상의 연구결과 한식 레스토랑의 마케팅 믹스 전략으로 서비스 경험, 가격, 점포이미지가 지각된 가치에 영향을 미치고, 가격, 광고, 점포이미지가 충성도에 영향을 미침과 동시에 지각된 가치 또한 충성도에 영향을 미치는 것으로 나타내 이들 변수의 한식 레스토랑에서의 마케팅 믹스 전략으로 매우 유용한 변수임을 시사해 주었다.

To adapt to the constant change in the foodservice industry, dietary life is not only evolving variously and complicatedly, but eating-out styles are also changing fast. In this reality, this study is intended to examine the effects of marketing mix strategies on perceived value and loyalty in Korean restaurants. To achieve this, a survey was carried out to total 300 customers of Korean restaurants in Seoul from June 11 to June 30, 2013. The results were as follows. First, service experience, price and store image in Korean restaurants had a positive effect on the perceived value. Second, price, advertisement and store image in Korean restaurants had a positive effect on the loyalty. Third, the perceived value had a significant positive effect on the loyalty. As stated above, service experience, price and store image, and price, advertisement and store image in Korean restaurants had an effect on the perceived value and the loyalty, respectively. Also, the perceived value had an effect on the loyalty. Consequently, these factors are very useful as marketing mix strategies in Korean restaurants.

키워드

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