Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Effects of Importance Factors of Hotel Banquet Buffet Menus on Customer Satisfaction and Loyalty

호텔 연회뷔페 메뉴의 중요도 요인이 고객만족과 충성도에 미치는 영향

  • Lim, Jong-Woo (Graduate School of Food Service Management, Dong-Eui University) ;
  • Kim, Dong-ho (Dept. of Baking Technology, Hye-jeon College) ;
  • Cho, Yong-Bum (Graduate School of Food Service Management, Dong-Eui University)
  • 임종우 (동의대학교 외식산업경영학과) ;
  • 김동호 (혜전대학교 제과제빵과) ;
  • 조용범 (동의대학교 외식산업경영학과)
  • Received : 2015.05.21
  • Accepted : 2015.08.02
  • Published : 2015.08.31
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Abstract

This study investigated effects of importance factors of hotel banquet buffet menus on customer satisfaction and loyalty. SPSS 18.0 was used to conduct various analyses, namely frequency, factor, reliability and regression. The findings are as follows. First, importance factors of hotel banquet buffet menu had a positive influence on customer satisfaction. Second, customer satisfaction with a hotel banquet menu had a positive influence on customer loyalty. Third, importance factors of hotel banquet buffet menu had a positive influence upon customer loyalty. Importance factors of the hotel banquet buffet menu should have customer satisfaction and loyalty. Findings also suggest that the effect of fresh food material upon health should be considered rather than buffet menu creativity and/or quantity to make use of the menu for various generations and to develop hotel banquet buffets.

본 연구는 호텔 연회뷔페 메뉴의 중요도 요인이 고객만족과 충성도에 미치는 영향을 분석하기위해 SPSS 18.0 통계 패키지 프로그램을 활용하여 분석하였고, 사용된 통계기법은 빈도분석, 요인분석, 신뢰도 분석, 회귀분석을 실시하였다. 가설 검증 결과, 첫째, 호텔 연회뷔페 메뉴의 중요도 요인은 고객만족 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 호텔 연회 메뉴의 고객만족은 고객 충성도 정(+)의 영향을 미치는 것으로 나타났으며, 셋째, 호텔 연회뷔페 메뉴의 중요도 요인은 고객 충성도 정(+)에 영향을 미치는 것으로 나타났다. 호텔 연회뷔페 메뉴의 중요도 요인이 고객만족과 충성도를 가지게 하기 위해서는 호텔 연회 뷔페 메뉴의 양이나 메뉴의 독창성보다는 신선한 식재료를 이용한 건강과 영향을 고려하며, 다양한 세대별 선호 메뉴들을 이용하는 것이 호텔 연회뷔페 활성화에 반영될 것으로 사료된다.

Keywords

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