Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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A Study on the Impact of Food Industry Marketing Communication Activities on Menu, Selection Criteris and Customer Satisfaction - Focusing on the Moderating Effect of Menu Selection Criteria -

외식업체의 마케팅 커뮤니케이션 활동이 고객만족도에 미치는 영향 연구 - 메뉴선택속성을 조절 변수로 -

  • Kim, Seong-Soo (Dept. of Korean Master-Work Culinary Arts, Incheon Jaeneung University) ;
  • Kim, Chan-Woo (Dept. of Hotel Culinary & Food Service Management, Catholic Kwandong University)
  • 김성수 (인천재능대학교 한식명품조리과) ;
  • 김찬우 (가톨릭관동대학교 호텔조리외식경영학과)
  • Received : 2016.04.27
  • Accepted : 2016.06.11
  • Published : 2016.06.30
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Abstract

This research was conducted over four weeks from April 1, 2016 until April 30. Data collection was of responses from customers who a self-targeting customers who have visited more than 10 eating out establishments in downtown Seoul. First, a regression analysis was conducted to analyze the effect of activity of the food service industry marketing communications on customer satisfaction. First, advertising, B=0.107 (p<.001), convenient, B=0.093 (p<.05), social B=0.294 (p<.01), PR B=0.334 (p<.001), sales promotion B=0.542 (p<.001), personnel sales each had a significant positive influence (+) on customer satisfaction B=0.111 (p<.01). Secondly, menu selection catering property between marketing communications and customer satisfaction analysis of the impact of human Sales were significantly positive (+) Publicity Department had the effect of (-). In addition, advertising and sales promotion did not have any moderating effect.

본 연구는 2016년 3월 1일부터 3월 30일에 이르는 약 30일간 조사기간을 두어 실시하였고, 자료 수집은 서울 시내 외식업소 10여 군데에 대해 이용하는 고객들을 대상으로 방문하는 고객에게 자기기입식으로 응답하게 하였다. 첫째, 외식산업의 마케팅 커뮤니케이션 활동이 소비자들의 고객 만족도에 영향을 분석하기 위해 회귀분석을 실시했다. 그 결과, 첫째, 광고는 B=0.107(p<.001), 편리는 B=0.093(p<.05), 사교는 B=0.294(p<.01), 홍보는 B=0.334(p<.001), 판매촉진은 B=0.542(p<001), 인적판매는 B=0.111(p<.01)로 하위 변수 모두 고객 만족도에 유의적인 정(+)의 영향력이 있었다. 둘째, 외식 마케팅 커뮤니케이션과 고객만족도간의 메뉴 선택속성에 관해 조절효과를 검증은 분석 결과, 인적판매는 유의적인 정(+)의 영향력이 있었고, 홍보는 부(-)의 영향력이 있었다. 그리고 광고, 판매촉진은 아무런 조절효과가 없었다.

Keywords

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