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

Lee, Eun-Jun (Dept. of Hotel Culinary Management, Chung-Woon University)
Kim, Dong-Soo (Dept. of Hotel & Tourism Health Welfare, Kwandong University)
Publication Information
Culinary science and hospitality research / v.20, no.2, 2014 , pp. 136-151 More about this Journal
Abstract
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.
Keywords
Korean Restaurants; Marketing Mix Strategies; Perceived Value; Loyalty; Foodservice Industry; Service;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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