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A Study on Market Segmentation of American Family Restaurants Based on Relational Benefits  

Kim, Hyun-Jung (Dept. of Hotel and Tourism, Daegu University)
Publication Information
Culinary science and hospitality research / v.20, no.4, 2014 , pp. 266-279 More about this Journal
Abstract
The purposes of the study are to segment the American family restaurant market based on relational benefits and to compare each group's demographics, dining characteristics, relationship quality(consumer identification, switching costs, satisfaction, commitment), and relational outcomes(positive word-of-mouth intentions and share of purchases). 510 responses were collected from American family restaurant customers and analyzed using frequency analysis, EFA, reliability test, cluster analysis, MANOVA, discriminant analysis, chi-square test, and ANOVA. The results of the study found three different types of relational benefits: confidence, special treatment, and social benefits. The results of cluster analysis identified three market segments, namely, high relational benefits consumers, medium relational benefits consumers, and low relational benefits consumers. The three groups were different in terms of age(p<0.05) and level of education(p<0.05). In addition, high relational benefits consumers showed a higher level of relationship frequency(p<0.001), relationship quality(p<0.001), and relational outcomes(p<0.001), followed by medium and low relational benefits consumers. Overall, the results indicated that family restaurants need to deliver excellent relational benefits to customers in order to achieve desired relationship quality and relational outcomes. Managerial implications were provided.
Keywords
relational benefits; market segmentation; relationship quality; relational outcomes; family restaurant; cluster analysis;
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Times Cited By KSCI : 1  (Citation Analysis)
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