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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 -

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)

Publication Information

Culinary science and hospitality research / v.22, no.4, 2016 , pp. 277-287 More about this Journal

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.

Keywords

marketing communications; customer satisfaction; select properties menu;

Citations & Related Records

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