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http://dx.doi.org/10.20878/cshr.2016.22.8.53

The Influence of Menu Choices and IMC Activities on the Customer Satisfaction and the Revisit Intention at Italian Restaurants  

Jung, Jin-woo (Dept. of Western Cuisine & Culinary Arts, Youngsan University)
Publication Information
Culinary science and hospitality research / v.22, no.8, 2016 , pp. 53-66 More about this Journal
Abstract
Present study confirmed the influential relationships among menus choices, IMC activities, customer satisfaction and revisit intention as perceived by Italian restaurant consumers to establish the marketing strategy. The results are as follows: The menu choice traits of the Italian restaurants have proved that menu quality, menu composition, and physical offer have significant influences on the customer satisfaction. In addition, all the factors of menu choice traits except physical offer have significant effect on the customer's revisit intention. Furthermore, the IMC activities of the Italian restaurants have been proved that the advertisement and the public relations have significant influence on the customer satisfaction and revisit intention, but there was no signigicant impact with personal selling. Last, the customer satisfaction has been identified as a critical antecedent of revisit intention in this study.
Keywords
Italian restaurants; menu choices; IMC; customer satisfaction; revisit intention;
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