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http://dx.doi.org/10.7318/KJFC.2007.22.5.575

The Influence of Additional Marketing-Mix on Customer's Overall Satisfacton in Family Restaurant  

Kim, Mi-Yon (Department of Tourism Management, Kukjae College)
Yoon, Tae-Hwan (Department of Food Science, Dong-U College)
Publication Information
Journal of the Korean Society of Food Culture / v.22, no.5, 2007 , pp. 575-581 More about this Journal
Abstract
The purpose of this study was to investigate the influence of additional marketing mix on overall satisfaction of customers at family restaurants in Seoul and Kyongki-province. In this research frequency analysis, reliability analysis, factor analysis, multiple-regression analysis were employed to analyze the data. Additional marketing mix were divided into 3 factors. Employee(${\beta}=0.352$, t(p)=7.221(0.000) had the most positive impact on overall satisfaction. And physical evidence(0.160, t(p)=3.271(0.001) and process(${\beta}=0.114$, t(p)=2.338(0.020) influenced positively(+) in order. As a result, all factors of additional marketing mix influenced significantly overall satisfaction of customers. These additional marketing mix are regarded as effective marketing tactic to reduce intangibility of food-service business. Therefore restaurant company needs to manage additional marketing mix sufficiently to maintain of customers' satisfaction at family restaurants.
Keywords
physical evidence; process; employee; overall satisfaction; family restaurants;
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Times Cited By KSCI : 3  (Citation Analysis)
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