• Title/Summary/Keyword: additional marketing satisfaction

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The Influence of Additional Marketing-Mix on Customer's Overall Satisfacton in Family Restaurant (패밀리레스토랑의 추가마케팅믹스가 고객의 전반적인 만족도에 미치는 영향)

  • Kim, Mi-Yon;Yoon, Tae-Hwan
    • Journal of the Korean Society of Food Culture
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    • v.22 no.5
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    • pp.575-581
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    • 2007
  • 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.

Difference in Additional Marketing Satisfaction by Lifestyle of Korean Restaurant Customers - Focus on Foreign Students at University in Gangwon Province - (라이프스타일에 의한 한식전문점 고객의 추가마케팅만족의 차이 - 강원지역 외국인 유학생을 대상으로 -)

  • Yoon, Tae-Hwan
    • Journal of the Korean Society of Food Culture
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    • v.30 no.5
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    • pp.587-595
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    • 2015
  • The purpose of this article was to research the difference in additional marketing satisfaction by lifestyle of Korean restaurant customers (focus on foreign students at university in Gangwon province). In this research, factor analysis, cluster analysis, and ANOVA were carried out. Lifestyle was divided into seven factors and six clusters. Additional marketing satisfaction was divided into three factors. Additional marketing satisfaction showed a significant difference by lifestyle of foreign students. First, 'employee' had a highest point at C3 'convenience internet searching pursuit' but lowest point at C4 'brand preference pursuit' (p<0.001). 'Service process' had a highest point at C1 'safety health pursuit' but lowest point at C5 'effort pursuit' (p<0.001). 'Tangible clue' had a highest point at C3 'convenience internet searching pursuit' but lowest point at C5 'effort pursuit' (p<0.001). Additional marketing can reduce customer uncertainty, ambiguities, and wavering about eating at restaurants by intangibility of service. As a result, food-service corporations need to manage additional marketing as well as increase satisfaction and loyalty of customers.

A Study on the Effects of Service Quality by Restaurant Locations on Customer Satisfaction and Revisiting Intention - Focusing on Wonhalmoney Bossam - (외식산업의 점포 입지별 서비스 품질이 고객 만족, 재방문 의도에 미치는 영향에 관한 연구 - 원할머니 보쌈 점포를 대상으로 -)

  • Kang, Byong-Nam;Park, Dea-Seob;Moon, Young-Il
    • Culinary science and hospitality research
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    • v.14 no.4
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    • pp.456-468
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    • 2008
  • This paper analyzes how the service quality affects customer satisfaction and loyalty, focusing on a franchise restaurant company 'Wonhalmoney Bossam'. The result shows that store locations and food cost of the menu, as an additional quality formation factor, influence customer satisfaction and loyalty rather than the main quality formation factors. This study strongly suggests the marketing preparation of menu price and the choice of locations are most significant as an additional factor. Therefore, Korean food restaurants should develop their marketing strategies from the customer's point of view, and reasonable price setting and menu selection with appropriate location will create customer satisfaction and revisit.

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Antecedents to Improve Customer Satisfaction and Loyalty of Department Store (백화점의 고객만족 및 충성도 제고를 위한 선행요인에 관한 연구)

  • Kim, Youn-Hwan;Kang, Myong-Ju
    • Management & Information Systems Review
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    • v.31 no.1
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    • pp.65-88
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    • 2012
  • The reason customer satisfaction has been considered importantly in previous researches is that customer satisfaction can lead repurchase and loyalty. For a department store which tries to differentiate from other retailing stores by providing prestige services with customers, customer satisfaction is an essential element for keeping customer loyalty. Previous researches had mentioned only marketing mix to explain the customer satisfaction of department store. However, this paper would like to examine that differential services of department store can have an effect on the customer satisfaction, as well as marketing mix. As results, place(location) variable and promotion variable of four marketing mix influenced on the customer satisfaction significantly. The rest of marketing mix, product and price, were not confirmed statistically. Most of all, as an additional variable, service can have an strong effect on the customer satisfaction positively. Therefore, department store need to consider not only marketing mix but also service variable when building marketing strategies.

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A Study on the Effect of Retirement Education from the Perspective of Internal Marketing (내부마케팅 관점에서 본 퇴직예비교육 효과에 관한 연구)

  • Park, JuSik
    • Management & Information Systems Review
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    • v.34 no.5
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    • pp.149-169
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    • 2015
  • This research is based on internal marketing to explain the effect of retirement education as the strategy for increasing internal customer satisfaction. The analysis was held with employees who work in Ulsan area by using SPSS18K and Smart PLS 2.0. The study verified the structural equation model hypothesizing the relationship among related factors including retirement education factors, job satisfaction, anxiety, motivation and customer orientation. According to the result of this study, retirement education factors have positive effect on the both job satisfaction and anxiety. However, the effect of leisure education is not significant for both job satisfaction and anxiety. Additional IPA was conducted to explain managerial implication of this research. The research has several marketing implication on internal marketing and internal customer satisfaction. For firms, employees' perception of retirement education can generate the tangible and intangible performance in the internal marketing perspectives.

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The Effect of Fashion Brand Apps on Smartphones Flow and Consumer Satisfaction in Mobile Shopping (모바일 쇼핑에서 패션 브랜드 앱이 스마트폰 몰입과 소비자 만족에 미치는 영향)

  • Kang, Eunmi;Park, Eunjoo
    • Fashion & Textile Research Journal
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    • v.18 no.6
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    • pp.825-832
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    • 2016
  • The purposes of this study was to investigate effects of fashion brand apps on smartphones flow and consumer satisfaction in mobile shopping. These findings provide new information to marketers for the marketing strategy for dealing with mobile shopping mall. A total of 233 usable questionnaires were obtained from men and women ages 20-30 who have mobile shopping purchasing experience. Data were analyzed by frequency analysis, factor analysis using SPSS for Window 22.0 and confirmatory factor analysis and structural equation model analysis by AMOS 22.0. The results were as follows. First, the analysis of fashion brand apps factors showed that it consist of 2 kinds of dimensions of basic information type and additional information type. Second, basic information type of fashion brand apps have had a direct impact on consumer satisfaction and did not affect the smartphones flow. Additional information type influence consumer satisfaction through a smartphones flow. Basic information type of fashion brand apps showed a greater impact on consumer satisfaction than a smartphone flow. A managerial implication was discussed for fashion brand marketers to develop strategies on fashion brand apps that could stimulate and increase the consumer flow and satisfaction.

Moderating effect Switching Barrier on Coffee-shop customer Satisfaction and Loyalty (커피전문점에서 전환장벽을 고려한 고객만족과 충성의 관계)

  • Kim, Pan-Su;Han, Jang-Hyeop
    • Proceedings of the Safety Management and Science Conference
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    • 2011.11a
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    • pp.683-694
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    • 2011
  • This study analysed impact of service quality on customer satisfaction and loyalty in the take-out coffee shop. The switching barrier was also studied as a moderating effect. Particularly, this study focused on relationships between customer loyalty and switching barriers. A lot of previous studies interest only in customers satisfaction. This study also analysed relationships among service quality, customer satisfaction, switching barriers and brand loyalty. Eventually, service quality significantly affects customer satisfaction, moderating effects, brand loyalty and marketing performance. SERVQUAL model which was established by PZB (1988) was used as a service quality factors. The impact on customer satisfaction was analysed using multiple regression analysis. Simple regression analysis was used to find effects of customer satisfaction and customer loyalty. Additional factors of switching barriers was classified based on previous studies. Hierarchical multiple regression analysis was used to find factors of customer loyalty among switching barriers. In the result, we can find that the importance of tangibles, responsiveness in service quality factors and contract cost, search cost and continuous cost in moderating effects.

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Factors influencing life satisfaction among college students - Social psychological variables and shopping confidence for clothing and accessories - (대학생의 삶의 만족에 영향을 주는 변수들 - 사회심리적 변수들과 의복 쇼핑자심감 -)

  • Park, Hye-Jung
    • The Research Journal of the Costume Culture
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    • v.23 no.6
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    • pp.1061-1081
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    • 2015
  • Recently, there has been an increase in wellbeing marketing, which focuses on increasing consumer life satisfaction or consumers' sense of subjective wellbeing. Numerous studies have been conducted to identify which aspects contribute to consumer life satisfaction. In order to provide additional insights into consumer life satisfaction, this study aimed to identify the relationships among social psychological variables (consciousness of social face, social interaction anxiety, and career anxiety), shopping confidence, and life satisfaction. Shopping confidence in this study relates to confidence for clothing/accessories. It was hypothesized that social psychological variables influence life satisfaction not only directly but also indirectly through shopping confidence. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred eighty six questionnaires were used in the statistical analysis. Factor analysis of consciousness of social face revealed two factors, 'desire to gain face' and 'fear of losing face'. Factor analysis of social interaction anxiety, shopping confidence, and life satisfaction revealed that these variables were uni-dimensional. Test of the hypothesized path showed that all social psychological variables influenced life satisfaction indirectly through shopping confidence, whereas 'fear of losing face' of consciousness of social face and career anxiety influenced life satisfaction directly. The results give marketers some understanding of their consumers' life satisfaction in relation to consciousness of social face, social interaction anxiety, career anxiety, and shopping confidence.

An Exploratory Study on the Determinants of Customer Satisfaction in Credit Card Service (신용카드서비스의 고객만족요인에 관한 탐색적 연구)

  • Lee, Hyung-Seok;Lee, Gi-Sun;Kim, Sang-Yong
    • Journal of Global Scholars of Marketing Science
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    • v.13
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    • pp.29-47
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    • 2004
  • This study examined the determinants of customer satisfaction in credit card service which has grown rapidly. We are interested in the determinants that affect intention of re-use and recommendation for the credit card. And in this study we adopt and extend the customer satisfaction factors presented in the literatures of retail banking services. The results show that the factors of corporate, innovativeness, physical & staff service and fee affect the customer satisfaction of the re-use intention. We also find that additional services, innovativeness and physical & staff service are the factors for the customer satisfaction of the recommendation intention. Finally, we discuss the managerial implications with a direction of future studies.

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A Study on Factors Affecting Opportunism that Cause Potential Conflicts in Relationships with Key Accounts (핵심 거래처와의 관계에서 잠재적 갈등을 유발하는 기회주의에 영향을 미치는 요인에 대한 연구)

  • Pyun, Hae-Soo
    • Journal of Arbitration Studies
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    • v.30 no.2
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    • pp.165-184
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    • 2020
  • In this study, the factors affecting opportunism in the relationship between suppliers and key accounts were analyzed from the viewpoint of transaction cost theory, market power theory, and relationship marketing theory. As a result of the hypothesis test, Hypothesis 1 stating that demand volatility will have a positive effect on opportunism and Hypothesis 2 that transaction-specific investment will have a positive effect on opportunism were also supported. In addition, Hypothesis 3 stating that channel power will have a positive effect on opportunism was also supported. Lastly, Hypothesis 4 stating that relational commitment will have a negative effect on opportunism was not supported, along with Hypothesis 5 stating that transaction satisfaction will have a negative effect on opportunism. The theoretical and practical implications of this study are as follows. This study has identified the antecedents of opportunism by comprehensively applying the transaction cost theory, market power theory, and relationship marketing theory. In addition, this study can identify what a company should manage specifically to lower opportunism by identifying the antecedents of opportunism. The limitations of this study and the directions for future studies are as follows. First, not all of the antecedents of opportunism of key accounts have been extensively investigated from the viewpoint of the transaction cost theory, market power theory, and relationship marketing theory. In the future, it is necessary to identify additional factors. Second, the study was conducted only in the supplier's viewpoint. In future studies, it is expected that more accurate research results can be obtained by simultaneously examining not only the supplier's point of view but also the buyer's point of view.