• 한국프랜차이즈경영연구
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• 제14권1호
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• pp.1-21
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• 2023

Purpose: During COVID-19, consumers prefer social distancing or contactless activities for safety, and hygienic condition has become one of the most important factors in evaluating restaurants. Therefore, this study aims to investigate whether offline/online word-of-mouth is affected by restaurant quality. Research design, data and methodology: The data were collected from 480 consumers who had experiences of visiting a restaurant in the past 90 days and analyzed with SPSS 28.0 and SmartPLS 4.0 programs. Results: Physical environment and menu had positively significant effects on brand love, while employee service and hygiene had no significance on brand love. Restaurant environment, menu, and hygiene had negatively significant effects on brand hate, but employee service had not significant impact on brand hate. Brand love had positively significant effects on offline and online word-of-mouth, and brand hate had negatively significant effects on offline and online word-of-mouth. Conclusions: First, restaurants need to develop a pleasant space where customers can have emotional experiences. Second, restaurants need to fulfill customers' desire for global food consumption. Third, restaurants should ensure hygiene and safety to prevent customers' brand hate. Lastly, restaurants need to establish offline/online word-of-mouth strategy to identify which restaurant quality attributes influence brand love/hate and offline/online word-of-mouth.

• 동아시아식생활학회지
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• 제20권6호
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• pp.975-986
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• 2010

대학생 고객은 패스트 푸드 레스토랑의 중요한 잠재시장이다. 이런 면에서, 이 연구는 세가지 연구목적을 제시하였다: (1) 대학생들이 패스트 푸드 레스토랑을 선택할 때 고려하는 요인들이 무엇인지 고찰한다, (2) 실제로 패스트 푸드 레스토랑들은 이 요인들에 대하여 얼마나 충실히 대학생 고객의 요구에 부응하고 있는지 고찰한다, (3) 이러한 요인들 중에서 대학생들의 만족도에 유의하게 영향을 주는 요인들은 무엇인지 고찰한다. 선행연구고찰을 통해 대학생들의 패스트 푸드 레스토랑 선택에 영향을 주는 13개의 요인들을 도출하였다: (1) 쿠폰, (2) 실내분위기, (3) 청결성, (4) 셋트메뉴, (5) 메뉴의 일관성, (6) 할인쿠폰, (7) 자동차에서 주문하는 시스템, (8) 친절함, (9) 위치, (10) 메뉴의 다양성, (11) 가격, (12) 행사메뉴, (13) 음식준비시간. 설문지는 712명의 대학생들을 대상으로 봄학기 마지막 주에 4개의 수업시간중에 배부되었다. IPA 분석을 통해서, 대학생들은 13개의 요인들 중에서 일곱 개의 요인들에 큰 비중을 두는 것으로 나타났다: (1) 청결성, (2) 자동차에서 주문하는 시스템, (3) 친절함, (4) 위치, (5) 메뉴의 다양성, (6) 가격, (7) 음식준비시간. 또 한 현재 패스트 푸드 레스토랑들은 전체적으로 일곱 개의 요인들에 대하여 고객의 요구에 잘 부응하고 있었고, 그 일곱개의 요인들 중에 고객의 가치평가와 관련된 요인들 (가격, 음식 준비 속도, 위치, 친절한 서비스)은 대학생들의 만족도와 유의하게 연관되어 있었다.

• 동아시아식생활학회지
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• 제16권4호
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• pp.481-487
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• 2006

Coupons that restaurants are competitively issuing have considerable effects on company profits, depending on the performance of redemption rate. The purpose of the study is to identify the coupon type that consumers most prefer, among coupon types the most frequently issued restaurants, and to investigate consumers' coupon redemption rate and revisit intention based on brand familiarity. In this study, freshmen and sophomores in the 2-year colleges and the universities located in Seoul and Kyoungi province were sampled by convenience sampling, and surveyed about 3 coupon types (free meal coupon, discount rate coupon, discount price coupon) with 150 copies of questionnaire for each type, totally 450 copies randomly distributed. As a result, relationship between coupon redemption intention and revisit intention based on brand familiarity was that, the higher brand familiarity was, the higher coupon redemption intention and revisit intention were, regardless of coupon types. This study lies in that it approached to discount method, one of the coupon types, by further subdividing into discount rate and discount price, and that redemption intention and revisit intention were studied by taking account of coupon familiarity.

• 동아시아식생활학회지
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• 제10권3호
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• pp.179-189
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• 2000

Changes in eating culture patterns has been observed among modern Koreans from seeking out traditional types of eating out restaurant to the modern, luxurious, and hybrid food. This study aimed to investigate the patterns of eating out and preference of food in Pusan National University (PNU) area, representing typical Patterns of eating out in Pusan. Data revealed that the most popular places in which the subjects visited were Korean traditional restaurants and snack bars. The names of the places were in trendy style of Korean connotation, with Intention to appeal to the new generation. The interviewee reported that decision making on choice of plates were made by taste, price, and service in that order. The frequency of eating out was once In two or three days, Korean traditional restaurants, noodle shops, and restaurants of offering fusion food being the Place of choice. Preferred reasons for the PNU area were reported to be low price, followed by variety of food offered and geographical accessibility to the places. Most of the interviewees in the area were satisfied with the taste of food and service quality. A list of food they were willing to introduce to oversea foreigners included raw fish, Dongrae Pajon, Pulgoki, Kimchi and dog soup in that sequence. The results of survey indicator that changes in the eating out environment in Pusan were improvement of service quality, development of new recipes, improvement of hygiene standards and development of area-specific food. The results may also act as a guide in changing the eating out environment and developing tourism in Pusan.

• 동아시아식생활학회지
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• 제19권4호
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• pp.503-514
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• 2009

The purpose of this study were to analyze the importance and satisfaction toward franchise coffee shops and general coffee shops by university students according to their patronage type; and to provided ideas and marketing strategies to increase sales through IPA(Importance-Performance Analysis). University students in Daegu were surveyde from May 12, 2009 to May 30, 2009. The IPA results presented the following quality attributes, by gender, that should be quickly improved at franchise-coffee shops & general-coffee shops being recognized for a brand', 'easy to find', 'operational methods', 'variety of coffee menu', 'amount of coffee served', 'variety of side menu', 'external appearance and a signboard', 'parking', 'a scale of shop', and 'type of coupons'.

• 동아시아식생활학회지
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• 제22권1호
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• pp.120-132
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• 2012

The purpose of this study was to investigate thet 5 dimensions of brand personality that could affect brand attachment, and actual and ideal self-congruence in the family restaurant. Also, this study investigated the effects of actual and ideal self-congruence on brand attachment. Questionnaires were given to a sample of customers who visited one of the 4 famous national brands of family restaurants in Daegu. A total of 332 questionnaires were analyzed with SPSS/$PC^+$and LISREL. There were four major empirical research findings. First, sincerity, competence, sophistication and ruggedness affected brand attachment. And second, sincerity, competence and sophistication affected actual self-congruence. Third, sincerity and sophistication affected ideal self-congruence. And fourth, actual self-congruence affected brand attachment. However, the excitement dimension of brand personality did not affect brand attachment,; dimensions of excitement and ruggedness did not affect actual self-congruence,; dimensions of excitement, competence and ruggedness did not affect ideal self-congruence. Also, ideal self-congruence did not affect brand attachment. Based on these findings, marketers of family restaurants were recommended to strengthen the dimensions of sincerity, competence, and sophistication, and to weaken the ruggedness dimension.

• 동아시아식생활학회지
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• 제17권2호
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• pp.274-287
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• 2007

The purpose of this study was to examine the actual state of cooking wine usage, and analyze the relationship between the attributes of cooking wine and demographic characteristics. The major findings of this study are as follows. First, the origin and correct choice of cooking wine were significantly related to hotel type, restaurant type and career. Second, the importance of the taste and aroma of a cooking wine, which are intrinsic attributes in the evaluation of a wine, had significant relationships with all the demographic variables whereas the importance of purchase cost and label information of the cooking wine only exhibited a significant correlation with career (p<0.05). Third, 53.7% of the respondents used cooking wine based on recipes, while the rest used it by rule of thumb. These results between restaurant type were significantly different (p<0.05). For the results of this research to be of more use, further research should be conducted on the functional aspects of cooking wine and their effects on cooking. In addition, further systematic research should be performed on the functional and sensory effects of a variety of wine tastes and aromas on cooking.

• 동아시아식생활학회지
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• 제17권3호
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• pp.432-444
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• 2007

The purpose of this study was to investigate the differences in restaurant employees' perceptions regarding the importance of specific evaluation factors when judging wine quality. To analyze the data of the study, we employed descriptive statistical analyses, t-tests and ANOVA. The findings of the study are as follows: First, the importance and influence of the palate on evaluating wine quality attained the highest score. The nose, appearance, and 'others' also earned significant points in the respective order. Second, when we examined the servers' differences in perception about the importance of each factors on evaluating wine quality, significant distinctions were shown among males and females, and those in their 20's and 30's. Third, employees' perception about the importance of each factors also showed clear differences with regards to the wine servers' gender and experience with wine. Finally, we hope the results of this study provide useful information for the hotel restaurants and other food & beverage businesses. Specifically, this research may be used to establish helpful criteria for recommending and presenting the suitable wine items based on the customer's individual tastes and preferences.

• 동아시아식생활학회지
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• 제19권5호
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• pp.827-835
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• 2009

컴퓨팅 테그놀로지 도입은 직장이나 조직내에서 커다란 변화를 가져온다고 한다. 이 연구는 레스토랑 내에서의 IT도입이 종사자들의 직업에 대한 태도와 고객에 대한 행동에 미치는 영향을 파악하는 것을 목적으로 한다. 이 연구에서 IT 도입에 따른 종사자들의 태도를 측정하는 변수는 IT 도입에 대한 인식, 내적 동기 부여, 전반적인 직업의 만족도, 조직에 대한 긍지이며, 종사자들의 행동 변수로는 고객에 대한 긍정적인 행동이 사용되었다. 이 연구의 표본은 full-service, mid-scale의 레스토랑에 종사하는 종업원들이다. 제안된 연구 모형에 포함된, IT 도입에 따른 종사자들의 태도와 행동의 변화를 조사하기 위하여 6개의 가설이 수립되었다. 이 연구는 조직 환경의 변화에 따른 직무에 대한 인식과 태도의 연관성에 대한 지식을 발전시킨다는 면에서 의미가 있다. 이 연구의 산업계에 대한 실증적인 공헌은 레스토랑 owner나 manager에게 컴퓨터 기술 도입에 대한 결정을 하는데 유용한 시사점을 줄 수 있다는 것이다.

• 동아시아식생활학회지
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• 제18권4호
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• pp.641-650
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• 2008

본 연구는 Payes & Huffman의 목표 가치 분석 방법을 와인 전문 레스토랑의 메뉴 분석에 실제적으로 적용하여 메뉴분석 기법의 다양화를 제시하고자 하였다. 와인 전문 레스토랑의 메뉴 아이템을 네 가지의 메뉴 분석 기법을 통하여 분석해 본 결과, 안주류의 cheese, sausage 등과 소고기를 이용한 스테이크류가 가장 경쟁력 있는 메뉴로 나타났으며, 대체적으로 파스타류들은 경쟁력을 가지지 못하는 메뉴로 분석되었다. 특히, 스테이크류의 tenderloin steak (\4,669,700원)와 안주류의 fondue(\2,674,000원)가 가장 높은 수익 금액을 나타내었고, 목표 가치 금액에 도달한 메뉴 아이템은 총 28개의 메뉴 아이템 중 tenderloin steak, fruits & cheese, fondue, special tenderloin steak의 4가지 메뉴 아이템이었다. 또한, 파스타류의 경우, 와인을 전문으로 취급하는 와인 전문 레스토랑의 특성으로 고객의 요구로 간단한 식사의 필요성에 의하여 수익에 초점을 두기보다는 고객 서비스 차원에서 제시되어진 메뉴 아이템이긴 하지만 다양한 형태의 파스타류를 다루기보다는 함축되어진 메뉴 아이템의 제시가 필요함을 알 수 있었다. 지금까지 국내에서 이루어진 대부분의 메뉴 분석에 관련한 연구는 기존의 Miller, Kasavana & Smith, Pavesic 분석 방법을 이용한 메뉴 분석이 이루어졌지만, 메뉴 분석 기법의 다양화와 외식업체의 적절한 메뉴 분석 기법의 적용을 이루지는 못하였다. Payes & Huffman의 목표 가치 분석 방법을 메뉴 분석에 대한 새로운 적용으로 메뉴 분석 방법의 다양화와 메뉴 가격 결정 등의 원활한 메뉴 관리 및 외식업체의 마케팅 전략 등 외식업체의 보다 효율적인 경영 전략수립에도 긍정적인 영향을 미치고, 또한, 메뉴의 다양화 및 체계화에 공헌함으로서 인력과 자원의 낭비를 보다 긍정적으로 음식의 질을 높이는 데 활용되어 한층 더 발달된 식문화 형성과 우리나라 외식산업 발전에 도움이 될 것이다.