• 한국식생활문화학회지
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• 제24권3호
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• pp.245-255
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• 2009

As multinational brands have made inroads into domestic food service industry, and its recognition has been high to consumers, This research has tried to examine the general identity of brand, their recognition, and re-purchase behaviors. The purpose of this study is to inquire into how the brand value by brand identity was caused by recent development of food service industry, and how it had an effect on the purchase behaviors of them. In particular, factors of general identity have a significant effect on the revisit and purchase intention, as the image and ads of family restaurant among brand property factors of family restaurant showed an significant effect on the revisit intention. This study was made with priority given to the brand identity as four brand factors such as product brand, organizational brand, community brand and design brand based on the confidence. Results found that the community brand and design brand had a significant difference on purchase intention. Consequently, it has been suggested that the marketing strategies to make the brand identity strong have to be established with various brand enhancement tactics in the food service industry.

• 대한지역사회영양학회지
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• 제9권6호
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• pp.734-741
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• 2004

The purposes of this study were 1) to understand customers' expectations and satisfaction on menus in family restaurants, 2) to compare customer satisfaction and brand image for positioning new menus, and 3) to analyze customer satisfaction and loyalty to each menu. From May 8th to 28th, 2004, a total of 3,594 membership customers responded to the email survey. Statistical analyses such as t-test, ANOVA and Pearson Correlation were performed using SPSS 12.0. The results of this study consist of four major parts: general findings, customer expectation analysis, new menu positioning and customer satisfaction analysis. The customer expectation analysis discovered that taste was the most expected attribute in menus of family restaurants, followed by quantity, appearance and price. Statistically different expectations existed among different customer groups categorized by their general characteristics including demographics. Also, high correlations existed among the expectations over all the attributes: food quality, shape, quantity and price of food. Over all the attributes, customer expectation was higher than customer satisfaction. Thus, a discrepancy existed between expectation and satisfaction. Positioning of new menus was determined by brand image and customer satisfaction. Lastly, the customer satisfaction analysis revealed that customers in different gender and age have different satisfaction. In addition, high correlation existed between satisfaction and loyalty on new menus of a family restaurant. In consequence, the research findings suggest managers should understand customer expectation and satisfaction and reposition their menus regularly by menu engineering.

• 한국조리학회지
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• 제14권2호
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• pp.138-152
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• 2008

This study suggested a theoretical research system on the effects of the corporate social responsibility in family restaurants upon corporate image, corporate preference and revisit intention. Based on total 342 university students from the empirical research, this study confirmed the reliability and fitness of research model and verified total 4 hypotheses with structural equation modeling(SEM) by Amos program. SEM results showed that the corporate social responsibility of family restaurants had positively significant influence on corporate image(legal and economic aspect 0.203-p<0.05; philanthropy aspect 0.318-p<0.001; ethical aspect 0.203-p<0.05), and corporate image had positively significant influence on corporate preference(0.979-p<0.001) and revisit intention(0.258-p<0.05) as well. Also, corporate preference had positively significant influence on revisit intention(0.844-p<0.001). The findings of this study verified a hypothetical ground that the corporate social responsibility of family restaurants has positive effects upon revisit intention. Additionally, regarding the activity of social responsibility in the foodservice industry, it is proved that the practices in the activities of philanthropy and contribution to society rather than the practices in the legal and economic aspect had significant relations with the customer's favorable behaviors.

• 유통과학연구
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• 제17권6호
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• pp.77-84
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• 2019

Purpose - Although an extensive body of research in psychology and marketing focuses on perceived waiting time, no research has examined the effect of the location of the waiting place on perceived waiting time. In particular, this study suggests that customers who are waiting in a restaurant may have different perceived waiting time depending on whether they are in close proximity to the service area (e.g., dining area) or farther from it. In particular, the author examines how and why the location of the waiting place affects the perceived waiting time of the consumer and reveals the mental simulation as its psychological mechanism. Research design, data, and methodology - This study conducted field surveys with customers waiting in real restaurants. Eighty-eight people participated under two conditions: a restaurant with a waiting place near the dining area and a restaurant with a waiting place far from the dining area. Participants responded to questions about perceived waiting time (the dependent variable), mental simulation (the mediator), and demographic variables. To verify the hypothesis, ANOVA and bootstrapping analysis were performed. Results - The major results from the field study are as follows. First, participants perceived wait time differently depending on the location of the restaurant's waiting place: participants in the restaurant with a waiting place close to the dining area perceived significantly shorter waiting times. Second, the effect of the location of the waiting place on the perceived waiting time was mediated by mental simulation: the closer the wait location is to the dining area, the more imagination the customer exercises about the meal, which in turn distracts attention from time flow and shortens the perceived wait time. Conclusion - This study has a theoretical implication in that it extends research on perceived waiting time as the first study of how and why the location of a waiting place affects a customer's perceived waiting time. It has a practical implication that can be used as a marketing tactics to improve the image of the service provider by changing the location of the waiting place.

• 유통과학연구
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• 제13권5호
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• pp.103-111
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• 2015

Purpose - When it comes to first impressions of family restaurants, people basically think of the following factors: cozy, a refreshing space, indoor lighting, atmospheric music, the best-quality service through mutual interactions with employees, birthday events, follow-up customer management, brand image, and many others. Focusing on such family restaurants characteristics, with consumption experience and customer satisfaction determined as mediator variables, this study looks into the selection factors that affect customer loyalty when choosing a family restaurant. Subsequently, the study conducts an empirical analysis of these selection factors with the greatest influence. Research design, data, and methodology - This study analyzed 200 total surveys of family restaurant customers including college students, workers, housewives, and others. The survey was conducted over two weeks in May 2014. For statistical processing, SPSS 21 was used for factor analysis and reliability analysis as well as AMOS for structural equation analysis. In terms of a variable that would influence either consumption experience or customer satisfaction at the restaurants, the study introduced the concept of customer equity. The study designed a model based on a hypothesis developed using the following factors: customer encounter service value, customer convenience value, brand equity, relationship equity, and other factors defined as components of customer equity by Rust et al. (2000) determined as independent variables as well as with customer experience and customer satisfaction set as mediator variables. The hypothesis, after all, assumed that customer loyalty would be positively (+) influenced. Results - The analysis results from the study reported that brand value, customer encounter service value, and relationship value have positive (+) effects on consumption experience and customer satisfaction. However, as for customer convenience value, this turned out not to have a statistically significant influence on consumption experience and customer satisfaction. In regard to a relation between consumption experience and customer satisfaction, the results showed that the former affects the latter, and in terms of intervening variables, both of these appeared to have a positive (+) effect on customer loyalty. Conclusions - This study suggests that family restaurants should look for strategies that focus on how to promote customer relationships. For example, restaurants could try birthday events or discount events to achieve this goal. Since the study ended up realizing relatively low levels of suitability and statistical significance, the path of the study changed. After all, in order to increase suitability and statistical significance, the study had to eliminate factors such as service quality and others and for this reason the study was unable to conduct the analysis as initially planned. In addition, the data samples of the research were mainly gathered from students, which made it hard to say that the analysis was carried out on samples from every different group. Future research should analyze the characteristics of each group of customers for factors affecting customer satisfaction and customer loyalty in the family restaurant chain.

• 한국조리학회지
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• 제13권3호
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• pp.115-126
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• 2007

Previous studies have focused on service quality by examining customer satisfaction and retention. Little, if any work has been conducted exploring the emotional state of customers and that state in con-nection to perceived service quality. The objective of this study was to explore and determine how a customer's emotions perceive and respond to service quality within family restaurants. It was found that within a positive emotional field, product and personal service quality showed a high correlation to the positive image while customers experiencing negative emotions had the perception of poorer product and personal service quality as well as a worse impression of cleanliness. Cleanliness was not connected to the issue of customer satisfaction but each of these three factors, whether positive or negative, led to the creation and mediation of an image which in itself directly resulted in customer satisfaction. Customer emotional fields are not merely the by-product of quality issues, or satisfaction but in fact the foundation by which all other factors must be considered and analyzed. Family restaurateurs need to focus on the customer's emotional well-being to create customer satisfaction.

• 대한지역사회영양학회지
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• 제14권6호
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• pp.807-816
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• 2009

This day's research analyzed the difference between brand personality, self - image congruity, job satisfaction and their influences towards employees of family restaurants in order to suggest a plan which would induce researcher's interest as well as influencing diversification of management strategies toward dining-out business. The purpose of this research is to analyse the difference between brand personality, self - image congruity, job satisfaction and their influences towards employees of family restaurants. The survey questionnaires were distributed to 300 employees of family restaurants in Seoul from August 1th until August 30th 2009, and 257 of them were used for analysis. The top seven company's were chosen by base on data from 2009 Annual Dinner of the Korea. Statistics handling of this research used SPSS WIN 17.0 statistics package program, which performed frequency analysis, factor analysis, regrssion anlysis. The research result shows, first of all, the relationship between company's brand personality and personal self - image congruity, it shows that the company's brand personality has higher on 'ability/capability, loyalty/fidelity, and strong' the personal self - image congruity appeared higher. The relationship between company's brand personality and social self-image congruity, it shows that the company's brand personality has higher on 'ability/capability and loyalty/fidelity' the social self-image congruity appeared higher. Second of all, in a relation between the self-image congruity and job satisfaction, the personal self-image congruity has shown positive impact on job satisfaction. Third of all, in a relationship between the company's brand personality and job satisfaction, if 'interest or loyalty/fidelity' shows higher on brand personality, than job satisfaction has shown higher.

• 한국조리학회지
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• 제17권3호
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• pp.33-46
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• 2011

본 연구는 패밀리 레스토랑의 브랜드 심벌이 브랜드 이미지와 선호도 및 구매의도에 미치는 영향에 관한 것이다. 본 연구 결과, 브랜드 심벌을 시각적 기호로서 기능적 요소, 가치적 요소, 심미적 요소의 3가지 요인이 추출되었고 이중 기능적 요소와 심미적 요소가 브랜드 이미지와 선호도에 영향을 미치는 것으로 나타났으며, 이러한 브랜드 이미지와 선호도는 다시 구매의도에 영향을 미치는 것으로 나타났다. 그리고 소비자들은 브랜드 심벌에 대하여 그림이나 기호의 마크형보다는 기업명이나 브랜드명이 들어간 로고형을 선호하였고 TV광고보다는 옥외광고가 더욱 인지도를 높인다고 응답 하였다. 이러한 결과들을 근거로 향후 브랜드 런칭 시 심벌에 대한 디자인은 앞에서 언급한 로고형 심벌을 우선적으로 고려하고 광고는 어느 한곳에 편중되지 않은 옥외광고와 TV광고가 적절히 혼합하여 사용하여야 할 것이다.

• 한국조리학회지
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• 제17권2호
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• pp.153-167
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• 2011

본 연구는 패밀리 레스토랑의 고객만족과 재구매 의도에 영향을 주는 메뉴품질과 브랜드 이미지요인 규명에 대하여 실증적으로 분석하였다. 조사 대상자를 서울 경기 지역에 패밀리 레스토랑 이용 고객을 대상으로 실사하였다. 자료 수집 방법은 응답자가 직접 기입하는 자기기입식(self-administered) 설문지방법을 사용하여, 2010년 10월 2일부터 10월 17일까지 설문조사를 실시하였으며, 총 264부를 이용하여 실종분석에 사용하였다. 측정도구로서 타당성을 검증하기위하여 요인분석에 의해 설문의 신뢰성과 타당성을 검정하였으며 가설은 회귀분석으로 검정하였다. 분석 결과 메뉴품질은 브랜드 이미지에 유의한 영향을 미치고 있으며, 메뉴품질과 브랜드 이미지는 고객만족에 유의한 영향을 미치는 것으로 나타났다. 고객만족은 재구매 의도에 유의한 영향을 미치는 것으로 나타났다.

• 농촌계획
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• 제21권2호
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• pp.163-175
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• 2015

This study aimed to analyze factors of importance and performance picked by customers of Bibijeong, a farm restaurant operated by the local community of Wanju-gun. Major points include: Recognition paths mostly were word of mouth and mass media, types of visit were in the company of friends, family members or work colleagues, and purposes of visit included consumption of meal and identifying features of the restaurant. Secondly, factor analysis showed that level of facility, atmosphere/cleanness, diversity of menu, employees, ingredients and network. The Cronbach Alpha coefficient was +0.6. Thirdly, average of importance of factors was 3.861 while average performance was 3.429. IPA analysis showed that employee(communication, customer contact) in the first quadrant proved the need for fast improvement through training. Atmosphere/cleanness (interior atmosphere, table clean, kitchen cleanliness, clean dishes, interion design) and employee(proficiency, menu recognition), foodstuff(freshness, origin, safety) in the second quadrant showed that the marketing strategy of improvement as well as maintaining current status is needed, including regular training and hygiene inspection. The third quadrant contains facilities(disability, baby, fire protection) and food menu(food packing, various menu, creative menu, menu description), network(village economic links), which showed the need for gradual improvement. The forth quadrant contains network(sights's near contains. The results so far can be summed into the statement that overcoming the basic functionality of providing meals and linking the restaurant with local attractions and local economy would be need, as well as building up the image of unique farm restaurant with local features, so that Bibijeong can serve as the centerpiece of community and foundation of exchange with other areas.