• 한국식생활문화학회지
• /
• 제30권2호
• /
• pp.182-189
• /
• 2015

This study assessed the effect of color marketing in the RTD coffee industry in Korea. In order to investigate the effect of color marketing, this study measured the characteristics of color marketing as well as brand image and attitude in accordance with behavioral intention to purchase. Data were collected using questionnaires, and a total of 310 questionnaires were distributed with 298 entered for data analysis. Frequency analysis, factor analysis, correlation, and multiple regression analysis were tested using SPSS. A total of seven factors were extracted, including brand attitude, purchase intention, association, identification, brand awareness, symbolism, and attention. Significances were found between brand awareness and identification (p<0.001) and attention (p<0.001). In the relationship between characteristics of colors and brand attitude, significances were found in identification (p<0.001), attention (p<0.001), and association (p<0.001). Further, brand attitude and brand awareness had a significant positive effect on purchasing intention of RTD coffee. Results of this study suggested that color marketing is a good marketing tool to persuade potential consumers to purchase RTD coffee based on brand attitude and brand awareness.

• 한국식생활문화학회지
• /
• 제27권3호
• /
• pp.251-260
• /
• 2012

This study was designed to provide practical environmental marketing data by measuring the effect of environmental marketing on customer loyalty and trust at coffee stores. The results were obtained by empirical analysis and are summarized as follows. The first hypothesis, the effect of environmental marketing on consumer trust at coffee stores, showed that environmental marketing at coffee stores had a statistically significant positive effect on consumer trust. Price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on consumer trust. Especially, facilities was the highest. The second hypothesis, the effect of environmental marketing on customer loyalty at coffee stores, showed that environmental marketing at coffee stores had a statistically significant positive effect on customer loyalty. Price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on customer loyalty. Especially, facilities was the highest. The third hypothesis, the effect of consumer trust on customer loyalty at coffee stores, showed that consumer trust at coffee stores had a statistically significant positive effect on customer loyalty. Improvement of consumer trust by environmental marketing was an important factor in improving customer loyalty. As for these findings, price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on consumer trust and loyalty. Consequently, these findings provide helpful information for coffee stores to plan environmental marketing strategies and establish direction, and they can be used for management activities.

• 대한영양사협회학술지
• /
• 제21권1호
• /
• pp.72-82
• /
• 2015

The purpose of this study was to provide preliminary data for competitive dominance in an institutional foodservice environment. Data were collected from 85 experts and practitioners on customer-oriented service contact elements and contact fields in the foodservice industry. PASW Statistics ver.18 and MS Excel were used for data analysis. From the pilot study, 67 service contact-elements were derived. Contribution rate analysis and frequency analysis in each contact field were performed in order to categorize four factors, including environment-oriented contact, product-oriented contact, service-oriented contact, and image-oriented contact fields. Thirty three contact elements were derived, and environment-oriented contact consisted of eight contact-elements (cleanliness of restaurant/kitchen, etc.), product-oriented contact consisted of twelve contact-elements (food taste, etc.), service-oriented contact consisted of seven contact-elements (service quality, etc.), and image-oriented contact consisted of six contact-elements (image/reputation, etc.). The results of study will be useful to develop an effective marketing program for competitive dominance in an competitive foodservice industry environment.

• 한국식품조리과학회지
• /
• 제30권2호
• /
• pp.109-118
• /
• 2014

Korean food globalization has been recently launched as a tool of civil ambassador, and the trend of Korean food has grown among international visitors of Chinese and Japanese. The purposes of this study were to identify the awareness level about Bibimbap of Chinese and Japanese consumers and to investigate its marketability. The survey questionnaires were distributed to 403 Chinese and Japanese visitors who have experienced Bibimbap. The results identified 3 factors of quality, sensory characteristics, and nutrition value, and Japanese consumers appeared to have higher perception than Chinese consumers about Bibimbap. A significant difference between Japanese and Chinese consumers existed in nutritional value and marketability of Bibimbap, and Japanese highly evaluated the nutritional value of Bibimbap in particular. The findings of this study provided valuable information for the development of Bibimbap and marketing strategies to globalize Bibimbap.

• 경영과정보연구
• /
• 제28권2호
• /
• pp.1-19
• /
• 2009

많은 외식기업들은 시장에서 이미 성공한 브랜드를 무형의 자산으로 취급하고, 이를 보다 적극적으로 활용하기 위한 마케팅 전략의 일환으로 브랜드확장을 이용하고 있다. 브랜드확장전략은 브랜드이미지를 강화하고 마케팅비용을 감소한다. 본 연구의 결과는 다음과 같다. 첫째, 본 연구의 가설 (H-1)에 해당하는 확장브랜드에 대한 이미지와 확장브랜드에 대한 태도와의 관계를 검증한 결과, 계수 값이 0.43, t값이 4.21로 나타나 통계적인 유의성이 검증되었다. 확장된 브랜드 이미지는 확장된 브랜드 태도에 가장 강력하게 영향을 미친다. 둘째, 확장브랜드에 대한 태도와 확장브랜드의 충성도간의 관계(H-2)에 있어서도 계수의 값이 0.29, t값이 3.08로 나타나 확장브랜드에 대한 태도가 확장브랜드의 충성도에 영향을 미친다는 것을 알 수 있다. 본 연구결과, 외식브랜드는 고객과 외식기업간의 단순한 거래의 수단이 아닌 지속적인 관계의 개념의 확장으로써 적용되는 상호작용적 수단으로 인식해야 한다. 특히 이미지와 태도, 그리고 재방문의도, 추천의도와 같은 충성도와 어떠한 영향관계가 있는지 조명한 부분은 이와 유사한 선행연구들의 이론적 한계를 극복할 하나의 이론적 실마리를 제공한다.

• 한국식생활문화학회지
• /
• 제25권6호
• /
• pp.755-763
• /
• 2010

The purpose of this study was to select market variables that a foodservice company should consider when expanding overseas and to regional market analysis by variables. Twenty-three different variables were derived from 17 previous studies. These were: population, urbanization rate, women employed, enrollment in tertiary education, gross domestic product, value added by service, total number of mobile cellular telephone subscribers, number of internet users, total Asian highway, inward foreign direct investment, total service imports, inflation rate, international tourist arrivals, energy use by industry, growth rates of the food consumer price index, access to urban sanitation, per capita total expenditure on health, male life expectancy at birth, adult literacy rate, contributing women family workers, passenger car, and country risk assessment. The selected variables were collected as secondary data from the UN, Asian Development Bank, International Bank for Reconstruction and Development, and Michigan State University.

• 한국식생활문화학회지
• /
• 제13권5호
• /
• pp.423-430
• /
• 1998

The purposes of this study were to (a) measuring attitude and satisfaction of Yonsei university students towards contracted vs. rented university foodservices, (b) determine university students' overall satisfaction & perception regarding the factors improved towards university foodservice and (c) provide recommendation on marketing strategies for university foodservices. Questionnaires were hand delivered to 600 Yonsei University students by designated coordinators. A total of 549 questionnaires were usable; resulting in an 93% response rate. The survey was conducted between October 12 to October 18, 1995. Statistical data analysis was completed using the SAS Programs for descriptive analysis, T-test, ${\chi}^2-test$, ANOVA, Factor Analysis and Stepwise Multiple Regression. The results of this study can be summarized as follows: 1. Performance mean score for contracted foodservice management in terms of food, menu, price, hygiene, facilities was higher than for rented foodservice management. 2. The average satisfaction score for contracted foodservice management in terms of price was lower than for rented foodservice management. There was no gap between contracted foodservice management and rented foodservice management in overall satisfaction score and price satisfaction score. 3. Perception regarding the factors improved of thirteen factors to be improved except operating hours, waiting time, price, food quantity were perceived as better by students. 4. Perception regarding the factors improved have correlation with foodservice qualify attribute's performance. 5. According to multiple regression analysis, 92.05% of the variance in respondents' satisfaction score could be explained by procedure after meal, purchasing procedure, operating hours, availability of breakfast, waiting time, atmosphere, price, facilities, service endeavor to survey satisfaction in foodservice, availability of kitchen and wall space, portion size, taste of food, change of cafeteria name, the number of seats, and variety of menu.

• 한국생활과학회지
• /
• 제23권5호
• /
• pp.941-955
• /
• 2014

A price discount is one of the effective marketing means to get business profitability in a short period of time. Recently most of the foodservice enterprises in our country utilize a variety of discount methods such as affiliated cards, point cards, discount coupons, social commerce and/or event discount as their marketing strategy. Therefore, this research aimed to investigate customer satisfaction about discount methods provided by the foodservice industry and explore the moderate effect of the discount methods between customer satisfaction and loyalty. For data collection, both of online and offline questionnaire surveys were carried out, and a total of 871 responses were analyzed. As results, the respondents showed high satisfaction with the discount methods, and the discount methods had a positive moderate effect between customer satisfaction and loyalty.

• 한국식생활문화학회지
• /
• 제33권3호
• /
• pp.243-249
• /
• 2018

The home meal replacement (HMR) food industry began in 1980, and it has grown rapidly as a major food business for both consumers and the food industry since the development of industrialization and societal changes. Many researchers investigated a variety of HMR food product characteristics. On the other hand, previous studies have focused only on topics in limited study areas. Therefore, this study examined the effect of color marketing and the value of experience on the consumer behaviors. This study used a survey to collect the respondents' opinions about HMR food products. The study results showed that the characteristics of color marketing and the experience value of the HMR products influenced the consumers' attitudes. Moreover, consumers' attitudes affected their repurchase behavior. The results suggest that marketers of HMR food products should use colors that show the characteristics of products to appeal to consumers. In addition, HMR products should be developed in line with what consumers value the most; for example, consumers value their previous experience with the products and the characteristics of the products.

• Journal of Community Nutrition
• /
• 제8권3호
• /
• pp.119-126
• /
• 2006

The purpose of this study was: 1) to investigate whether Korean dietitians are engaged in Foodservice Systems Management (FSM) competencies in their current jobs, and 2) to identify the relationship between types of dietetic practice areas and Korean dietitians' usage of FSM competencies. Fifteen FSM competencies were widely used, 17 were somewhat used, 13 were seldom used and the remaining two competencies were little or not used by the dietitians. The most used competency was related to menu planning (98%). Whereas, the least used competency was related to marketing skills (17%). As a whole, the categories of 'technical and communication skills' (78%) and 'production and distribution management' (77%) were more widely used than other FSM categories. Of 47 competencies, 34 competencies were found to be significantly associated with the type of practice area. Considering the findings, the type of dietetic practice area was a strong factor of Korean dietitians' usages of FSM competencies. Of 34 competencies associated with the type of dietetic practice area, 25 FSM competencies were more likely to be used by the dietitians from health care facilities.