• Journal of the Korean Society of Food Culture
• /
• v.24 no.3
• /
• pp.245-255
• /
• 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.

• Journal of the Korean Society of Food Culture
• /
• v.26 no.2
• /
• pp.159-169
• /
• 2011

We suggested specific and practical marketing strategies to coffee shop managers and customers to create a symbiotic relationship. The coffee shop's relationship to reliability, commitment, and shop loyalty was analyzed thoroughly. The samples for this study were 393 coffee shop customers in Seoul. The results showed that customer reliability about coffee shops improved as reputation, customer orientation, specialty, and tie increased, but reliability was reduced as the size of the coffee shop became larger. Communication did not significantly affect reliability. Second, customer reliability positively affected commitment, so commitment increased as customer reliability increased. Third, customer reliability positively affected shop loyalty, so shop loyalty increased as customer reliability increased. Fourth, customer commitment positively affected shop loyalty, so shop loyalty increased as customer commitment increased.

• Culinary science and hospitality research
• /
• v.22 no.1
• /
• pp.135-140
• /
• 2016

Food is widely accepted as very important factor in tourists' experiences by researchers. However, few studies revealed tourists' importance of food for their travel. Therefore, through a case study in Busan (South Korea), this study aims to critically assess the importance of food tourism from domestic tourists' perspectives. In particular, this study assess the relationship between food tourists' value, nutrition information, behavioral intention of tourists' food experiences during their travel. Using SmarPLS program, a quantitative research methodology involving a structured questionnaire has been adopted. The results reveal that food tourists' value and importance of nutrition information plays different roles in food tourism. Food tourism value and nutrition information has shown its importance for increasing revisit intention in Busan. In light of these findings, marketing strategies can be identified to accelerate the development of food tourism at a destination.

• Journal of the Korean Society of Food Culture
• /
• v.10 no.4
• /
• pp.327-337
• /
• 1995

The purposes of this study were to: (a) identify college students' patronage behaviors, (b) develop an instrument measuring the attitudes of University Students towards university foodservices management practices, (c) determine university students' attitude towards the four types of university foodservices, and (d) provide recommendations on marketing strategies for university foodservice. Questionnaires were hand delivered to 600 Yonsei University students by designated coordinators. A total of 549 questionnaires were usable; resulting in an 93.3% response rate. The survey was conducted between November 28 to December 4, 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. Most (88.3%) of students were patronizing university foodservices for lunch. Underground student foodservice (40.1%) and Restaurants outside the campus (33.7%) were primarily used for lunch and dinner respectively. Eighty six percent of university students had 1 to 2 meals per day at university foodservices. The reasons given by students for patronizing university foodservices were as follows: location, time, price, menu, taste. Most of the respondents were least satisfied with hygiene, taste, menu and atmosphere. Data indicated strong support for eight priori dimensions in terms of food, menu, atmosphere, hygiene, employee attitude, facilities and convenience. After the factor analysis, price, fast service and foodservice location attributes were rearranged, combined and created a new dimension called as 'access'. Three dimensions in terms of menu, hygiene, convenience were important to students although performance was perceived as poor through importance-performance analysis. Most of students were not satisfied with all four types of university foodservices. In terms of food quality and price which university foodservices offer, most of respondents were moderately satisfied. According to multiple regression analysis, 93.31% of the variance respondents' satisfaction score could be explained by food, menu, price, atmosphere, hygiene, employee attitude, facilities, and convenience dimensions.

• Culinary science and hospitality research
• /
• v.21 no.2
• /
• pp.60-74
• /
• 2015

This study seeks to determine causal relationships between hotel internal marketing practices and job satisfaction, and ultimately on organizational commitment, to contribute information enabling hotel management to better understand employees working in hotel culinary departments. SPSS 18.0 and AMOS 18.0 were employed for the statistical analysis (e.g. frequency statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, and structure equation model). Results revealed that the formulated model showed proper model fit (${\chi}^2=227.154$(df=179), p-value=0.009, CMIN/DF=1.269, RMR=0.013, GFI=0.931, AGFI=0.911, NFI=0.906, CFI=0.978, RMSEA=0.031), and confirmed construct reliability and convergent validity. Three factors (benefit package, educational training, work autonomy) were extracted based on the results of the factor analyses. Specifically, benefit package and work autonomy exhibited an effect on job satisfaction with benefit package asthe most significant factor (t-value 3.311, p<0.001), partially supporting the first hypothesis of this study. In addition, job satisfaction has found to have a positive influence in organizational commitment, confirming the second hypothesis of this study.

• Culinary science and hospitality research
• /
• v.23 no.2
• /
• pp.11-22
• /
• 2017

This study is focused on five franchise snack bars to create an effective marketing strategy by analyzing the competitive relationships among them and by grasping selection properties that satisfy customers. Discriminant Analysis was utilized to suggest methodological frameworks, and the results show three factors (food quality, employees' service, and physical environment) were extracted that contains twenty five questions. A one-way analysis of variance (ANOVA) was carried out in order to verify if there were statistically meaningful differences in the Franchise snack bars, and post hoc comparisons were conducted using the Duncan method. In addition, Multidimensional Scaling (MDS) was used to measure brand similarity, selection attributes, and brand preferences. The results of the analysis show that Addal had the highest scores on average in all three factors (food quality, employees' service, and physical environment), Bong-Gus Babberger had two higher scored factors (employees' service and physical environment) than the average, and Gobongmin kimbab had also two higher scored factors (food quality and physical environment) than the average. Kimbab chunguk appeared to have lower scores than the average in all three factors (food quality, employees's service, and physical environment). The findings of this study provide a useful positioning map of competitiveness among five brands and offer practical marketing proposals.

• Journal of the Korean Society of Food Culture
• /
• v.27 no.2
• /
• pp.95-104
• /
• 2012

The purpose of this study was to develop definite and practical marketing strategies for coffee shop managers or preliminary founders through empirical analysis of the effects of desert menu quality characteristics a mainstay of coffee shop-on store choice and revisit frequency. The results of this study are summarized as follows. The results showed that the menu quality characteristics taste, price, hygienic conditions, and health had significant effects on store choice and repurchase frequency through customer satisfaction, whereas originality was rejected due to the lack of menu originality. Both shop choice and repurchase frequency through customer satisfaction were also significant. This suggests that there is a need for the development of a diverse desert menu to increase competitiveness, creation of new customers, and regular customer management.

• Korean Journal of Community Nutrition
• /
• v.9 no.4
• /
• pp.519-527
• /
• 2004

This study was designed firstly to measure the job satisfaction (JS) levels of personnel engaged in contract food-service management company (CFMC), secondly to compare the job satisfaction levels by personal and company-related characteristics, and thirdly to identify the effects of JS facets on overall job satisfaction. Of 1135 respondents, there were 712 employees in the headquarters and 423 in the branch office. From an analysis on job satisfaction, overall job satisfaction level was 3.22 out of a maximum 5 and the co-worker (3.71) facet of JS was the highest job satisfaction followed by supervision (3.32), work itself (3.26), working condition (3.15), promotion (2.95) and payroll (2.74). In comparison of job satisfaction by personal characteristics, the personnel who were male (p < .01), had associate degrees (p < .01) or long-term careers in foodservice field (p < .05), or were regular employees (p < .01) perceived significantly higher than others for overall JS. In comparison of the job satisfaction by company-related characteristics, overall JS was significant by company scale (p < .01) and by work place (p < .05), but it was not significant by operating group. Finally, on the regression analysis for the effects of JS facets on overall JS, adjusted R2 was 0.534 (p < .001) and all six JS facets, especially payroll, had a positive effect on overall JS significantly (p < .001). Considering that the goal of enterprise on profit-making through customer satisfaction (CS) and the role of personnel on CS at moment of thrust (MOT), the findings confirmed the necessity for continuous internal marketing and human relation management focusing on the lower level of JS facets.

• Culinary science and hospitality research
• /
• v.21 no.6
• /
• pp.264-279
• /
• 2015

This study is conducted to investigate the relationships among service quality, satisfaction, and revisit intention of franchise snack bars customers located in Busan. The quality of franchise Korean snack bars' service was estimated by examining three sub-dimensions: service environment factors, interaction factors, and outcome quality factors, which are classified from Brady & Cronin's third-dimensional model. The survey was performed from March 9th to March 13th in 2015. Total 300 questionnaires were distributed and 272 questionnaires were employed for final analysis. SPSS 21.0 program was used to derive the following: factor analysis, reliability analysis, correlation, simple regression and multiple regression analysis. In results, the approachableness such as convenience for access was the most important reason when people choose a franchise Korean snack bar company followed by food taste and reasonable price. In addition, the results indicate that service environment quality, interaction quality, and outcome quality have all positive impact on the customers' satisfaction as well as revisit intention. Specifically, outcome quality have the greatest influence on the satisfaction and revisit intention among three service quality factors. This outcome proves that Korean snack bar franchise companies need to investigate more to improve their outcome quality such as food quality and serving time to satisfy customers. In conclusion, current study confirmed the relationships among service quality, satisfaction, and revisit intention in context of franchise snack bar stores. These results will suggest the snack bar foodservice segmentation as valuable marketing strategic, and that it can be utilized as a fundamental data to establish an efficient business plan in the industry.

• Culinary science and hospitality research
• /
• v.23 no.7
• /
• pp.1-10
• /
• 2017

This study proposed SNS big data analysis method of food service industry in the 4th industrial revolution. This study analyzed the keyword of the fourth industrial revolution by using Google trend. Based on the data posted on the SNS from January 1, 2016 to September 5, 2017 (1 year and 8 months) utilizing the "Social Metrics". Through the social insights, the related words related to cooking were analyzed and visualized about attributes, products, hobbies and leisure. As a result of the analysis, keywords were found such as cooking, entrepreneurship, franchise, restaurant, job search, Twitter, family, friends, menu, reaction, video, etc. As a theoretical implication of this study, we proposed how to utilize big data produced from various online materials for research on restaurant business, interpret atypical data as meaningful data and suggest the basic direction of field application. In order to utilize positioning of customers of restaurant companies in the future, this study suggests more detailed and in-depth consumer sentiment as a basic resource for marketing data development through various menu development and customers' perception change. In addition, this study provides marketing implications for the foodservice industry and how to use big data for the cooking industry in preparation for the fourth industrial revolution.