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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제13권 제5호
발행연도
2015.1
수록면
103 - 111 (9page)

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이 논문의 연구 히스토리 (4)

2015

체인패밀리레스토랑의고객만족및고객충성도에미치는요인분석
김순홍 ,  유병국 유통과학연구 2015.01 학술저널

2012

DEA를 활용한 고객관계관리(CRM)에 관한 효율성 연구 : 패밀리 레스토랑을 중심으로
김순홍 ,  전미향 ,  이기명 한국유통학회 학술대회 발표논문집 2012.10 학술대회자료
중국인의 화장품 산업에 대한 고객관계관리 (CRM)가 고객만족을 통해 고객 충성도에 미치는 영향에 대한 실증 연구 : 아모레 퍼시픽 브랜드를 중심으로
김순홍 ,  소세명 ,  학하 한국유통학회 학술대회 발표논문집 2012.06 학술대회자료
고객가치가 고객충성도에 미치는 영향에 관한 연구: 고객만족과 전환장벽을 매개변수로
김순홍 유통과학연구 2012.01 학술저널

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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.
#Food Service Industry #Family Restaurant Chain #Consumer Experience #Customer Satisfaction #Customer Loyalty

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참고문헌 (27)

참고문헌 신청
Babin, B. J. / 2005 / Modeling Consumer Satisfaction and Word-Of-Mouth : Restaurant Patronage in Korea / The Journal of Services Marketing 19 (3) : 133 ~ 139 google schola Bitner, M, J. / 1990 / Evaluating service encounters: The effects of physical surroundings and employee responses / Journal of Marketing 54 : 69 ~ 82 google schola Blattberg, Robert C. / 1996 / Manage Marketing by the Customer Equity Test / Harvard Business Review 74 (4) : 136 ~ 144 google schola Cronin, J. Joseph, Jr. / 1992 / Measuring Service Quality, A Reexamination and Extention / Journal of Marketing 56 : 55 ~ 68 google schola Fornell, C. / 1981 / Evaluating Structural Equation Models with Unobservable Variables and Measurement Error / Journal of Marketing Research 18 : 39 ~ 50 google schola

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