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A Study on the Determinants of Demand in the Relationship Marketing for Large Scale Korean BBQ: Focused on Dining Involvement
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대형육류한식당 관계마케팅의 수요 결정요인 분석연구: 외식관여도를 중심으로

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Type
Academic journal
Author
Seo, Young-Tae Kim, Min-Jai (세종대학교) Kim, Hyun-Ju (세종대학교)
Journal
The Korea Academic Society Of Tourism And Leisure Journal of Tourism and Leisure Research Vol.35 Special (Wn.187)
Published
2023.4
Pages
83 - 102 (20page)
DOI
10.31336/JTLR.2023.4.35.sp2.83

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A Study on the Determinants of Demand in the Relationship Marketing for Large Scale Korean BBQ: Focused on Dining Involvement
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Abstract· Keywords

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The purpose of this study is to identify the factors that consumers consider important when choosing and visiting large scale Korean BBQ in Seoul and the metropolitan area, in order to activate offline restaurants that primarily conduct face-to-face business after the COVID-19 pandemic. The study analyzed the relationship marketing factors and visit demand determinants between high/low involvement groups according to dinning involvement, using truncated Poisson(TP) and truncated negative binomial(TNB) models in LIMDEP 8.0. The study found that the pricing policy factor among the relationship marketing factors for maintaining continuous relationships with customers had a positive effect on the number of visits to large scale Korean BBQ at a significance level of 1%. In addition, it was found that income had a positive effect on the number of visits for the high involvement group, while for the low involvement group, being male, married and younger had a positive effect on the number of visits.
#관계마케팅(Relationship Marketing) #대형육류한식당(Large Scale Korean BBQ) #절단된 포아송 모형(Truncated Poisson) #절단된 음이항 모형(Truncated Negative Binomial) #외식관여도(Dining Involvement)

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 조사 및 모형설정
Ⅳ. 실증분석 및 결과
Ⅴ. 결론
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