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일식레스토랑의 로하스이미지요인이 메뉴선택과 고객만족에 미치는 영향
김진갑(Jin Gap Kim),이연정(Yeon Jung Lee) 한국조리학회 2012 한국조리학회지 Vol.18 No.4
The purpose of this study is to examine the influence of LOHAS images of Japanese restaurants on customers`` menu selection and satisfaction to provide useful information on proposing detailed marketing directions by deriving the importance and satisfaction factors of LOHAS images and to suggest practical and effective measures for using LOHAS images to improve menus at Japanese restaurants. The results of the study are as follows. First, as a result of examining hypothesis 1, LOHAS images will influence essential factors, it was found that healthy ingredient, family-oriented, eco-friendly, sustainability, and energy-saving factors were influential. With greater family-oriented, sustainability, healthy ingredient, and eco-friendly factors in LOHAS image, interests in essential factors increased. Second, family-oriented, energy-saving, social-oriented, and sustainability factors in LOHAS image had a significantly positive impact on the environmental factors of menu. Third, eco-friendly, sustainability, family-oriented, energy-saving, healthy preparation, and healthy ingredient factors in LOHAS image had a significantly positive impact on customer satisfaction. Fourth, essential factors in the selection attributes of Japanese restaurant menu had a significantly positive impact on customer satisfaction. Fifth, environmental factors in Japanese restaurants had a significantly positive impact on customer satisfaction. The significance and limitation of this study are: first, Japanese restaurants would be able to build a better image with customers by providing menu items that are family-oriented, sustainable, and energy-saving. Second, it would be necessary to study how LOHAS factors influence customers`` general purchase decisions and psychological factors.
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ScienceON
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