패스트푸드 전문점 이용객의 라이프스타일과 동기, 속성만족과의 인과관계 - 강원도 영동권 대학생을 위주로 -

윤태환 한국조리과학회 2005 한국식품조리과학회지 Vol.21 No.6

여행동기에 따른 크루즈 이용객의 시장세분화에 관한 연구 - 캐주얼 크루즈 팬스타드림호를 대상으로 -

윤태환 동북아관광학회 2015 동북아관광연구 Vol.11 No.3

최근 크루즈의 대중화 추세와 함께 중국을 중심으로 한 아시아권 크루즈 시장이 빠르게 성장하고 있는 상태로 중국시장을 중심으로한 크루즈 상품의 개발과 공급이 급속도로 늘고 있는 추세이다. 하지만 우리나라는 현재 한국을 모항으로 하는 국적 크루즈들의 운항이 중단된 상태이며 일본 오사카를 운항하는 팬스타드림호만이 캐주얼크루즈(세미크루즈) 형태로 명맥을 유지하고 있는 실정이다이에 본 연구는 크루즈여행객들을 대상으로 하여 크루즈여행의 내재적인 동기를 파악하고 이를 통하여 시장세분화를 시도하고자 하며 이를 통해 국내 크루즈여행객들에대한 이해를 높이고 성공적인 정통 국적 크루즈 출범을 위한 상품 설계 및 전략의 수립에 도움을 주고자 한다. 연구 결과 일상탈출성, 사교성, 가족친화성, 신기체험성 등 4개의 여행동기 차원이발견되었며 이들 차원을 이용하여 시장세분화를 위한 군집분석을 실시한 결과 소극활동형, 중립활동형, 적극활동형의 세 집단이 발견되었다. 교차분석을 실시한 결과 세분집단 간 성별, 동반자 유형, 정보획득 경로에서 통계적으로 유의한 차이가 있는 것으로 나타났다. Cruse market is one of the fastest growing sectors in the tourism industry. Especially, in the North east Asia, cruise tourism is emerging as a new engine to region’s tourism industry. However, while Korean international cruse industry has heavily relied on foreign national cruse ships’ port of call market, cruse ships using Korean port as a homeport is very limited and no cruse ships exist under the national flag. This study is conducted to help developing Korean cruse market as a homeport by providing informations about Korean cruse passengers by segmenting cruse market based on passengers’ travel motivation. A field survey was conducted. The questionnaires had been distributed to the passenger of Panstar casual cruse in Aug. 2014 and 201 usable ones were collected. In the results, 4 factors of cruse travel motivations were extracted; escape from daily life, sociability, family affinity, and mystics. The motivation of cruse travellers in market segmentation analysis can be categorized three groups(passive-attendees, moderators-attendees, and active-attendees) and significant differences were found among groups in terms of gender, companion, and source of information.

서울·경기지역 일식체인 레스토랑의 선택속성에 관한 연구

윤태환,이수범,윤혜현 한국식생활문화학회 2004 韓國食生活文化學會誌 Vol.19 No.1

The specific purposes of this study are that ; 1) to investigate the distinguished selection attributes on performance of Japanese chain restaurant according to general characteristics of the respondent ; 2) to find out relationships between selection attributes on performance for Japanese restaurant and customer's satisfaction. Frequency analysis, one-way ANOVA, reliability analysis, factor analysis, multiple regression were used to analyze the data. Total 350 questionnaires were distributed and 312 were replied(89.14%). Selection attributes on performance for Japanese chain restaurant was divided into 7 factors. There are Factor1 "Store Image & Kindness", Factor2 "Sanitation & Taste", Factor3 "Approximation & Children's Menu", Factor4 "Delivery & Business Hours", Factor5 "Food Quantity & Korean Food", Factor6 "Service & Parking", Factor7 "Price & Publicity", Monthly income, eating-out expense per once and type of companion have significant influences on selection attributes for performance. Customer's total satisfaction is significantly affected by selection attributes on performance. Factor7 "Price & Publicity" has the most significant influence on customer's satisfaction. We expect that the result can be used to provide basic information to plan marketing strategies, and take improved customer's satisfaction for Japanese chain restaurant.

스타벅스의 사회공헌활동은 고객의 브랜드 충성도에 영향을 주는가? - 브랜드애착의 매개효과를 중심으로 -

윤태환 동북아관광학회 2017 동북아관광연구 Vol.13 No.3

본 연구는 국내 커피전문점시장에서 독보적인 선두적 위치를 차지하고 있는 스타벅스가 수행하고 있는 다양한 사회공헌활동들이 과연 우리나라 소비자들이 스타벅스에 대해 가지고 있는 높은 충성도에 영향을 미치는가라는 의문에서 시작하여 사회공헌활동 중 어떤 활동이 브랜드 충성도에 가장 큰 영향을 미치는가, 미친다면 또 어떤 경로를 통해 충성도에 영향을 줄까라는 의문에 답을 구하고자 수행 되었다. 이를 위해 본 연구는 사회공헌활동, 브랜드 애착, 브랜드 충성도라는 세 개의 변수를 선정하고 이들 사이에 존재하는 인과관계에 대한 실증적인 검증을 시도하고자 하였으며 이를 위해 수집된 217부의 유효한 설문지를 연구 분석에 사용하였다. 연구 분석 결과, 사회공헌활동은 브랜드충성도에 통계적으로 유의한 영향을 미치는 것으로 나타났으며 차원별 영향력에 대한 검증 결과 4개의 차원 중 ‘원산지지원활동’과 ‘고객권익활동’의 두 차원만이 유의한 영향을 미치는 것으로 나타났다. 사회공헌활동이 브랜드충성도에 미치는 영향에 대한 브랜드애착의 매개효과에 대한 검증을 한 결과, 종속변수에 유의한 영향을 가지는 두 개의 요인 중 ‘고객권익활동’만이 브랜드애착을 매개로하여 브랜드충성도에 영향을 주는 것으로 조사되었다. 이러한 결과는 사회공헌활동의 효과가 고객과 직접적인 관련성이 높은 경우 커진다는 선행연구들의 결과를 뒷받침하는 것이다. The purpose of this study was to find out whether corporate philanthropy of Starbucks affect customers’ brand loyalty. In addition to that, this study also tried to investigate the mediating effect of brand attachment on the relationship between corporate philanthropy and brand loyalty. To achieve this goal, an empirical study involving respondents who are familiar with Starbucks, was conducted. 217 valid questionnaires were collected and used for the further analysis using IBM SPSS statistics 23. The result of the study revealed that corporate philanthropy of Starbucks has statistically significant influence on customers’ brand loyalty. From the four factors, however, only two factors(‘supporting product origin’ and ‘supporting rights and interests of customers’) were found to have significant influences. In the examination of the mediating effect of brand attachment, only ‘supporting rights and interests of customer’ factor was found to be significant. The findings of this study support the results of previous studies showing that congruence of activities with its business may influence the effect of corporate philanthropy.

선택속성만족이 재방문 의사에 미치는 영향에 관한 연구 -수도권 지역 일식체인 전문점의 이용고객 위주-

윤태환,윤혜현 한국외식경영학회 2003 외식경영연구 Vol.6 No.3

The purposes of this study are : 1) to research the special satisfaction of customer`s selection attributes for Japanese restaurant according to the general characteristics and eating-out behavior of customer`s selection attributes for Japanese restaurants with re-visiting intention. Frequency analysis, reliability analyses, factor analyses, and regression were used to analyze the data. Total 350 questionnaires were distributed and 312 were replied(89.14%). Satisfaction of customer`s selection attributes for Japanese chain restaurants was divided into 7 factors. The important influence factors of selection attributes`s satisfaction on re-visiting intention were Factor 1 "Store Image & Kindness", Factor4 "Delivery & Business Hours". As the result of this research we could understand minutely customer`s behavior for Japanese chain restaurants, selection attributes and re-visiting intention The results can be used for administrators and managers in hospitality industry.

Understanding the Consumer-Brand Relationship Quality : Its Relationship with Perceived Involvement and Restaurant Brand Choice

윤태환,윤유식 한국자료분석학회 2008 Journal of the Korean Data Analysis Society Vol.10 No.4

Although the importance of the relationship between consumers and brands has been recognized by a wider community, relatively little academic interests have been shown regarding the quality of the consumer-brand relationship and thus there remains a lack of consensus amongst researchers as to what the concept really is and how it works. The aim of this study was to provide better and richer understandings of the roles of a consumer-brand relationship on the perceptions of service customers by empirically examining the construct of the consumer-brand relationship quality, and the relationships among consumer-brand relationship, choice behaviour, and involvement level in the context of hospitality industry. The findings suggested the consumer-brand relationship quality concept is valid in the context of restaurant brands. The consumer-brand relationship quality was found to have a significant influence on restaurant brand choice. However, the moderating effect of perceived involvement was not confirmed in this study. Although the importance of the relationship between consumers and brands has been recognized by a wider community, relatively little academic interests have been shown regarding the quality of the consumer-brand relationship and thus there remains a lack of consensus amongst researchers as to what the concept really is and how it works. The aim of this study was to provide better and richer understandings of the roles of a consumer-brand relationship on the perceptions of service customers by empirically examining the construct of the consumer-brand relationship quality, and the relationships among consumer-brand relationship, choice behaviour, and involvement level in the context of hospitality industry. The findings suggested the consumer-brand relationship quality concept is valid in the context of restaurant brands. The consumer-brand relationship quality was found to have a significant influence on restaurant brand choice. However, the moderating effect of perceived involvement was not confirmed in this study.

서울,경기지역 일식 체인전문점에 대한 인지도와 선호도

윤태환 한국조리과학회 2005 한국식품조리과학회지 Vol.21 No.5

패밀리레스토랑 조리사의 조직공정성인지가 직무만족 및 경영성과에 미치는 영향

윤태환,최봉임,Yoon, Tae-Hwan,Choi, Bong-Im 한국식품조리과학회 2011 한국식품조리과학회지 Vol.27 No.2

The purpose of this study was to investigate the influence of a cook's understanding about organizational fairness on job satisfaction and business performance at family restaurants in Seoul. Frequency analysis, reliability analysis, factor analysis, and SEM were applied to analyze the data. First, a confirmatory reliability analysis indicated that organizational fairness, job satisfaction, and business performance were sufficient to be used in this investigation. Organizational fairness, job satisfaction and business performance had generally significant relationships by implementing SEM. According to the results, distributive fairness (p< 0.001), procedural fairness (p< 0.05) and interactive fairness (p< 0.05) had positive influence on cook's job satisfaction. Job satisfaction had a positive influence on financial (p< 0.05) and non-financial performance (p< 0.001). Therefore, for the purposes of food-service companies' continuous increases in business performance and competition are generally necessary to suitably manage the fairness of various policies such as job stability, promotions, impartial distribution of salary, bonus and welfare work, and internal marketing.

강원도 영동권 지역 대학생들의 외식동기에 의한 정보탐색방법

윤태환 한국조리과학회 2006 한국식품조리과학회지 Vol.22 No.2

외식동기와 일본음식점 선택속성과의 관계

윤태환 한국외식경영학회 2005 외식경영연구 Vol.8 No.3

As the food-service industry of Korea approaches saturation, customer behavior has become more unpredictable. It’s important for owners and managers to understand this reality and to design their marketing strategies accordingly.The purpose of this study was to: 1) investigate the behavior, the characteristics and the motivations for eating out, of patrons of a Japanese chain restaurant; and, 2) determine the correlations, if any, between the selection attributes of customers and their motivations for eating out. Frequency analysis, reliability analysis, factor analysis, one-way ANOVA, and canonical correlation analysis were used to study the data. Of 300 questionnaires distributed, 254 were answered and returned. Four factors were identified for eating out while 6 factors were identified as selection attributes. There were significant correlations between certain factors motivating diners to eat out and the selection attributes. As a result of this research, we were able to acquire a detailed understanding of the motives for eating out, and the selection attributes of customers of a Japanese chain restaurant.