http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
- 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
- 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
RISS 인기검색어
- 검색키워드
- 저자 : 음미라(Eum Mi-Ra) (검색결과 2 건)
- 무료
- 기관 내 무료
- 유료
-
-
와인 바에서의 관계효익이 고객만족에 미치는 영향에 관한 연구
고재윤(Jae Youn Ko),김현영(Hyun Young Kim),음미라(Mi Ra Eum) 한국호텔외식관광경영학회 2011 호텔경영학연구 Vol.20 No.4
The purpose of this study is to identify the interrelation between relational benetfits and customer satisfaction and further investigate the factors that have the most effect on customer satisfaction. This study also examined the difference between perceived relational benefits and customer satisfaction according to the length of relationship and visit to wine bar. 0n the basis of this result, basic data were obtained to help manager, marketer and sommelier design effective marketing strategy in the wine industry. The subjects of this study were selected from wine consumers loyal to the specific wine bars live in Seoul and Kyunggi Province. SPSS Ver. 12.0 was used to make a factor analysis, multiple regression analysis and MANOVA. The results from this study are shown; First, relationship benefit (psychological benefits, social·customization benefits, economic benefits) has a significant positive effect on customer satisfaction. Second, significant difference was found on perceived relational benefits among four categories of the groups (short-term·frequent visit, long-term·frequent visit, long-term·infrequent visit, short-term·infrequent visit). Group of short-term·frequent visitors had stronger perceived value on the benefits of social·customization than long-term·infrequent visitors. When it came to psychological benefit, frequency of visit has stronger effect than length of relationship. However, there was no difference among groups in economic benefit terms. Third, short-term·frequent visit and long-term·frequent visit both have a high average of over 4.0 in satisfaction with no significant difference between the two. This proves that frequency of visit play an important role in customer satisfaction regardless of length of relationship. The research proposes that professionalism of the staff through wine training would help provide the psychological benefit which has the most effect on customer satisfaction among the relational benefits. Also, differentiated tool has to be utilized through customer segmentation based on length of relationship and frequency of visit for customer satisfaction.
연관 검색어 추천
이 검색어로 많이 본 자료
활용도 높은 자료
