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피자레스토랑 고객과 종사자의 피자 브랜드 인식도 및 가격 민감성 분석
채인숙,이민아,신서영,양일선 한국외식경영학회 2002 외식경영연구 Vol.5 No.1
The purposes of this study were to a) analyze the pizza brand image, b) analyze price sensitivity. c) compare customers` brand perception with operators` perception. For the empirical study, a survey was conducted over the period from April to June in 2000. The survey data were collected from the customers(n=307) and operators(n =273) of four pizza restaurants. Statistical data analysis was conducted using the SPSS/WIN 10.0 for Descriptive Analysis, t-test, Perceptual Mapping, Price Sensitivity Measurement (PSM). Perceptual mapping on evaluation factor of pizza brand showed that operators did not reach a complete prediction of customer evaluation, since the difference of similarity distance for each factor that operators recognized was not significant. The brand perception evaluation for four pizza brands concluded that operators of all the pizza brands except Pizza Mall overvalued themselves to customers. The operators of Pizza Mall predicted customer attributes accurately in the all features but membership card and coupon system, while those of the other brands could not. The price sensitivity on the price of regular pizza was analyzed. The indifference price of customers was 10,871 won at the level of 21%. That of operators, however, was 11,618 at 12.4%. Thus, operators believed customers would be more sensitive to price.
관광지역 외식점포의 운영실태 및 관광객의 - 동해시를 중심으로 -
채인숙,Chae, In-Sook 한국식생활문화학회 2006 韓國食生活文化學會誌 Vol.21 No.4
The purpose of this study was to analyze the current operating management practices and tourist royalty of restaurants at the tourism provinces in Donghae city. Forty restaurants were surveyed for sales status, customer management, menu management, advertising, marketing strategy and seventy seven tourists replied to the attitudinal and behavioral aspects of customer royalty for regular visiting restaurant. Statistical data analyses were completed using the SPSS/WIN pact(age program for descriptive analysis, paired difference test, t-test, ANOVA, and pearson correlation. The results of quantitative analysis indicated that the average sales per day on a high-demand season were 1,571 thousand won and one on a slack season were 614 thousand won. The average check on a high-demand season(109 persons) and a slack season(38 persons) were significant difference(t=6.834, p<.001). A total of 93.5% of the restaurateurs answered that menu pricing was decided by the owner and 21.7% of the subjects used the only restaurant homepage in the advertising method. A total of 40.6% of the restaurants utilized the only kind service for regular customers and 35.1% of the subjects had no method for them. The results suggest that systematic management policies and marketing strafes for regular customer is very necessary. Also, the correlation between tourists' attitudinal and behavioral aspects of customer royalty for regular visiting restaurant was found out. High correlation was existed between the overall tourists' satisfaction on regular visiting restaurant, the intention to revisit(BCL 1, p<.001), the intention to recommend(BCL 2, p<.001), and indicators of customer royalty. Finally, restaurateurs at the tourism provinces should focus on marketing strategy to keep and improve current customer to rise the tourist royalty.
컨조인트 분석을 통한 피자브랜드 선택 속성의 중요도 분석
채인숙,이민아,신서영,양일선,차진아 대한지역사회영양학회 2002 대한지역사회영양학회지 Vol.7 No.3
The purposes of this study were (1) to understand how customers trade off one attribute against another when they choose a pizza restaurant, (2) to compare the importance of individual attributes with their relative importance and (3) to compare customers` brand choice patterns with the prediction of pizza restaurant operators. Empirical data for this study were collected from the customers (n = 307) and operators (n = 273) of four famous pizza franchise restaurants in Korea, Pizza Hut, Mister Pizza, Domino`s Pizza and Pizza Mall. The attributes and attribute levels for the hypothetical profiles were decided from the focus group discussion. A total of 16 profiles was selected from fractional factorial designs. The SPSS conjoint procedure was used to calculate utility scores and simulate profiles. The overall group statistics showed the relative importance of all attributes compared with one other. Taste was the most important attribute (32.48%) in choosing a pizza restaurant, followed by service (21.87%), atmosphere (17.23%), price (15.17%) and speed of delivery (13.26%). There was a difference between the customers` ratings of the importance of the individual attributes and the ranking of the same attributes` relative importance as derived from the conjoint analysis. The operators rated service (26.54%) as also being important, as well as taste (27.76%), in choosing a pizza restaurant. The rankings of relative importance for pizza taste, service and price were statistically different in the customers` and operators` data (p < .001, p < .01, p < .05). Operators who want to differentiate themselves from their competitors should make decisions based on an increased understanding of their customers` brand choice decision process and measure the hidden needs of their customers. (Korean J Community Nutrition 7(3): 354~360, 2002)
채인숙,양일선,이해영,박문경 대한영양사협회 2000 대한영양사협회 학술지 Vol.6 No.2
The purposes of this study were to: a) evaluate the nutrition status of one hundred and forty five recipients and one hundred and forty nine non-recipients of home-delivered meals service program, b) examine the teeth status of recipients of the program, c) analyze the nutritional values of meals, and identify the attitudes of recipients toward the meals service program. Significant nutritional status differences between recipients and non-recipients were found. Four meals offered by Nambu seniors center were met the recommended dietary allowances in calorie, protein, and vitamin C. The mean score of meal satisfaction was 3.7 out of five-point scale.