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패밀리레스토랑의 고객 데이터베이스 분석을 통한 지역점포마케팅 전략 수립을 위한 사례 연구 -서로 다른 상권에 위치한 동일 브랜드의 두 개 매장의 비교-
정유경(Yu Kyeong Chong),신서호(Seo Ho Shin),송현주(Hyon Ju Song) 한국외식경영학회 2012 외식경영연구 Vol.15 No.3
The aim of this study is for presenting the necessity of local store marketing strategies of two same brand family restaurants, B and S which are located in different trade area by case study. For comparing two restaurants` consumer and characteristics of spend, we use average check, revenue per table and dining duration by month of year, day of week, hour of day, and party size, and demographic characteristics collected in customer database and POS system information during one year. There are statistically significant in age of customers, dining duration, party size, and average checks by irrespective of months, day, and time between two restaurants. Average check of B restaurant was lower in Saturday compare to Friday`s while S restaurant`s was not changed. Average check of S restaurant was not changed by hour of day, while B`s increases off time(3~5p.m.) and dinner time(5~9p.m.). We found different characteristics of spend and customers between two restaurants and suggest that restaurants owners seek for establishing the marketing strategies reflecting on locational characteristics to maximize revenue by understanding characteristics of spend and customer.
산학실습에 대한 만족이 조리학전공 대학생들의 진로결정에 미치는 영향
정유경 ( Yu Kyeong Chong ),황현주 ( Huyn Ju Hwang ),허경숙 ( Kyoung Sook Huh ) 한국식품조리과학회(구.한국조리과학회) 2006 한국식품조리과학회지 Vol.22 No.5
The purpose of this study was investigate the effects of internship program particularly how the satisfaction with the internship program affects the students` career decisions. Culinary major students at 5 different two-year colleges in Seoul and Kyunggi-do participated in this study. Out of 500 questionnaires, 415 were analysed using SPSS 13.0 and descriptive analysis, factor analysis, reliability analysis, chi-square, t-test, ANOVA, and multiple regression analysis were used. Based on conducting factor analysis results, the satisfaction measurement was classified into 4 factors: constructs, contents, benefit, environments and communication. Cronbach`s alpha was calculated for the reliability of the survey instrument. Two-thirds of the students (66.9%) answered that the internship program had helped them to decide their career. Particularly, constructs and contents of the internship program presented statistically significance to the career path. Based on the satisfaction level, students in high level wanted to be chefs while those in low level wanted to leave to other jobs. The overall satisfaction with the internship program differed according to the time of internship, internship duration, and place of internship.
서비스기업의 고객에 대한 마케팅비용과 고객만족도 및 경영성과와의 관계에 대한 연구
정유경(Chong, Yu Kyeong),구원일(Koo, Won Ii) 한국서비스경영학회 2011 서비스경영학회지 Vol.12 No.1
This study examined the effect of marketing costs spent to promote customers` satisfaction on increase and decrease of customers` satisfaction and analyzed the level of affinity between customers` satisfaction and improvement of business performance in corporation. As a result of comparison marketing costs toward customers with NCSI, the index of customers` satisfaction, there shows significant affinity between advertising costs, training costs and employee benefits. Especially, advertising costs show negative(-) relation, not conveying advertising effect clearly toward customers. In case of education expenses, directly-opposed results were suggested according to hotel industry or food service industry. This difference is the difference in the level of service, showing there is difference in performance according to whether there has been training or not. As a result of analysis of affinity between NCSI measured like this and business performance in corporation, there are affinities in Return on Net Sales, ROA, and ROE. But, it is thought that interpretation should be paid careful attention because affinity with performance in both hotel industry and food service industry cannot be explained. Yet, based on the result showing that there is affinity between NCSI and business performance in corporation of service industries, it is thought that customers` satisfaction can increase through spending marketing costs, and as a result, business performance can be also improved. Therefore, it is considered that each corporation can maintain going concern by conducting its business performance by establishing and performing plans for promoting customers` satisfaction and can continue its business.
정유경(Chong Yu Kyeong),김영국(Kim Young Gook) 한국외식경영학회 2006 외식경영연구 Vol.9 No.3
Statistical data on foodservice industry play a vital role in the development and diagnosis of the industry. Although the role of statistics in foodservice industry is generally assumed, there has been a limited amount of research on the classification of foodservice industry in Korea. The research reported in this article investigates the issue related to foodservice, and suggests the tentative framework on the classification of foodservice industry to better predict the trend in foodservice. The findings of the study propose a theoretical model of foodservice classification system. Lack of quantitative data limits the scope of this tentative model proposed in this paper. However, the model provides a first step in developing a model of foodservice classification to think about the issues raised.