외식산업의 판매촉진 전략이 고객만족과 재방문 의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyze the correlation between the sales promotion strategy of the dining industry and customer satisfaction and intention to return to the premise in order to overcome the recession in the industry. It is to provide the industry with useful data for the establishment of effective sales promotion strategy and to contribute to sales of the companies and food service providers in the industry. From the results of the study, the followings were found. First, limited offer, unlimited replenishment, and price event made significant effects on custsomer satisfaction, but 1+1 event did not make significant effects on the customer satisfaction. Second, all sales promotion strategies are found to make significant effects on the intention to visit the premise again. Third, the relationship between customer satisfaction and intention to visit again was the relationship of positive and significant effects. Through the above research results, it is concluded that the sales promotion strategies serving as escapes to survive in the market of severe recession can satisfy various customers’ requirements by season, by time, by price, and by age and can lead them to visit the premises again. It is expected that effectively tailored marketing strategies which suit for the situation will bring bigger effects.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구 설계
• Ⅳ. 실증 분석 결과
• Ⅴ. 가설 검증
• Ⅵ. 결론
• 참고문헌