일식레스토랑 고객의 선택속성이 판매촉진과 고객만족, 고객충성도에 미치는 영향 = The Effect of Selection Attributes of Japanese Restaurant Customerson Sales Promotion, Customer Satisfaction, and Customer Loyalty

다국어 초록 (Multilingual Abstract)

The purpose of this study is to show how the customer’s selection attributes in Japanese restaurants affect customer loyalty through the mediating role of sales promotion and customer satisfaction. The hypotheses were tested with customers of Japanese restaurants. The results of hypotheses are as follows: First, restaurant location, interior, and price significantly influenced sales promotion. Restaurant interior influenced negatively, and price is an important factor for sales promotion. Second, taste, interior, and service influenced customer satisfaction. Especially restaurant interior and service are important. Third, customer satisfaction and sales promotion influenced customer loyalty. Customer satisfaction is a more important factor than that of sales promotion. Theoretical contributions, managerial implications, limitations and future research directions are discussed.

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