호텔 고객의 메뉴 선택행동 결정요인에 관한 연구 = A Study on the Determinate Factors for Customer's Menu Selection Behavior at Hotels

다국어 초록 (Multilingual Abstract)

Nowadays the importance of food and beverage department becomes greater. However, the importance of menu-planning, the basis of food & beverage-products, is not fully recognized, and therefore menu planning is not viewed as a total marketing.
A menu is a marketing tool which delivers restaurant's image and message to customers and communicate customers needs and wants to restaurant. So far, studies on menu have been done in an analytical way from a management's viewpoint and inadequate to reflect customers needs and wants.
A research on customers menu selection procedure is critical to satisfying their needs and wants and yield profit.
This study examined the theories on menu-design and consumer behavior through literature review and verified hypotheses through an empirical analysis. A questionnaire-survey had been used in luxury hotel's main grills and French restaurants in Seoul. Collected data were analyzed, using SPSS/PC+ package.
The important findings are as follows.
First, hotel patrons consider menu's intrinsic factors rather than external factors. They value the quality of food more than the portion-size. Therefore menu designing and planning should be made to value the quality rather than a function.
Second, attributes of hotels influence on menu selection behavior more than environmental characters. Hotel's software is more important than a hardware and the service of employees affect, menu selection behavior most. Accordingly training programs and menu education for employees should be enforced.
Based on the above finding, a menu selection model was developed. The model explains hotel patrons menu selection behavior systematically. When the results from a behavioral analysis are reflected on a menu planning, the menu will bring restaurants profit., satisfies customers and becomes customer-oriented.
Menu planning is not only a kitchen's function, but a total marketing in which an organization works in coordination. To control and coordinate the collected data from each stage, a department which is wholly responsible for a menu planning is required. It is also urgent to open a professional course in a college and reeducation of hotel employees to foster a specialist in the field

목차 (Table of Contents)

• Ⅰ. 서론
• 1. 문제의 제기
• 2. 연구의 목적
• 3. 연구의 방법
• Ⅱ. 메뉴 선택행동에 대한 이론적 고찰
• 1. 고객의 의사결정과 선택행동
• 2. 메뉴의 양면성
• 3. 메뉴 선택행동의 고려요인과 영향요인
• Ⅲ. 메뉴 선택행동의 결정요인에 대한 실증 조사와 결과 분석
• 1. 가설 설정배경과 가설의 설정
• 2. 표본의 설계와 자료수집
• 3. 조사 결과의 분석
• Ⅳ. 분석 결과의 논의와 경영 전략
• 1. 분석 결과의 논의
• 2. 경영 전략과 메뉴기획의 방향
• Ⅴ. 결론
• 참고문헌
• Abstract