이용 동기와 선택속성에 따른 패밀리레스토랑 고객의 만족도 분석

다국어 초록 (Multilingual Abstract)

- An Analysis of Customer Satisfaction Based on
Motivation and Selective Attributes -


Yoo, Won-Pil

Directed by Pref. Myungsu Chae
Dept. of Business Management
Graduate School,
Hankuk University of Foreign Studies,
Seoul, Korea


Recently, the people's living standards improved in step with the national economic growth, there arose temporal economic margin. Then, it shows the trend of change of scale-up industrialization in the dining out industry according to the change of dietary habits for people. Accordingly, the modern dining out industry came out from the national policy classified as consumption-oriented industry ago because of the increase of relative importance occupied socially. It is no exaggeration to say that it becomes a part of industry that contributed to the national economy now.
The domestic dining out industry has shown impressive growth by the change of social economic conditions like the people's demand and the change of their values with the introduction of overseas famous brand in the dining out industry through the several international large-scaled events with the 1980s.
Accordingly, this study is to grasp the motivation and selective attributes that the customers use the family restaurant. leading the dining out industry backed up by this change. And, it is to be meaningful research on the understanding the process of purchase decision making of the customers who use the family restaurant. Also, there arose a lot of changes as a family restaurant like a chain store in Seoul. This study is to select eight family restaurant as a chain store in Seoul.
Accordingly this study is to suggest the concrete subjective as follow.
First, it is to make the dining out industry, family restaurant, motivation, selective attributes, etc. conceptualized and described and prepare for the frame of empirical test. Second, it is to analyze and describe the general features of customers who use the family restaurant.
Third, it is to analyze and describe the usage behavior of the customers who use the family restaurant. Fourth, it is to analyze and describe the degree of motivation of the customer why they want to use family restaurant. Fifth, it is to analyze and describe the degree of selective attributes of the customers who use the family restaurant.
Sixth, it is to analyze and result the degree of the satisfaction of customer when they visit the family restaurant according to the motivation.
Seventh, it is to analyze and result the positive degree of the satisfaction of the customers by selective attributes when they visit family restaurant.
Eighth, it is to analyze and result the positive degree of the mind of revisiting by selective attributes.
Ninth, it is to analyze and result the positive degree of the mind of revisiting by the satisfaction. Tenth, through this research, it is to suggest empirical result that the analysis of process of purchase decision making of the customers who use in the establishment of marketing strategy like market segmentation, market development, and menu development, etc. in practical business.
As for the analytical method about the empirical analysis, it used SPSS 12.0 for window statistical package program.
From the result of this research above, it may be summed up as follow.
First, as for the general features of customers who visited the family restaurant, it showed that it occupied most of not getting marriage men and job in sales /service whose age between 29~29 years old, graduated from university, earned between 2 million and 2.5million won, living in apartment of a land measure between 30 and 39 square chuck with parent.
Second, as a result of analyzing the usage behavior of customers who visited the family restaurant, it occupied below 1 times in the monthly average usage number. below 15~25 thousands won in one time dining out expenses. Also, the people's favorite family restaurant is the outback steak house over all customers.
Third, as a result of analyzing the results that the usage motive affected the degree of satisfaction of customer, there arose significant differences in the degree of satisfaction about reception and mutual friendship.
Fourth, as a result of analyzing the results that the positive degree of the satisfaction of the customers by selective attributes, there arose significant differences in the degree of satisfaction about approaching attribute, price, well-being, food quantity with a large variety of manu, and service.
Fifth, as a result of analyzing the results that the positive degree of the mind of revisiting by selective attribute, there arose significant differences in the degree of satisfaction according to difference family restaurant about approaching attribute, price, well-being, food quantity with a large variety of manu, and service. but finally it's result is same as seventh result.
Sixth, as a result of analyzing the results that the positive degree of the mind of revisiting by the satisfaction. satisfaction of customers affects the making the positive degree of the mind of revisiting.
On a basis of research result, this study is to suggest the direction that the family restaurant in Seoul area are going, and understand the process of decision making of the usage customers.
As a result, it needs to pursue the long-term profits and growth by making activities adequate the regional characteristics or the actual circumstances of industries among the total attributes.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 문제제기 및 연구목적 1
• 1. 문제의 제기 1
• 2. 연구의 목적 3
• 제 2 절 연구방법 및 연구범위 5
• 1. 연구의 방법 5
• 2. 연구의 범위 6
• 3. 연구의 절차 7
• 제 2 장 패밀리레스토랑의 개념 및 실태 8
• 제 1 절 패밀리레스토랑의 개념 8
• 1. 패밀리레스토랑의 정의 8
• 2. 패밀리레스토랑의 분류 11
• 제 2 절 패밀리레스토랑의 실태 15
• 1. 우리나라 패밀리레스토랑 산업의 추이 15
• 제 3 장 기존문헌 검토 26
• 제 1 절 이용 동기 26
• 1. 이용 동기의 선행연구 26
• 제 2 절 선택 속성 개념 및 이론 29
• 1. 속성 29
• 2. 소비자의 선택 행동 30
• 3. 레스토랑 선택속성 31
• 4. 레스토랑 선택 속성에 관한 선행연구 35
• 제 3 절 고객 만족 개념 및 선행연구 41
• 1. 고객만족 개념 41
• 2. 고객 만족 선행연구 42
• 제 4 장 연구모형 및 조사 설계 45
• 제 1 절 연구모형 및 가설설정 45
• 1. 연구모형의 설계 45
• 2. 가설의 설정 46
• 제 2 절 변수의 조작적 정의 48
• 1. 정의 48
• 제 3 절 조사 설계 49
• 1. 표본의 선정 및 자료수집 49
• 2. 설문지 구성 49
• 3. 자료 분석방법 51
• 제 5 장 분석결과 및 가설 검증 53
• 제 1 절 분석결과 53
• 1. 조사 자료의 분석 53
• 제 2 절 가설 검증 72
• 1. 가설 1의 검증 72
• 2. 가설 2의 검증 72
• 3. 가설 3의 검증 73
• 4. 가설 4의 검증 74
• 제 6 장 결 론 및 제언 75
• 제 1 절 결론 75
• 제 2 절 제언 77
• 참 고 문 헌 78
• 설문지 83
• ABSTRACT 88