한식뷔페 레스토랑 이용고객의 추구가치 분석 : Laddering 기법을 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study was to explore cognitive value structure of customers who frequently use Korean buffet restaurants. Based on means-end chain theory and the laddering method, the desired value was recovered by analyzing the direct and indirect relationships between the following factors: a) “attributes” that consumers consider important when choosing a Korean buffet restaurant, b) “consequences” of these attributes, and c) “values” that are pursued through the consequences.
Since the laddering method requires subjects with a high degree of involvement, consumers with a great liking for and experience in Korean buffet restaurants were selected as participants. In-depth interviews and content analysis were carried out from April 15, 2015 to May 6, 2015 on a total of 219 residents of Seoul.
The major findings of this study were as follows: the attributes that the consumers consider most important and that play an important role in choosing a Korean buffet restaurant were “quality of food”, “quantity of food”, “variety of food”, “food freshness”, “consistent state cooking”, “fast service”, “cleanliness and sanitation”, “waiting time”, “kindness of staff”, “knowledge of menu”, “interior design”, “location accessibility", “time accessibility”, “physical space”, “music and fragrance”, “brand image", “publicity”, “price” and “value-added”. These 19 attributes were similar to the attributes already mentioned in previous studies.
A total of 13 Consequences that they wish to obtain from the above attributes were “satisfy desire and expectation”, “various experience", “pleasant environment”, “healthy desire”, “informal atmosphere”, “refreshment”, “economy of time”, “economic stability”, “maintenance of elegance ”, “learning information”, “feeling of being treated”, “stress relief", “social stability”. These elements had not been discussed as choice decision factors in previous studies. Therefore, this study could add new insights to existing studies that attempt to obtain choice decision factors only from Korean buffet restaurants’ physical and functional attributes.
In addition, 10 “values” that consumers want to acquire through these consequences are “satisfaction”, “enjoyment”, “happiness”, “comfortable/relief/stability”, “convenient”, “economic”, “health”, “composure”, “sense of accomplishment” and “self-regard/self-respect pride”. These were ultimate goals that consumers hope to achieve when they choose a Korean buffet restaurant.
An implication matrix was constructed, and the direct and indirect relations between participants’ responses were numerically analyzed. With the help of this, a general value stratum map was drawn. This map showed that the greatest number of participants chose “Price” as an attribute in choosing a Korean buffet restaurant, “economic stability” as a consequence, and “economic” as a value, indicating a strong relation between these three elements.
This study also successfully showed that the degree of satisfaction can be developed and subdivided into more concrete and detailed elements such as “satisfy desire and expectation”, “pleasant environment”, “economic stability”, “maintenance of elegance ”. In addition, it showed which consumers’ ultimate value pursuits are related to which consequences and through which kinds of attributes. The results thus obtained were expected to be useful to managers and other individuals in the Korean buffet restaurant business.
The managers of a Korean buffet restaurant must make an effort to understand what consumers are looking for in a Korean buffet restaurant so that they can have an edge over their competitors by providing various benefits, choices, and values. Finally, it is hoped that this study contributes to the diversity and advancement of Korean buffet restaurants.

목차 (Table of Contents)

• 제 1장 서론 1
• 제 1절 연구배경 및 목적 1
• 1. 연구배경 1
• 2. 연구목적 6
• 제 2절 연구방법 및 구성 7
• 1. 연구방법 7
• 2. 연구구성 8
• 제 2장 이론적 배경 10
• 제 1절 한식 뷔페 레스토랑 10
• 1. 뷔페 레스토랑의 개념과 종류 10
• 2. 한식 뷔페 레스토랑의 특성 20
• 3. 뷔페 레스토랑 선택속성 관련 선행 연구 21
• 제 2절 소비자 가치와 추구 가치 분석 방법 24
• 1. 소비자 가치 24
• 2. 수단-목적 연결 이론 28
• 3. Laddering 기법 30
• 4. Laddering 기법의 절차 33
• 제 3장 연구의 방법 35
• 제 1절 연구 문제 35
• 제 2절 연구 범위 37
• 제 3절 연구 방법 38
• 제 4장 연구 결과 40
• 제 1절 조사 대상의 일반 사항 40
• 제 2절 Laddering 분석 결과 42
• 1. 내용코드 요약 42
• 제 3절 함축 매트릭스 43
• 1. 속성과 결과 간의 연결 관계 43
• 2. 결과와 가치 간의 연결 관계 45
• 제 4절 가치 계층 지도 47
• 1. 컷 오프의 설정 47
• 2. 가치 계층 지도 49
• 제 5장 결론 및 제언 51
• 제 1절 연구 결과 요약 51
• 제 2절 연구의 한계 및 향후 연구 방향 54
• 참고문헌 55
• ABSTRACT 60
• 설문지 63