호텔레스토랑 利用客의 메뉴選擇要因에 關한 硏究 : 慶州地域 特1級 호텔 洋食堂 利用客을 對象으로(Focus on restaurants serving Western food in the first-grade hotels located in Kyungju) = Study on menu preference factors of customers in hotel restaurants

다국어 초록 (Multilingual Abstract)

An improved standard of life and changed patterns of consumption have influenced eating habits, resulting that people remarkably tend to seek for taste, mood, and style rather than food to fill the hungry belly. Also the changed pattern of dietary life has an important effect on management of hotel restaurants.
To become a menu as a means of both active communication with customers and marketing, importance of the menu should be recognized and its system should be theoretically established. First of all, it is important to look into factors impacting on making decision when customers select the menu in hotel restaurants, developing a new menu as a customer-oriented marketing means.
Therefore this study examined what factors influenced customers when they selected a menu in the hotel restaurant. By doing so, the study was designed to suggest efficient and differentiated management directions providing customer-oriented services for restaurant managers or responsible staff, in order to satisfy demands and desires of customers visiting hotel restaurants.
To achieve such an objective, the study conducted both reference researches and actual proof researches. As an actual proof research, the study surveyed customers visiting Western food restaurants of the first-grade hotels located in Kyungju, obtaining 193 valid samples.
To analyze actual proofs, the study established the following hypotheses:
(1) testing differences between factors to select restaurants and demographic characters
Hypothesis 1) there will be a statistically significant difference in restaurant-selecting factors according to the demographic characters.
Hypothesis 1-1) there will be a significant difference in restaurant-selecting factors according to gender.
Hypothesis 1-2) there will be a significant difference in restaurant-selecting factors according to age.
Hypothesis 1-3) there will be a significant difference in restaurant-selecting factors according to marriage.
Hypothesis 1-4) there will be a significant difference in restaurant-selecting factors according to occupation.
Hypothesis 1-5) there will be a significant difference in restaurant-selecting factors according to education.
Hypothesis 1-6) there will be a significant difference in restaurant-selecting factors according to monthly income.
(2) testing differences between factors to select a menu and demographic characters.
Hypothesis 2) there will be a statistically significant difference in menu-selecting factors according to the demographic characters.
Hypothesis 2-1) there will be a significant difference in menu-selecting factors according to gender.
Hypothesis 2-2) there will be a significant difference in menu-selecting factors according to age.
Hypothesis 2-3) there will be a significant difference in menu-selecting factors according to marriage.
Hypothesis 2-4) there will be a significant difference in menu-selecting factors according to occupation.
Hypothesis 2-5) there will be a significant difference in menu-selecting factors according to education.
Hypothesis 2-6) there will be a significant difference in menu-selecting factors according to monthly income.
(3) testing influence relation of selecting restaurants and menu
Hypothesis 3) the restaurant-selecting factors will significantly influence satisfaction of the selected restaurant.
Hypothesis 4) the menu-selecting factors will significantly influence satisfaction of the selected menu.
Hypothesis 5) the restaurant or menu selecting factors will significantly influence intents to revisit the restaurant.
The testing results are as follows:
First, after testing differences between restaurant-selecting factors and menu-selecting factors according to the demographic characters, the study showed that hotel image, service of employees, discount system, taste and price importantly influenced selection of restaurants and menu. Therefore there needs continuous training for employees, different promotions and various events for discount system.
Second, after testing influence relation of each factor, the study showed that special service such as anniversary day, religious taboo, mood of the day, recommendation significantly influenced satisfaction of the selected restaurant. Satisfaction of the selected menu mostly depended on economical efficiency and variety of the menu and recommendation of the employees.
Third, after testing what effects the restaurant or menu selecting factors have on intents to revisit the restaurant, the study showed that hotel restaurant image and mood, and satisfaction of taste and price importantly influenced. It meaned that most of customers evaluated the restaurant according to image, quality of the menu, service of employees rather than the menu itself.
In short, to make customers more satisfied with the selected menu and revisit the restaurant needs to improve quality of the menu through benchmarking, to continuously provide a promotive menu, to develop event products(ie. table manner, cooking lecture, and so on), to plan flexible discount policies for each season, to remodel interior decoration of the restaurant, and to place an ad or PR on the Internet.
On the ground of the testing results, each factor significantly influenced. It indicated that most of customers evaluated the restaurant according to various elements such as hotel image, quality of the menu, service of employees rather than the menu itself.
As a result, to make a menu customer-oriented needs not only to satisfy desires of customers but also to consider company profits when a certain menu is set up. In this context, this study proposes implications as basic analysis data.

목차 (Table of Contents)

• 목차
• I. 서론 = 1
• 1. 문제의 제기 = 1
• 2. 연구의 목적 = 2
• 3. 연구의 방법 및 구성 = 3
• II. 연구의 이론적 배경 = 4
• 1. 호텔레스토랑 이용객의 메뉴 선택 = 4
• 1) 메뉴의 정의와 분류 = 4
• 2) 메뉴 분석 = 8
• 3) 메뉴 선택의 영향요인 = 12
• 2. 호텔레스토랑 이용객의 의사결정과 선택모델 = 19
• 1) 의사결정의 개념 = 19
• 2) 고객의 의사결정 유형과 선택행동 = 20
• 3) 호텔레스토랑 선택요인에 관한 선행연구 = 27
• III. 조사설계 = 33
• 1. 연구의 모형 및 가설의 설정 = 33
• 1) 연구의 모형 = 33
• 2) 가설의 설정 = 33
• 3) 변수의 조작적 정의 = 34
• 2. 조사 설계 = 36
• 1) 표본의 설계 및 자료 수집 방법 = 36
• 2) 설문지의 구성 = 36
• 3) 조사 방법 및 절차 = 38
• IV. 결과 분석 = 39
• 1. 자료 분석 = 39
• 2. 실증 분석 = 43
• 1) 신뢰성 및 타당성 검증 = 43
• 2) 가설 검증 = 46
• V. 결론 = 63
• 1. 연구의 요약 및 시사점 = 63
• 2. 연구의 한계점 및 향후 연구방향 = 64
• 참고 문헌 = 66
• 설문지 = 69
• ABSTRACT = 74