레스토랑의 이미지와 고객애호도의 관계에 관한 연구 : 부산지역 패밀리레스토랑을 중심으로 = (A) Study on the relationship between image and customer loyalty of family restaurants in Busan

다국어 초록 (Multilingual Abstract)

There are changing trends in customer's loyalty of family restaurants, and family restaurant manager has to build strategy to maximize family restaurant revenue and profit. The purpose of this study is to explore the competitive strategical factor of family restaurant in Busan, and to seek the structural relationship of variety seeking, family restaurant image, customer satisfaction to the customer loyalty.
I surveyed questionaires to test these relations with variables, and the results was indicated as follows.
First, variety seeking is not significant relations with customer satisfaction, as path coefficient was 0.20 and t-value was 1.71, and hypothesis 1 was rejected.
Second, family restaurant image is significant relations with customer satisfaction, as path coefficient was 0.46, t-value was 5.09, and hypothesis 2 was accepted.
Third, customer satisfaction is significant relations with customer loyalty, as
(image)
path coefficient was 0.36, t-value was 2.01, and hypothesis 3 was accepted.
Fourth, variety seeking is not significant relations with customer loyalty, as path coefficient was -0.18, t-value was -1.62, and hypothesis 4 was rejected.
Fifth, family restaurant image is significant relations with customer loyalty, as path coefficient was 0.62, t-value wa 5.06, and hypothesis 5 was accepted.
And I proposed the results to explore the relations among variety seeking, family restaurant image, customer satisfaction to customer loyalty.
First, customer's variety seeking was no relations with customer satisfaction neither customer loyalty.
Second, family restaurant image was significant relations among customer satisfaction and customer loyalty, as highly direct and indirect effect included.
Third, customer satisfaction was significant relations with customer loyalty, but relatively lowed indicator as compared to family restaurant image, that is, family restaurant was recently appeared dinning place as we are still general image as traditional restaurant has.
And, restaurant manager has to enlighten family restaurant image for customer, and maintain customer loyalty to give more customer appeals.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 연구의 목적 = 1
• 제2절 연구의 방법 및 범위 = 2
• 제2장 연구의 이론적 배경 = 4
• 제1절 패밀리레스토랑의 의의와 현황 = 4
• 제2절 레스토랑 이미지의 선행연구 = 7
• 제3절 다양성 추구성향의 선행연구 = 9
• 제4절 고객만족의 선행연구 = 12
• 제5절 고객 애호도의 선행연구 = 16
• 제5절 레스토랑 이미지와 고객만족, 고객애호도관계의 선행연구 = 27
• 제3장 연구의 설계 = 33
• 제1절 연구모형 = 33
• 제2절 측정변수의 조작적 정의와 가설의 설정 = 33
• 제3절 설문항목과 표본의 구성 = 35
• 제4장 실증분석 = 36
• 제1절 표본의 일반적 특성 = 36
• 제2절 연구모형의 검증 = 42
• 제3절 연구결과의 해석 = 53
• 제5장 결론 = 57
• 제1절 연구의 요약 = 57
• 제2절 연구의 한계 및 미래연구방향 = 58
• 설문지 = 59
• 참고문헌 = 66