특급호텔 뷔페식당 가격정보메시지의 효과지각과 고객의 가격지각에 미치는 연구 = (A) study of price information message and perception of the price level in the deluex hotel buffet restaurant

다국어 초록 (Multilingual Abstract)

While the food service industry is expanding both in size and quality, buffet restaurants have served as the biggest source of revenue for hotels amongst all types of food and beverage services. However, buffet restaurants are now struggling due to the pressure of rising costs and overhead expenses as well as changes in the dining culture. In this context, this study examines the perceived effectiveness of the message of price information and the implications it has on the price perception of customers, thus discovering insights to reduce customers' resistance of price. Questionnaires were conducted on hotel buffet restaurant customers on their way out after a meal on their consent and was conducted on five categories; analysis of effectveness of price information message Analysis of Covariance for the effectiveness analysis of message of price information, effectiveness analysis of economic factors in relation to the price perception of the hotel buffet restaurant, effectiveness analysis of behavioral psychological factors in relation to the price perception of the hotel buffet restaurant, and the effectiveness analysis of demographic factors resulting in relation to the price perception of hotel buffet restaurants. The items on the questionnaire were composed according to the 5-point likert-type criteria.
In the effectiveness analysis of the message of price information, the type Ⅳ message,'a cheaper price compared with other hotels', was found to be the most effective which was followed by 'the buffet restaurant's contributions to society', 'the justifiable price hikes resulting from cost increases (type Ⅴ)'and 'the development of new items on the menu and improved quality of food(type Ⅱ)'.
Through the Analysis of Covariant for the effectiveness analysis of message of price information, 'the value of the paid amount' and 'the loyalty towards the hotel buffet restaurant' showed a significant relation, implying that they had an affect as covariant factors. According to the effectiveness analysis of economic factors resulting from the price perception of the restaurant, respondents perceived the price to be low if they felt a high value of the restaurant. Also, those who gave high reservation prices also perceived the restaurant prices to be low. It was also found that the price level played an important role in deciding where or not to dine at the hotel buffet restaurant. In addition, respondents with hotel membership perceived the prices to be lower.
In the effectiveness analysis of behavioral psychological factors resulting from the price perception of the hotel buffet restaurant, the study found that respondents with higher loyalty towards the buffet restaurant perceived the prices to be low. This was also the case for those who felt that dining in the restaurant was beneficial and enjoyable. The analysis of demographic factors found that customers in the lower age brackets perceived the prices to be low as well as those who were married. In conclusion, types Ⅳ and Ⅵ of the message of price information were found to be the highest. Result of ANCOVA showed that 'the value of the paid amount' and 'the loyalty towards the hotel buffet restaurant' showed a significant relation, implying that they had an affect as covariant factors. The analysis of economic factors found that the perceived price was lower amongst customers who felt a higher level of perceived value of the hotel buffet restaurant and who responded with high reservation prices. Also, the price level was found to be important in deciding whether to dine at the restaurant. Hotel membership holders perceived the prices to be low. Moreover, the analysis of demographic variables showed that the age and marital status of the customer played a role in a perception of low prices at a hotel buffet restaurant.

목차 (Table of Contents)

• 목차 = Ⅰ
• 제1장 서론 = 1
• 1. 문제의 제기 = 1
• 2. 연구의 목적 = 4
• 3. 연구의 방법 및 범위 = 5
• 4. 용어의 정의 = 6
• 제2장 이론적 배경 = 8
• 1. 제품가격에 대한 이론적 고찰 = 8
• 1) 가격유형 = 8
• 2) 가격지각과정 = 12
• (1) Jacoby ＆ Olson(1977)의 가격지각과정 이론 = 12
• (2) 적응수준이론(Adaptation-Level Theory) = 17
• (3) 웨버의 법칙(Weber's Law) = 20
• (4) 동화-대조이론(Assimilation-Contrast Theory) = 24
• (5) 기대이론(Prospect theory) = 27
• 2. 상품정보메시지로서의 가격이미지 = 28
• 1) 가격이미지의 형성 = 28
• 2) 가격이미지의 변동성 = 30
• 3) 가격이미지가 점포선택에 미치는 영향 = 31
• 3. 준거가격에 관한 연구 = 32
• 1) 준거가격의 개넘 = 32
• 2) 준거가격의 형성요인 = 35
• 3) 유보가격과 제한가격의 개넘 = 36
• 4. 가격메시지가 고객의 가격지각에 미치는 영향 = 38
• 5. 고객의 가격 지각에 따른 경제학적인 변수와 심리학적인 변수가 가격지각에 미치는 영향 = 46
• 1) 고객의 가격지각에 영향을 미치는 경제학적 변수 = 46
• 2) 고객의 가격지각에 영향을 미치는 행동심리경제학적 변수 = 48
• 3) 고객이 가격지각에 영향을 미치는 행동적 변수 = 52
• 제3장 연구모형과 조사설계 = 55
• 1. 연구모형 설계 = 55
• 1) 연구과제 및 연구가설 설정 = 55
• 2) 연구모형 = 56
• 2. 조사 설계 = 61
• 1) 연구 과제를 위한 실험설계 = 61
• 2) 조사 대상자 = 66
• 3. 설문지의 구성 = 67
• 제4장 실증분석 = 70
• 1. 인구통계학적 특성 = 70
• 2. 특급호텔 뷔페식당 충성도 요인분석 = 72
• 3. 가격정보메시지 효과분석 = 75
• 1) 쌍체 t 검정(paired t-test) 결과 = 75
• 2) 공분산 분석 결과 = 77
• 4. 호텔뷔페식당 가격지각에 있어 경제적 변수의 영향 분석 = 81
• 5. 호텔뷔페식당 가격지각에 있어 행동심리학적 변수의 영향 분석 = 84
• 6. 호텔뷔페식당 이용가격지각에 따른 인구통계학적 변수의 영향분석 = 86
• 제5장 결론 = 89
• 1. 연구의 요약 = 89
• 2. 연구의 시사점 = 91
• 3. 연구의 한계점 = 94
• 참고문헌 = 96
• 설문지 = 105