외식산업 창업속성이 고객지향성 및 창업성과에 미치는 영향

송경숙(Kyong-Suk Song) 한국콘텐츠학회 2013 한국콘텐츠학회논문지 Vol.13 No.6

본 연구는 외식산업 창업속성이 고객지향성 및 창업성과에 미치는 영향을 알아보는데 목적을 갖고 서울지역에 소재하고 있는 외식업체의 5년 이상 창업자 300명을 대상으로 2013년 2월 1일부터 28일까지 설문조사 후 SPSS v. 17.0 통계 패키지 프로그램을 활용하여 분석하였다. 분석결과 첫째, 외식산업 창업속성이 고객욕구이해에 미치는 영향을 검증한 결과 창업자금, 창업입지, 창업시설, 창업상품이 고객욕구이해에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 외식산업 창업속성이 고객관계에 미치는 영향을 검증한 결과 창업자금, 창업시설, 창업상품이 고객관계에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 고객지향성이 창업성과에 미치는 영향을 검증한 결과 고객욕구이해, 고객관계가 창업성과에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 이같은 결과는 외식산업의 창업에 따른 창업자금, 입지, 시설, 상품요소가 중요하고, 고객지향적인 고객욕구의 이해와 관계밀착이 종국적으로 성과로 나타나 장기적으로 안정된 경영을 뒷받침해 주는 요인임을 시사한 것으로 볼 수 있다. The purpose of this study is to figure out the effects of business startup attributes on customer orientation and business startup performance in the foodservice industry. To achieve this, a survey was carried on 300 entrepreneurs, who are running 5 or more years of restaurants in Seoul, through February 1 to February 28, 2013. The SPSS v. 17.0 statistical package program was used for data analysis. The results were as follows; First, the effect of business startup attributes on the understanding of customers desires in the foodservice industry showed that business startup funds, business startup location, business startup facilities and business startup products had a significant positive effect on the understanding of customers desires. Second, the effect of business startup attributes on customer relationship in the foodservice industry showed that business startup funds, business startup facilities and business startup products had a significant positive effect on the customer relationship. Third, the effect of customer orientation on business startup performance in the foodservice industry showed that the understanding of customers desires and customer relationship had a significant positive effect on the business startup performance. These results suggest that business startup funds, business startup location, business startup facilities and business startup products in the foodservice industry are important, and the customer-oriented understanding of customers desires and close adherence to customers lead to ultimate performance, supporting a stable management in the long term.

와인 선택속성이 만족도 및 재구매의도에 미치는 영향

송경숙(Kyong-Suk Song) 한국콘텐츠학회 2012 한국콘텐츠학회논문지 Vol.12 No.5

본 연구는 와인 소비자를 대상으로 와인 선택속성이 만족도 및 재구매의도에 미치는 영향을 알아보고, 와인에 대한 관여도에 따라 차이가 있는지를 분석하는데 목적으로 갖고, 와인 구매와 음용 경험이 있는 만 20세 이상 와인 소비자를 대상으로 2011년 12월 1일부터 12월 31일까지 설문조사하여 실증분석하였다. 분석결과 와인 선택속성이 만족도에 미치는 영향을 검증한 결과 가격, 레이블, 와인특성이 만족도에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났고, 재구매의도에 미치는 영향을 분석한 결과 지역성, 가격, 와인특성이 재구매의도에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났다. 또한 만족도에 영향을 미치는 와인 선택속성에 있어 와인관여도는 와인 선택속성의 지역성, 가격과 만족도간의 관계를 조절하는 것으로 나타났고, 재구매의도에 영향을 미치는 와인 선택속성에 있어 와인관여도는 와인 선택속성의 레이블과 재구매의도간의 관계를 조절하는 것으로 볼 수 있다. 즉, 와인 재배지역의 지역적 특성과 적절한 가격, 그리고 품질자체 와인 고유특성은 기존 선행된 연구결과들을 지지해주었으며, 이들 결과가 와인 관여정도에 따라 만족과 재구매의도에 조절된다는 점에서 그 특징을 시사해 주었다. In this study, a survey was carried out on wine consumers over age 20 experienced in wine purchase and drinking from December 1 through December 31, 2011 with the object of figuring out the effects of wine selection attributes on satisfaction and repurchase intention, and making an empirical analysis of the difference depending on involvement in wine. The findings of this study are summarized as follows. The effect of wine selection attributes on satisfaction showed that price, label and wine characteristic had a significant positive effect on satisfaction. The effect of wine selection attributes on repurchase intention showed that locality, price, and wine characteristic had a significant positive effect on repurchase intention. For wine attributes affecting satisfaction, the wine involvement moderated the relationship between locality, price, and satisfaction of wine attributes. And for wine attributes affecting repurchase intention, the wine involvement moderated the relationship between label and repurchase intention of wine attributes. In other words, local characteristics and reasonable prices of the cultivation areas for wine, and indigenous characteristics of wine in quality itself supported the existing preceded findings. And these findings showed the characteristics in that the wine involvement moderates satisfaction and repurchase intention.

외식산업 창업속성이 창업 과잉자신감과 창업자 태도에 미치는 영향

송경숙(Kyong-Suk Song) 한국콘텐츠학회 2014 한국콘텐츠학회논문지 Vol.14 No.3

본 연구는 외식산업 창업속성이 창업 과잉자신감과 창업자 태도에 미치는 영향을 밝히는데 목적을 갖고, 외식업 창업자 총 300명을 대상으로 2012년 10월 1일부터 30일까지 설문조사하였다. 분석결과 첫째, 외식산업 창업속성이 창업 과잉자신감에 미치는 영향을 검증한 결과 창업자 특성, 창업자금, 입지, 상품요인이 창업 자신감에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났다(p<.05). 둘째, 외식산업 창업속성이 창업자 태도에 미치는 영향을 검증한 결과 창업자금, 입지, 상품요인이 창업자 태도에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났다(p<.01). 셋째, 창업 과잉자신감이 창업자 태도에 미치는 영향을 검증한 결과 창업 과잉자신감은 창업자 태도에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났다(p<.001). 이는 창업자 특성변인으로서 전문화된 경영마인드와 관련 지식, 경험이 그만큼 중요하고, 이에 기반한 충분한 자금조달과 준비속에 고객의 유동인구가 상품특성과 결합하여 적합한 곳에 입지할 때 고객의 이용과 선택 또한 안정된 경영으로 이어져 자신감과 함께 안정경영을 통한 긍정적인 태도로 나타남을 의미한다. The purpose of this study is to examine the effects of business startup attributes on the overconfidence of business startup and entrepreneurs attitude in foodservice industry. To achieve this, a survey was carried out to 300 entrepreneurs in the food service industry through October 1 to October 30, 2012. The results were as follows. First, entrepreneurs characteristics, funds for business startup, locations and products had a statistically significant positive effecton the overconfidence of business startup(p<.05). Second, funds for business startup, locations and products had a statistically significant positive effect on entrepreneurs attitude(p<.01). Third, the overconfidence of business startup had a statistically significant positive effect on entrepreneurs attitude(p<.001). The findings stated above mean that knowledge or experience related to specialized management mind as entrepreneurs characteristic factors are just as important, and customers use and choice of restaurants are also connected to stable management when the floating population of them are located to a suitable place in combination with product characteristics in enough financing and preparation based on this, showing entrepreneurs positive attitude through stable management along with confidence.

패밀리레스토랑 체험마케팅이 브랜드 이미지와 신뢰도 및 충성도에 미치는 영향

송경숙(Kyong Suk Song),박계영(Kye Young Park) 한국관광연구학회 2009 관광연구저널 Vol.23 No.3

This study aims at understanding the effect of experience marketing in Family Restaurant on brand image, reliability and royalty to establish strategies for the brand management of Family Restaurant. An empirical survey was made on 392 participants in eating out events in their twenties-thirties. The results of this study are summarized as follows. First, the effect of experience marketing in Family Restaurant on brand image showed that emotional, perceptional and behavioral factors have a significant positive effect on the brand image(p<.01). Second, the effect of experience marketing in Family Restaurant on brand reliability showed that sensible, emotional and perceptional factors have a significant positive effect on the brand reliability(p<.01). Third, the effect of brand image in Family Restaurant on brand reliability showed that the brand image has a significant positive effect on the brand reliability(p<.01), and the higher brand image goes, the brand reliability rises .554. Fourth, the effect of brand image in Family Restaurant on brand royalty showed that the brand image has a significant positive effect on the brand royalty(p<.01), and the higher brand image goes, the brand royalty rises .464. Fifth, the effect of brand reliability in Family Restaurant on brand royalty showed that the brand reliability has a significant positive effect on the brand royalty(p<.01), and the higher brand reliability goes, the brand royalty rises .417, meaning that the continuous performance of sensible, emotional, perceptional and behavioral experience marketing in Family Restaurant acts as their positive experience. Consequently, the raise of key customers` royalty and the continuous customer management through the introduction of enjoyable factors-added Family on the whole programs were higher with the culture-experience and tradition- experience programs.

소상공인 경영자의 창업환경이 실패부담감과 창업실패에 미치는 영향

송경숙(Kyong-Suk Song) 한국콘텐츠학회 2015 한국콘텐츠학회논문지 Vol.15 No.2

본 연구는 소상공인 창업환경이 실패부담감과 창업실패에 미치는 영향을 알아보는데 목적을 갖고, 서울지역소재 소상공인 경영자 300명을 대상으로 설문조사하였다. 분석결과 첫째, 창업환경이 실패부담감에 미치는 영향은 경영자 환경, 비즈니스적 환경, 조직내부 환경, 조직외부 환경이 실패부담감에 부(-)의 영향을 미쳤다. 둘째, 창업환경이 재무적 비재무적 손실에 미치는 영향은 창업경영자 환경, 창업비즈니스적 환경, 조직내부 환경이 재무적 비재무적 손실에 부(-)의 영향을 미쳤다. 셋째, 실패부담감이 창업실패에 미치는 영향은 실패부담감이 재무적 비재무적 손실에 정(+)의 영향을 미치는 것으로 나타나 경영자자질, 기업가정신, 비즈니스적 환경의 비해 조직내부 결속, 소통력 요인이 실패부담감과 재무적?비재무적 손실에 영향을 미치는 중요 속성임을 입증해 주었다. This study is intended to look into the effects of small business startup environments on failure burden and startup failure. To achieve this, a survey was carried out to 300 small business CEOs in Seoul. The results were as follows. First, the effect of startup environments on failure burden showed that management environment, business environment, internal organizational environment and external organizational environment had a negative effect on failure burden. Second, the effect of startup environments on financial and non-financial losses showed that startup management environment, startup business environment and internal organizational environment had a negative effect on financial and non-financial losses. Third, the effect of failure burden on startup failure showed that failure burden had a positive effect on financial and non-financial losses. Consequently, this study indicates that internal organizational commitment and communication are important attributes affecting failure burden, financial and non-financial losses, compared with management quality, entrepreneurship and business environment.

코로나19 팬데믹 전후 자영업 경영환경 추이와 변화분석

송경숙(Kyong-Suk Song),진부경(Boo-Kyeong Jin) 한국해양관광학회 2023 해양관광학연구 Vol.16 No.2

Regarding this research, by analyzing the developments before and after resulting from the changes of the self-employment management environment before and after the COVID-19 pandemic, the purpose is to reveal to what extent the ability to influence on the self-employed. It had been empirically analyzed. If we see the results, they are as the following: Entering into the 3rd year after the occurrence of the COVID-19 pandemic, entirely, it could not recover to the level before the COVID-19. And, with the COVID-19 becoming long term, the management situation of the face-to-face service business had been worsened. And, especially, the extent of the worsening of the management of the self-employment had shown somewhat a difference by the type of the business. And, in the cases of the daily necessities wholesale business, the educational service business, and the individual service business, although it did not reach the level before the COVID-19, it recovered to the level of 80%~90% of the sales in the year 2019. In contrast, regarding the lodging business, the restaurant and bar businesses, the information communication equipment retail business, and the visiting and delivery retail business, the sales based on the year 2022 had decreased. This can be interpreted that there had been considerably many self-employed people who chose the closure of the business because they could not manage the debt that had been increased during the 3 years of the COVID-19. And, especially, as the first time after the outbreak of the COVID-19, the self-employed people who chose to close the business during the 2nd spreading period (August 2020), which did not allow the indoor eating, had been the most. It proved that, the more the social distancing had been strengthened, they had been the sacrifices of the self-employed people.

외식서비스 고객의 경험적 가치가 신뢰와 충성도에 미치는 영향

송경숙(Song, Kyong-Suk),최봉순(Choi, Bong-Soon) 한국해양관광학회 2020 해양관광학연구 Vol.13 No.2

This study is intended to look into the effects of service customers’ experiential value on trust and loyalty in restaurants. An empirical survey was carried out to 241 restaurant customers the structural equation model was applied.. The preview studies on experiential value were reviewed to consist of four categories such as price fairness, time efficiency, service superiority and aesthetic excellence. The research model was established by the fact that the stronger the image association, the better the reliability, and the more it affects customer satisfaction and loyalty as the expected service quality level has a close relationship with the perceived customer trust. Among price fairness, time efficiency, service superiority and aesthetic excellence as experiential value, time efficiency and service superiority were adopted, but price fairness and aesthetic excellence were rejected. While the effect of customer trust on customer loyalty was adopted as it was significant, the difference in the effect of customer trust on customer loyalty according to the marital status was rejected as it was not significant. These results can be seen as certifying that time efficiency and service superiority are very important service factors for trust as the customers’ experiential value. The absolute time and service factors for improving the service customers’ value are the most basic value of service industry, which leads to loyal customers along with customer trust to recreate the value by revisit and positive word-of-mouth. Consequently, the service operation and compliance are required to be faithful to the basics.

외식산업의 위험 커뮤니케이션이 소비자의 심리적 반응과 태도에 미치는 영향

송경숙(Kyong Suk Song) 한국조리학회 2009 한국조리학회지 Vol.15 No.3

한국전통음식 세계화에 따른 브랜드 전략 연구

조정옥 ( Jung Ok Cho ),송경숙 ( Kyong Suk Song ),채병숙 ( Byung Sook Chae ) 한국호텔ㆍ리조트ㆍ카지노산학학회 2009 호텔리조트연구 Vol.8 No.2

The aim of this study is the basic job for the brand which follows in globalization of the Korean traditional food, In the Korean traditional food where the cultural sightseeing merchandise value looked into the factor about a possibility and international brand strategy with the excel tradition food and we studied an object. As the result, the quality factor(M=5.56) relatively most high showed up as the factor for the world branded. It appeared as the service factor(M=5.54), the visual image factor(M=5.27), and the brand image factor(M=4.91). Second, the local adaptation strategy(M=5.25) and standardization strategy(M=5.25) appeared relatively most highly with globalization brand development strategy(M=4.82), they appeared with penetration strategy and internationalization strategy(M=5.13) order. It showed up as the mixed rice, the roast meat, the ribs, the Ginseng chicken broth, and the Bossam (a Korean cuisine of pork (wrapped rice) as the menu attribute most preferentially developed for the globalization brand strategy with third. It gives suggestions that it enhances the quality and service factor with the international global brand strategy factor of the Korea traditional food. It gives suggestions that it enhances the quality and service factor with the global brand strategy factor of the Korea traditional food.

골프장 클럽 하우스 메뉴에 대한 고객선호도와 메뉴만족에 관한 연구

박계영(Kye Young Park),송경숙(Kyong Suk Song),이영우(Young Woo Lee) 한국관광연구학회 2009 관광연구저널 Vol.23 No.2

Customer satisfaction at menu and service available in food and beverage shops in golf course clubhouse is not necessarily a critical requirement for customers to select a golf course, but such menu and service must not cause customers to feel discontent with the golf course. Thus, consumers` behaviors of selecting desired food and beverage don`t depend simply on knowledge or information, but are a product of images we recognize. In such a context, this study aims to survey current customers of a golf course clubhouse to examine their preference for menu available there and determine potential effects of such preference on their satisfaction at menu, so that it may propose possible ways to improve the menu available at golf course clubhouse. To achieve the above goals, this study adopted approach of literature review and empirical research. Accordingly, as a part of empirical research, this study focused on menu as a means of sales at golf course clubhouse, a means of its management and a means of marketing, so that it could obtain findings of analysis on potential differences primarily in customer preference for menu depending on customer characteristics, and could find out whether customer satisfaction at menu might vary significantly depending upon customer preference for menu. As a result, this study could re-classify 14 variables of customer preference for menu into 5 major factors: Factor 1 (essential factor), Factor 2 (incidental factor), Factor 3 (extroversive factor), Factor 4 (constitutive factor) and Factor 5 (external factor). It was found that there were more or less differences in customer preference for each attribute of menu depending on customer characteristics. In particular, it was found that customer preference for menu varied depending on customers` demographic characteristics such as sex, age, marital status, academic career, occupation, monthly average income, golf career and monthly use of golf course. And this study used regression analysis to determine potential effects of customer preference for menu of clubhouse upon customer satisfaction at its menu. As a result, it was found that Factor 5 had more significantly positive effects upon customer satisfaction than any other factors, which was followed by Factor 3, Factor 2 and Factor 1 respectively. However, recent customers have much diversified needs as their lifestyles change in various patterns. That is why it is required to implement market segmentation including customers` psychological, social and behavioral characteristics as well as their demographic characteristics. Hence, it is necessary for follow-up studies to try to make more detailed analysis on customer characteristics depending on various customer needs in order to timely respond to changing restaurant market.