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패밀리레스토랑의 고객 데이터베이스 분석을 통한 지역점포마케팅 전략 수립을 위한 사례 연구 -서로 다른 상권에 위치한 동일 브랜드의 두 개 매장의 비교-
정유경(Yu Kyeong Chong),신서호(Seo Ho Shin),송현주(Hyon Ju Song) 한국외식경영학회 2012 외식경영연구 Vol.15 No.3
The aim of this study is for presenting the necessity of local store marketing strategies of two same brand family restaurants, B and S which are located in different trade area by case study. For comparing two restaurants` consumer and characteristics of spend, we use average check, revenue per table and dining duration by month of year, day of week, hour of day, and party size, and demographic characteristics collected in customer database and POS system information during one year. There are statistically significant in age of customers, dining duration, party size, and average checks by irrespective of months, day, and time between two restaurants. Average check of B restaurant was lower in Saturday compare to Friday`s while S restaurant`s was not changed. Average check of S restaurant was not changed by hour of day, while B`s increases off time(3~5p.m.) and dinner time(5~9p.m.). We found different characteristics of spend and customers between two restaurants and suggest that restaurants owners seek for establishing the marketing strategies reflecting on locational characteristics to maximize revenue by understanding characteristics of spend and customer.
산학실습에 대한 만족이 조리학전공 대학생들의 진로결정에 미치는 영향
정유경 ( Yu Kyeong Chong ),황현주 ( Huyn Ju Hwang ),허경숙 ( Kyoung Sook Huh ) 한국식품조리과학회(구.한국조리과학회) 2006 한국식품조리과학회지 Vol.22 No.5
The purpose of this study was investigate the effects of internship program particularly how the satisfaction with the internship program affects the students` career decisions. Culinary major students at 5 different two-year colleges in Seoul and Kyunggi-do participated in this study. Out of 500 questionnaires, 415 were analysed using SPSS 13.0 and descriptive analysis, factor analysis, reliability analysis, chi-square, t-test, ANOVA, and multiple regression analysis were used. Based on conducting factor analysis results, the satisfaction measurement was classified into 4 factors: constructs, contents, benefit, environments and communication. Cronbach`s alpha was calculated for the reliability of the survey instrument. Two-thirds of the students (66.9%) answered that the internship program had helped them to decide their career. Particularly, constructs and contents of the internship program presented statistically significance to the career path. Based on the satisfaction level, students in high level wanted to be chefs while those in low level wanted to leave to other jobs. The overall satisfaction with the internship program differed according to the time of internship, internship duration, and place of internship.
연구논문 : 농가맛집의 현황과 지역사회발전을 위한 활성화방안
정유경 ( Yu Kyeong Chong ),김맹진 ( Maeng Jin Kim ),송현주 ( Hyon Ju Song ),이명은 ( Myoung Eun Lee ) 한국식생활문화학회 2009 韓國食生活文化學會誌 Vol.24 No.6
Green tourism has recently focused on an alternative plan for activating a rural economy and coping with an income inequality between urban and rural areas. The Rural Development Administration has supported farm restaurants with the aim of increasing the income of farmers, determined unique native local foods and developed programs based on the experience rural life since 2007. Farm restaurants, which are the new type of local food restaurants, have unique food and various experiencing programs that reflect their own regional characteristics. We would like to understand how the farm restaurants have been developed and what types of characteristics they have based on the currently operating farm restaurants. The management situations and value of farm restaurants as tourist attractions were investigated as well in the tools for rural development.
서비스기업의 고객에 대한 마케팅비용과 고객만족도 및 경영성과와의 관계에 대한 연구
정유경(Chong, Yu Kyeong),구원일(Koo, Won Ii) 한국서비스경영학회 2011 서비스경영학회지 Vol.12 No.1
This study examined the effect of marketing costs spent to promote customers` satisfaction on increase and decrease of customers` satisfaction and analyzed the level of affinity between customers` satisfaction and improvement of business performance in corporation. As a result of comparison marketing costs toward customers with NCSI, the index of customers` satisfaction, there shows significant affinity between advertising costs, training costs and employee benefits. Especially, advertising costs show negative(-) relation, not conveying advertising effect clearly toward customers. In case of education expenses, directly-opposed results were suggested according to hotel industry or food service industry. This difference is the difference in the level of service, showing there is difference in performance according to whether there has been training or not. As a result of analysis of affinity between NCSI measured like this and business performance in corporation, there are affinities in Return on Net Sales, ROA, and ROE. But, it is thought that interpretation should be paid careful attention because affinity with performance in both hotel industry and food service industry cannot be explained. Yet, based on the result showing that there is affinity between NCSI and business performance in corporation of service industries, it is thought that customers` satisfaction can increase through spending marketing costs, and as a result, business performance can be also improved. Therefore, it is considered that each corporation can maintain going concern by conducting its business performance by establishing and performing plans for promoting customers` satisfaction and can continue its business.
커피전문점의 서비스 접점에서 고객의 행동, 직원의 감정변화 및 서비스 제공수준의 영향관계 연구
정유경(Yu Kyeong Chong),신수연(Soo Yeon Shin),한명애(Myung Ai Han) 한국관광연구학회 2013 관광연구저널 Vol.27 No.3
It is important for specialty coffee house, in relation to the relationship between the emotional change of employees in a lot of interaction with their customers and the level of their service offering, to develop the ways for employees to be engaged affirmatively in the process of their service offering and to develop and carry out the service education program for managing employees` emotion. In this study, empirical analysis has been done to determine the relationship among customers` behavior perceived by employees, emotional change of employees affected by customers, and the level of service offering perceived by employees in specialty coffee house that have been positioning as a unique culture. The findings are as follows. First, with lower understanding of customer perceived by employee and more negative behavior of customer, there was more negative change in employee`s feeling affected by customer`s behavior. Second, when having more negative change in employee`s feeling affected by customer`s behavior, the employee offering service did not present a kind attitude but hid the negative feeling and offered the service following only the normal procedure. When having more positive change in employee`s feeling affected by customer`s behavior, the employee offering service presented a kind attitude and offered the service following more of the normal procedure.