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외식 소비자의 레스토랑 선택속성 및 속성가치에 대한 선호도 조사 연구
홍종숙(Jong-Sook Hong),전지영(Ji-Young Jeon),김영숙(Young-Sook Kim) 동아시아식생활학회 2012 동아시아식생활학회지 Vol.22 No.2
In this study, the product attributes that give customers the estimated benefits and products that can predict the customer’s choice conjoint analysis techniques to identify the restaurant affinity markets a new dining concept was to develop. Questionnaire for this study of 400 non-response is negative and insincere characters, except for the final analysis, the questionnaire Part 309 was the target. Conjoint model used in this study Pearson’s R is 0.928 (p<0.000), Kendall’s tau is 0.750 (p<0.000) with an orthogonal plan was well suited for profiling attributes are extracted 16. Part of the relative importance of the value of the property to determine the result of analyzing the properties that are most important at the level of the respondents of the induct (38.46%), and followed by price (30.52%), Atmosphere (18.28%), and Exclusive space (12.73%) was followed. Portion of the property value for each analysis among industry preference for the Italian food was highest, a nature-friendly interior atmosphere had the highest affinity Average per price at 10,000 won∼30,000 won or less than the amount of affinity was higher location of the restaurant alone, showed that space preferred. Through simulation in a virtual seafood restaurant nature-friendly image, average price per person ranging from 10,000 to 30,000won at an exclusive restaurant was most preferred.
홍종숙(Jong-Sook Hong),김영갑(Young-Gab Kim) 동아시아식생활학회 2009 동아시아식생활학회지 Vol.19 No.3
The purpose of this research was to discern how consumers experience the images of sensibility vocabularies for atmosphere of family restaurants and to suggest the applications for restaurant managers and marketers by presenting words that appeal to consumers' needs and emotions. More reliable results were obtained by researching the sensibility vocabularies using free association and stimulus methods. Extracting 8 sensibility words among 28 vocabularies, we constructed the relation of evaluation concepts by using a structural equation model. Overall, the structural equation model, which is a method to select reliable sensibility vocabularies can increase the sensitivity of the model.
외식업 종사원의 서비스 품질 지각과 긍정적 감정 반응이 직무 만족에 미치는 영향
홍종숙(Jong-Sook Hong),이재일(Jae-Il Lee),전지영(Ji-Young Chun) 동아시아식생활학회 2008 동아시아식생활학회지 Vol.18 No.5
This study attempted to find more efficient ways of managing human resources through the effect of service quality and affect response on job satisfaction of the employee in the food service industry. Quality of service to the customer has an effect on the response of the employee. Therefore providing a high quality of service quality to the customer is an important factor that contributes to a positive work environment for employees in the food service industry. For this study, research data was collected from employees of various restaurants. Among a total of 170 collected questionnaires, 20 incomplete samples were eliminated and consequently a final 150 completed questionnaires were provided. The SPSS/ win 12.0 was used for statistical analysis: frequency analysis, factor analysis, reliability analysis and regression analysis. It is recommended that the food service industry should provide a positive work atmosphere which is satisfactory to the employee based on the needs of the employee. This study indicated that the quality of service quality affected the response and job satisfaction of employees in the food service industry.
김영갑(Young-Gab Kim),홍종숙(Jong-Sook Hong) 동아시아식생활학회 2009 동아시아식생활학회지 Vol.19 No.4
This study was designed to determine the effects of meat country-of-origin on the perceived quality, perceived risk, perceived value, and purchase intension of restaurant menu items. A total of 237 university students in Seoul were used in the final statistical analyses, which included factor analysis, ANOVA and Duncan's test. The results were as follows: First, in the case of perceived quality, the participants gave higher evaluations of restaurant menu items better when the origin of the foodstuff was Korea. Second, the effects of origin on perceived value were not statistically significant. Third, the effect of origin on the purchase intension of fried chicken was statistically significant, but the effects of origin on the purchase intension of boned rib and fillet were not statistically significant. Lastly, the limitations of this study and suggestions for further research are presented.
레스토랑 직원의 Up-Selling에 대한 목적 지향성이 판매 행동과 판매 성과에 미치는 영향
김영갑(Young-Gab Kim),홍종숙(Jong-Sook Hong) 동아시아식생활학회 2010 동아시아식생활학회지 Vol.20 No.5
This study investigated causal relationships between goal orientation, sales and performance towards increasing the effectiveness of up-selling in intermal promotion methods in family restaurants and provided implications about the hiring and training of sales people. The subjects were 232 sales people in family restaurants. The data were collected by self-administered questionnaires and analyzed by exploratory factor analysis, reliability analysis, comparative analysis of the average, and regression analysis. Results, showed that variations in goal orientation, sales, and performance depended on the age and experience of salespeople and that goal orientation makes adaptive selling more effective. It turned out that effort selling affects up-selling result than adaptive selling. Long-term workers were better than short-term workers in goal orientation, selling, and up-selling results, so human resource management needs to implement a long-term plan to enhance these effects. And, because effort selling is more effective than adaptive selling in up-selling results in family restaurants, effort selling requires training.
연구논문 : 레스토랑에서 소비자가 지각하는 가격인지차원의 타당성 검증
김영갑 ( Young Gab Kim ),홍종숙 ( Jong Sook Hong ),김문호 ( Mun Ho Kim ) 한국식생활문화학회 2010 韓國食生活文化學會誌 Vol.25 No.2
This study focuses on testing the validity of dimensions of restaurants` menu prices. In addition, the effect of demographic variables on the perception of each price dimension was investigated. The subjects were people living in the capital region who have, at least on occasion, gone to family restaurants. The data were collected by self-administered questionnaires and analyzed by factor analysis, reliability analysis, confirmatory factor analysis, and the ANOVA t-test. The results were that consumers` perception of restaurant menu prices is not uni-dimensional, but has six dimensions: price-price schema, pricequality schema, value consciousness, low price proneness, price mavenism, sales proneness. Demographic variables partially affect the consumers` perception of each menu price dimension. The result of the t-test examining dimensions of price according to the demographic characteristic was that females have a higher sales proneness than males. The t-test result according to marriage indicated that married people were higher in price-price schema and quality proneness than unmarrieds. ANOVA according to age indicated that people between ages of 20 to 29 have a higher quality proneness than those of other ages.
브랜드의 언어 현지화가 고유 브랜드와의 이미지 유사성 인식과 구매의도에 미치는 영향
전지영 ( Ji Young Jhun ),홍종숙 ( Jong Sook Hong ) 한국식생활문화학회 2009 韓國食生活文化學會誌 Vol.24 No.3
The purpose of this study was to determine whether foodservice brand language localization affects consumer attitudes in terms of similar brand image recognition with an original brand. Many global foodservice companies have tried to modify their own brand identity according to local situations in order to attract more consumers. According to this study`s results, consumers who similarly recognized both the original brand image and localization brand image tended to have greater purchase intention than those who did not recognize them similarly. In addition, when the original brand identity was changed to the local language, consumers more similarly conceived the original brand image and localization. And for local store marketing, foodservice companies should have a thorough marketing research plan since there can be difference results according to brand name recognition gaps or demographic characteristics. Original brand image similarity recognition by consumers affected their attitudes. In other words, the group that similarly recognized both the original brand company image and the localization brand company image tended to have greater purchase intention. Because brand language plays an important role in consumer attitudes with respect to recognizing a brand and distinguishing another brand, this study suggests that franchise foodservice companies have a local store marketing plan.