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.

Impact of Pursuing Goals on Customer Channel Preference: Mediating Effects of Product Utility and Process Utility

Li, Dao-sheng,Lee, Hyunjoung,Hong, Jinhwan Korean Marketing Association 2014 ASIA MARKETING JOURNAL Vol.16 No.2

This paper explores the influence of pursuing goals on customer channel preference in Chinese rural market. With the rapid change in distribution channels and increase in multi-channels, it is necessary to understand the preference for channel choice as well as product choice. This study empirically validated the conceptual framework of the relationship between the pursuing goals and customer channel choice proposed by Balasubramanian, Raghunathan, and Mahajan (2005). Based on the survey data of 232 fertilizer customers in Chinese rural market, this study explores how economic, social, and psychological pursuing goals can impact customer channel preference by mediating variables of product utility and process utility. The results indicate that pursuing goals positively related with product utility and process utility, and product / process utility can mediate the relationship between pursuing goals and customer channel preference positively. Consequently, we can conclude that customers' economic-social-psychological pursuing goals can directly influence customer channel preference via their purchase process utility and product utility. This result also implies that product utility is effective on process utility during consumer's buying decision making, and process utility and product utility are not mutually independent. Therefore, purchase process utility is a "latent driving force" on customer's channel choice decision.

메뉴 북 디자인유형중 사진과 설명 유무에 따른 고객 선호도에 관한 연구

박범진(Park Bum Jhin),송은주(Song Eun Joo),김근아(Kim Geun A) 한국식공간학회 2014 식공간연구 Vol.9 No.2

현대의 소비자들은 물질적 풍요와 변화된 가치관에 따른 다양한 라이프스타일을 소유하고 있으며, 인간 감성을 위한 더욱더 새롭고 특별한 것을 요구하고 있다. 메뉴판 디자인은 음식에서의 시각디자인 분야와 고객과의 커뮤니케이션을 할 수 있는 중요한 수단으로 메뉴판은 외식업체를 방문한 고객에게 상품을 구매하는 확신을 갖는데 긍정적인 역할을 해주기 때문에, 메뉴판 디자인과 관련된 연구는 지속적으로 이루어져 이론의 견고성을 확립해야 할 필요성이 있다. 본 연구에서는 소비자들이 일반적으로 쉽게 접할 수 있는 외식업소를 대상으로 메뉴판 4종류의 유형에 따른 고객의 선호도를 알아보기 위하여 서울지역 대학가 근처에서 소비자를 대상으로 300장의 설문지를 수거하였으며, 이중 26장을 제거하고 총 274장의 유효 표본을 가지고 통계분석에 활용하였다. 연구결과를 살펴보면, '메뉴명만으로 이루어진 메뉴북'은 고객선호도가 대체적으로 낮은 선호도를 보이고 있었으며, '사진으로 이루어진 메뉴북'도 고객선호도에 보통 이상의 선호도를 보였으며, '메뉴를 정할 때의 시각적 즐거움'에 대한 기대가 높았다. 시각적인 우월성과 주문한 음식과 제공된 음식과의 차이에 대한 언급 또한 사진의 유무(有無)에 있다고 볼 수 있으며, 결과적으로 '사진과 설명으로 이루어진 메뉴북'의 고객선호도는 전반적으로 4종류의 메뉴북 가운데 중에 가장 높은 선호도를 보이고 있었다. 설명과 사진으로 이루어진 메뉴북이 사진으로 이루어진 메뉴북보다 고객의 선호도가 가장 높은 것으로 나타났다. Menu-book design and visual design area of food graft onto customer-communication design area. In spite of the importance of visual image, study on photos of menu-book are relatively less active than that of menu design. The purpose of this study is to examine customer preference depending on the forms of menu design. It examines customer's preference by four kinds of the menu in restaurants and prepares the system for necessity of photos and menu-explanation under the effects of it. The customer preference for "menu-book organized by photos and explanation" marked the highest in general among the four kinds. For each menu, when examining variables of "method selecting menu", "impression of restaurant","previous understanding for food" and "dissatisfaction because of difference between expected and served dish" customer's preference showed significant difference by the kinds of menu-book. In sum, menu-book organized by explanation and photos showed the higher customer preference than by only menu names, by menu names and explanation or by only photos.

Impact of Function and Design Elements of Sign on Customer Preference

Hyeon-Ok Kim(김현옥),Soo-Yong Park(박수용),Dong-Hyung Lee(이동형) 한국산업경영시스템학회 2018 한국산업경영시스템학회지 Vol.41 No.2

Each municipality is promoting signboard improvement projects, but the effectiveness is not great. The main reason for this is that when the signboard is manufactured the location of the shop is only dependent on the visual aspiration effect and it is not harmonized with the building by applying uniform design. The signboard are installed almost everywhere in the city, such as residential, natural and commercial environments. And the signboard provides various services such as traffic information and life safety to customers. Also, by applying design and functional elements, we can enhance the competitiveness of companies and improve the urban environment by enhancing the mutual connection effect of customers and space. The purpose of this study is to investigate the effect of design elements and functional elements of the signboard on customer preference. In other words, we conducted surveys and analyzes of 152 specialists and non-experts (customers, self-employed). As a result of the study, the following conclusions were drawn. First, the functions and design elements of signboards are important factors that have a positive effect on customer preference. Second, the function of the signboard has a positive(+) influence on the customer preference, and the information providing function and the corporate image side function directly affect the customer preference. Third, color elements have a positive(+) meaningful effect on customer preference. Especially, similar color sign affects customer preference positively. Fourth, the signboard design component has a positive(+) significant effect on customer preference. In particular, typefaces have a positive effect on customer preference.

서비스 산업에서의 고객만족 선ㆍ후행요인과 브랜드선호도 및 재구매의도 형성과정

장형유(Jang Hyeong Yu) 한국마케팅과학회 2006 마케팅과학연구 Vol.16 No.3

본 연구는 서비스산업에서의 고객만족 형성요인과 그 이후의 브랜드선호도 및 재구매의도와의 인과관계에 대한 종합적 모형을 제시하고 구조적 관계를 분석하는 것이 주요한 목적이다. 실증분석 결과 기존연구와 같은 맥락으로 지각된 품질과 지각된 가치가 고객만족에 정(+)의 영향을 미치는 것으로 나타났으나 지각된 공평성의 경우는 그 영향력이 통계적으로 무의미하게 나타났다. 고객만족과 브랜드선호도 및 재구매의도의 매개변수로 투입된 전환비용과 고객애호도간의 구조적 인과관계도 모두 유의한 것으로 확인되었고 직접적인 영향뿐만 아니라 간접적으로 영향관계가 존재함을 알 수 있었다. 재구매의도의 형성에 관한 연구가설에는 기존의 연구들과는 달리 고객만족이나 전환비용이 직접적 인과관계를 형성하지 않는 것으로 나타났다. 다만, 브랜드선호도를 통한 재구매의도의 직접적인 영향관계는 유의한 것으로 확인되었다. 실무에서 중시하는 브랜드선호도가 소비자의 지속적 반복의도를 형성하게 하는데 중요한 매개역할을 수행함을 알 수 있었다. 연구모형의 분석에 따른 실증결과를 바탕으로 서비스산업에서의 소비자의 고객만족 형성 이후 반복구매 가능성의 증대를 위한 효과적 전략방안을 모색해 보고자 한다. The main purpose of this study is to conceptualize and investigate the relationships between the antecedents and outcomes of customer satisfaction and the linking variables of brand preference and repurchase intention in service industries. To achieve this objective, the study tries to validate the structural equation model and causal relationships among the model"s elements involving antecedents to customer satisfaction(perceived quality, value, equity), consequences(brand preference, repurchase intention), and moderating variable(switching cost, customer loyalty). Empirical findings are as follows : First, the effect of two antecedents(perceived quality and value) on customer satisfaction was accepted but perceived equity was rejected. Second, I found out that there were direct or indirect relationships between the mediating variables(switching cost, customer loyalty, brand preference) and repurchase intention. This means that the proper management concerned with indirect path is probably more important for the success of services industries. Third, the direct effects of customer satisfaction and switching cost on repurchase intention were not significant against the existing studies excepting brand preference. This implies that repurchase intention was mainly intensified by the indirect path, "customer loyalty → brand preference → repurchase intention" and "switching cost → brand preference → repurchase intention." The service marketers make efforts not only to strengthen the direct casual linkage but also to consolidate the indirect connections leading to create repurchase intention. Finally, the proper management of these structural relationships will help clarify the role of service marketer resulting in increasing sustainable competitive advantage in service industries.

간판의 기능과 디자인 요소가 고객 선호도에 미치는 영향

김현옥,박수용,이동형 한국산업경영시스템학회 2018 한국산업경영시스템학회지 Vol.41 No.2

Each municipality is promoting signboard improvement projects, but the effectiveness is not great. The main reason for this is that when the signboard is manufactured the location of the shop is only dependent on the visual aspiration effect and it is not harmonized with the building by applying uniform design. The signboard are installed almost everywhere in the city, such as residential, natural and commercial environments. And the signboard provides various services such as traffic information and life safety to customers. Also, by applying design and functional elements, we can enhance the competitiveness of companies and improve the urban environment by enhancing the mutual connection effect of customers and space. The purpose of this study is to investigate the effect of design elements and functional elements of the signboard on customer preference. In other words, we conducted surveys and analyzes of 152 specialists and non-experts (customers, self-employed). As a result of the study, the following conclusions were drawn. First, the functions and design elements of signboards are important factors that have a positive effect on customer preference. Second, the function of the signboard has a positive(+) influence on the customer preference, and the information providing function and the corporate image side function directly affect the customer preference. Third, color elements have a positive(+) meaningful effect on customer preference. Especially, similar color sign affects customer preference positively. Fourth, the signboard design component has a positive(+) significant effect on customer preference. In particular, typefaces have a positive effect on customer preference.

민간경비업체의 관계혜택이 고객만족, 기업신뢰, 고객애호도에 미치는 영향에 관한 함의

박병주 ( Byung Joo Park ) 한국경찰학회 2013 한국경찰학회보 Vol.15 No.2

Because services provided by private security company are directly related to the protection of individuals` properties and life, it is not an overstatement to claim that the foremost values that a private security company can provide are the relationship based benefit and satisfaction of customer`s expectation. Accordingly, this research analyzed the correlation between the relationship based benefit of the customers who use private security company, customer satisfaction, trust towards the company and customer`s preference level. The research demonstrated that relationship based benefit exerts significant effect on customer satisfaction (path coefficient=.34, t=4.42) while relationship based benefit exerts significant effect on trust towards the company (path coefficient=.28, t=1.21). Moreover, customer satisfaction exerts significant effect on trust towards the company (path coefficient=.30, t=2.38) while customer satisfaction exerts significant effect on customer`s preference level(path coefficient=.43, t=4.12). Trust towards the company exerts significant effect on customer`s preference level (path coefficient=.18, t=2.09) while relationship based benefit exerts significant effect on customer`s preference level (path coefficient=.40, t=2.29). Likewise, this research implies the need to cultivate specialists and to develop diversified marketing strategy related activities that suit Korea in order to satisfy consumers` diverse needs.

커피전문점 소비자가 지각하는 소비가치가 고객만족도, 고객선호도, 고객충성도 및 재방문의도에 미치는 영향: 부산지역 카페를 중심으로

정지훈,김금영,이준혁 한국호텔관광학회 2024 호텔관광연구 Vol.26 No.1

The purpose of this study is to explore the impact of the consumer value of coffee shops in the Busan area on customer satisfaction, customer preference, and the intention to revisit. For this, an empirical study was conducted targeting consumers of coffee shops in the Busan area, collecting a total of 278 valid samples. The survey method involved investigators explaining the content, purpose, and intent of the questionnaire during visits to coffee shops, using the convenience sampling method from August 1 to August 30, 2023. Subsequent analysis using a structural equation model yielded the following results. First, the sub-factors of consumer value, emotional value, and symbolic value, had a significant positive impact on customer satisfaction, while functional value and self-expressive value did not. Second, consumer value had a significant positive impact on customer preference. Third, consumer value also significantly influenced customer loyalty positively. Fourth, emotional and symbolic values had a significant positive impact on the intention to revisit, but functional value and self-expressive value did not. Fifth, customer satisfaction did not significantly influence the intention to revisit. Sixth, customer preference had a significant positive impact on the intention to revisit. Seventh, customer loyalty also significantly influenced the intention to revisit positively. Based on these findings, this study presents practical implications for marketing strategies in coffee shops and academic implications for the field of hospitality and restaurant management.

기업신뢰와 고객시민행동 간 관계지속의도의 매개효과 - 제주지역 4, 5성급 호텔을 중심으로

김현미(Hyun-Mi Kim),이상규(Sang-Kyu Lee) 한국엔터테인먼트산업학회 2020 한국엔터테인먼트산업학회논문지 Vol.14 No.7

본 연구는 기업신뢰와 고객시민행동 간에 영향관계를 분석하고 기업신뢰가 고객시민행동에 영향을 미치는데 있어서 관계지속의도의 매개적 역할을 검증하기 위한 것으로, 기업신뢰, 관계지속의도, 고객시민행동 등 호텔기업의 고객과의 관계형성을 강화하기 위한 마케팅 방안을 연구하는 것이 목적이다. 연구 결과를 요약하면 다음과 같다. 첫째, 기업신뢰는 고객시민행동에 유의한 정(+)의 영향을 부분적으로 미치는 것으로 나타났다. 기업신뢰 중 기업신용도와 기업전문성은 고객애호도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 또한 기업신뢰 기업신뢰와 고객시민행동중 기업신용도는 고객협조에 유의한 정(+)의 영향을 미치는 것으로 나타났으나, 기업전문성은 고객협조에 유의한 영향을 미치지 않는 것으로 분석되었다. 둘째, 관계지속의도는 기업신뢰와 고객시민행동 간에 매개적 역할을 하는 것으로 나타났다. 관계지속의도는 기업신용도가 고객애호도에 영향을 미치는데 있어서, 기업신용도가 고객협조에 영향을 미치는데 있어서, 그리고 기업전문성이 고객애호도에 영향을 미치는데 있어서 부분적 매개효과를 가지는 것으로 나타났다. 그러나 기업전문성이 고객협조에 영향을 미치는데 있어 관계지속의도는 완전매개 역할을 수행하는 것으로 분석되었다. This study is purposed to make sure of the Effects of Enterprise Trust on Relation-Continuing Intention and the Mediation Effects of Relation-Continuing Intention in the effects of Enterprise Trust on Customer Citizenship Behavior. Enterprise Trust consists of two elements(Enterprise Sincerity, Enterprise Ability), Customer Citizenship Behavior is made up of two elements(Guest Preference, Guest Cooperation) and Relation-Continuing Intention has one element itself. As a result, two things have been found. First, Enterprise Trust has a partly positive impact on Customer Citizenship Behavior. In details, both of two elements of Enterprise Trust have positive influences on Guest Preference, one element of Customer Citizenship Behavior, on the other hand, Enterprise Sincerity, one element of Enterprise Trust has a positive influence on Guest Preference, one element of Customer Citizenship Behavior but Enterprise Ability, the other element of Enterprise Trust, has no meaningful impact on Guest Preference. Second, Relation-Continuing Intention has a mediating effect between Enterprise Trust and Customer Citizenship Behavior. In details, Relation-Continuing Intention has a partial mediating role between Enterprise Sincerity and Guest Preference, between Enterprise Ability and Guest Preference and between Enterprise Sincerity and Guest Cooperation. However Relation-Continuing Intention has a full mediating role between Enterprise Ability and Guest Cooperation.

제품맞춤화 유형과 소비자혜택

김인경 ( In Kyoung Kim ),김기옥 ( Kee Ok Kim ),황혜선 ( Hye Sun Hwang ) 한국소비자학회 2012 소비자학연구 Vol.23 No.4

본 연구의 목적은 제품맞춤화의 유형을 소비자의 관점에서 분류하고 그에 따른 소비자혜택을 살펴봄으로써 소비자의 취향이나 요구사항이 충족될 수 있는 제품맞춤화의 기초 지침을 마련하는 데 있다. 본 연구의 결과를 요약하면 첫째, 맞춤화 희망제품에 따라 맞춤화 유형을 다르게 선택하는 것으로 나타났다. 전자제품의 경우는 선택적 제품 완성형, 패션관련제품은 협력적 제품완성형, 가구제품은 선택적 제품완성형, 주택 및 인테리어는 협력적 제품완성형, 자동차 및 이동수단은 선택적 제품완성형 등 해당 제품에 따라 서로 다른 맞춤화 유형을 선택하는 것으로 나타났다. 둘째, 소비자의 맞춤화에 대한 지불의사는 높은 편이며, 협력적 제품완성형에 가장 높은 지불의사를 가지는 것으로 나타났다. 이는 맞춤화 결과로 얻는 제품을 일반제품보다 더 가치 있게 여기고 구매가능성 또한 높을 수 있음을 시사한다. 셋째, 제품관련변인이 맞춤화로부터 얻는 혜택에 영향을 주는 것으로 나타났다. 제품군, 제품관여도, 선호인지, 선호표현 등의 제품관련변인은 혜택에 영향을 미치는 것으로 나타났으며, 특히 선호표현과 제품관여도의 경우 세 가지 제품맞춤화혜택에 모두 유의하게 정의 영향을 미치는 것으로 나타났다. 이것은 자신이 무엇을 좋아하는지 명확하게 표현할수록, 제품에 대한 관여도가 높을수록 맞춤화로부터 얻는 혜택이 증가할 수 있음을 시사한다. This research aimed to classify the types of product customization based on consumer perspectives and to examine consumer choice for customization types according to the consumer characteristics, the product variables and the benefits of product customization. This research attempted to establish a basic guideline of product customization based on consumer participant and to raise the standard that consumers can select desired products and customization types depending on their own taste, preference, and requirement. The types of product customization were classified into three categories based on the level of consumers’ participation: Exterior customization, Selective customization, Collaborative customization. Exterior customization is a type that consumers can choose the color or shape. Selective customization is a type that consumers can select the accessories, features and functions. Collaborative customization is a type that consumers communicate with companies about what consumers require prior to the production process. The results and conclusions of this study are as follows. First, consumers can choose different customized products depending on the types of customization. 313 respondents in their 20’s to 40’s were asked to choose customized products and types of customization they want. As a result, consumers who choose the electronics want selective customization, consumers who choose fashion-related products want collaborative customization, consumers who choose furniture want selective customization, consumers who choose housing and interior want collaborative customization, and consumers who choose automotive and transportation want selective customization. In addition, appropriate product categories were selected differently depending on the types of product customization. As for exterior customization, it appeared electronic accessories and household appliances, automobile and transportation in order. As for Selective customization, it appeared automotive and transportation, housing and interiors, furniture product in order. As for Collaborative customization, it appeared homes and interiors, furniture, cosmetics in order. Second, the willingness to pay for customized products was high. Respondents were asked to estimate their willingness to pay for the customized products and types of customization according to their own tastes and preferences. It showed all high rates related to the three types of customization compared to the standard products. Collaborative customization scored highest among the three types of customization. This suggests that consumers consider the customized products more valuable and more likely to purchase than the standard ones. Third, product-related variables are the determinants that affect the benefits of product customization. Products-related variables including product category, product involvement, preference insight, and preference expression have significant effects on the benefits of product customization. Especially, product involvement and preference expression significantly affect to the benefits of product customization positively. This result infers that customized products can give benefits to consumers who express clearly when they prefer among varied products and involved that product deeply.