가격촉진, 혼잡지각, 고객가치 및 만족간의 구조적 관계: 샐러드 뷔페형 패밀리 레스토랑을 중심으로 = A Study on the Causal Model of Perceived Price Promotion, Perceived Crowding, Perceived Customer Value and Satisfaction in Family Restaurant

다국어 초록 (Multilingual Abstract)

The purpose of this study was to analyze the causal relationship among perceived price promotion, perceived crowding, perceived customer value, satisfaction in the context of family restaurant. Gathering data for the study through a survey using structured questionnaire, the paper tried to estimated the structural equations based on the four proposed research hypotheses. A total of 214 customers of salad buffet-style family restaurants in Seoul participated in this study.The empirical results of the study revealed that perceived price promotion affected perceived crowding and perceived customer value, while perceived crowding didn’t have any significant influence on perceived customer value. As expected, perceived customer value has a significant impact on the overall satisfaction. The findings implied that the perceptions of restaurant customers related to price promotion and crowding should be considered to effectively build restaurant marketing strategies.

참고문헌 (Reference)

1 정규엽, "호텔외식관광마케팅" 연경문화사 2002

2 이형석, "패밀리레스토랑 선택결정요인에 관한 우선순위 연구" 한국외식경영학회 9 (9): 7-26, 2006

3 김성혁, "패밀리 레스토랑 이용객의 재방문의도 결정요인: 고객가치, 고객만족, 전환비용, 대안의 매력도" 27 (27): 201-220, 2003

4 김홍길, "특1급 호텔 레스토랑 외식사업부의 서비스품질 기대불일치를 통한 고객만족, 가치, 브랜드 충성도 관계 연구" 20 (20): 119-142, 2006

5 한효민, "지역축제의 사회적 수용력과 대응행동에 관한 연구" 20 (20): 121-137, 2006

6 이봉구, "음식 소비 관련 서비스 질, 지각된 가치, 만족, 향후 행동 의도 간 관계에 관한 연구" 30 (30): 257-276, 2006

7 양태석, "외식기업의 레스토랑 환경과 혼잡지각에 관한 연구" 12 (12): 63-79, 2006

8 정진우, "양식레스토랑의 판매전략과 판매촉진이 고객만족에 미치는 영향: 메뉴와 가격수준의 매개적 역할" 8 (8): 7-24, 2005

9 김정매, "스노우보드 이용자의 참여동기와 혼잡지각이 지속적 참여의도에 미치는 영향" 한국호텔경영학회 2006

10 고동우, "선행 관광행동연구의 비판적 고찰" 22 (22): 207-229, 1998

11 윤태환, "서울 경기지역 일식체인 레스토랑의 선택속성에 관한연구" 한국식생활문화학회 19 (19): 1-11, 2004

12 정진우, "룸서비스 메뉴와 가격이 고객가치 및 고객만족에 미치는 영향" 16 (16): 189-201, 2004

13 정광현, "레스토랑 이용자들의 재이용 의도의 영향요인" 29 (29): 73-90, 2005

14 정광현, "레스토랑 속성평가, 지각된 가격, 가치와 만족 및 재이용 의도간의 관계" 8 (8): 27-48, 2005

15 김재서, "국립공원 방문객의 혼잡지각 및 만족도에 대한 영향요인: 북한산 국립공원 방문자를 대상으로" 2001

16 임채운, "가격 촉진이 점포혼잡도 및 촉진가치를통하여 점포이용의도에 미치는 영향" 한국유통학회 7 (7): 45-68, 2003

17 Rust, R. T, "What You Don’t Know About Customer-perceived Quality: The Role of Customer Expectation Distributions" 18 (18): 77-92, 1999

18 Hallowell, R, "The Relationship of Customer Satisfaction, Customer Loyalty, and Profitability: An Empirical Study" 20 (20): 3-13, 1996

19 Rao, "The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluation Journal of Consumer Research" 253-264, 1988

20 Choi, "The Concept of Crowding a Critical Review and Proposal of an Alternative Approach" 345-362, 1976

21 Manning, R. E, "Studies in Outdoor Recreation: Search and Research for Satisfaction" Corvalls: Oregon State University Press 1999

22 Manning, "Studies in Outdoor Recreation" Oregon State University Press 1986

23 Zeithaml, V. A, "Service Marketing Integration Customer Focus Across the Firm" Mcgraw-Hill Irwin 2006

24 Oliver, R. L, "Satisfactions: A Behavioral Perspectives on the Consumer" McGraw-Hill 1997

25 Cronin, "Reconciling Performance-based and Perceptions-minus-Expectation Measurement of Service Quality Journal of Marketing" 125-131, 1994

26 Chang, "Journal of Academy of Marketing" 550-561, 1994

27 Getz, D, "Event Management and Event Tourism" Cognizant Communication Corp 1997

28 Iacobucci, D, "Distinguishing Service Quality and Customer Satisfaction: The Voice of the Consumer" 4 (4): 277-303, 1995

29 Oh, H. M, "Diners’ Perceptions of Quality, Value, and Satisfaction" 41 (41): 58-66, 1999

30 Athanassopoulos, A. D, "Customer Satisfaction Cues to Support Market Segmentation and Explain Switching Behavior" 47 : 191-207, 2000

31 Heberlein, "Crowding and Visitor Conflict on the Bois Brule River University of Wisconsin" Water Resources Center 1977

32 A, "Consumer Perceptions of Price A Means-end Model and Synthesis of Evidence Journal of Marketing" 2-22, 1988

33 Engel, J. F, "Consumer Behavior" Orlando: The Dryden Press 1995

34 & Heberlein, "Cognitive and Behavioral Adaptations to Perceived Crowding A Panel Study of Coping and Displacement Journal of Leisure Research" 377-393, 1992

35 Shelby, "Carrying Capacity in Recreation Setting" Oregon State University Press 1986

36 Bawa, "An Experimental Approach to Making Retail Store Environmental Decisions Journal of Retailing" 445-461, 1987

37 & Lieberman, "A Theoretical and Empirical Evaluation of Price Deals for Consumer Nondurables Journal of Marketing" 116-129, 1981

38 Winer, "A Reference Price Model of Brand Choice for Frequently Purchased Poducts Journal of Consumer Research" 250-256, 1987

39 Chandon, P, "A Benefit Congruency Framework of Sales Promotion Effectiveness" 64 : 65-81, 2000