테이블믹스를 통한 소규모 레스토랑 수익경영 연구 = A Study on Revenue Management of a Small Restaurant through Table Mix

다국어 초록 (Multilingual Abstract)

This study is to identify the effects of the table mix to apply in the small restaurants by testing relative influence on customer behavior through experiment designs. The results show that the table mixes have significantly different on seat share. Also, increasing the seat share is not a negative impact on consumer behavior(for example, purchase intentions, customer satisfaction, and repurchase intentions). These findings have several important implications for small restaurant managers. As for theoretical implication, our study extends research area to small restaurant revenue management. As for he managerial implication, this research suggests small restaurant revenue management strategy to apply cost-efficient. The present study contains several limitations which have convenience sampling and difficulty controlling exogenous variables.

국문 초록 (Abstract)

본 연구는 소규모 레스토랑에 테이블 믹스 유형을 적용하여 고객행동에 대한 상대적인 영향력을 실험설계를 통해 검증함으로써 최적의 테이블 믹스 유형을 확인하는 데 있다. 분석결과 테이블 믹스 유형별 평균 좌석점유율은 유의한 차이가 나타났다. 다음으로는 테이블 유형 좌석점유율별 구매의도, 만족, 재구매의도 모두 유의한 차이가 나타나지 않았다. 이러한 연구결과는 레스토랑 관리자들에게 중요한 시사점을 가지고 있다. 이론적 시사점으로는 소규모 레스토랑 수익경영으로 연구영역의 확대를 들 수 있다. 실무적 시사점은 비용-효율적으로 적용할 수 있는 소규모 레스토랑 수익경영 전략을 제시하였다는 점이다. 한계점으로는 편의표본 추출과 외생변수 통제의 어려움으로 인해 연구결과의 일반화에 한계가 있다.

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