일식 레스토랑 메뉴품질에 대한 고객 만족도가 재 방문 의도에 미치는 영향 = (The) Effects of Customer's Satisfaction on the Quality of Menu and Revisiting Intention in Japanese Restaurant

다국어 초록 (Multilingual Abstract)

The Effects of Customer's Satisfaction on the Quality of Menu and Revisiting Intention in Japanese Restaurant.

Jeong, woo seok

Department of Hotel & Food Management
The Graduate School, Gyeongju University

(Supervised by Professor Lee, Yeon Jung)

(ABSTRACT)
By focusing on the customers of Japanese restaurants in Seoul area to draw importance and fulfillment(satisfaction) factors about menu quality, this study aimed to analyze the impact of fulfillment(satisfaction) factors on customers' intent of revisit, so that it could provide information help- ful to build up detailed marketing strategy and present considerations for management's higher sales amount and more efficient business results as well.
In the aspect of content, the focus of this study was confined to the taste of Japanese restaurant customers about cuisine menu, frequency of their intake of Japanese cuisine, menu composition and quality questions. Overall, this study consisted of 5 chapters: Chapter 1(Introduction) looked into discussions about basic considerations, goals, scope and methodology of this study, respectively. Chapter 2 refers to theoretical background of this study, which analyzed Japanese restaurant, menu quality, customers' intent of revisit and relevant trends as addressed in previous studies so as to discuss menu quality factors. Chapter 3 refers to investigation and design hereof, which systematically derived menu quality attributes as obtained from theoretical considerations and devised measurement items and scales available as variables of each constituent concept. In addition, this chapter also described a methodological system including sampling ways for empirical analysis and survey period in formulated manner, and gave an account of detailed approaches to data analysis. Chapter 4 refers to empirical analysis, which analyzed the results of questionnaire survey on customers who ever visited Japanese restaurants for the analysis of assignments. It also described both demographic and behavioral nature of samples on their use of Japanese restaurants, analyzed taste, frequency of intake, prospect or what to be improved, and verified any differences between importance and fulfillment for each menu and menu quality via IPA. Finally, Chapter 5 came to the conclusion hereof, which outlined the findings hereof, gave some suggestions for menu managers on site, and showed limitations hereof along with possible directions of follow-up studies.
To meet the goals of this study, self-administered questionnaire survey method was employed for collecting empirical research data. Meanwhile, convenient sampling based on simple random sampling was also used as a way of sampling from population so as to analyze 386 sheets of valid questionnaire.
Such collected data were analyzed using a statistic package(SPSS 12.0) along with frequency analysis that aimed to identify demographic nature of samples, their behavioral nature, prospect and what to be improved.
And matching sample t-test was adopted to analyze any differences between importance and fulfillment about menu-specific quality and the attributes of menu quality available in Japanese restaurants, and thereby draw IPA graph.
Based on the findings suggested through empirical analysis hereof, this study can suggest the following strategies for efficient management and marketing of Japanese restaurants:
First, the findings of analysis about any difference between importance and fulfillment for each menu available in Japanese restaurants indicated that importance scored higher level than fulfillment on the whole, which means that customers still have higher expectations for Japanese cuisines than we think, while current menu quality of Japanese restaurants fails to fully meet customer needs. Thus, it will be required to improve menu quality in general.
Second, the most essential Japanese cuisine menus respondents thought were Japanese cuisines as commonly popularized in Korea, such as sliced raw fish, roasted fish, pot cuisine, sushi and a bowl of rice toppled with egg or eel. Notably, in regard to attributes of menu quality, it was found that respondents put higher stress on cuisine flavor, nutrition, cleanliness and freshness than anything else. Hence, it is recommended that ‘dainty dishes' and ‘appetizer series', which all ranked lower in both importance and fulfillment, should be also available primarily in a form suitable for cuisine menu of Japanese style, while focusing on dish flavor, nutrition, cleanliness and freshness as well.
Third, in terms of IPA analysis on Japanese cuisine menu, it was note -worthy that the 2nd quadrant with high fulfillment but low importance for customers included ‘noodle dishes', while attributes for menu quality included seasonality, visual elements and colors of each cuisine. But it is advisable that the efforts committed to these attributes should focus on other attributes under assessment.
Fourth, the menus that need an intensive management included ‘dainty dishes', 'appetizer series', ‘fresh fish soup', ‘hard-boiled dishes in soy', 'steamed dishes’ and ‘sliced raw fish in vinegar.' And the attributes for menu quality included dish temperature, originality, quantity, dish scale, aroma, sense of quality, outlined descriptions of each dish, availability of restorative(balanced) diet menu, materials and cookery. Moreover, it will be necessary to make efforts to research into various cuisine menus and attributes for each menu quality in the course of making and supplying Japanese banquet cuisine.
Fifth, it was noteworthy that the items with high importance but low fulfillment included menu price as an attribute for menu quality, although it was not shown in menu-specific items. Typically, customers enjoying Japanese cuisine menu placed a considerable stress on price. However, it is undoubted that many Japanese restaurants in Korea fail to meet their needs. That is why cuisine menu providers have to d

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 제 1 절 연구의 배경 1
• 제 2 절 연구의 목적 2
• 제 3 절 연구의 범위와 방법 3
• Ⅱ. 이론적 배경 6
• 제 1 절 일식 레스토랑 6
• 1. 일본 음식의 역사적 배경과 특징 6
• 2. 일식 레스토랑과 일본음식의 분류 11
• 3. 일식 레스토랑의 현황 16
• 제 2 절 메뉴 19
• 1. 메뉴의 정의 19
• 2. 메뉴의 역할과 중요성 21
• 제 3 절 메뉴의 품질 23
• 1. 일식 레스토랑의 메뉴 품질의 개념 23
• 2. 메뉴 품질의 중요도, 만족도 24
• 제 4 절 재 방문 의도 28
• 제 5 절 선행연구의 고찰 30
• 1. 국내 연구 30
• 2, 국외 연구 33
• Ⅲ. 연구의 설계 36
• 제 1 절 연구과제의 설정 36
• 제 2 절 설문지의 설계 37
• 제 3 절 조사 설계 40
• Ⅳ. 조사의 분석 및 해석 43
• 제 1 절 표본의 일반적 특성 43
• 제 2 절 전망과 개선점 47
• 제 3 절 연구과제의 분석 53
• Ⅴ. 결 론 77
• 제 1 절 연구의 요약 77
• 제 2 절 연구의 시사점 78
• 제 3 절 연구의 한계와 향후 연구과제 80
• 참고문헌 81
• 부록(설문지) 85
• Abstract 91