Family Restaurant 品質管理와 差別化戰略이 顧客滿足에 미치는 影響

A Study on the Effects of Quality Management & Differentiation Strategy on Customer Satisfaction in Family Restaurants

The purpose of this research is to study the impact of quality management and differentiation strategy on customer satisfaction and management performance. The model was analyzed using SPSS 12.0 on a sample of 278 surveys which showed a 92% usable response rate. The questionnaires were distributed during the period of Sep. 1~15, 2006 to customers who were living in Seoul and had visited family restaurants. The results of empirical analysis show the following: 1) It certifies that there is a relationship between menu & staff management and differentiation strategy. One way to realize differentiation is to standardize the flavor, on menus that are suitable to customer taste and changing social trends. In addition, expert knowledge and skilled service by employees as well as proper understanding of service can be another one of the differentiation strategies. 2) Management of brand, menu and employees has an impact on customer satisfaction. 3) The quality of reception service by employees, the interior, location and special events of family restaurants impacts customer satisfaction. 4) Customer satisfaction from the menu, atmosphere and employees impacts the performance quality of family restaurant.