Hotel 食飮料業場의 販賣促進이 顧客의 購買行動에 미치는 影響

A Study on the Impact of Sales Promotion to Customer's Purchase Behavior at Hotel F&B Restaurant

The purpose of this study is to discuss what types of sales promotions can be available for hotel food and beverage sections as a vehicle of communication that can provide customers with information, gain their confidence and stimulate their buying behavior. It's also meant to find out how consumer satisfaction and buying behavior are affected by sales promotion activities currently implemented by such kinds of establishments. The subjects in this study are 400 guests at restaurants, bars and night clubs from the top-rated six hotels in Seoul. Three hotels each are located in Gangbuk and Gangnam regions. SPSS 12.0 for windows is utilized for data analysis.. Simple frequency analysis, descriptive statistics analysis, factor analysis, reliability analysis, x2 test and regression analysis were implemented. The major findings of this study are as follows: First, regarding the relationship between department and sales promotion style, the restaurants were most dependent on discount, but the bars capitalized on coupon as well as discount a lot. And contest was most utilized by the night clubs. Second, concerning the impact of sales promotion by the hotel food and beverage sections on customer satisfaction, the guests showed higher satisfaction when they were more contented with sales promotions, such as discount, coupon, gifts, sample services, contest or special menu. In particular, discount gave the biggest impact on customer satisfaction.