The Purpose of this paper is to constuct a scale for yield management in family restaurant. 46 yield management items identified by literature reviews, web sites analysis, and interviews with family restaurant employees. Reliability was conducted in prestudy, 24 items selected as a result. The present study choose 5 factors and 15 items by conducting validity analysis, reliability analysis, and factor analysis. 5 factors are time factor, reservation factor, service factor, VIP factor, and waiting factor. This scale could help to make marketing strategies by segmenting customers. Socio-economic factors, personal characteristic factors, communication behavior factors have to be considered when segmenting customers.
ABSTRACT
Ⅰ. 서론
Ⅱ. 패밀리 레스토랑의 Yield Management에 관한 이론적 고찰
Ⅲ. 패밀리 레스토랑의 YM 현황
Ⅳ. 패밀리 레스토랑의 YM 측정척도 분석결과
Ⅳ. 결론
참고문헌
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