고객 가치와 성과의 관계

Relationships between Customer Value and Performance : Focusing on Family Restaurant Websites

Currently, improved qual ity of life has faci litated consumers' indulgence in a diverse range of cultural cuisines. Consequently, the evolvement of the food service industry has been developing itself according to the diversified needs of the consumers. In particular. a great amount of interest has been expressed in a new form of food service known as family restaurants. Family restaurant service providers have begun to provide information regarding family restaurant usage, including various foods and services. through their websites in order to yield better service to consumers. For family restaurant service providers. comprehending the consumers' purpose of using the company's websites is a crucial managerial issue and it plays an important role in the development of good marketing strategies. There exists a distinction in websites usage purposes according to the different values of consumers; the hedonic va lue and the util itarian value. When consumers gain satisfaction through fam ily restaurant websites usage, this satisfaction extends to word of mouth communication effect. In order to develop good Internet marketing strategies. this study is prepared to assist family restaurant service providers understand the relationships among customer value, usage purpose. customer satisfaction. and word of mouth communication with regards to the fami ly restaurant websites. The results of this study provide useful implications to understand consumer behavior and to develop marketing strategies in a family restaurant websites.