외식 소비자의 로하스 이미지가 한식당 메뉴선택 속성 및 충성도에 미치는 영향

The Effect of LOHAS Image of Consumers Dining out on the Attributes of Selecting Menus and Loyalty to Korean Restaurants

본 연구는 부산지역 일반인 228명을 대상으로 외식소비자들의 로하스 이미지에 따라서 한시강 메뉴선택 속성이 고객충성도에 미치는 영향을 알아보기 위하여 통계프로그램 SPSS 18.0을 이용하여 빈도분석, 요인 및 신뢰도 분석, 군집분석, 분산분석, 다중회귀분석을 실시하였다. 분석결과는 한식당 메뉴선택 속성은 3개요인인 가치지향, 건강지향, 선택 동기는 충성도에 정(+)의 영향을 미칠 것이 다는 가설은 채택되었다. 로하스 이미지를 환경보존, 소극적 환경보존집단, 친환경집단 3군집으로 분석하여 각각의 군집을 선택하여 가설을 검정한 결과 환경보존집단의 한식당 메뉴선택 속성은 고객충성도에 가치지향(ß=.312, p<.05), 건강지향(ß=-.030), 선택동기(ß=.191)에 정(+)의 영향을 미칠 것이라는 가설은 부분채택 되었다. 소극적 환경보존집단의 한식당 메뉴선택속성은 충성도에 가치지향(ß=.293, p<.01), 건강지향(ß=.234, p<.05), 선택동기(ß=.297, p<.001)에 정(+)의 영향을 미친다는 가설은 채택되었다. 친환경집단의 한식당 메뉴선택속성이 충성도에 가치지향(ß=.270, p<.05), 건강지향(ß=.271, p<.05), 선택 동기(ß=.092)에 정(+)의 영향을 미칠 것이라는 가설은 부분채택되었다.

This research has conducted frequency analysis, factor and reliability analysis, cluster analysis, variance analysis, and multiple regression analysis by using SPSS 18.0, a statistics program, in order to examine the effect of attributes of menu selection at Korea Restaurants on customer loyalty pursuant to the LOHAS image of consumers dining out by surveying 228 consumers in the Busan area. As a result of the analysis, the hypothesis that the three attributes of menu selection at Korean restaurants, which are value orientation, health orientation, and selection motivation, will have a positive effect on loyalty was selected. As a result of verifying the hypothesis by analyzing the LOHAS image into three groups which are the environmental preservation group, passive environmental preservation group, and eco-friendly group, and by selecting each group, the hypothesis that the attributes of menu selection at Korean restaurants by the environmental preservation group will have a positive effect on customer loyalty by having effect on value orientation (ß=.312, p<.05), health orientation (ß=.030), and election motivation (ß=.191) was partially selected. The hypothesis that the attributes of menu selection at Korean restaurants by the passive environmental preservation group will have a positive effect on customer loyalty by having effect on value orientation (ß=.293, p<.01), health orientation (ß=.234, p<.05), and selection motivation (ß=.297, p<.01) was selected. The hypothesis that the attributes of menu selection at Korean restaurants by the eco-friendly group have a positive effect on customer loyalty by having effect on value orientation (ß=.270 p<.05), health orientation (ß=.271, p<.05), and selection motivation (ß=.092) was partially selected.