고객만족과 추천의 영향요인에 관한 연구

A Study on the Factors affecting Customer Satisfaction and Recommendation

Recently, many local governments have developed a regional economy-invigorating policy such as speciality store, franchise business, and new ventures. New Ventures of regional speciality goods can be successful with the effective franchising strategies of local government. The purpose of this study is to investigate the relationship among service factor, store image, customer satisfaction, and recommendation of mugwort-fed Korean beef and provide the implication of marketing strategies for new ventures. The results are as follows. First, customer service and store atmosphere affect positively store image but awareness and characteristics of the beef do not affect. Second, the beef characteristics, customer service, and store atmosphere affect positively customer satisfaction but awareness does not affect. Third, store image affects positively customer satisfaction. Finally, store image and customer satisfaction affect positively recommendation. Therefore, local government should invest brand strategies of the beef for attracting new ventures.