칵테일 바의 선택 속성이 고객만족 및 재방문의도에 미치는 영향 연구

Study on the Influence of the Selection Attributes on Customer Satisfaction and Customer Revisit Intention in the Cocktail Bar

The purpose of this study is to explore the influence of the selection attributes on customer satisfaction and revisit in the Cocktail bar. In order to achieve the objective of this study, the survey with 170 customers who visited some cocktail bar in Seoul was conducted. A questionnaire survey was conducted for investigating 16 attributes of selection attributes of Cocktail bar in Seoul. The survey about the customer satisfaction and revisit on the selection attributes in the cocktail bar was conducted with a questionnaire. Two hundred questionnaires are being distributed on Cocktail bar in Seoul for 30days from October 2nd till November 2nd in 2019and from which 170 are being analyzed. A statistical analysis of the empirical data gathered supports the conclusions as follows: 1) 5 statistically significant friendly factors were identified, namely cocktail quality, specialness, employee service, cleanliness, materiality, 2) The Selection factor of customers who like to visit cocktail bar increases customer satisfaction. 3) The Selection factor of customers who like to visit cocktail bar increases revisit intention. Following the trend of fulfilling customer’s wants-needs, this study suggests marketing strategies.