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The Analysis of a Causal Relationship of a Traditional Korean Restaurant's Customer Satisfaction and Loyalty with Motivations to Dine Out and Selected Attributes

This research analyzes about the impact on the motivations of dining out and selected the attributes of customers, who go to Korean food restaurants in Jeonju, on customers'satisfaction and loyalty. The data was collected from customers who have ever visited traditional Korean food restaurants in Jeonju for two months from December of 2012 and analyzed through purposive sampling to sort out 402 available data out of 450 collected data. The analysis was conducted by using SPSS 19.0 package. These are the results of data analysis. First, environmental, personal and perceived factors are influencing on the motivations of dining out to Korean food restaurants which affect customer satisfaction. Next, Korean food restaurants'selected attributes, which have an impact on customer satisfaction, are physical environments, quality of food, delivered service by employees, curiosity and need satisfaction. Third, motivations to dine out to Korean food restaurants, which affect customer loyalty, are environmental, personal and perceived factors. Moreover, physical environments, curiosity and need satisfactions, which are the selected attributes, have an impact on customer loyalty. Lastly, it has been identified that customer satisfaction in Korean food restaurants influence on customer loyalty.

Abstract

1. Introduction

2. Literature Review

3. Methods and Hypothesis

4. Empirical Analysis

5. Conclusion

References

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