대형 한우 외식업체 고객의 이용 동기요인이 만족도 및 관계지속 의도에 미치는 영향

Influence of Customer’s Motivation Factor on Their Satisfaction and Intent of Staying Relevant in Korean Big-sized Beef Restaurant

The purpose of this study is to examine the influence of the purchase motivation upon satisfaction of a customer and intent to maintain the customer relationship in the dining industry, especially a fast growing Korean beef restaurant. This study analyzed the desires of Korean Beef restaurants customers and what influences customer satisfaction and intention to maintain customer relationship. This study provides useful information for the Korean beef industry and help Korean beef restaurant to develop a strategy for differentiation from larger Korean beef restaurants and promotion of competitiveness. The survey was conducted from June 1, 2018 to July 2, 2018 targeted to people who have a visit experience in Korean Beef restaurants in Busan and Gyeongnam regions. Among 398 collected responses, 298 responses were used as valid samples excluding 102 responses that were incomplete or unfit. The result of the hypothesis verification is as follows; The study identified that the economy, entertatinmant, and social factors influenced the satisfaction in a positive manner, while convenience and symbolism did not have a significnat influence. Also, the influence of the satisfaction level upon the viral intent and the revisit intent, which were the intent of maintaining the relationship was verified. Lastly, the revisit intent and the social factor influenced the viral intent.