이산적 선택모형을 통한 패밀리레스토랑 고객선택행동 분석

An Analysis of Family Restaurant Customer Choice Behavior Using the Discrete Choice Model

Using the discrete choice model(Mixed Multinomial Logit Model), this study determined the factors of restaurant customers' choice behavior. In this model, both individual characteristics of the customers and family restaurant's attributes were considered together as independent variables and number of visit was regarded as the dependent variable. Data were collected from 488 customers at four biggest family restaurant in Seoul in 2008. Results showed that the attributes of the restaurants have greater effect on the brand choice behavior than the individual characteristics of customers. This study implies that in order to keep the business competitive over others, a family restaurant needs to find its central and significant attributes and deliver them to the customer properly.