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Influencing Factors of the Restaurant Users’ Intention of Reusing

Although the external aspect of the Korean restaurant industry such as sales volume and the number of restaurants are rapidly increasing, environmental changes of the restaurant business also give rise to the importance of a more systematic and detailed study. This study is to examine how and which the factors influence on intention of revisit, and present an effective restaurant marketing strategy based on the analytical results by patrons and market segmentations. To substantiate the proposed model of the study, the SPSS Win 10.0 and LISREL 8.14 program were used for the statistical analysis. The results showed that restaurant attribution evaluation, perceived price, perceived value, and satisfaction level of the customers had a positive effect on intention of repeat visit.