호텔레스토랑의 판매촉진 메뉴품질이 지각된 가치, 신뢰, 관계지속의도에 미치는 영향

Effects of Sales Promotion Menu Quality in Hotel Restaurants on Perceived Value, Trust and Relational Continuance Intention

This study selected customers who had used 10 five-star hotel restaurants in Seoul and Gwangju in order to look into whether there was an effect of the hotel restaurants’ sales promotion menu quality on their perceived value and trust; inquire into whether there was an effect of the perceived value and trust on their relation continuance intention; and verify the mediating effects of the perceived value and trust in the relationships between the sales promotion menu quality and the relation continuance intention to carry out an empirical analysis. As a result of the inquiry, all seven hypotheses were adopted, and it was found that in order to manage the quality of the sales promotion menu, the variety of the menu, taste and hygiene should be considered sufficiently; the importance of the perceived value should be recognized; and in parallel, efforts should be made to manage the quality of the menu continuously and increase the customers’ trust in the food and the restaurant. In addition, this study suggests that in planning a sales promotion menu, only if it is developed sufficiently reflecting the customers’ needs, they will finally revisit there, spread positive word-of-mouth and make recommendations, which will be a practical help for the revitalization of business and the promotion of sales.