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  • 저자

    허영선

  • 학위수여기관

    경성대학교 대학원

  • 학위구분

    국내박사

  • 학과

    호텔관광·외식경영학과

  • 지도교수

  • 발행년도

    2014

  • 총페이지

  • 키워드

  • 언어

    kor

  • 원문 URL

    http://www.riss.kr/link?id=T13535268&outLink=K  

  • 초록

    This study was to investigate the relations with the relation benefit, service quality, customer satisfaction, and the intention to maintain relationship for the customer using the korea traditional dessert cafe. And, this study was to analyze the influence relation on the customer satisfaction and the intention to maintain relationship by deducting the factors of relation benefit and service quality that the customers using the korea traditional dessert cafe have pursued. The purpose of this study was to supply the basic data helpful to the inspiration of understanding the traditional refreshments newly and the activation of korea traditional dessert cafe by the establishment of effective marketing strategy and reflection of the customer needs. As to the sample selection object and procedure to achieve the purpose of this study, it selected the sample size and range of questionnaire survey target after reviewing the selection of research topic and necessity of research. For this, this study was to supplementㆍamend it by executing the preliminary questionnaire as an object of 50 customers using the korea traditional dessert cafe with the preliminary investigation for the empirical analysis from Oct. 10 to Oct. 31 targeted to the residents in the Busan area who had experienced by using the korea traditional dessert cafe as selection of survey target. This questionnaire was executed for 45 days from Feb. 15, 2014 to Mar. 30, 2014, and 346 copies of questionnaire were used in the empirical research by distributing total 400 copies. From the result of hypothesis verification in this research above, it may be summed up as follows. First, this study has found that the social benefit and cultural benefit only had an effect on the customer satisfaction as a result of verifying the customer using the korea traditional dessert cafe relation benefits (social benefit, special treatment benefit, cultural benefit, psychological benefit). There was difference in the existing research that the cultural benefit had an influence as implications of research. Second, from the result of verifying the service quality (tangibility, consensus, responsiveness, reliability) and customer satisfaction, this study has shown that the factor of consensus, responsiveness, and reliability except the tangibility had an positive effect on the customer satisfaction. The customers did not affect the tangibility with the standardized modern facility of the korea traditional dessert cafe and service. Third, as a result of verifying the positive effect of the customer satisfaction on the intention to maintain relationship, this study has shown that it affected the intention to maintain relationship as the dimension of customer satisfaction became higher. That is, the intention to recommend to others or intention to repurchase, etc. could be interpreted to appear as the dimension of customer satisfaction became higher. Fourth, this study has found that the positive effect on the relation benefit (social benefit, special treatment benefit, cultural benefit, psychological benefit) and the intention to maintain relationship had an effect on the social benefit, cultural benefit. . Fifth, as a result of verifying the service quality and the intention to maintain relationship, this study has shown that it had a positive effect on all the factors of service quality. To conclude, from the empirical research as an object of variables like the relation benefit of korea traditional dessert cafe, service quality, customer satisfaction, and the intention to maintain relationship, it could be considered as desirable research performance in a regard that the statistical significance could be confirmed. The relation benefit had a positive effect on the part of factors only, but it is essential to reinforce the customer satisfaction and the intention to maintain relationship as opportunity to improve by strengthening advantage more. In case of relation benefit otherwise, this study suggested that it is required to strive to develop new relation benefit through revaluation process. The trial of this research has timeliness as its own way under the situation of deficient empirical research on the marketing variables based on the korea traditional dessert cafe. There will be great contribution to the customer satisfaction in the behavioral study and research on the intention to maintain relationship. In the hereafter research, it is considered as there must be extension of measuring sample and development of research model. Key words : Korea Traditional Dessert, Korea Traditional Dessert Cafe, Relational Benefits, Service Quality, Customer Satisfaction, Intention to Maintain Relationship


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