顧客의 外食動機에 따른 레스토랑 選擇屬性의 差異 - 외국 체인레스토랑을 中心으로
Impacts of Dining-out Motives on the Customers" Choice Behavior of Restaurants: An Empirical Examination of Foreign-Chain Restaurants
This study aims at providing decision-makers and marketers both the target market information and the useful clues to understand customers" choice behavior of the target market in foreign-chain fast-food and family restaurants. Sample surveys were conducted to 500 persons over 16 years old who have ever had an experience in using foreign-chain or family restaurants in Seoul in recent one month. Methods of analysis used are canonical correlation analysis and ANOVA. This paper determined the customers" choice behavior of restaurants according to their dining-out purposes in both foreign-chain fast-food and family restaurants, and isolated factors underlying the important attributes of the restaurants, and finally authors applied a market segmentation approach by capturing customers" preference of restaurant attributes in different customer segments of dining-out situations.
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