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Difference in Additional Marketing Satisfaction by Lifestyle of Korean Restaurant Customers - Focus on Foreign Students at University in Gangwon Province -
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 Title & Authors
Difference in Additional Marketing Satisfaction by Lifestyle of Korean Restaurant Customers - Focus on Foreign Students at University in Gangwon Province -
Yoon, Tae-Hwan;
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 Abstract
The purpose of this article was to research the difference in additional marketing satisfaction by lifestyle of Korean restaurant customers (focus on foreign students at university in Gangwon province). In this research, factor analysis, cluster analysis, and ANOVA were carried out. Lifestyle was divided into seven factors and six clusters. Additional marketing satisfaction was divided into three factors. Additional marketing satisfaction showed a significant difference by lifestyle of foreign students. First, `employee` had a highest point at C3 `convenience internet searching pursuit` but lowest point at C4 `brand preference pursuit` (p<0.001). `Service process` had a highest point at C1 `safety health pursuit` but lowest point at C5 `effort pursuit` (p<0.001). `Tangible clue` had a highest point at C3 `convenience internet searching pursuit` but lowest point at C5 `effort pursuit` (p<0.001). Additional marketing can reduce customer uncertainty, ambiguities, and wavering about eating at restaurants by intangibility of service. As a result, food-service corporations need to manage additional marketing as well as increase satisfaction and loyalty of customers.
 Keywords
Lifestyle;additional marketing satisfaction;foreign students at university;
 Language
Korean
 Cited by
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