Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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A Study on the Influence of Menu Selection Attributes and Design of Western Restaurants on the Customer Value and Customer Satisfaction

양식레스토랑의 메뉴선택속성과 디자인이 고객가치, 고객만족에 미치는 영향에 관한 연구

  • Jung, Jin-Woo (Department of Western Cuisine & Culinary Arts, Youngsan University)
  • 정진우 (영산대학교 서양조리학과)
  • Received : 2014.04.30
  • Accepted : 2014.12.05
  • Published : 2014.12.30
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Abstract

How the menu selection attributes and menu design attributes influence the customer value and customer satisfaction is a major study object. In order to achieve the purpose of this study, a questionnaire survey was conducted to the consumers of 4 Western restaurants. Selecting 223 copies, the diversity of menu and convincibility of menu turned out to be influential on the customer value. In the Hypothesis 2, menu selection attributes turned out to be influential on the customer satisfaction. In the Hypothesis 3, menu design turned out to be influential on the customer value. In the Hypothesis 4, menu design turned out to be influential on the customer satisfaction. In the Hypothesis 5, the customer value turned out to be influential on the customer satisfaction. The study shows that the importance of menu selection and menu design is a significant in regards to customer value and customer satisfaction.

메뉴선택 속성과 메뉴디자인 속성이 고객가치와 고객만족이 어떻게 영향을 미치는 분석하자 하는 것이 연구의 목적이다. 연구를 목적을 달성하기 위하여 서울지역 4개의 호텔 양식당 이용자 223명을 분석한 결과, 메뉴선택속성에서는 다양성, 메뉴 설득력은 고객가치에 유의한 영향을 미치는 것으로 나타났다. 가설 2에서는 메뉴선택속성은 고객만족에 유의한 영향을 미칠 것으로 나타났다. 가설 3은 메뉴디자인은 고객가치에 유의한 영향을 미칠 것으로 나타났다. 가설 4는 메뉴 디자인은 고객만족에 유의한 것으로 나타났다. 가설 5는 고객가치는 고객만족에 유의한 것으로 나타났다. 연구결과 메뉴의 선택속성과 디자인 모두 중요한 것으로 나타났다. 본 연구에서는 메뉴의 선택속성과 디자인은 모두 중요한 것으로 났다. 향후 연구에서는 외국인 고객과 내국인 고객의 차이비교를 통해, 보다 세분화된 연구와 각 업장의 메뉴선택속성을 모색해 보아야 할 것으로 사료된다.

Keywords

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