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호텔 레스토랑의 고객경험가치에 따른 세분화 연구

Segmentation of Customer Experiential Value in Hotel Restaurants

김완수|여경진|주영민
한국외식산업학회 (The Korean Foodservice Association)|2014.06|한국외식산업학회지 (FoodService Industry Journal)|제10권 제2호|pp. 67-79|DOI 10.22509/kfsa.2014.10.2.006

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two-step cluster analysiscustomer experiential valuehotel restaurants
주제분류관광학

초록

The purpose of this study is to identify the association between customer experiential value of hotel restaurants and customers' demographical characteristics by using two-step cluster analysis. The data were collected from hotel restaurant customers in 5 different five-star hotels in Seoul. A total of 225 were collected and analyzed using IBM SPSS 20. Four underlying dimensions of customer experiential value of hotel restaurant were identified from 23 variables; differentiation, escapism, customer benefits, excellent service. Three different clusters were derived from two-step cluster analysis based on nonmetric variables such as gender, age, education, income, marital status, occupation, and purpose of restaurant visit as well as the four identified underlying dimensions of customer experiential value. There were significant association among those three segmented clusters in terms of all the categorical variables input. And the managerial implications of these results for customer experiential value of hotel restaurant were examined.

Abstract

The purpose of this study is to identify the association between customer experiential value of hotel restaurants and customers' demographical characteristics by using two-step cluster analysis. The data were collected from hotel restaurant customers in 5 different five-star hotels in Seoul. A total of 225 were collected and analyzed using IBM SPSS 20. Four underlying dimensions of customer experiential value of hotel restaurant were identified from 23 variables; differentiation, escapism, customer benefits, excellent service. Three different clusters were derived from two-step cluster analysis based on nonmetric variables such as gender, age, education, income, marital status, occupation, and purpose of restaurant visit as well as the four identified underlying dimensions of customer experiential value. There were significant association among those three segmented clusters in terms of all the categorical variables input. And the managerial implications of these results for customer experiential value of hotel restaurant were examined.

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