The Effects of In-Store Environment Cues on Store Quality Across Hotel Restaurants Industry
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This study is to examine the relative effects of in-store environment cues on store quality across the three types of restaurants in Korea. For this purpose, required data are collected from 333 respondents in the four types of hotel restaurants: western(107 respondents), Chinese(78 respondents), Korean(70 respondents), and Japanese(78 respondents) restaurants, and are analyzed with SPSS/PC + 12.0. The results can be summarized as follows: First, in-store promotions in the Western and Japanese restaurants were the most important. Second, product characteristics in Chinese restaurants were the most important. Finally, employee service in Korean restaurants was the most important. Thus, these findings indicate that restaurant marketers should notice the weighted importance of in-store environment cues and then, effectively allocate their limited resources into in-store environments. Also, it is suggested that the restaurant marketers can properly segment their target market according to their perceived levels of in-store environment cues.
Abstract
This study is to examine the relative effects of in-store environment cues on store quality across the three types of restaurants in Korea. For this purpose, required data are collected from 333 respondents in the four types of hotel restaurants: western(107 respondents), Chinese(78 respondents), Korean(70 respondents), and Japanese(78 respondents) restaurants, and are analyzed with SPSS/PC + 12.0. The results can be summarized as follows: First, in-store promotions in the Western and Japanese restaurants were the most important. Second, product characteristics in Chinese restaurants were the most important. Finally, employee service in Korean restaurants was the most important. Thus, these findings indicate that restaurant marketers should notice the weighted importance of in-store environment cues and then, effectively allocate their limited resources into in-store environments. Also, it is suggested that the restaurant marketers can properly segment their target market according to their perceived levels of in-store environment cues.