코로나19 시대의 고객 주관성에 근거한 중식당 고객 유형 탐색 - Q방법론 적용 -
Exploring Chinese Restaurant Customer Types Based on Consumer Subjectivity in the Era of Corona Pandemic - Q Methodology Application -
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In this study, In the era of corona pandemic the types of customers who visit Chinese restaurants are classified according to the personal opinions of customers. In order to understand the subjective characteristics of consumer needs and consumption behavior, 119 adults were set up and analyzed according to the Q methodology analysis. The first type is “management know-how”. The second type is “the atmosphere-seeking type of a Chinese restaurant”, and it appears that the hygiene and atmosphere of a Chinese restaurant are judged by the value of the Chinese restaurant. The third type is “the type that seeks the essence of Chinese food”, and they want traditional food, seek diversity in Chinese food menus, and want to provide basic services. The fourth type is “the personality-seeking type of a Chinese restaurant”, a personality type that likes creativity, and can be classified as a type that seeks uniqueness and novelty. The results of this study indicate the actual customer perception types that cannot be easily overlooked when making a marketing strategy by showing the customer perception types according to the subjective settings for Chinese restaurants.
Abstract
In this study, In the era of corona pandemic the types of customers who visit Chinese restaurants are classified according to the personal opinions of customers. In order to understand the subjective characteristics of consumer needs and consumption behavior, 119 adults were set up and analyzed according to the Q methodology analysis. The first type is “management know-how”. The second type is “the atmosphere-seeking type of a Chinese restaurant”, and it appears that the hygiene and atmosphere of a Chinese restaurant are judged by the value of the Chinese restaurant. The third type is “the type that seeks the essence of Chinese food”, and they want traditional food, seek diversity in Chinese food menus, and want to provide basic services. The fourth type is “the personality-seeking type of a Chinese restaurant”, a personality type that likes creativity, and can be classified as a type that seeks uniqueness and novelty. The results of this study indicate the actual customer perception types that cannot be easily overlooked when making a marketing strategy by showing the customer perception types according to the subjective settings for Chinese restaurants.
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