약선요리전문점의 메뉴선택속성이 고객만족 및 장기관계지향성에 미치는 영향에 관한연구
A Study on the Influence of Medicated Diet Restaurant’s Menu Selection Attributes on Customer Satisfaction and Long-term Relationship Orientation
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This study analyzed influential relationships among 'pharmacological action', 'recipe of medicated diet food', 'quality of medicated diet food', 'nutritive components', customer sat- isfaction, and long-term relationship orientation as medicated diet restaurants' menu selection attributes using structure equation modeling to establish marketing strategy for maintaining and securing customers of medicated diet restaurants by investigating influential relation- ships among medicated diet restaurants' menu selection attributes and customer satisfaction and long-term relationship orientation. The result shows that pharmacological action about medicated diet restaurants' menu selection attributes does not have significant influence on customer satisfaction but recipe of medicated diet food, quality of medicated diet food, and nutritive components have significant influence on customer satisfaction. Diversity about medicated diet food as price, freshness, cleanliness and equipment's quality doesn't meet customer needs yet. It was analysed that pharmacological action, recipe of medicated diet food and quality of medicated diet food about medicated diet restaurants' menu selection attributes and long-term relationship orientation didn't have significant influence on long-term orientation, but nutritive components had significant influence on long-term relationship orientation. It showed that customer satisfaction about medicated diet restaurants' menu selection attributes had significant influence on long-term relationship orientation. It can be comprehended that having medicated diet food is good for health, and customers are willing to keep long-term and sustainable relationship with medicated diet restaurants regardless of high prices.
Abstract
This study analyzed influential relationships among 'pharmacological action', 'recipe of medicated diet food', 'quality of medicated diet food', 'nutritive components', customer sat- isfaction, and long-term relationship orientation as medicated diet restaurants' menu selection attributes using structure equation modeling to establish marketing strategy for maintaining and securing customers of medicated diet restaurants by investigating influential relation- ships among medicated diet restaurants' menu selection attributes and customer satisfaction and long-term relationship orientation. The result shows that pharmacological action about medicated diet restaurants' menu selection attributes does not have significant influence on customer satisfaction but recipe of medicated diet food, quality of medicated diet food, and nutritive components have significant influence on customer satisfaction. Diversity about medicated diet food as price, freshness, cleanliness and equipment's quality doesn't meet customer needs yet. It was analysed that pharmacological action, recipe of medicated diet food and quality of medicated diet food about medicated diet restaurants' menu selection attributes and long-term relationship orientation didn't have significant influence on long-term orientation, but nutritive components had significant influence on long-term relationship orientation. It showed that customer satisfaction about medicated diet restaurants' menu selection attributes had significant influence on long-term relationship orientation. It can be comprehended that having medicated diet food is good for health, and customers are willing to keep long-term and sustainable relationship with medicated diet restaurants regardless of high prices.
참고문헌 (38)
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