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The Affect of Family Restaurant Customer's Experiences on Customer Satisfaction, Brand Attitude, and Revisit Intentions

융합경영연구 / The Journal of Economics, Marketing and Management, (E)2288-7709
2019, v.7 no.2, pp.7-14
https://doi.org/https://doi.org/10.20482/jemm.2019.7.2.7.
LEE, Jae-Min (College of Business, SungKyunKwan University)
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Abstract

Purpose - Amid the slump in the food market, the importance of customer experience marketing is being highlighted as a strategy to satisfy consumers' needs. Research design, data, and Methodology - The survey used part 280 of the answers for the hypothesis test. This study confirmed 280 parts (93.3%) as final valid samples, excluding 40 disloyal sections of 340 sections. The survey was conducted between December 1, 2018 and December 30, 2018. An investigative factorial analysis and multiple regression analysis were conducted to test the hypotheses. Result - The results showed that sensibility and recognition were influenced by positive brand attitudes, but sense did not affect brand attitudes; senses and sensations had a positive effect on satisfaction; recognition did not affect satisfaction; brand attitudes had a positive influence on satisfaction; and brand attitudes and satisfaction had a positive influence on revisit intention. Conclusion - This study analyzed the experiences of customers visiting a family restaurant in order to determine how those experiences impacted the customers' satisfaction, brand attitudes, and revisit intentions. Several interesting results were uncovered from the study.

keywords
Experience, Restaurant, Brand Attitude, Satisfaction, Revisit Intention

융합경영연구