초록 열기/닫기 버튼
This research performed literature study and empirical study, in parallel, for costomers who visit Korean food restaurant to investigate the influence of their motivation and emotional factor on loyalty. To conduct empirical study, the following hypotheses were set up: Hypothesis 1 is that the visit motivation of Korean Food Restaurant costomers will influence their loyalty. Hypothesis 2 is that the emotional factor of Korean Food Restaurant costomers will influence their loyalty. Verification of hypotheses shows the following result: First, sub factors of visit motivation of Korean food restaurant costomers, such as friendliness, escape from daily life, and event character influence positively (+) on loyalty. Second, out of sub factors of emotional factor of Korean food restaurant costomers, such as displeasure, joy, and comfort, joy and comfort influence positively (+) on loyalty. It is possible to see from the result that to raise the costomer royalty to Korean food restaurant, it is important to find out visit motivations of costomers and develop such foods and services as suitable for those, and to perform feeling marketing strategy to draw positive feeling from costomers when they visit.
