외식기업은 다른 산업에 비하여 다국적 기업으로 성장하고 있으며 전략적 차별화를 위하여 ‘문화예술(Culture & Art)코드’를 사용한 감성 및 문화마케팅이 중요한 수단임을 인식하고 이를 적극적으로 활용하여 기업 이미지와 상품의 가치를 높임으로서 포지셔닝을 달성하고 있다. 이처럼 외식기업은 소비자를 경제적 소비자로서 뿐만 아니라 문화적 소비자로 인식하고 있으며 문화마케팅을 이용하여 긍정적인 기업의 이미지를 통한 사회적 책임의 범위를 넓혀가면서 소비자의 만족을 유도해 나가고 있다. 이에 본 연구에서는 외식기업 문화마케팅의 하부요인은 문화세일즈, 문화지원, 외식동기, 문화적 배경 요인으로 나누었다. 그리고 다국적 외식기업의 이미지를 미시적 이미지와 거시적 이미지로 구분하여 이들의 영향관계를 규명하였다. 그리고 이러한 요인들이 외식기업 소비자의 만족에 미치는 영향에 관하여 경로분석을 실시한 결과 외식기업의 문화마케팅은 기업이미지와 만족에 유의한 영향을 미치고 있음을 검증하였다. 본 연구는 다국적 외식기업에서 실행되고 있는 문화마케팅에 대한 실증적인 분석을 통하여 외식기업의 문화마케팅과 기업이미지에 관한 연구의 이론적 기초자료를 제공하였으며, 실무적 관점에서 문화마케팅의 가치를 확인하여 외식마케팅 전략방안의 확장에 기여할 것으로 기대된다.

Unlike other industries, foodservice companies have grown into multinational corporations. As a positioning strategy these foodservice corporations use emotion and cultural marketing as a competitive factor to establish their market positioning. Hence, multinational foodservice corporations use ‘Culture & Art code’ as a differentiation strategy in order to enhance the image of corporation and the value of products. As foodservice companies recognize customers as not only economic but also cultural consumers, they expand the sphere of social responsibility by the image of corporation that has been established through the cultural marketing. Therefore, cultural marketing of foodservice corporation of this study was divided into 4 factors; cultural sales, cultural support, eating-out motivation and cultural background. The image of multinational foodservice corporation was separated as micro and macro image and relation was found between each factors. The effect of these factors on customer satisfaction of foodservice corporation was found through the Path Analysis. As a result, the study revealed cultural marketing of foodservice corporation has a positive effect on the image of the corporation and customer satisfaction. The study will provide theoretical information by examining the effect of cultural marketing on the image of corporation and the customer satisfaction. Besides, it will provide the new possibilities to foodservice industry through the cultural marketing strategies.

Unlike other industries, foodservice companies have grown into multinational corporations. As a positioning strategy these foodservice corporations use emotion and cultural marketing as a competitive factor to establish their market positioning. Hence, multinational foodservice corporations use ‘Culture & Art code’ as a differentiation strategy in order to enhance the image of corporation and the value of products. As foodservice companies recognize customers as not only economic but also cultural consumers, they expand the sphere of social responsibility by the image of corporation that has been established through the cultural marketing. Therefore, cultural marketing of foodservice corporation of this study was divided into 4 factors; cultural sales, cultural support, eating-out motivation and cultural background. The image of multinational foodservice corporation was separated as micro and macro image and relation was found between each factors. The effect of these factors on customer satisfaction of foodservice corporation was found through the Path Analysis. As a result, the study revealed cultural marketing of foodservice corporation has a positive effect on the image of the corporation and customer satisfaction. The study will provide theoretical information by examining the effect of cultural marketing on the image of corporation and the customer satisfaction. Besides, it will provide the new possibilities to foodservice industry through the cultural marketing strategies.

Cultural marketing, Corporation Image, Multinational Foodservice Corporation, Customer Satisfaction.