본 연구에서는 패밀리레스토랑을 이용하는 소비자들이 어떤 요인에 의해서 레스토랑을 선택하는 지를 파악하여 그 요인들 사이의 상대적인 중요도를 알아보고자 한다. 이를 위해 기존연구에 대한 고찰을 통해 레스토랑에 대한 평가 요인들을 추출하고, 이를 계층적으로 분류하고 계층분석과정(Analytic Hierarchy Process)을 통해 레스토랑의 평가속성에 대한 상대적 가중치를 구한다. 분석결과 패밀리레스토랑에 대한 1단계 요인들 중에서 음식요인이 가장 중요한 요인으로 나타났으며, 2단계 장소요인에서는 분위기, 촉진요인에서는 제휴카드 할인, 음식요인에서는 음식의 맛, 직원요인에서는 친절한 태도가 중요한 선택요인으로 나타났다. 따라서 이러한 결과들은 패밀리레스토랑 마케터들이 고객만족 실현을 위해서 어떤 선택요인들을 중점적으로 관리해야 하는지를 알 수 있게 할 것이다.

The purpose of this study is to find that consumers select the family restaurant by what factors and the relative importance among the factors of selection of family restaurant. Through the consideration of previous studies, the factors of evaluation were distracted and made a category hierarchically and then the relative weight on the evaluation attributes of family restaurant by the method of AHP. The results of analysis revealed that the food factor of evaluation attributes of family restaurant in the first stage was the most important factor and in the second stage, an atmosphere of place factor, an affiliated card of promotion factor, a taste of food factor and a kind attitude of employee factor were important factors respectively. Thus these results let the marketers of family restaurant know that they should manage what factors in priority for the realization of customer satisfaction.

The purpose of this study is to find that consumers select the family restaurant by what factors and the relative importance among the factors of selection of family restaurant. Through the consideration of previous studies, the factors of evaluation were distracted and made a category hierarchically and then the relative weight on the evaluation attributes of family restaurant by the method of AHP. The results of analysis revealed that the food factor of evaluation attributes of family restaurant in the first stage was the most important factor and in the second stage, an atmosphere of place factor, an affiliated card of promotion factor, a taste of food factor and a kind attitude of employee factor were important factors respectively. Thus these results let the marketers of family restaurant know that they should manage what factors in priority for the realization of customer satisfaction.

Analytic Hierarchy Process, Family Restaurant, Selection Factor of Restaurant