초록 열기/닫기 버튼
Many hotels are offering competitive menu prices and services in order to attract new customers for their places. And most of offered services in the hotel bar are similar as the other bar. Therefore, the differentiation effort is required for industrial competitiveness. These lead to a trend those customers, who visit the bar, not only a part of high-income groups of the past, but also changing to customers of various income levels. As the various income groups visiting the bar increase, their demands and expectations are also diversity. Therefore, It is time to research through customer segmentation to identify the type of customer. This study is focused on elements of bartender's competency to customer satisfaction and finding out difference of group type by bar servicescape. The Result of research is as follow. Firstly, found out four factors(service mind, cleanliness, beverage knowledge and cocktail making skill) in bartender's competency like as literature review by exploratory factor analysis and cluster analysis showed two groups. Multiple regression analysis results for the impact of customer satisfaction on the job competency, The factors of bartender competency are influenced customer satisfaction on both groups. As well, the most important factor is "Service mind of bartender" for customer satisfaction. In conclusion, the bartender's effort is required that understand customer and to make cocktails hygienically by standard recipe when the bartender perform their duties. Also the bartender should try to improve competency about varied beverage and cocktail knowledge.
키워드열기/닫기 버튼
bartender competency, market segmentation, customer types, servicescape, customer satisfaction
