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The purpose of this study is to identify the factors that consumers consider important when choosing and visiting large scale Korean BBQ in Seoul and the metropolitan area, in order to activate offline restaurants that primarily conduct face-to-face business after the COVID-19 pandemic. The study analyzed the relationship marketing factors and visit demand determinants between high/low involvement groups according to dinning involvement, using truncated Poisson(TP) and truncated negative binomial(TNB) models in LIMDEP 8.0. The study found that the pricing policy factor among the relationship marketing factors for maintaining continuous relationships with customers had a positive effect on the number of visits to large scale Korean BBQ at a significance level of 1%. In addition, it was found that income had a positive effect on the number of visits for the high involvement group, while for the low involvement group, being male, married and younger had a positive effect on the number of visits.



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Relationship Marketing, Large Scale Korean BBQ, Truncated Poisson, Truncated Negative Binomial, Dining Involvement