earticle

영어

The catering industry in Korea is rapidly growing in size and sophistication. Companies are making various requests these days. Nevertheless, researching the industry is still inactive. It requires academic attention to improve customer satisfaction and meet corporate demands amidst market changes. To help build corporate marketing strategy and enable mutual development for both client companies and caterers, this study looks into multiple marketing examples and explores progressive direction to follow in the catering market. After a literature review and case studies, the study reveals that customers of catering service do not regard catering only as setting and serving food but also as a refined marketing tool and part of sales promotion methods. It suggests that the menu should be in concordance with the corporate image and the theme and concept of the event and that the dining space can be planned to evoke the event. By facilitating a multisensory experience at the venue, the corporate image is expected to improve. Furthermore, it results in increase in sales for the company and satisfaction and the sense of unity among the employees.