원문정보
A Study of How Chosen Attributes of Bulgogi Restaurants Affect on Customer Satisfaction and Word of Mouth Intention
초록
영어
This study aims at investigating how chosen attributes of bulgogi restaurants have an impact on customer satisfaction and word of mouth intention. To carry out this study, a survey was conducted on the customers who had used bulgogi restaurant in Korea. For randomized convenience samples, 400 copies of a questionnaire were handed out and after disregarding unreliable responses, 380 of them were used for an empirical analysis. The result of this study is as follows: (1) Among chosen attributes has positive effect on customer satisfaction. (2) Customer satisfaction has a positive effect on word of mouth intention. (3) Quality of menu and tradition also has positive effect on word of mouth intention. Such result contributes on establishing marketing strategy for foodservice businesses and suggests implications on marketing.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 선택속성
2. 고객만족
3. 구전의도
Ⅲ. 연구설계
1. 연구모형과 가설의 설정
2. 조작적 정의 및 설문지 구성
3. 조사방법과 조사기간
Ⅳ. 성과분석
1. 조사대상자의 인구통계학적 특성
2. 타당성과 신뢰도 분석
3. 가설의 검증
Ⅴ. 결론
참고문헌