특급호텔 한식당 선택속성 중요도가 행동의도에 미치는 영향 = Effect of Selection Attributes Priority For Korean Restaurant in Five-star Hotel on Behavioral Intention

다국어 초록 (Multilingual Abstract)

Customers visiting Korean restaurant in hotel do not follow conventional needs.
They pursue differentiated products, services, atmosphere and special experience.
Nevertheless, it has developed that Korean restaurants in five-star hotels would lack in many ways such as understanding customer's desire, nutritionally well-made menu, food and beverage services style, giving Korean atmosphere and streamlining of management.
As it seems Korean restaurants do not have sufficient competitiveness against other dining operations in hotel and started closing their business, clearly, they need considerable improvement.
The aim of this study is to help successful management of Korean restaurants in five-star hotel with the outcome of the study, identify how customers recognize toassess the importance of selection attributes of Korean restaurant depending on their demographical characters and visiting patterns and how satisfaction of selection factors influences customers behavioral intention.
Literature review and empirical analysis through field survey were carried out side by side.
Firstly, the researchersorganized priorities and satisfaction of selecting Korean restaurant by reviewing home and foreign books, papers, other publications and statistical data.
Based on the survey items chosen through such literature review, a self-administered questionnaire on priorities and satisfaction of selecting Korean restaurant was completed for 350 customers of Korean restaurant in hotel.
Data was collected from September 5 through 20, 2009 at five-star hotels in Seoul. 350 questionnaires were completed, but 54 were excluded as proved not valid and 296 were used for actual analysis.
Results of the empirical analysis can be summarized as follows.
First, distinctiveness on selecting priority was verified among various groups with different demographical characters including gender, age, occupation, education and income.
In selecting Korean restaurant, it showed that male group think more of personal service factors than woman group and40-50 year-old group focused more importance on food quality than any other age groups.
Office workers think that variety of menu, price, personal service and suggestion are more important and the self-employed perceivesthat interior decoration is more crucial.
The group earning monthly income of three to four million won thinksmore of food quality and experience factors.
As to education, university graduates listed the suggestion factor as more important and the group who has completed master's or doctor's course listed food quality as more crucial than other education groups.
The researchers secondly checked the difference on selecting importance of Korean restaurant depending on visiting patterns.
For the number of times customers visit the Korean restaurant, the group visiting more than four times a month thinksfood quality and experience attributes are more important.
Regarding the choice criteria of Korean restaurant, the customer group who has chosen taste of food as the criteria listed factors including healthy food, price, personal attending service, suggestion and interior decoration important.
The group who prefers today's special menu thinks that healthy food, price, and experience factors are more important when they select a menu.
Third, the study examined how it shows satisfaction with Korean restaurant differently depending on demographical characters.
For gender, male group expressed more satisfaction with convenience factor while female group indicated more satisfaction with suggestion factor.
The group over 51 years old showed more contentment of food quality than other age groups and the group of 40-50 showed more satisfaction with convenience factor.
For occupation, the self-employed group expressed more satisfaction with variety of menu, convenience and interior designfactors while the group of homemakers selected experience factor more satisfied.
The group of monthly income above five million won listed factors including variety of menu, food quality, personal services, healthy food, convenience and experience as more satisfied compared to other income groups.
The group who has finished master's or doctor's course expressed more contentment of food quality, personal services, convenience, experience and interior design than other groups did.
Difference of satisfaction with Korean restaurant depending on various visiting patterns was verified as well.
For visiting frequency, the group goingto Korean restaurants in hotel more than four times a month showed more satisfaction with convenience and experience factorswhile the one visiting three to four times expressed more contentment of food quality.
Regarding selection factors, the group who chose taste of food as most importantshowed more satisfaction with convenience factor than any other group.
The group who said the reasonable price was 120,000 won or above expressed more contentment of factors such as variety of menu, food quality, personal service, healthy food, convenience, suggestion and experience.
For menu selection, the group who chose today's special represented more satisfaction with variety of menu, healthy food, convenience, and suggestion factors.
Lastly, the researchers conducted a regression analysis on behavioral intention.
Food quality, convenience and suggestion factors showed a significant effect on customer satisfaction.
Food quality, convenience, interior decoration and suggestion showed an influence on revisit intention while food quality, convenience and interior decoration showed an effect on intention of a good word of mouth and suggestion.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 문제제기 및 연구목적 1
• 1. 문제제기 1
• 2. 연구목적 4
• 제 2 절 연구방법 및 연구범위 5
• 1. 연구방법 5
• 2. 연구범위 6
• 제 2 장 연구의 이론적 고찰 8
• 제 1 절 호텔 한식당 선택속성 8
• 1. 한식의 특징 8
• 2. 호텔 한식당의 개념 10
• 3. 호텔 한식당 선택속성 11
• 제 2 절 특급호텔 한식당 고객의 행동의도 17
• 1. 고객만족 17
• 2. 재방문의도 21
• 3. 구전의도 및 추천의사 22
• 제 3 절 선행연구 25
• 1. 국내 선행연구 25
• 2. 국외 선행연구 26
• 제 3 장 연구모형과 조사설계 29
• 제 1 절 연구모형 및 연구가설 29
• 1. 연구모형 29
• 2. 가설설정 30
• 제 2 절 조사설계 32
• 1. 조사목적 32
• 2. 조사대상 32
• 3. 조사대상 현황 32
• 제 3 절 설문지 구성 35
• 1. 설문지 구성 35
• 2. 자료수집 및 분석방법 37
• 제 4 장 실증분석 결과 40
• 제 1 절 조사대상자의 일반적 특성 40
• 1. 조사대상자의 인구 통계학적 특성 40
• 2. 한식당 이용 형태별 특성 42
• 제 2 절 측정척도의 평가 44
• 1. 한식당 선택속성 중요도와 만족도에 관한 신뢰도 분석 44
• 2. 한식당 선택속성 중요도와 만족도에 관한 요인분석 47
• 제 3 절 가설검증 53
• 1. 한식당 선택속성 중요도에 대한 차이분석 53
• 2. 행동의도에 대한 회귀분석 62
• 3. 가설검증 66
• 제 5 장 결 론 67
• 제 1 절 연구결과의 요약 67
• 제 2 절 시사점과 연구의 한계점 및 향후 연구방향 70
• 1. 시사점 70
• 2. 연구의 한계점 71
• 3. 향후 연구방향 71
• 참고문헌 73
• 설 문 지 78
• Abstract 82