혼밥족의 레스토랑 선택속성에 따른 지각된 가치, 만족, 추천의도간의 영향관계 검증: 밀레니얼 세대와 베이비부머 세대 간의 비교를 중심으로 (Examination of the Influence Relationship between Perceived Value, Satisfaction, and Recommendation Intention according to the Restaurant Selection Attributes of the Honbob Consumers: Focusing on the )

서지정보

· 발행기관 : (사)한국조리학회
· 수록지 정보 : Culinary Science & Hospitality Research / 27권 / 10호 / 34 ~ 49페이지
· 저자명 : 김화영, 배금광, 이상묵

초록

The purpose of this study is to examine the relationship between the perceived value, satisfaction, and recommendation intention of restaurant selection attributes for single-bodied people. In addition, we try to find a meaningful difference by comparing the causal relationship between these variables between the millennial generation and the baby boomer generation, whose differences in consumption propensity have been verified. In order to conduct this study, questionnaires were distributed to customers who had visited a restaurant alone within the last 3 months and had a meal, and convenience was extracted. Frequency analysis was performed to identify general characteristics and demographic characteristics of respondents using the SPSS 26.0 statistical program. In this study, a structural equation method that can verify the hypothesis established based on previous studies and simultaneously verify the influence relationship and correlation between two or more dependent and independent variables was adopted. To verify reliability, confirmatory factor analysis and reliability analysis were performed. Through the hypothesis testing of this study, it was verified that food quality, convenience, and employees among the selection attributes of restaurants used by single-diners were significant antecedents of perceived value. It was verified that it is a variable. Also, it was verified that a significant influence relationship was established between perceived value, customer satisfaction, and recommendation intention .In addition, this study set 'generational difference' as a control variable based on previous studies and verified it. Based on these results, currnent study expected to be helpful in establishing more specific and empirical marketing strategies through various analyzes and interpretations of single-bap people, which have recently become an issue in the food service industry.

영어초록

The purpose of this study is to examine the relationship between the perceived value, satisfaction, and recommendation intention of restaurant selection attributes for single-bodied people. In addition, we try to find a meaningful difference by comparing the causal relationship between these variables between the millennial generation and the baby boomer generation, whose differences in consumption propensity have been verified. In order to conduct this study, questionnaires were distributed to customers who had visited a restaurant alone within the last 3 months and had a meal, and convenience was extracted. Frequency analysis was performed to identify general characteristics and demographic characteristics of respondents using the SPSS 26.0 statistical program. In this study, a structural equation method that can verify the hypothesis established based on previous studies and simultaneously verify the influence relationship and correlation between two or more dependent and independent variables was adopted. To verify reliability, confirmatory factor analysis and reliability analysis were performed. Through the hypothesis testing of this study, it was verified that food quality, convenience, and employees among the selection attributes of restaurants used by single-diners were significant antecedents of perceived value. It was verified that it is a variable. Also, it was verified that a significant influence relationship was established between perceived value, customer satisfaction, and recommendation intention .In addition, this study set 'generational difference' as a control variable based on previous studies and verified it. Based on these results, currnent study expected to be helpful in establishing more specific and empirical marketing strategies through various analyzes and interpretations of single-bap people, which have recently become an issue in the food service industry.

참고자료

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