패밀리레스토랑 마일리지프로그램이 고객만족과 충성도에 미치는 영향 (The Effects of Milage Programs Used by Family Restaurants on Customer Satisfaction and Loyalty)

서지정보

· 발행기관 : 한국호텔리조트학회
· 수록지 정보 : 호텔리조트연구 / 15권 / 1호 / 197 ~ 211페이지
· 저자명 : 문소령, 왕철주

초록

The purpose of this study was to explore the effects of milage programs used by family restaurants on customer satisfaction and loyalty. To achieve the objective, a survey was conducted of a random sample of users of family restaurants in Seoul who had visited them within the last 3 months. A total of 250 self-report questionnaires were administered between 10th and 30th of November 2015. After excluding 45 responses with missing data and other potential sources of bias, a total of 205 responses were used for analysis (82%). The collected data were used analysed with SPSS 18.0 by employing the frequency, reliability, exploratory factor, correlation, and multiple regression routines. The results showed that the milage programs significantly affected customer satisfaction and loyalty and the hypothesis of the study was partially accepted.

영어초록

The purpose of this study was to explore the effects of milage programs used by family restaurants on customer satisfaction and loyalty. To achieve the objective, a survey was conducted of a random sample of users of family restaurants in Seoul who had visited them within the last 3 months. A total of 250 self-report questionnaires were administered between 10th and 30th of November 2015. After excluding 45 responses with missing data and other potential sources of bias, a total of 205 responses were used for analysis (82%). The collected data were used analysed with SPSS 18.0 by employing the frequency, reliability, exploratory factor, correlation, and multiple regression routines. The results showed that the milage programs significantly affected customer satisfaction and loyalty and the hypothesis of the study was partially accepted.

참고자료

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