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KMID : 0665420050200020243
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Korean Journal of Food Culture
2005 Volume.20 No. 2 p.243 ~ p.252
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Family Restaurant Customers’ Attitude toward Yield Management Strategies
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Park Hee-Kyung
Sohn De-Hyun
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Abstract
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This study identified how family restaurant customers’ attitude toward yield management strategies, which include reservation, time, menu, and service factors. Generally, yield management explains how price and dining duration maximize the revenue of family restaurants. There are three ways to improve family restaurant yield; improving table turns, upgrading seat occupancy, increasing price per customer. The 45 items of yield management strategies are developed by literature reviews, web sites analysis, and interviews with family restaurant employers. Factor analysis and reliability analysis from present study found out 11 important factors, which represent the study’s dependent variables. Regression analysis may be helpful to test whether demographic and socio-economic factors have relationships with family restaurant customers’ attitude toward yield management strategies. As a regression result, gender, family size, age in demographic factors and education and occupation in socio-economic factors have relationships with family restaurant customers’ attitude toward yield management strategies significantly.
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KEYWORD
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family restaurant, yield management strategies, attitude
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