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KMID : 0665420070220050572
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Korean Journal of Food Culture
2007 Volume.22 No. 5 p.572 ~ p.581
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The Influence of Additional Marketing-Mix on Customer’s Overall Satisfacton in Family Restaurant
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Kim Mi-Yon
Yoon Tae-Hwan
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Abstract
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The purpose of this study was to investigate the influence of additional marketing mix on overall satisfaction of customers at family restaurants in Seoul and Kyongki-province. In this research frequency analysis, reliability analysis, factor analysis, multiple-regression analysis were employed to analyze the data. Additional marketing mix were divided into 3 factors. Employee(β=0.352, t(p)=7.221(0.000) had the most positive impact on overall satisfaction. And physical evidence(0.160, t(p)=3.271(0.001) and process(β=0.114, t(p)=2.338(0.020) influenced positively(+) in order. As a result, all factors of additional marketing mix influenced significantly overall satisfaction of customers. These additional marketing mix are regarded as effective marketing tactic to reduce intangibility of food-service business. Therefore restaurant company needs to manage additional marketing mix sufficiently to maintain of customers’ satisfaction at family restaurants.
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KEYWORD
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physical evidence, process, employee, overall satisfaction, family restaurants
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