KMID : 1011620090250030306
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Korean Journal of Food and Cookey Science 2009 Volume.25 No. 3 p.306 ~ p.316
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The Influence of Service Marketing Mix on Eating-out Customers¡¯ Perceptions Values(Focused on Family Restaurants in Seoul)
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À±ÅÂȯ:Yoon Tae-Hwan
ÀúÀÚ¾øÀ½:No authors listed
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Abstract
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The purpose of this study was to investigate the influence of service marketing mix on customers¡¯ perceptions of values at family restaurants in Seoul. Frequency analysis, ANOVA, reliability analysis, factor analysis, multi-regression analysis were employed to analyze the data. First, perceptions for items such as food (p<.001), price (p<.001), process (p<.001), and employees were significantly different with regard to monthly spending money, and food (p<.001), physical evidence (p<.001), and employees (p<.001) were also significantly different by partner. All of the mixes (food, price, place, employees p<.001; promotion, process, physical evidence p<.05) had positive influences on the customers¡¯ monetary and overall values. And the mixes of place p<.001; price and employees p<.01; and food, process and physical evidence p<.05 negatively affected non-monetary values, whereas promotion had a positive influence. As a result, we conclude that the service marketing mix is an efficient marketing tactic to remove intangible factors from restaurant businesses. Likewise it is highly recommended that food-service companies manage the marketing mix in a customerfriendly manner to minimize the negative characteristics of services toward customers, and to promote the customer appreciation of family restaurants.
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KEYWORD
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service marketing mix, customer values, family restaurant
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