고객의 성격유형에 따른 레스토랑 선택속성에 관한 연구

Abstract

The goal of this study is to draw the most proper cause and suggest the method for considering the competitive power of the western restaurant in special grade hotel by verifying the selective attribute of western restaurant according to customer's character before real purchase action of various customers using hotel's western restaurant occurs. For this study, 235 customers were selected as samples for research objects through allocation sampling method among the guests visiting I Hotel and L Hotel that are located in Gangnam area and L Hotel, S Hotel, H Hotel and H Hotel that are located in Gangbuk area around the western restaurant of special grade hotel in Seoul, and the questionnaire survey as its research tool was conducted by dividing into three parts by composing questions regarding Eysenck character test, meal attribute selection, its using type and demographical variable. We conducted frequency analysis according to the specialty of sample through the analysis method by this, and conducted reliability analysis and cause analysis for verifying the credibility and propriety of selective attribute. Its research results are as follows: First, when considering the difference between the specialty of customer and the selective attribute of the western restaurant of special grade hotel, it showed that it wasn't influenced by the quality, service and image of the food of the western restaurant of special grade hotel, however, it also showed that it wasn't also influenced by its facility and environment. Second, when considering the difference between the character of customer and the using type of western restaurant, transport didn't show any relation to customer's character, For the information acquiring method in using, the showing-up specialty was the highest at the time of acquiring information through family, friend or neighbor, and falsity was shown as the highest at the time of acquiring information through newspaper or magazine or TV advertisement, etc,. and showing-up specialty was shown as the highest at the time of acquiring information through the experience used in the past or through the printed delivered to the home, and finally, falsity was shown as the highest at the time of acquiring information through Internet. As mentioned in the above, it was shown that there were close relations among customer's character, monthly average meal cost, using times, companion, information acquisition. Third, for the character of customer, the showing-up specialty and falsity were the highest when considering the difference according to the demographic specialty, and the showing-up specialty was shown as the highest in case of female. Also, the showing-up specialty was shown as the highest in case of the persons in the twenties and the falsity was shown as the highest in case of the persons in the thirties and forties. According to monthly average income level, Therefore, it showed that there was close relationship between customer's character and demographic specialty. Fourth, when considering the difference according to the selective attribute of the western restaurant of hotel and the character of customer, males thought that the quality, facility and environmental factor of the food are important and females thought that image factor is more important. In case of the difference in age, the professional and freelancer and independent contractor thought that food quality, facility and environment and service factor were the most important. In case of the difference in monthly average income level, it showed that there was some difference according to the amount in food quality, service and image factor except for facility and environmental factor. In case of the difference in educational level, it showed that the college graduate and graduate school graduate(attending) have some close relation to food quality factor. Fourth, according to customer's using type, When considering it generally, it was possible to realize that they thought that facility and environmental factor and image factor are more important than food quality factor and service factor in the selective attribute of the western restaurant of hotel according to customer's using type. The future research task and limitations during accomplishing this study are as follows: First, it was lack in the preceding research that studied the customer action according to the character type of the customer using the western restaurant of special 1st grade hotel, and there was some difficulty in comparing and analyzing peculiar attribute and difference and similarity of the western restaurant of special 1st grade hotel. Second, the regional range of the customer using the western restaurant of special 1st grade hotel in Korea established in this study was limited too narrowly, and there is some limitation to generalize the result of this study in that questionnaire survey was conducted limitedly only within given range. Third, it is necessary to accomplish the research that considers customer's satisfaction and revisiting intention as well as the selective attribute according to the character type of the customer using the western restaurant of special 1st grade hotel. Fourth, if it could be possible to progress more wide and systematic verification and analysis intended for the western restaurant of less grade hotel as well as special grade hotel by classifying the character type of the customers using the western restaurant of hotel and their selective attribute more in detail and establishing its factors more concretely in the future research, it would be possible to suggest a little bit better research result.