레스토랑 단골 고객의 심리적 소유감에 관한 연구

Abstract

In this study, an empirical analysis was made to look for variables, which affect psychological ownership on customers of restaurant, and catch how the psychological ownership generated by these variables actually affects word-of-mouth intention, relationship retention intention or willingness-to-pay and resistance toward competition. The SPSS 15.0 and AMOS 7.0 were used for an analysis. Analysis showed as follows. First, the control of service hadn't any effect on the psychological ownership. Second, in the process that service is produced and is provided to customers, the higher their participation was, the psychological ownership of restaurant grew big. Third, when customers felt that the image and values of them and enterprises are equal, their psychological ownership of restaurant grew big. Fourth, the intimacy of restaurant had a positive effect on the psychological ownership. Fifth, the higher the psychological ownership of restaurant was, the psychological ownership of restaurant had no impact relationship with relation retention intention, which customers are trying to continuously use a restaurant. Sixth, the psychological ownership of restaurant had a positive effect on the word-of-mouth intention, which customers are trying to deliver the provided service to others. Seventh, the psychological ownership of restaurant had a positive effect on the willingness-to-pay, which customers are trying to pay the price of purchase products or service. Finally, the psychological ownership of restaurant had a positive effect on the resistance toward restaurant's competition. The implications by these findings were released as follows. First, many studies on the restaurant have been focused on marketing strategies such as restaurant employees' service quality, taste of food, choice attributes and price, but in this study, there were useful implications for restaurant managers and marketers by releasing other factors besides factors pointed out in the preceding studies. Second, in this study, the antecedents, which affect the psychological ownership, not a concept frequently used in studies on the restaurant, were closely examined. Third, restaurants should be able to classify patrons by pattern, and the participation of various methods should be led according to the classified pattern. And the communication method with customers should also change according to the classified pattern. Fourth, the brand value of restaurant should be raised to increase customers' psychological ownership. And not to have a negative effect on the psychological ownership generated by customers' identification propensity, the consistency of tangible and intangible factors, which are constructing a restaurant, are also important. Fifth, in this study, customers, who feel intimacy to a restaurant, had the strong psychological ownership. Therefore, if restaurant operators can catch customers' propensity and operate a custom intimacy improvement program, the effect of psychological ownership should be maximized.