패밀리 레스토랑의 브랜드별 선택속성과 서비스 품질이 고객만족에 미치는 영향 연구

This study was to inspect how the selection attributes and service qualities have effects on customers satisfaction in family restaurants, deduce the particular selection attributes factors and service qualities ones for family restaurants to promote the customers satisfaction, and then find the competitive marketing plans for family restaurants related to selection attributes and service qualities. The survey was conducted for 17 days from September 15th, 2006 to October 1st, 2007. The subjects were the people using the family restaurants open in Busan and the 355 available copies were analyzed statistically. The frequency analysis was conducted for understanding the demographic traits, and the reliability analysis and factor analysis for verifying the reliability and validity of measurement items. Multiple regression analysis and ANOVA were conducted for verifying 5 hypotheses.The result of this hypothesis test enabled this study to deduce both the theoretical and the practical implications. The theoretical implication is to draw the new applicable selection attribute especially for studying the domestic family restaurants closely and establish the differential marketing strategies corresponding to each brand. The practical implication is to deduce the differential marketing plans for 4 family restaurants respectively and concretely, as presented in table 11.