레스토랑의 인테리어 디자인과 점포 이미지에 관한 탐색적 연구

The purpose of this study is to investigate the causal relationships between restaurant interior design image and store image in fine dining restaurants. Three hundred ninety-seven questionnaires, with a 88.2% response rate from a convenient sample of 450 hotel restaurant customers, were utilized to study the relationships among research constructs. The findings can be summarized as follows: The target customers to hotel restaurants are found to be rather conservative, and extraordinary or casual interior design does not fit for those customers. So natural and sophisticated interior design will appeal to their needs. Hotel restaurant interior design image as well as store image is very important marketing communication tool which would increase customer traffic. Therefore, hotel restaurant marketers should manage restaurant interior design as well as store image in order to satisfy and meet regular customers' needs.