외식업체고객의 관계효익에 관한 연구

The purpose of this study is to investigate differences of relational benefits by casual dining restaurant customers in Daejeon Metropolitan City. A sample of 212 surveys which showed a 90.1% usual response rate. From the literature review, relational benefits of restaurant customers had been developed. The exploratory factor analyses identified three underlying dimensions of relational benefits; social, customer, and psychological. Using the SPSS Win. Ver. 11.5 statistical package two-step cluster analyses have been conducted to classify casual dining restaurant customers into three different clusters: high relational benefits, moderate benefits, and low relational benefits. ANOVA was also adopted to identify the differences of customer loyalty by those three clusters. The results showed that highly perceived relational benefits were related to high customer loyalty. And the managerial implications of these results for relational benefits of casual dining restaurant customers are discussed.