외식 프랜차이즈 기업의 저가 메뉴가격이 고객의 지각된 가치에 따른 만족과 재방문에 미치는 영향
The effect of low menu prices on the perceived value, satisfaction and revisit intention in franchised restaurants
백남길(세종대학교); 장미향(한국관광대학)
14권 2호, 73~92쪽
초록
The purpose of this study was about satisfaction and revisit on the perceived value of customer who visited in franchise restaurants to sell low cost menu. From 400 questionnaires distributed to samples, 364 questionnaires were found usable, The data analysis was done by SPSS/WIN Ver.15 software packages also direct and indirect effect was verified through path model used by AMOS 7.0 program. The results of perceived value four factors was showed price value, quality value, function value and recognition value. And satisfaction summarized three factors was showed hospitality service, food quality and convenience service. Thus low menu price of franchise restaurant should not perceive low quality.
Abstract
The purpose of this study was about satisfaction and revisit on the perceived value of customer who visited in franchise restaurants to sell low cost menu. From 400 questionnaires distributed to samples, 364 questionnaires were found usable, The data analysis was done by SPSS/WIN Ver.15 software packages also direct and indirect effect was verified through path model used by AMOS 7.0 program. The results of perceived value four factors was showed price value, quality value, function value and recognition value. And satisfaction summarized three factors was showed hospitality service, food quality and convenience service. Thus low menu price of franchise restaurant should not perceive low quality.
- 발행기관:
- 한국외식경영학회
- 분류:
- 관광학