외식소비자의 개인정보를 이용한 마케팅 요인이관계품질과 관계성과에 미치는 영향 연구

This Research has been conducted on the influence of IT development has driven dramatic changes in management environment in restaurant industry. Using personal information has increased in restaurant businesses and thus in the industry. Hence, it is ever more important to protect personal information in the field of restaurant business. So far, studies on using personal information in restaurant industry have been limited to some fields. To obtain data for a practical analysis, 250 copies of questionnaires were distributed among employees in food service industry for four weeks. The number of questionnaire that were really used for the analysis is 200 copies. This study analyzed if the factors of restaurant consumers' personal information application to marketing had significant effects on relationship quality and performance. In sum, the analysis found the following points. The restaurant consumers' perception of the usability of personal information as factors for marketing practice influenced consumers' trust in and satisfaction with restaurants. Overall, the findings of this study imply that strategic marketing needs to be considered for different types of restaurant consumers.