향토음식점 선택속성이 고객만족에 미치는 영향: 지역 이미지의 매개역할을 중심으로

Objective: This study was conducted to examine the effect of local restaurant selection attributes on customer satisfaction and to verify the mediating role of local image. This study conducted a survey on 250 adults who had visited local restaurants within the last year. A total of 233 responses were used for statistical analysis and 17 17 unfaithful responses were excluded. Methods: This study used SPSS 23.0 program for research analysis, and frequency analysis, validity and reliability analysis, correlation analysis, and multiple regression analysis were performed. Results; First, it was found that the surrounding environment and employee kindness had a significant effect on customer satisfaction, followed by interior design and employee speed, and tradition had a significant effect on customer satisfaction. Second, among the attributes of selecting local restaurants, the local image played a mediating role between the surrounding environment, employee kindness, tradition, and customer satisfaction. Implications: The results of this study provide basic data on how to establish an efficient marketing strategy for customer satisfaction, focusing on the mediating effect of the local image.