The effect of experiential marketing in casual dining restaurants on customers' emotions and loyalty : Focused on the moderating effect of actual expense :지불비용의 조절효과를 중심으로

Yae-Joo Han; Soo-Bum Lee

doi:10.21298/IJTHR.2017.11.31.11.181

The effect of experiential marketing in casual dining restaurants on customers' emotions and loyalty : Focused on the moderating effect of actual expense

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캐주얼 다이닝 레스토랑의 체험마케팅 요인이 소비자감정, 충성도에 미치는 영향 : 지불비용의 조절효과를 중심으로

Type: Academic journal

Author: Yae-Joo Han (경희대학교) Soo-Bum Lee (경희대학교)

Journal: Korea Tourism Research Association International Journal of Tourism and Hospitality Research Vol.31 No.11 KCI Accredited Journals

Published: 2017.11

Pages: 181 - 193 (13page)

DOI: 10.21298/IJTHR.2017.11.31.11.181

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The effect of experiential marketing in casual dining restaurants on customers' emotions and loyalty : Focused on the moderating effect of actual expense

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2017

The effect of experiential marketing in casual dining restaurants on customers’ emotions and loyalty : Focused on the moderating effect of actual expense

Yae-Joo Han , Soo-Bum Lee International Journal of Tourism and Hospitality Research 2017.11 Academic journal

2016

The effect of experiential marketing in casual dining restaurants on customers'' emotion and loyalty : moderating effects of actual expense

한예주 조리외식경영 2016.01 Thesis

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This study aimed to find a structural model of experiential marketing (senses, feelings, thinking, actions, and relations), customer emotions, and customer loyalty of casual dining restaurant diners. Simultaneously, another objective was to verify the moderating effect of actual expense. Analyzing collected samples of 471 casual dining restaurant consumers, this study performed descriptive statistics, EFA (explanatory factor analysis), CFA (confirmatory factor analysis), SEM (structural equation modeling) analysis, and multi-group analysis by using SPSS Statistics 21. The findings indicate that experiential marketing had a statistically significant influence on customers’ emotions; in addition, the effect of customers’ emotions on loyalty was also statistically significant. Interestingly, it is noteworthy that moderating effects were significant except the one variable in the above-mentioned relationships (interaction logic between experiential marketing and customers’ emotions). Specifically, expense in the relationship between sense and customers’ emotions, feelings, and customers’ emotions, thinking and customers’ emotions, and relations and customers’ emotions had significant moderating effects. These research findings of the effects of experiential marketing are beneficial in various managerial and academic ways, while there is a limitation of generalizing the results. In conclusion, this study suggests that management of casual dining restaurants should provide differentiated experiential marketing to promote positive emotions from customers who have paid higher prices.

#Experiential marketing #Customers' emotion #Loyalty #Casual dining restaurant #캐주얼 다이닝 레스토랑 #체험마케팅 #소비자감정 #충성도 #지불비용

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경 및 모형
Ⅲ. 연구모형 및 분석방법
Ⅳ. 실증분석
Ⅴ. 결론 및 시사점
참고문헌
〈국문요약〉

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