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자료유형
학술저널
저자정보
저널정보
한국호텔관광학회 호텔관광연구 호텔관광연구 제18권 제2호 (통권 제65권)
발행연도
2016.3
수록면
220 - 242 (23page)

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Fine-dining restaurant market is expected to expand further in the future, and competition will get intensified. In such fierce competition, it is essential to analyze and predict customers’ behavior. Thus, in order to predict eating out customers’ behavior, this study compared and analyzed how different the importance of restaurant selection attributes is according to eating out situation and self monitoring. As a qualitative study prior to quantitative analysis, eating out situations that people visit fine-dining restaurants were surveyed and the contents were analyzed. According to the results, four types of eating out situations were identified: celebrating a special day with a lover; celebrating a special day with family; celebrating a special day and enjoying dainty food with friends; and a business meeting. Based on these situation types, situation descriptions were prepared and used in quantitative research. Quantitative research used two way mixed factorial design of 4(eating out situation)×2(selfmonitoring: high/low), and restaurant selection attributes(food service quality/physical environment) were used as dependent variables. Data were analyzed through MANOVA, and the results were as follows. First, Both of eating out situation and self-monitoring had a signigicant effect on the importance of restaurant selection attributes. According to self monitoring and eating out situation, food service quality was not significantly different but physical environment was significantly different. Second, interaction effects were not observed between ‘eating.out situation*self.monitoring’.

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