고객 소비성향에 따른 외식사업 경쟁우위와 만족 간의 관계 연구

Abstract

A Study of the Relationship between the Foodservice Competitive Advantages and the Customer Satisfaction by Customer's Consumption Characteristics

Ho-yong Park

Department of Management Graduate School of Business Administration Pukyong National University

Abstract

The purpose of this study was to explore the relationships among the competitive advantages, customer satisfaction and customer's consumption characteristics. This study developed into competitive advantages in foodservice as core competence, consumption characteristics, and customer satisfaction by selecting the superior competitive advantage strategy(eg. low-cost advantage, marketing differentiation advantage, menu different advantage). The company needs the firm management strategy for survival and it is more important to select the most superior competitive advantage strategy for foodservice companies positively coping with a external environment and internal competence strengthening. This study established the hypotheses among consumption characteristics, the preferred foodservice competitive advantages, the perceived foodservice competitive advantages, and customer satisfaction. The empirical analysis of the collected data of questionnaire survey was analyzed by using SPSS version 21 and AMOS 7.0 that are the statistical package program. The findings were as follows. Firstly, three dimensions of preferred competitive advantages are significantly different by the types of business relationships. Three attributes for the preferred competitive advantages were low-cost advantage, quality focus, limited focus. These study constructs have been utilized and affirmed valid and reliable as the measurements from the previously related studies. Second, there was no significant difference of the preferred competitive advantages among consumption characteristics. This indicated that competitive advantages were generic and generalizable throughout the consumption characteristics. Third, the preferred competitive advantages were not significantly different from the perceived competitive advantages ever visited in foodservice stores. Finally, customers were satisfied with low-cost advantage, focus advantage that were the competitive advantages of the foodservice. However, differentiation was the only competitive advantage that did not show any impact on customer satisfaction. This result insisted that customers tended to be satisfied with quality food along with reasonable prices.

Key Words: Consumption Characteristics (소비특성), Expected Competitive Advantage (기대되는 경쟁우위), Perceived Competitive advantage (지각된 경쟁우위), Customer Satisfaction (고객 만족)