Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Difference in Additional Marketing Satisfaction by Lifestyle of Korean Restaurant Customers - Focus on Foreign Students at University in Gangwon Province -

라이프스타일에 의한 한식전문점 고객의 추가마케팅만족의 차이 - 강원지역 외국인 유학생을 대상으로 -

  • Yoon, Tae-Hwan (Department of Culinary Art, The University of Kyungdong)
  • 윤태환 (경동대학교 호텔조리학과)
  • Received : 2015.08.05
  • Accepted : 2015.10.13
  • Published : 2015.10.30
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Abstract

The purpose of this article was to research the difference in additional marketing satisfaction by lifestyle of Korean restaurant customers (focus on foreign students at university in Gangwon province). In this research, factor analysis, cluster analysis, and ANOVA were carried out. Lifestyle was divided into seven factors and six clusters. Additional marketing satisfaction was divided into three factors. Additional marketing satisfaction showed a significant difference by lifestyle of foreign students. First, 'employee' had a highest point at C3 'convenience internet searching pursuit' but lowest point at C4 'brand preference pursuit' (p<0.001). 'Service process' had a highest point at C1 'safety health pursuit' but lowest point at C5 'effort pursuit' (p<0.001). 'Tangible clue' had a highest point at C3 'convenience internet searching pursuit' but lowest point at C5 'effort pursuit' (p<0.001). Additional marketing can reduce customer uncertainty, ambiguities, and wavering about eating at restaurants by intangibility of service. As a result, food-service corporations need to manage additional marketing as well as increase satisfaction and loyalty of customers.

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