이산적 선택모형을 통한 패밀리레스토랑 고객선택행동 분석

• 영문명: An Analysis of Family Restaurant Customer Choice Behavior Using the Discrete Choice Model
• 발행기관: 한국관광학회
• 저자명: 兪昌根 李希燦
• 간행물 정보: 『관광학연구』제34권 제5호, 355~372쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.08.31

영문 초록

Using the discrete choice model(Mixed Multinomial Logit Model), this study determined the factors of restaurant customers' choice behavior. In this model, both individual characteristics of the customers and family restaurant's attributes were considered together as independent variables and number of visit was regarded as the dependent variable. Data were collected from 488 customers at four biggest family restaurant in Seoul in 2008. Results showed that the attributes of the restaurants have greater effect on the brand choice behavior than the individual characteristics of customers. This study implies that in order to keep the business competitive over others, a family restaurant needs to find its central and significant attributes and deliver them to the customer properly.

목차

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구의 설계 및 방법

Ⅳ. 실증분석 및 결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

고객선택행동 마케팅믹스 레스토랑 기업이미지 이산적 선택모형 Customer choice behavior Marketing mix Restaurant business image Discrete choice model