외국계 프렌차이즈 패밀리 레스토랑의 고객보상체계

• 영문명: An Exploratory Analysis of Customer Reward System of Foreign-based Franchise Family Restaurants
• 발행기관: 한국관광학회
• 저자명: 박정선 김진동
• 간행물 정보: 『관광학연구』제29권 제2호, 403~422쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2005.10.31

영문 초록

Marketing strategies are getting important specially to family restaurants facing with severe competitions recently. In relation to this context, this paper arguably considers reward system as a essential marketing tool. Authors examine here two reward systems that affect customer satisfaction, their willingness to revisit, also the differences with demographic characteristics and, as rewards suggest card and coupon system. Between two tools for rewards system, the affiliated and discount card was found more preferable in relation to customer satisfaction and their willingness to revisit. Implications for family restaurant marketers and managers are also discussed.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 패밀리 레스토랑의 고객보상체계에 대한 이론적 검토

Ⅲ. 주요 외국계 패밀리 레스토랑의 고객보상체계 실태

Ⅳ. 연구방법

Ⅴ. 분석결과

Ⅵ. 논의 및 시사

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