가격촉진, 혼잡지각, 고객가치 및 만족간의 구조적 관계: 샐러드 뷔페형 패밀리 레스토랑을 중심으로

초록

The purpose of this study was to analyze the causal relationship among perceived price promotion, perceived crowding, perceived customer value, satisfaction in the context of family restaurant. Gathering data for the study through a survey using structured questionnaire, the paper tried to estimated the structural equations based on the four proposed research hypotheses. A total of 214 customers of salad buffet-style family restaurants in Seoul participated in this study.The empirical results of the study revealed that perceived price promotion affected perceived crowding and perceived customer value, while perceived crowding didn’t have any significant influence on perceived customer value. As expected, perceived customer value has a significant impact on the overall satisfaction. The findings implied that the perceptions of restaurant customers related to price promotion and crowding should be considered to effectively build restaurant marketing strategies.

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