Recently, consumers' needs and wants are various, and so are their tastes in food are demanding. In this regard, it is necessary to take proper marketing measures by examining on consumers' choice in detail, in order to increase the number of consumers and sales in hotel's food and beverage section....
Recently, consumers' needs and wants are various, and so are their tastes in food are demanding. In this regard, it is necessary to take proper marketing measures by examining on consumers' choice in detail, in order to increase the number of consumers and sales in hotel's food and beverage section. The aim this study is to explore major choice contributes of consumers who visit coffee shops and western fine dining restaurants in hotels, and to suggest necessary choice attributes in order to boost customer relationship factors after consumption. The attributes are the value of how much to spend, the degree of overall satisfaction and confidence, and willingness to revisit and to recommend to others. The major results of this study are summarized as follows ; Among other things, results from factor analysis were marketing efficiency, services and cleanliness, atmospheres and images, the quality of food(beverage), appropriate prices, and accessibility. First of all, it is safe to say that standards to select coffee shops and western fine dining restaurants vary with differences in perception of calm atmospheres, offering proper music, tastes of foods, spacious a comfortable seats, cooking measures of ordered foods, and prestige. Second, when it comes to value of how much to spend among customer relationship-oriented factors, people are generally convinced on the amount of money they spend in coffee shops, but they are not convinced on the price of western fine dining restaurants. Third, when it comes to the degree of overall satisfaction among customer relationship-oriented factors, people are considerably satisfied with atmospheres and images of western fine dining restaurants while they are satisfied with rational of prices and accessability of coffee shops. Fourth, when it comes to confidence among customer relationship-oriented factors, atmospheres and images of western fine dining restaurants are trustworthy while coffee are convenient and rational of prices. Fifth, western fine dining restaurants should serve consumers with foods of the best quality while coffee shops should give consumers a broader range on menu of various prices, in order to induce customer relationship-oriented factors of revisit. Sixth, western fine dining restaurants should do their best in maintaining good service and cleanliness while coffee shops in rational of food prices and the quality of foods, in order to boost consumers' willingness to recommend the others among customer relationship-oriented factors.
Recently, consumers' needs and wants are various, and so are their tastes in food are demanding. In this regard, it is necessary to take proper marketing measures by examining on consumers' choice in detail, in order to increase the number of consumers and sales in hotel's food and beverage section. The aim this study is to explore major choice contributes of consumers who visit coffee shops and western fine dining restaurants in hotels, and to suggest necessary choice attributes in order to boost customer relationship factors after consumption. The attributes are the value of how much to spend, the degree of overall satisfaction and confidence, and willingness to revisit and to recommend to others. The major results of this study are summarized as follows ; Among other things, results from factor analysis were marketing efficiency, services and cleanliness, atmospheres and images, the quality of food(beverage), appropriate prices, and accessibility. First of all, it is safe to say that standards to select coffee shops and western fine dining restaurants vary with differences in perception of calm atmospheres, offering proper music, tastes of foods, spacious a comfortable seats, cooking measures of ordered foods, and prestige. Second, when it comes to value of how much to spend among customer relationship-oriented factors, people are generally convinced on the amount of money they spend in coffee shops, but they are not convinced on the price of western fine dining restaurants. Third, when it comes to the degree of overall satisfaction among customer relationship-oriented factors, people are considerably satisfied with atmospheres and images of western fine dining restaurants while they are satisfied with rational of prices and accessability of coffee shops. Fourth, when it comes to confidence among customer relationship-oriented factors, atmospheres and images of western fine dining restaurants are trustworthy while coffee are convenient and rational of prices. Fifth, western fine dining restaurants should serve consumers with foods of the best quality while coffee shops should give consumers a broader range on menu of various prices, in order to induce customer relationship-oriented factors of revisit. Sixth, western fine dining restaurants should do their best in maintaining good service and cleanliness while coffee shops in rational of food prices and the quality of foods, in order to boost consumers' willingness to recommend the others among customer relationship-oriented factors.
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