ABSTRACT A Study on the Effects of the Mobile Application Access Environment on the Satisfaction & Revisit Intention of Restaurant Consumers Lee Hayong Department of Business Administration, Graduate School of Daejeon University Daejeon, Korea (Supervised by Professor Yoon, Jong Hoon Ph. D.) With th...
ABSTRACT A Study on the Effects of the Mobile Application Access Environment on the Satisfaction & Revisit Intention of Restaurant Consumers Lee Hayong Department of Business Administration, Graduate School of Daejeon University Daejeon, Korea (Supervised by Professor Yoon, Jong Hoon Ph. D.) With the development of digital information technology and with innovative advances in smartphone technology, smartphones have recently come into widespread use, leading to dramatic changes in daily life and business strategies. These changes have also affected the behavior of restaurant consumers and encouraged changes in the marketing strategies of restaurants. This study therefore aims to explore the effects of the mobile application access environment on the satisfaction and revisit intention of restaurant consumers, examine their consumption patterns, and provide suggestions for the marketing strategies of restaurants. For this aim, a survey was conducted and a hypothesis was formulated based on previous research. The findings and suggestions of this study are as follows. First, when the visual design, availability and information security of the mobile application access environment were excellent, restaurant consumers, before their visit, showed higher expectations for food, services and atmosphere, and higher awareness of the restaurant. Second, when restaurant consumers showed higher expectations before their visit, they, after their visit, showed higher satisfaction with food, services and atmosphere, and higher awareness of the restaurant. Third, when restaurant consumers, after their visit, showed higher satisfaction with food, services and atmosphere, and higher awareness of the restaurant, they showed higher revisit intention. However, their satisfaction with atmosphere was found not to have any significant effect on their revisit intention, thus rejected. The suggestions of this study are as follows. First, visual design, a component of the mobile application access environment, turned out to have significant effects on the expectations, satisfaction and revisit intention of restaurant consumers, which suggests that restaurants put more effort in developing application tools to improve the visual aspects of the application access environment so as to increase customers' expectations and satisfaction. Second, demographic analysis revealed that restaurant consumers chose taste as their primary concern, which suggests that restaurants develop new menus that offer high-quality food at reasonable prices and reflect the trend of times so as to attract more customers and encourage their revisit. Third, with the increase in restaurant consumers' disposable income and status consciousness, there has been a growing demand for enhanced taste and services, which suggests that restaurants strengthen employee training so as to increase restaurant consumers' satisfaction and their revisit. Fourth, awareness of a restaurant is a crucial factor that can provide the restaurant a competitive edge by raising consumers' loyalty, which suggests that restaurants come up with measures to raise their awareness through constant communication with customers. Restaurants are recommended to utilize mobile applications to develop a multi-channel promotion strategy with less time and efforts.
ABSTRACT A Study on the Effects of the Mobile Application Access Environment on the Satisfaction & Revisit Intention of Restaurant Consumers Lee Hayong Department of Business Administration, Graduate School of Daejeon University Daejeon, Korea (Supervised by Professor Yoon, Jong Hoon Ph. D.) With the development of digital information technology and with innovative advances in smartphone technology, smartphones have recently come into widespread use, leading to dramatic changes in daily life and business strategies. These changes have also affected the behavior of restaurant consumers and encouraged changes in the marketing strategies of restaurants. This study therefore aims to explore the effects of the mobile application access environment on the satisfaction and revisit intention of restaurant consumers, examine their consumption patterns, and provide suggestions for the marketing strategies of restaurants. For this aim, a survey was conducted and a hypothesis was formulated based on previous research. The findings and suggestions of this study are as follows. First, when the visual design, availability and information security of the mobile application access environment were excellent, restaurant consumers, before their visit, showed higher expectations for food, services and atmosphere, and higher awareness of the restaurant. Second, when restaurant consumers showed higher expectations before their visit, they, after their visit, showed higher satisfaction with food, services and atmosphere, and higher awareness of the restaurant. Third, when restaurant consumers, after their visit, showed higher satisfaction with food, services and atmosphere, and higher awareness of the restaurant, they showed higher revisit intention. However, their satisfaction with atmosphere was found not to have any significant effect on their revisit intention, thus rejected. The suggestions of this study are as follows. First, visual design, a component of the mobile application access environment, turned out to have significant effects on the expectations, satisfaction and revisit intention of restaurant consumers, which suggests that restaurants put more effort in developing application tools to improve the visual aspects of the application access environment so as to increase customers' expectations and satisfaction. Second, demographic analysis revealed that restaurant consumers chose taste as their primary concern, which suggests that restaurants develop new menus that offer high-quality food at reasonable prices and reflect the trend of times so as to attract more customers and encourage their revisit. Third, with the increase in restaurant consumers' disposable income and status consciousness, there has been a growing demand for enhanced taste and services, which suggests that restaurants strengthen employee training so as to increase restaurant consumers' satisfaction and their revisit. Fourth, awareness of a restaurant is a crucial factor that can provide the restaurant a competitive edge by raising consumers' loyalty, which suggests that restaurants come up with measures to raise their awareness through constant communication with customers. Restaurants are recommended to utilize mobile applications to develop a multi-channel promotion strategy with less time and efforts.
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