This study analyzes which factors among restaurant menu storytelling factors have a positive (+) effect on restaurant image and customer satisfaction revisit intention for customers who use restaurants (family, dining, buffet, fine dining). Based on this, the purpose of this study is to obtain pract...
This study analyzes which factors among restaurant menu storytelling factors have a positive (+) effect on restaurant image and customer satisfaction revisit intention for customers who use restaurants (family, dining, buffet, fine dining). Based on this, the purpose of this study is to obtain practical data necessary to improve the restaurant's image and customer satisfaction and revisit intention. Therefore, based on the results of previous studies, the effect of menu storytelling on restaurant image, customer satisfaction, and revisit intention is to be explored, and an overall model will be constructed and tested through a survey method.
This study was divided into literature study and empirical study. The former set the theoretical background of this study based on existing literature studies. The selection attribute factors of menu storytelling through the existing research literature through empirical analysis, and analyzes which selection attribute of this researcher's menu storytelling affects customers, and develops research models and research hypotheses.
The sample of this study was conducted with customers aged 20 to 59 who have recently used a restaurant (family, dining, buffet, fine dining). The data collection for preliminary survey was conducted from June 15, 2021 to June 31, 2020 to verify the reliability and validity of measurements, and main survey was conducted from July 1, 2021 to September 15, 2021 to identify the effect of menu storytelling on restaurant image, customer satisfaction, and revisit intention among adults who have exprerience about storytelling in a restaurant.
A total of 328 questionnaires were distributed and 300 copies were collected, and 289 copies were used for the study, excluding 11 insincere questionnaires. In order to achieve the purpose of this study, the questionnaire analysis method is analyzed using the SPSS 25.0 statistics package program. Frequency analysis was performed to understand the general characteristics of the research subjects and restaurant usage conditions, and descriptive statistical analysis was performed to check the exploratory factors for each measurement item, reliability analysis, and general trends and normality of major variables. In addition, correlation analysis was performed to verify the correlation between each variable, and multiple regression analysis was performed to verify the effect of menu storytelling on restaurant image, customer satisfaction, and revisit intention. In this study, menu storytelling combining menu and restaurant, restaurant image, and the influence relationship of each factor were verified.
This study analyzes which factors among restaurant menu storytelling factors have a positive (+) effect on restaurant image and customer satisfaction revisit intention for customers who use restaurants (family, dining, buffet, fine dining). Based on this, the purpose of this study is to obtain practical data necessary to improve the restaurant's image and customer satisfaction and revisit intention. Therefore, based on the results of previous studies, the effect of menu storytelling on restaurant image, customer satisfaction, and revisit intention is to be explored, and an overall model will be constructed and tested through a survey method.
This study was divided into literature study and empirical study. The former set the theoretical background of this study based on existing literature studies. The selection attribute factors of menu storytelling through the existing research literature through empirical analysis, and analyzes which selection attribute of this researcher's menu storytelling affects customers, and develops research models and research hypotheses.
The sample of this study was conducted with customers aged 20 to 59 who have recently used a restaurant (family, dining, buffet, fine dining). The data collection for preliminary survey was conducted from June 15, 2021 to June 31, 2020 to verify the reliability and validity of measurements, and main survey was conducted from July 1, 2021 to September 15, 2021 to identify the effect of menu storytelling on restaurant image, customer satisfaction, and revisit intention among adults who have exprerience about storytelling in a restaurant.
A total of 328 questionnaires were distributed and 300 copies were collected, and 289 copies were used for the study, excluding 11 insincere questionnaires. In order to achieve the purpose of this study, the questionnaire analysis method is analyzed using the SPSS 25.0 statistics package program. Frequency analysis was performed to understand the general characteristics of the research subjects and restaurant usage conditions, and descriptive statistical analysis was performed to check the exploratory factors for each measurement item, reliability analysis, and general trends and normality of major variables. In addition, correlation analysis was performed to verify the correlation between each variable, and multiple regression analysis was performed to verify the effect of menu storytelling on restaurant image, customer satisfaction, and revisit intention. In this study, menu storytelling combining menu and restaurant, restaurant image, and the influence relationship of each factor were verified.
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