여대생의 외식소비성향이 디저트 카페 만족 및 충성도에 미치는 영향 (Effects of Eating Out Consumption Patterns on Satisfaction and Loyalty of Dessert Cafe by Female College Students)

서지정보

· 발행기관 : (사)한국조리학회
· 수록지 정보 : Culinary Science & Hospitality Research / 27권 / 5호 / 11 ~ 21페이지
· 저자명 : 이동우

초록

The purpose of this study was to explore the consumption patterns of eating out by female college students, and to verify that consumption pattern of eating out affects the satisfaction and loyalty of dessert cafes. To achieve the purpose of this study, a survey was conducted from March 8 to March 27, 2021 targeting on female college students who have experienced dessert cafe in Seoul and Gyeongsang Province, and total 212 surveys of the valid data were used for analysis. The results are following. First, the atmosphere pursuit type, and the quick and convenience pursuit type had a positive effect on the satisfaction of the dessert cafe from consumption patterns of eating out, but the eating out enjoyment pursuit type was negative impact on the satisfaction of the dessert cafe. Second, the quick and convenience pursuit type, and the atmosphere pursuit type had a significant effect on the loyalty. Last, the dessert cafe satisfaction had a significant effect on dessert cafe loyalty. Those results of this study will provide useful data for establishing a marketing strategy suitable for each patterns through more specific market segmentation by understanding the eating out consumption patterns especially for female college students in dessert cafe industry.

영어초록

The purpose of this study was to explore the consumption patterns of eating out by female college students, and to verify that consumption pattern of eating out affects the satisfaction and loyalty of dessert cafes. To achieve the purpose of this study, a survey was conducted from March 8 to March 27, 2021 targeting on female college students who have experienced dessert cafe in Seoul and Gyeongsang Province, and total 212 surveys of the valid data were used for analysis. The results are following. First, the atmosphere pursuit type, and the quick and convenience pursuit type had a positive effect on the satisfaction of the dessert cafe from consumption patterns of eating out, but the eating out enjoyment pursuit type was negative impact on the satisfaction of the dessert cafe. Second, the quick and convenience pursuit type, and the atmosphere pursuit type had a significant effect on the loyalty. Last, the dessert cafe satisfaction had a significant effect on dessert cafe loyalty. Those results of this study will provide useful data for establishing a marketing strategy suitable for each patterns through more specific market segmentation by understanding the eating out consumption patterns especially for female college students in dessert cafe industry.

참고자료

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