전주 명인, 명가, 명소 음식점의 관계특성이 고객만족과 애호도에 미치는 영향 연구: 전주지역 소비자를 중심으로

Abstract

In 2012, Jeonju was designated as the 4th UNESCO City of Gastronomy in the world. In 2016, its entire area was expansively re-certified as a Slow City. Owing to such influences, Jeonju surpassed 10 million domestic & foreign tourists. With this background, Jeonju City designated Jeonju food masters, reputable families, and attractions in 2006. In 2020, total 12 masters, reputable families, and attractions have been designated and managed. Thus, the objective of this study is to present the implications by analyzing differences and influence relations of relational characteristics, customer satisfaction, and customer loyalty, targeting total 198 consumers in Jeonju region with experiences of visiting nine masters, reputable families, and attractions except for masters and reputable families of Pyebaek, Kimchi, and Korean traditional sweets. Regarding the customers visiting Jeonju masters, reputable families, and attractions, the factors of relational characteristics such as ‘customer orientation’, ‘scale’, ‘reputation’, and ‘price’ had positive(+) effects on the customer satisfaction. The factor of relational characteristics highly explaining the customer satisfaction was ‘price’. Also, the customer satisfaction had positive(+) effects on the customer loyalty while the factors of relational characteristics also had positive(+) effects on the customer loyalty. The factor of relational characteristics highly explaining the customer loyalty was ‘price’, which was followed by ‘customer orientation’, ‘scale’, and ‘reputation’ in order. The significance of this study is to empirically analyze the relations of relational characteristics, customer satisfaction, and customer loyalty of Jeonju masters, reputable families, and attractions, targeting the consumers residing in Jeonju instead of tourists from other regions. Such Jeonju master, reputable family, and attraction restaurants should increase the revisit through the provision of price, staff training, and convenience space that could satisfy the customers residing in Jeonju. The results of this study presented the future direction for vitalizing the operation of shops by providing the basic data for business strategies of Jeonju master, reputable family, and attraction restaurants.