한식당 1인 상차림 속성이 식당이미지와 이용만족도에 미치는 영향

Abstract

Recently, due to the globalization of Korean food and COVID-19, Korean food has become a form of eating separately rather than having a table that is shared by many people due to sanitary problems. This study was intended to find out about the impact of one-person table setting attributes in korean restaurant on restaurant image and user satisfaction. For this purpose of the study, 248 questionnaires were collected from customers visiting One-person table setting Korean restaurant and used for statistical analysis. In this study, a correlation analysis was conducted after securing conceptual validity and reliability. The results of the empirical analysis of this study are as follows. First, it turned out that one-person table setting attributes in korean restaurant had a partial positive effect on the restaurant image. Second, it was shown that one-person table setting attributes in korean restaurant had a positive effect on user satisfaction. Third, the restaurant image had a positive effect on user satisfaction. Fourth, in terms of the mediating effect of one-person table setting attributes in korean restaurant on user satisfaction, aesthetic image was found to partially reflect the effect of convenience, health and hygiene on user satisfaction of individual table setting attributes. Accordingly, this study is judged to present and be actively utilized as a tool for another differentiated marketing strategy in the ongoing competition for dining out.