Abstract
Faced with the increasing competition, many hotels in Pusan, Korea hold various special events of food & beverages (F&B) in order to increase sales, improve their image and loyalty as a way of maintaining current customers and attracting new customers. Will the selection behavior of customers differ in F&B special events? This study aims to examine and discuss the changes of customer expectations and evaluations by analyzing the differences according to the motives, partners, and experience of selecting those special events. This research is of some value to hotel managers in determining what to do first in the case of customer dissatisfaction and deal with market specialization.
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