A Study on the Effects of Service Quality by Restaurant Locations on Customer Satisfaction and Revisiting Intention - Focusing on Wonhalmoney Bossam -

외식산업의 점포 입지별 서비스 품질이 고객 만족, 재방문 의도에 미치는 영향에 관한 연구 - 원할머니 보쌈 점포를 대상으로 -

This paper analyzes how the service quality affects customer satisfaction and loyalty, focusing on a franchise restaurant company 'Wonhalmoney Bossam'. The result shows that store locations and food cost of the menu, as an additional quality formation factor, influence customer satisfaction and loyalty rather than the main quality formation factors. This study strongly suggests the marketing preparation of menu price and the choice of locations are most significant as an additional factor. Therefore, Korean food restaurants should develop their marketing strategies from the customer's point of view, and reasonable price setting and menu selection with appropriate location will create customer satisfaction and revisit.