A Study of Customer Segmentation Based on Brand Experience in The Luxury Restaurant Segment고급 레스토랑 산업에서 브랜드 경험에 따른 고객 세분화에 관한 연구
- Other Titles
- 고급 레스토랑 산업에서 브랜드 경험에 따른 고객 세분화에 관한 연구
- Authors
- 황진수; 김인신; 현성협
- Issue Date
- Sep-2012
- Publisher
- (사)한국관광레저학회
- Keywords
- Brand Experience; Customer Segmentation; Luxury Restaurant; 브랜드 경험; 고객세분화; 고급 레스토랑
- Citation
- 관광레저연구, v.24, no.7, pp.203 - 217
- Indexed
- KCI
- Journal Title
- 관광레저연구
- Volume
- 24
- Number
- 7
- Start Page
- 203
- End Page
- 217
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/164659
- ISSN
- 1229-0424
- Abstract
- The purposes of this study were to (1) identify what kinds of brand experiences there are in the restaurant industry, (2) investigate whether or not restaurant patrons can be grouped into distinct subsegments based on brand experience, and (3) find whether or not there are statistical differences among the subsegments based on demographic characteristics and dining-related information. First, after conducting principal component factor analysis, this study divided the twelve brand experience items into four factors. Second, with K-means cluster analysis, this study identified four groups defined as “those who are mainly affected by sensory stimuli,” “those who are mainly affected by affective stimuli,” “those who are mainly affected by behavioral stimuli,” and “those who are mainly affected by intellectual stimuli.” Finally, the result of Pearson's chi-squared test showed that there were statistically significant differences in gender, age, education, and expenditure among the four groups. In the latter part of the study, we suggested meaningful implications in developing marketing strategies based on brand experience in the restaurant industry.
- Files in This Item
-
Go to Link
- Appears in
Collections - 서울 사회과학대학 > 서울 관광학부 > 1. Journal Articles
![qrcode](https://api.qrserver.com/v1/create-qr-code/?size=55x55&data=https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/164659)
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.