솔로다이너의 일반적 특성과 사회적 특성이 외식서비스 품질 평가에 미치는 영향

Abstract

As the number of solo-diners grow, the need for service marketing strategies focusing on such diners is increasing. Therefore, this study was conducted to analyze the effects of general characteristics and social characteristics of solo-diners on their restaurant service quality evaluation. A survey of solo-diners was conducted from September-October of 2016 and a total of 432 sets of responses were used in the analysis. The quality patterns of restaurant service attributes were classified by applying them to a Kano model which revealed 12 attractive attributes, 7 must-be attributes, 1 one-dimensional attribute, and 17 indifferent attributes. The results revealed that there were differences in restaurant service quality according to the general characteristics and social characteristics of solo-diners. This will help design actual restaurant marketing strategies to satisfy solo-diners. The results of this study will also be useful to future studies of solo-diners.