외식업체, 객단가별 가족생활주기에 따른 가족외식 의사결정과정에 관한 연구

Abstract

최근 생활양식과 사회 환경의 변화로 여가시간은 늘어나고 있으며 외식업체의 다양화로 인해 소비자의 외식형태는 점점 변화되고 있다. 외식의 비중이 크게 늘어나고 꾸준히 증가하는 가족외식을 분석하였다. 특히 아내(어머니)와 자녀의 영향력이 중요시되고 있는 요즘 아내(어머니)와 자녀의 영향력을 알아보기 위하여 총 인구의 절반 이상인 2세대 가족 중 부부와 자녀가 함께 사는 가족을 대상으로 하였다. 본 연구는 외식업체와 객단가별 가족외식 시 가족구성원 내 의사결정권자를 파악하기 위해 가족생활주기와 가족외식 의사결정과정을 이용하여 알아보았다. 이를 통해 각 외식업체와 객단가별 타켓 고객을 파악하여 마케팅과 고객 전략에 도움이 되고자 하는 것이 본 연구의 목적이다. 또한 양친가족 자녀와 편부모가족 자녀의 가족외식 의사결정 영향력 차이를 파악하였다. 본 연구 결과 가족외식에서 아내(어머니)와 자녀의 영향력이 높아진 것을 볼 수 있는데 이는 여성의 사회진출과 자녀수의 감소로 사료된다. 구이전문, 일식전문 외식업체와 높은 객단가를 가진 외식업체를 제외하고 자녀가 초등학생 이하일 경우 대부분 아내(어머니)가 결정을 하였고 자녀의 학력이 중학생 이상일 경우 외식업체의 종류에 따라 각각 아내(어머니)와 자녀가 결정하는 빈도가 높은 것으로 나타났다. 본 연구의 실증적인 내용을 바탕으로 외식업체별 가족 내 영향력을 가진 고객을 대상으로 적절한 고객 유치 및 고객 충성도 유지를 할 수 있을 것으로 사료된다. 또한 객단가를 나누어 조사한 결과를 바탕으로 외식업체의 주 고객별로 적정 객단가를 설정하는데 도움이 될 것으로 생각된다.;The purpose of this study was to identify the family dining decision maker based on family life cycle classified by type of restaurant and average check. This study compared children's influence on decision making process between a single parent family and a double parent family - classified by restaurant type and average check. Family life cycle (FLC) consists of 4 steps: 1) Step Ⅰincludes children under elementary school, 2) step Ⅱincludes children who are in elementary school, 3) step Ⅲincludes children who are in middle and high school, and 4) step Ⅳ includes unmarried people who are older than high school children. Family dining decision making process involves 4 stages, including proposing for dine-out, searching for restaurants, choosing of restaurants, and deciding to revisit restaurants. Type of restaurant was classified by 9 categories, based on Korea Standard Industrial Classification: Korean food restaurant, Western food restaurant, Chinese food restaurant, Japanese food restaurant, snack food restaurant, family restaurant, fast food restaurant, buffet, and ethnic food restaurant. Korean food restaurant includes a full-course Korean style, Korean barbecue, broth, broth ? normal Korean style ? one dish of Korean food and the others Korean styles. Western food restaurant includes Italian food restaurant and other Western food restaurant. Japanese food restaurant includes full-course Japanese food restaurant, sushi, and other Japanese food restaurant. A total of 400 families (300 double parent family, 100 single parent family) participated in web-based survey. The result of this study was as follows: The results of chi-square analysis identified family dining decision maker by family life cycle classified by type of restaurant. Fathers mostly proposed for an eat-out and commonly searched for a Korean barbecue or a full-course Japanese food restaurant. Children were decision makers for snack food restaurant, family restaurant, and fast food restaurant in all family dining decision making process. Mothers were major decision makers for restaurants excluding Korean barbecue, full-course Japanese food restaurant, snack food restaurant, family restaurant, and fast food restaurant. All family members contributed on a decision to revisit restaurants and chose restaurants together. Secondly, The results found family dining decision maker by family life cycle classified by average check. Fathers mainly proposed for an eat-out and searched for restaurants that average check of 20,000 won. Mothers and children decisions were associated with the FLC and they decided restaurants under average check of 20,000 won. The higher the FLC, the greater the mother's influence had. All family members contributed on a decision to revisit restaurants and chose restaurant over average check of 20,000 won. Third, this study compared the children's influence on a single parent family and a double parent family classified by type of restaurant. Children's influence on a single parent family is larger than on a double parent family, except proposing for an dine-out in other Korean style, and choosing restaurants in both family restaurant and buffet. Lastly, this study compared children's influence on a single parent family and a double parent family classified by average check. Children's influence in a single parent family is greater than on a double parent family, except proposing for an eat-out in restaurants less than average check of 5,000 won.