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중국의료관광객이 지각한 한식당의 서비스품질, 관계품질, 행동의도와의 영향관계 분석

The Study on Causal Relationship among Service Quality, Relationship Quality, and Behavioral Intention of Korean Restaurant Perceived by Chinese Tourists

김영중|오선숙
한국외식산업학회 (The Korean Foodservice Association)|2018.09|한국외식산업학회지 (FoodService Industry Journal)|제14권 제3호|pp. 23-39|DOI 10.22509/kfsa.2018.14.3.002

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키워드

Service QualityBehavioral IntentionRelation QualityHealth Tourism
주제분류관광학

초록

Medical tourism in the world is growing into a 21st century high value󰠏added tourism industry that combines medical service and tourism. Under this background the purpose of this study is to investigate the effect of service quality on customer satisfaction of Chinese medical tourist when using Korean restaurant for activation of medical tourism. As the number of Chinese medical tourists increase, this study can raise the status of Korea by improving Korean image, recognizing the current situation of service quality and minimizing the dissatisfaction of Chinese tourists in the Korean food service industry. This research project was conducted from November 2017 to February 2018 for Chinese medical tourists and collected 210 responses. Without unfaithful responses, 194 data were analyzed for exploratory and confirmatory factor analysis and Cronbach α coefficient was extracted to verify reliability using SPSS 20.0 and AMOS 20.0 statistics package. Furthermore, correlation analysis was executed to recognize the relationship among variables of studies on service quality. First, the characteristics of Korean food culture are examined. Second, qualitative inclination of how service quality plays a role for customers is analyzed. Third, the service quality of Korean restaurants, relationship quality, and behavioral intention were examined by surveying 201 Chinese medical tourists. The result of this study showed that physical environment quality, interaction quality and result quality, which are Korean restaurant service quality factor perceived by Chinese medical tourists, have a positive effect on satisfaction, and satisfaction has a positive effect on behavioral intention. Based on the results of this study, it will be useful data to minimize the complaints about tourist services and to improve the service quality of Korean restaurants when attracting Chinese medical tourists

Abstract

Medical tourism in the world is growing into a 21st century high value󰠏added tourism industry that combines medical service and tourism. Under this background the purpose of this study is to investigate the effect of service quality on customer satisfaction of Chinese medical tourist when using Korean restaurant for activation of medical tourism. As the number of Chinese medical tourists increase, this study can raise the status of Korea by improving Korean image, recognizing the current situation of service quality and minimizing the dissatisfaction of Chinese tourists in the Korean food service industry. This research project was conducted from November 2017 to February 2018 for Chinese medical tourists and collected 210 responses. Without unfaithful responses, 194 data were analyzed for exploratory and confirmatory factor analysis and Cronbach α coefficient was extracted to verify reliability using SPSS 20.0 and AMOS 20.0 statistics package. Furthermore, correlation analysis was executed to recognize the relationship among variables of studies on service quality. First, the characteristics of Korean food culture are examined. Second, qualitative inclination of how service quality plays a role for customers is analyzed. Third, the service quality of Korean restaurants, relationship quality, and behavioral intention were examined by surveying 201 Chinese medical tourists. The result of this study showed that physical environment quality, interaction quality and result quality, which are Korean restaurant service quality factor perceived by Chinese medical tourists, have a positive effect on satisfaction, and satisfaction has a positive effect on behavioral intention. Based on the results of this study, it will be useful data to minimize the complaints about tourist services and to improve the service quality of Korean restaurants when attracting Chinese medical tourists

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