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레스토랑 점포이미지와 신뢰 및 고객만족의 구조적 관계에 관한 연구

A Study on Structural Relationship among Restaurant Image, Trust, and Customer Satisfaction

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주제분류관광학

초록

This research purports to identify the structural relationship among restaurant image, trust, and customer satisfaction of restaurant customers in Daejeon Metropolitan City, South Korea. Two hundred and eleven questionnaires, with a 87.9% response rate from six non-chain restaurants were utilized to study the relationship among research constructs. SPSS (11.5 version) and AMOS (7.0 version) were employed to analyze the unidimensionality of research concepts and reliability test, and the proposed hypothetical model was validated with a structured equation modeling. Five underlying dimensions of restaurant image were used; personal service, atmosphere, taste, hygiene, and promotion. Personal service and taste of restaurant image showed positive impact on trust, and promotion showed an indirect effect on customer satisfaction via trust. And the managerial implications of these results for non-chain restaurant image were examined.

Abstract

This research purports to identify the structural relationship among restaurant image, trust, and customer satisfaction of restaurant customers in Daejeon Metropolitan City, South Korea. Two hundred and eleven questionnaires, with a 87.9% response rate from six non-chain restaurants were utilized to study the relationship among research constructs. SPSS (11.5 version) and AMOS (7.0 version) were employed to analyze the unidimensionality of research concepts and reliability test, and the proposed hypothetical model was validated with a structured equation modeling. Five underlying dimensions of restaurant image were used; personal service, atmosphere, taste, hygiene, and promotion. Personal service and taste of restaurant image showed positive impact on trust, and promotion showed an indirect effect on customer satisfaction via trust. And the managerial implications of these results for non-chain restaurant image were examined.

참고문헌 (46)

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