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중국외식시장의 서비스품질 측정에 관한 연구

Measuring Service Quality in the China Food Service Industry

송창석|강릉연
사회과학연구소 (Institute of Social Sciences SOGANG UNIVERSITY)|2009.02|사회과학논총 (Journal of Social Science)|제11호|pp. 83-105|DOI 10.31625/issdoi.2009..11.83

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참고문헌

키워드

Service Quality서비스품질SERVQUAL중국외식시장SERPERFChina Food Service Industry

초록

음식서비스는 중국시장에서 가장 역동적인 변화를 보이는 산업 중의 하나이다. 식생활에 대한 중국인의 높은 관심과 더불어 중국에서 레스토랑 산업은 그 확산속도가 더욱 빨라지고 있다. 따라서 중국외식시장에 대한 고찰은 중국진출 글로벌기업에게 다양한 시사점을 제공할 수 있을 것이다. 본 연구는 중국외식시장의 경우 레스토랑의 서비스품질을 결정하는 요소가 다른 국가시장에 비해 어떤 차이가 있는가 그리고 각 차원의 서비스품질성과가 고객행동에 어떤 영향을 미치는가를 고찰하고 있다. SERVPERF 모형을 중국시장에 적용한 결과 1개의 음식품질요인과 4개의 서비스품질요인(공감성, 반응성, 유형성, 신뢰성)이 도출되었다. 회귀분석을 통해 이들 요인과 성과간의 관계를 살펴본 결과 음식품질과 유형성 요인은 고객만족과 재구매의도에 모두 영향을 미치는 것으로 나타났다. 마지막으로 기존 문헌을 기초로 한국 소비자와 중국 소비자를 간접적으로 비교한 결과 한국소비자들은 종업원 서비스를 중시하지만 중국소비자들은 음식품질을 더 중시하는 것으로 나타났다.

Abstract

Today food service represents one of the most dynamic industries in China. Eating good food plays a central role in the life of Chinese people and restaurant culture is diffusing increasingly not only in the major cities but throughout China. This study was conducted to examine the major factors that compose the China restaurants' service quality along with the recent changes in the market situation using SERVPERF scale and examined which factors affect the customer satisfaction and repurchase intention. Finally these findings were compared with researches done in the Korean food service industry. From China market data we derived 5 factors of which four factors are sub-dimensions of service quality. These factors are empathy, responsiveness, food quality, tangibility, and credibility. Food quality and tangibility were positively related with both customer satisfaction and repurchase intention. Although Korean people attach more importance to employees' service, Chinese consumers consider food quality more than other service factors.

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