스시 카운터 쉐프의 서비스품질이 고객만족과 재방문에 미치는 영향
A Study on the Impact of Customer Service at Sushi Counters on Customer Satisfaction and Revisit
0
조회
0
다운로드
3
인용
0
참고문헌
초록
This study, which surveyed customers who reside in Seoul and have experienced services in five-star hotels and their Japanese restaurants, is to analyze the factors affecting customer satisfaction and their revisit intentions caused by Sushi Counter Chef's customer contact services. To identify what is the most important part among the factors of the chef’s service, the SERVQUAL service quality measurement method by PZB (1998) was used. The total number of questionnaires distributed from July 1st to August 31st to restaurant customers who are Seoul residents and have experienced Japanese restaurant (sushi counter) located in Seoul area was 299 copies, out of which 280 copies(93.6%) were used for the final analysis. The result showed that, among customer contact services at the sushi counters, Reliability and Empathy factors had statistically significant differences in customer satisfaction while Tangibles, Responsiveness, and Assurance factors did not have any significant differences in customer satisfaction. Second, Reliability and Empathy factors showed to have statistically significant differences in revisit intentions while Tangibles, Responsiveness, and Assurance factors did not. Third, customer satisfaction was found to have significant differences in revisit intentions. The result showed that the more satisfied the customers were, the more likely they were to revisit. Therefore, the various methods to enhance the service quality at sushi counters should be devised. It is required for restaurateurs who operate Japanese restaurants to focus more on three aspects; improving service quality level by chef’s focusing on each customer, strengthening service education to increase Reliability, and developing new ingredients for customers’ better experience.
Abstract
This study, which surveyed customers who reside in Seoul and have experienced services in five-star hotels and their Japanese restaurants, is to analyze the factors affecting customer satisfaction and their revisit intentions caused by Sushi Counter Chef's customer contact services. To identify what is the most important part among the factors of the chef’s service, the SERVQUAL service quality measurement method by PZB (1998) was used. The total number of questionnaires distributed from July 1st to August 31st to restaurant customers who are Seoul residents and have experienced Japanese restaurant (sushi counter) located in Seoul area was 299 copies, out of which 280 copies(93.6%) were used for the final analysis. The result showed that, among customer contact services at the sushi counters, Reliability and Empathy factors had statistically significant differences in customer satisfaction while Tangibles, Responsiveness, and Assurance factors did not have any significant differences in customer satisfaction. Second, Reliability and Empathy factors showed to have statistically significant differences in revisit intentions while Tangibles, Responsiveness, and Assurance factors did not. Third, customer satisfaction was found to have significant differences in revisit intentions. The result showed that the more satisfied the customers were, the more likely they were to revisit. Therefore, the various methods to enhance the service quality at sushi counters should be devised. It is required for restaurateurs who operate Japanese restaurants to focus more on three aspects; improving service quality level by chef’s focusing on each customer, strengthening service education to increase Reliability, and developing new ingredients for customers’ better experience.
참고문헌 (42)
- 김광지, "외식산업의 서비스품질과 관계혜택이 만족, 전환장벽과 재구매의도에 미치는 영향에 관한 연구 : 고객특성의 조절역할을 중심으로", 박사, 호텔ㆍ관광ㆍ외식경영학, pp.2009
- 김기영, "외식상품학의 학제적 접근방법 연구", Culinary Science & Hospitality Research, 13(1), pp.212~223 (2007), (사)한국조리학회[DOI]
- 김보성, "외식 고객의 품질지각이 고객행동에 미치는 영향에 관한 연구 : 서울지역 일식당을 중심으로", 석사, 관광경영학, pp.2006
- 김정수, "서비스 품질이 고객 가치, 고객만족, 행동의도에 미치는 영향: 중식 레스토랑을 중심으로", 관광레저연구, 26(5), pp.155~176 (2014), (사)한국관광레저학회
- 박계영, "호텔 일식 레스토랑 세트메뉴의 선호도 연구 : 광주·전남지역 4개 관광호텔을 중심으로", 석사, 외식조리관리학, pp.2004
- 방승윤, "외식산업 서비스품질이 기업이미지와 재방문의도 및 구전효과에 미치는 영향 : Kano 모델을 중심으로", 석사, 마케팅, pp.2010
- 서대섭, "외식종사원의 서비스관계혜택에 의한 관계품질이 고객행동에 미치는 영향 : 일식당스시카운터를 중심으로", 석사, 외식조리관리학과 외식조리관리전공, pp.2013
- 서상원, "호텔 뷔페 레스토랑의 메뉴선택속성이 고객만족 및 고객 재방문의도에 미치는 영향에 관한 연구", 관광경영연구, 19(4), pp.181~201 (2015), 관광경영학회
- 손정민, "중요도-만족도 분석을 활용한 일식레스토랑의 차별화 전략에 관한 사례 연구", 석사, 외식산업경영전공, pp.2013
- 손정민, "일식레스토랑 서비스품질 측정을 위한 다문항 척도 개발에 관한 연구", 박사, pp.2016
- 신동훈, "태권도체육관의 고객접점 서비스, 서비스 질과 고객만족과의 관계", 석사, 스포츠경영학, pp.2008
- 안효주, "SERVPERF를 활용한 일식레스토랑의 서비스품질 측정 도구 개발에 관한 비교 연구", 박사, 외식벤처창업경영, pp.2007
- 오인숙, "개인의 가치소비가 레스토랑 선택속성에 따라 고객만족에 미치는 영향", 박사, pp.2017
- 유시정, "라이프 스타일이 서비스 품질에 미치는 영향", 한국품질경영학회지, 4(4), pp.619~635 (2000)
- 이동규, "홈트레이딩시스템의 품질요인이 고객충성도에 미치는 영향", 박사, 회계학, pp.2011
- 임택수, "외식업체의 서비스 품질이 고객만족과 재방문 의도에 미치는 영향에 관한 연구", 석사, 조리학, pp.2010
- 전경철, "관광호텔 일식레스토랑 메뉴의 표준양목표에 관한 연구 : 서울시내 특1급 호텔을 중심으로", 석사, 외식산업경영, pp.2002
- 전인순, "한식당 서비스품질과 서비스가치에 대한 외래 관광객 반응 연구", 호텔경영학연구, 16(5), pp.185~200 (2007), 한국호텔외식관광경영학회
- 전진우, "외식업체 물리적 환경이 고객만족, 구전 및 재방문 의도에 미치는 영향", 석사, 외식산업학, pp.2010
- 전체구, "호텔서비스 품질에 대한 소비자 만족도가 재구매 의도 및 가격 애용성에 미치는 영향 연구", 석사, pp.1998
- 정봉구, "특급호텔 연회장의 서비스스케이프가 고객만족 및 재방문의도에 미치는 영향 : 호텔 신뢰의 조절효과를 중심으로", 박사, 호텔관광학과 호텔경영학전공, pp.2013
- 조희선, "관광호텔 일식당 판매 활성화 방안에 관한 연구 : 서울시내 3개 특2등급 호텔 일식 레스토랑 사례를 중심으로", 석사, 호텔경영, pp.2009
- 최동국, "외식업체의 로스리더 마케팅 요인과 브랜드 태도, 재방문 의도 관계: 브랜드 태도의 매개효과와 브랜드 신뢰의 조절효과를 중심으로", Culinary Science & Hospitality Research, 23(7), pp.112~128 (2017), (사)한국조리학회[DOI]
- 최병창, "한식당의 선택속성, 고객만족, 재방문의도 간의 구조관계 연구", 관광연구, 29(6), pp.273~290 (2015), 대한관광경영학회
- 최상원, "스포츠센터 고객접점서비스와 고객만족, 전환장벽 및 재구매의 관계", 박사, 체육학과, pp.2013
- 최원영, "일식 레스토랑의 서비스 품질평가에 관한 연구", Culinary Science &Hospitality Research, 8(3), pp.91~106 (2002)
- 최현주, "서비스공정성과 고객접점서비스가 고객 불량행동 의도에 미치는 영향", 석사, 경영학, pp.2010
- Birner, "Servicecape: The impact of physical surroundings on customer and employees", Journal of Marketing, 56, pp.57~71 (1992)
- Cronin, J. J., "Measuring Service Quality: A Reexamination and Extension", Journal of Marketing, 56(3), pp.55~68 (1992)
- Jones, M. A., "Switching barriers and repurchase intentions in services", Journal of retailing, 76(2), pp.259~274 (2000)
- Martilla, J. A., "Importance-performance analysis", The journal of marketing, 41(1), pp.77~79 (1977)
- Parasuraman, A., "A Conceptual Model of Service Quality and Its Implications for Future Research", Journal Of Marketing, 49(4), pp.41~50 (1985)
- Parasuraman, A., "Servqual", Journal of Retailing, 64(1), pp.12~40 (1988)
- Rust, R. T., "Customer satisfaction, custumer retention, & Market share", Journal of Retailing, 69(2), pp.193~215 (1993)
- Patton, M., "Internationalizing LODGSERV as a measurement tool", Journal of Hospitality and Leisure Marketing, 2(2), pp.39~55 (1994)
- Stevens, P., "DINESERV: A Tool for Measuring Service Quality in Restaurant", The Cornell Hotel and Restaurant Administration Quarterly, 36(2) (1995)
- Shostack, G. L, "Planning the service encounter in the service encounter", ~ (1985)
- Solomon, M. R., "A role theory perspective on dyadic interactions: the service encounter", The Journal of Marketing, 49(1), pp.99~111 (1985)
- Teas, R. K, "Expectations, Performance Evaluation, and Consumers’ Perception of Quality", Jouranl of Marketing, 57(4), pp.18~34 (1993)
- Westbrook, R. A., "Value-Percept Disparity: An Alternative to the Disconfirmation of Expectation Theory of Consumer Satisfaction", Advances in Consumer Research, 10, pp.256~281 (1983)
- Walker, James. L, "Service encounter satisfaction:Conceptualized", Journal of ServiceMarketing, 9(1), pp.5~14 (1995)
- Oliver, R. L, "Whence consumer loyalty?", Journal of Marketing, 63(4), pp.33~44 (1999)