레스토랑 선택속성과 혁신적 이미지가 지각된 가치와 고객만족 및 충성도에 미치는 영향 - 프렌치・한식 파인다이닝 음식유형 사이의 조절효과를 중심으로 -
The Effect of Selection Attributes and Innovative Image of Restaurant on Perceived Value, Satisfaction, and Loyalty - A Test of the Moderating Effect of the Food Types between French and Korean Fine-dining -
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
In 2017, since Michelin Guide gave the initial stars to Seoul's 24 fine-dining restaurants, public interest regarding fine-dining restaurant was immediately increased. Among these 24 fine-dining restaurants, majority restaurants are characterized by either Korean, Innovative, Korean contemporary, or French Contemporary restaurants. This initial categorization is too subjective, and the criteria was difficult to understand unless customers had visited the starred restaurants. Therefore, the main purpose this study was to simplify these vague categories and to verify the moderating effect between French and Korean fine-dining restaurants by respondents' choice. The test of two different food types validated that there were 4 significantly different paths between two groups. This multi group analysis provided different strategies for each two different type of fine-dining restaurants. The result indicates crucial variables needed to be carefully focused to attract more customers and make them to revisit.
Abstract
In 2017, since Michelin Guide gave the initial stars to Seoul's 24 fine-dining restaurants, public interest regarding fine-dining restaurant was immediately increased. Among these 24 fine-dining restaurants, majority restaurants are characterized by either Korean, Innovative, Korean contemporary, or French Contemporary restaurants. This initial categorization is too subjective, and the criteria was difficult to understand unless customers had visited the starred restaurants. Therefore, the main purpose this study was to simplify these vague categories and to verify the moderating effect between French and Korean fine-dining restaurants by respondents' choice. The test of two different food types validated that there were 4 significantly different paths between two groups. This multi group analysis provided different strategies for each two different type of fine-dining restaurants. The result indicates crucial variables needed to be carefully focused to attract more customers and make them to revisit.
참고문헌 (51)
- 강진희, "김영란법에 대한 기대가 외식소비심리와 구매의도에 미치는 영향", 관광연구저널, 31(1), pp.151~165 (2017), 한국관광연구학회[DOI]
- 김주연, "테마 레스토랑의 물리적 환경과 인적 서비스가 고객이 느끼는 감정 및 행동의도에 미치는 영향", 관광연구저널, 21(2), pp.91~107 (2007), 한국관광연구학회
- 김지형, "레스토랑 선택속성과 혁신적 이미지가 지각된 가치와 고객만족 및 행동의도에 미치는 영향: 서울의 파인다이닝 레스토랑을 중심으로", 관광레저연구, 31(8), pp.269~289 (2019), (사)한국관광레저학회
- 김현영, "외식상황과 자기감시성에 따른 레스토랑 선택속성 중요도 차이연구: 파인다이닝 레스토랑 외식상황을 중심으로", 호텔관광연구, 18(2), pp.198~220 (2016), 한국호텔관광학회
- 동아비지니스리뷰, "'신기한 체험'이 고품격 식당 경쟁력, 가성비와 와인의 힘에 주목하라", 258(1), pp.102~112 (2018)
- 박광식, "기내 서비스와 추천에 있어 가성비의 조절효과", 예술인문사회 융합 멀티미디어 논문지, 7(2), pp.57~66 (2017), 사단법인 인문사회과학기술융합학회[DOI]
- 박인규, "커피전문점의 인적서비스품질이 지각된 가치, 가격공정 성, 행동의도에 미치는 영향에 관한 연구", 호텔리조트연구, 19(2), pp.229~248 (2020), 한국호텔리조트학회
- 우종필, "우종필 교수의 구조방정식모델 개념과 이해" (2012), 한나래
- 장수청, "한식 및 한식당 고유 특성의 미국 소비자에 대한 영향 연구", pp.463~495 (2010), 율촌재단
- 조민호, "호텔 레스토랑 선택속성과 고객만족에 관한 연구", 외식경영연구, 10(4), pp.95~112 (2007), 한국외식경영학회
- 주영하, "조선요리옥의 탄생:안순환과 명월관", 동양학, (50), pp.141~162 (2011), 동양학연구원[DOI]
- 최웅, "한식레스토랑의 물리적 환경이 고객가치와 충성도에 미치는 영향", 호텔리조트연구, 15(4), pp.443~464 (2016), 한국호텔리조트학회
- 최웅, "한식레스토랑 서비스품질이 고객만족과 행동의도에 미치는 영향: 방한 중국인 관광객을 중심으로", 호텔리조트연구, 14(3), pp.225~245 (2015), 한국호텔리조트학회
- "① “돈 받고 미쉐린 별 달아주나?”…'컨설팅 장사 의혹' 최초 확인" (2019)[URL]
- 허준, "허준의 쉽게 따라하는 구조방정식 모형" (2013), 한나래
- "국내 파인다이닝의 계보를 읽다 ①파인다이닝의 태동" (2016)[URL]
- Andreassen, T. W., "Customer loyalty and complex services : The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise", International Journal of service Industry management, 9(1), pp.7~23 (1998)
- Ban, V., "Analysis of the upscale", Fine dining sector in the restaurant industry, 2012
- Barnes Reports, "U.S. industry & market outlook" (2006), C. Barnes & Co
- Beardsworth, A., "Late modernity and the dynamics of quasification : the case of the themed restaurant", The Sociological Review, 47(2), pp.228~257 (1999)
- Boulding, W., "A dynamic process model of service quality : from expectations to behavioral intentions", Journal of Marketing Research, 30(1), pp.7~27 (1993)
- Cohen, E., "Authenticity and commoditization in tourism", Annals of Tourism Research, 15(3), pp.371~386 (1988)
- Cronin, J. J., "Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments", Journal of Retailing, 76(2), pp.193~218 (2000)
- Fornell, C., "Evaluating structural equation models with un observable variables and measurement error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- Hair, J. F., "Multivariate data analysis 7" (2010)
- Han, H., "The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry", Journal of Hospitality & Tourism Research, 33(4), pp.487~510 (2009)
- Harrington, R. J., "The wine and food pairing process : Using culinary and sensory perspectives", Journal of Culinary Science & Technology, 4(1), pp.101~112 (2005)
- Harrington, R. J., "Fine-dining restaurant selection : Direct and moderating effects of customer attributes", Journal of Foodservice Business Research, 14(3), pp.272~289 (2011)
- Horng, J. S., "Creativity, aesthetics and eco-friendliness : A physical dining environment design synthetic assessment model of innovative restaurants", Tourism Management, 36, pp.15~25 (2013)
- Hwang, J., "The impact of nostalgia triggers on emotional responses and revisit intentions in luxury restaurants : The moderating role of hiatus", International Journal of Hospitality Management, 33, pp.250~262 (2013)
- Hwang, J., "The antecedents and consequence of consumer attitudes toward restaurant brands : A comparative study between casual and fine dining restaurants", International Journal of Hospitality Management, 32, pp.121~131 (2013)
- Hwang, J., "Business dynamics of on-premise wine trade : cases from South Korea", International Journal of Wine Business Research, 27(3), pp.239~254 (2015)
- Jang, S. S., "Perceived quality, emotions, and behavioral intentions : Application of an extended Mehrabian : Russell model to restaurants", Journal of Business Research, 62(4), pp.451~460 (2009)
- Jin, N., "Predictors and outcomes of perceived image of restaurant innovativeness in fine-dining restaurants", Journal of Hospitality Marketing & Management, 24(5), pp.457~485 (2015)
- Jin, N., "Examining the impact of consumer innovativeness and innovative restaurant image in upscale restaurants", Cornell Hospitality Quarterly, 57(3), pp.268~281 (2016)
- Kotler, P., "Marketing for hospitality and tourism" (2009), Prentice Hall
- Kwun, D. J. W., "Effects of campus foodservice attributes on perceived value, satisfaction, and consumer attitude : A gender-difference approach", International Journal of Hospitality Management, 30(2), pp.252~261 (2011)
- Lewis, R. C., "Restaurant advertising-appeals and consumers intentions", Journal of Advertising Research, 21(5), pp.69~74 (1981)
- Namkung, Y., "Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions", Journal of Hospitality & Tourism Research, 31(3), pp.387~409 (2007)
- "2006 U.S. industry & market outlook" (2007)[URL]
- Ryu, K., "Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants : Moderating role of perceived price", Journal of Hospitality & Tourism Research, 34(3), pp.310~329 (2010)
- Ryu, K., "The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions", International Journal of Hospitality Management, 27(3), pp.459~469 (2008)
- Ryu, K., "DINESCAPE : A scale for customers' perception of dining environments", Journal of Foodservice Business Research, 11(1), pp.2~22 (2008)
- Ryu, K., "The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions", International Journal of Contemporary Hospitality Management, 24(2), pp.200~223 (2012)
- Semeijn, J., "Consumer evaluations of store brands : effects of store image and product attributes", Journal of Retailing and Consumer Services, 11(4), pp.247~258 (2004)
- Taylor, S. A., "An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions", Journal of Retailing, 70(2), pp.163~178 (1994)
- Tlapa, C. A., "The 2011 restaurant, food & beverage market research handbook" (2011), Richard K Miller & Associates
- Walker, J. R., "Introduction to hospitality" (2016), Pearson Higher Ed
- Wang, N., "Rethinking authenticity in tourism experience", Annals of Tourism Research, 26(2), pp.349~370 (1999)
- Westbrook, R. A., "Intrapersonal affective influences on consumer satisfaction with products", Journal of Consumer Research, 7(1), pp.49~54 (1980)
- Zeithaml, V. A., "Consumer perceptions of price, quality, and value : a means-end model and synthesis of evidence", The Journal of Marketing, 52(3), pp.2~22 (1988)
