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TV에 방영된 맛집의 서비스품질이 지각된 가치와 신뢰 및 충성도에 미치는 영향

The Effect of Service Quality of Restaurants Aired on TV on Perceived Values, Trust and Loyalty

윤은주|최웅|이광옥
한국호텔리조트학회 (Korea Hotel & Resort Association)|2020.04|호텔리조트연구 (Journal of Hotel & Resort)|제19권 제2호|pp. 339-357

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참고문헌

키워드

Service QualityPerceived ValueTrustLoyalty
주제분류관광학

초록

This study conducted an empirical study to identify the relationship between the service quality of restaurants aired on TV and perceived value, trust and loyalty. The empirical study was conducted on the members who had eaten at the restaurant aired on TV among the members of four clubs, and a total of 300 questionnaires were used for empirical analysis. The collected data were analyzed by frequency analysis, reliability analysis, factor analysis and regression analysis using SPSS 22.0. The results of factor analysis, service quality was divided into physical environment, employee service, and food quality, and perceived value, trust, and loyalty were divided into a single dimension. The results of regression analysis are as follows. First, in the relationship between service quality and perceived value, food quality and employee service had a significant positive effect on perceived value. However, physical environment did not have a significant effect on perceived value. Second, in the relationship between service quality and trust, food quality, employee service, and physical environment had a significant positive effect on trust. Third, in the relationship between perceived value and trust, perceived value had a significant positive effect on trust, and fourth, perceived value had a significant positive effect on loyalty in the relationship between perceived value and loyalty. Fifth, trust has a positive effect on loyalty in the relationship between trust and loyalty.

Abstract

This study conducted an empirical study to identify the relationship between the service quality of restaurants aired on TV and perceived value, trust and loyalty. The empirical study was conducted on the members who had eaten at the restaurant aired on TV among the members of four clubs, and a total of 300 questionnaires were used for empirical analysis. The collected data were analyzed by frequency analysis, reliability analysis, factor analysis and regression analysis using SPSS 22.0. The results of factor analysis, service quality was divided into physical environment, employee service, and food quality, and perceived value, trust, and loyalty were divided into a single dimension. The results of regression analysis are as follows. First, in the relationship between service quality and perceived value, food quality and employee service had a significant positive effect on perceived value. However, physical environment did not have a significant effect on perceived value. Second, in the relationship between service quality and trust, food quality, employee service, and physical environment had a significant positive effect on trust. Third, in the relationship between perceived value and trust, perceived value had a significant positive effect on trust, and fourth, perceived value had a significant positive effect on loyalty in the relationship between perceived value and loyalty. Fifth, trust has a positive effect on loyalty in the relationship between trust and loyalty.

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