자아이미지 일치성과 기능적 일치성이 고객만족과 신뢰에 미치는 영향 - 외식 사회적 기업 이용고객을 중심으로-
A Study on the Influence of Self-Image and Functional Conformity on the Satisfaction and Reliability of Customers
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The purpose of this study is to identify how self-image and functional conformity reflecting characteristics of food service social enterprises influence on the satisfaction and reliability of customers and to provide implication in a perspective of marketing for a long-term and stable management of food service social enterprises. The summary of analysis results in this study is as follows. As a result, corresponding to the original postulation, two hypotheses named H1 and H2 in short in this study have been analyzed confirming that both an image of food service social enterprises and 'self-image conformity' of customers significantly and positively influenced on the satisfaction and reliability of customers. In addition, concurring in the original position, another two hypotheses named H3 and H4 have been tested representing that 'functional conformity' of expectation level of customers and functional outcomes from products and services of food service social enterprises significantly and positively influenced on the satisfaction and reliability of customers on social enterprises. The last hypothesis H5 formed on the relationship between satisfaction and reliability of customers by postulating that 'customer satisfaction positively influences on the reliability' has been rejected. This is regarded to be contrary to what has been resulted from preceding researches.
Abstract
The purpose of this study is to identify how self-image and functional conformity reflecting characteristics of food service social enterprises influence on the satisfaction and reliability of customers and to provide implication in a perspective of marketing for a long-term and stable management of food service social enterprises. The summary of analysis results in this study is as follows. As a result, corresponding to the original postulation, two hypotheses named H1 and H2 in short in this study have been analyzed confirming that both an image of food service social enterprises and 'self-image conformity' of customers significantly and positively influenced on the satisfaction and reliability of customers. In addition, concurring in the original position, another two hypotheses named H3 and H4 have been tested representing that 'functional conformity' of expectation level of customers and functional outcomes from products and services of food service social enterprises significantly and positively influenced on the satisfaction and reliability of customers on social enterprises. The last hypothesis H5 formed on the relationship between satisfaction and reliability of customers by postulating that 'customer satisfaction positively influences on the reliability' has been rejected. This is regarded to be contrary to what has been resulted from preceding researches.
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