한식 레스토랑의 음식품질이 고객만족과 충성도에 미치는 영향 - 광주·전라지역을 중심으로 -
The Effects of the Food Quality of Korean Restaurants on Customer Satisfaction and Loyalty - Focused on Gwangju·Jeolla Area -
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초록
This study was conducted to find out the effects of the food quality of Korean restaurants on customer satisfaction and loyalty. For the study, a total of 210 questionnaires were distributed to the customers who visited Korean restaurants in Gwangju · Jeolla area and 198 valid samples were analyzed. SPSS 22.0 was used for frequency analysis, factor analysis, reliability analysis, and regression analysis. The food quality of Korean restaurants was divided into the four following factors: 1) nutrition, 2) hygiene, 3) convenience, and 4) sense. The results showed that nutrition and sense had significant effects on both customer satisfaction and loyalty. Hygiene had a significant influence only on customer satisfaction, while convenience affected loyalty. And customer satisfaction had a significant effect on loyalty. Based on the results, it is important to have a competitive advantage in the rapidly changing dining environment by providing differentiated and high-quality food and establishing positive and long-term relationships with customers. In addition, it is important for Korean restaurants to control sanitary thoroughly and to develop easy-to-eat and easy-to-packfoods in order to adapt to changing dining environment and to meet the needs of consumers.
Abstract
This study was conducted to find out the effects of the food quality of Korean restaurants on customer satisfaction and loyalty. For the study, a total of 210 questionnaires were distributed to the customers who visited Korean restaurants in Gwangju · Jeolla area and 198 valid samples were analyzed. SPSS 22.0 was used for frequency analysis, factor analysis, reliability analysis, and regression analysis. The food quality of Korean restaurants was divided into the four following factors: 1) nutrition, 2) hygiene, 3) convenience, and 4) sense. The results showed that nutrition and sense had significant effects on both customer satisfaction and loyalty. Hygiene had a significant influence only on customer satisfaction, while convenience affected loyalty. And customer satisfaction had a significant effect on loyalty. Based on the results, it is important to have a competitive advantage in the rapidly changing dining environment by providing differentiated and high-quality food and establishing positive and long-term relationships with customers. In addition, it is important for Korean restaurants to control sanitary thoroughly and to develop easy-to-eat and easy-to-packfoods in order to adapt to changing dining environment and to meet the needs of consumers.
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