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외식 프랜차이즈의 서비스 품질이지각된 가치와 재방문 의도에 미치는 영향

Impact of Food-Service Franchise’s Service Quality on Perceived Values and Revisit Intention

이필수|이용기|한인수
한국호텔리조트학회 (Korea Hotel & Resort Association)|2016.11|호텔리조트연구 (Journal of Hotel & Resort)|제15권 제4호|pp. 611-629

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키워드

Service Quality지각된 가치Perceived Value서비스품질Revisit IntentionFranchise재방문의도Food Service프렌차이즈푸드서비스
주제분류관광학

초록

Recently increased competition in food-service franchising industry has saturated the marketplace and has aroused food-service franchising management to be more creative and increase a competitive advantage. From this perspective, this study examined the impact of food-service franchisee’s service quality on perceived value and revisit intention. In this study, the service quality consists of three sub-dimensions, such as physical environments, menu, and service. And perceived value consists of hedonic and utilitarian value. In order to achieve research purposes, several hypotheses were developed. The data were collected from 300 respondents who visit franchisee store through online survey. After discarding 31 responses due to missing information, we had the final sample size of 269 respondents. The data were analyzed using frequency analysis, reliability test, confirmatory analysis, and structural equation modeling with SPSS and AMOS. The findings can be summarized as follow: First, menu had a positive impact on hedonic and utilitarian value. Second, physical environment and services had positive impacts on hedonic value, but did not impact on utilitarian value. Third, both hedonic and utilitarian value had a positive impact on revisit intention. At the end of this paper, theoretical and managerial implications were suggested.

Abstract

Recently increased competition in food-service franchising industry has saturated the marketplace and has aroused food-service franchising management to be more creative and increase a competitive advantage. From this perspective, this study examined the impact of food-service franchisee’s service quality on perceived value and revisit intention. In this study, the service quality consists of three sub-dimensions, such as physical environments, menu, and service. And perceived value consists of hedonic and utilitarian value. In order to achieve research purposes, several hypotheses were developed. The data were collected from 300 respondents who visit franchisee store through online survey. After discarding 31 responses due to missing information, we had the final sample size of 269 respondents. The data were analyzed using frequency analysis, reliability test, confirmatory analysis, and structural equation modeling with SPSS and AMOS. The findings can be summarized as follow: First, menu had a positive impact on hedonic and utilitarian value. Second, physical environment and services had positive impacts on hedonic value, but did not impact on utilitarian value. Third, both hedonic and utilitarian value had a positive impact on revisit intention. At the end of this paper, theoretical and managerial implications were suggested.

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