한식 뷔페 레스토랑의 서비스품질과 음식품질이 지각된 가치, 고객만족, 고객충성도에 미치는 영향
The effect of Service Quality, Food Quality on Perceived Value, Customer Satisfaction, Customer Loyalty in Korean Buffet Restaurant
0
조회
0
다운로드
53
인용
0
참고문헌
초록
This study was conducted in order to promote qualitative and consistent growth of Korean buffet restaurant. This study aimed at examining the interrelationships among service quality, food quality, perceived value, customer satisfaction and customer loyalty in Korean buffet restaurant. Also this study examined the moderating effects of perceived value of competitor on customer satisfaction and loyalty as the environment changes rapidly. The findings of this study were based on SPSS 21.0 of a convenience sample of 169 respondents. The results demonstrated that service quality and food quality had positive effects on perceived value. Also, perceived value significantly affected customer satisfaction and customer loyalty. Lastly, the moderating effects of perceived value of competitor on the association of perceived value and customer satisfaction and loyalty were not significant. The results indicated that Korean buffet restaurants should focus primarily on service quality, food quality, and perceived value. Finally, practical implications and suggestions for future research were discussed.
Abstract
This study was conducted in order to promote qualitative and consistent growth of Korean buffet restaurant. This study aimed at examining the interrelationships among service quality, food quality, perceived value, customer satisfaction and customer loyalty in Korean buffet restaurant. Also this study examined the moderating effects of perceived value of competitor on customer satisfaction and loyalty as the environment changes rapidly. The findings of this study were based on SPSS 21.0 of a convenience sample of 169 respondents. The results demonstrated that service quality and food quality had positive effects on perceived value. Also, perceived value significantly affected customer satisfaction and customer loyalty. Lastly, the moderating effects of perceived value of competitor on the association of perceived value and customer satisfaction and loyalty were not significant. The results indicated that Korean buffet restaurants should focus primarily on service quality, food quality, and perceived value. Finally, practical implications and suggestions for future research were discussed.
참고문헌 (63)
- 김기영, "한식뷔페 선택속성이 고객만족과 고객충성도에 미치는 영향", 한국관광연구학회 2015년 추계 정기학술대회 발표논문, pp.283~300 (2015)
- 김성태, "항공사의 지각된 가격 및 서비스품질과 고객만족, 신뢰, 이미지, 행동의도 영향관계 연구", 관광경영연구, 17(3), pp.39~62 (2013), 관광경영학회
- 김희수, "물리적 환경, 점포이미지와 점포충성도의 관계 연구 - 패밀리 레스토랑과 프랜차이즈 한식당의 차이 비교 -", 관광경영연구, 17(4), pp.141~166 (2013), 관광경영학회
- 경향신문, "골목상권 잠식하는 대기업 한식 뷔페 부상", ~ (2015)
- "계절밥상 홈페이지"[URL]
- 나정기, "외식산업의 이해" (2013), 백산출판사
- 노은정, "대형마트의 서비스품질이 지각된 가치를 매개로 점포충성도에 미치는 영향에 관한 연구-경쟁사 지각된 가치의 조절효과를 중심으로-", 유통경영학회지, 13(2), pp.49~76 (2010), 한국유통경영학회
- 이연주, "한식 뷔페 레스토랑의 서비스품질이 고객만족과 충성도에 미치는 영향", 석사, pp.2015
- "올반 홈페이지"[URL]
- 매일경제, "2015년 창업시장 결산 - 풀잎채 등 한식뷔페 부상", ~ (2015)
- 박기홍, "레스토랑의 서비스와 음식 품질에 대한 지각된 가치와 고객 반응간의 관계 연구", 한국조리학회지, 15(2), pp.70~83 (2009), 한국조리학회
- 박효진, "레스토랑의 서비스 품질이 고객의 감정적 가치, 인지적 가치, 만족도 및 충성도에 미치는 영향: 캐주얼 레스토랑을 중심으로", 외식경영연구, 17(5), pp.133~156 (2014), 한국외식경영학회
- 백미영, "유통업체의 서비스 품질이 고객가치와 고객만족 및 구전의도에 미치는 영향", 서비스경영학회지, 8(2), pp.79~103 (2007), 한국서비스경영학회
- 서상원, "호텔 뷔페 레스토랑의 메뉴선택속성이 고객만족 및 고객 재방문의도에 미치는 영향에 관한 연구", 관광경영연구, 19(4), pp.181~201 (2015), 관광경영학회
- AMOS 통계분석방법, "SPSS", pp.2011, 송지준
- 안희정, "저가항공사 서비스품질과 서비스가치 및 고객충성도의 관계에 관한 연구", 관광경영연구, 18(1), pp.163~186 (2014), 관광경영학회
- 유양호, "호텔레스토랑의 판매촉진 메뉴품질이 지각된 가치, 신뢰, 관계지속의도에 미치는 영향", 관광경영연구, 18(1), pp.243~263 (2014), 관광경영학회
- 윤관식, "요즘 외식업계 키워드는 한식뷔페…맛·건강·가격 ‘3박자’ 인기", 매경이코노미. 1785호, ~ (2014)
- 이선령, "패스트 푸드점 이용고객의 지각된 가치가고객만족 및 재방문의도에 미치는 영향 - 외식관여도 수준에 따른 차이 -", 한국조리학회지, 19(3), pp.18~32 (2013), 한국조리학회
- 이준재, "호텔 레스토랑 다인스케이프(DINESCAPE)가 VIP회원의 지각된 고객가치, 장기적 관계유지의도에 미치는 영향", 관광레저연구, 24(2), pp.101~118 (2012), (사)한국관광레저학회
- "자연별곡 홈페이지"[URL]
- 전인순, "한식당 서비스품질과 서비스가치에 대한 외래 관광객 반응 연구", 호텔경영학연구, 16(5), pp.185~200 (2007), 한국호텔외식관광경영학회
- "조선일보"[URL]
- 제갈창균, "골목상권 울리는 한식뷔페 대기업은 품격지켜라", 신동아 동아일보사, ~ (2015)
- "풀잎채 홈페이지"[URL]
- Anderson, E. W., "Customer satisfaction, market share, and profitability : Findings from Sweden", The Journal of Marketing, pp.53~66 (1994)
- Baker, D. A., "Quality, satisfaction and behavioral intentions", Annals of tourism research, 27(3), pp.785~804 (2000)
- Barber, N., "Enhancing the assessment of tangible service quality through the creation of a cleanliness measurement scale", Measuring Service Quality, 20(1), pp.46~69 (2010)
- Barber, N., "Restaurant consumers repeat patronage : A service quality concern", International Journal of Hospitality Management, 30(2), pp.329~336 (2011)
- Bienstock, C., "Organizational citizenship behavior and service quality", Journal of Services Marketing, 17(4), pp.357~378 (2003)
- Caruana, A., "Service quality and satisfaction-the moderating role of value", European Journal of marketing, 34(11, pp.12) (2000), 1338~1353
- Chow, I. H. S., "Service quality in restaurant operations in China : Decision-and experiential-oriented perspectives", International Journal of Hospitality Management, 26(3), pp.698~710 (2007)
- Clark, M. A., "Consumer loyalty in the restaurant industry-a preliminary exploration of the issues", International Journal of Contemporary Hospitality Management, 10(4), pp.139~144 (1998)
- 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)
- Grönroos, C, "A service quality model and its marketing implications", European Journal of marketing, 18(4), pp.36~44 (1984)
- Grönroos, C, "Value‐driven relational marketing : from products to resources and competencies", Journal of marketing management, 13(5), pp.407~419 (1997)
- Ha, J., "Effects of service quality and food quality : The moderating role of atmospherics in an ethnic restaurant segment", International Journal of Hospitality Management, 29(3), pp.520~529 (2010)
- Hartline, M. D., "Employee performance cues in a hotel service environment : Influence on perceived service quality, value, and word-of-mouth intentions", Journal of Business Research, 35(3), pp.207~215 (1996)
- Jacoby, J., "Brand loyalty: Measurement and management" (1978)
- Jensen, H. R, "The interrelationship between customer and consumer value", Asia Pacific Advances in Consumer Research, 2, pp.60~63 (1996)
- MacLaurin, D. J., "Customer perceptions of Singapore's theme restaurants", The Cornell Hotel and Restaurant Administration Quarterly, 41(3), pp.75~76 (2000)
- McDougall, G. H., "Customer satisfaction with services : putting perceived value into the equation", Journal of services marketing, 14(5), pp.392~410 (2000)
- Mattila, A. S, "Emotional bonding and restaurant loyalty", The Cornell Hotel and Restaurant Administration Quarterly, 42(6), pp.73~79 (2001)
- 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)
- Oliver, R. L, "Satisfaction : A behavioral Perspective on the Consumer", pp.460~469 (1997), McGraw-Hill Co
- Oyewole, P, "Multiattribute dimensions of service quality in the all-you-can-eat buffet restaurant industry", Journal of Hospitality Marketing & Management, 22(1), pp.1~24 (2013)
- Parasuraman, A., "Servqual", Journal of retailing, 64(1), pp.12~40 (1988)
- Ping, R. A, "The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect", Journal of retailing, 69(3), pp.320~352 (1993)
- Raajpoot, N. A, "TANGSERV : A multiple item scale for measuring tangible quality in foodservice industry", Journal of Foodservice Business Research, 5(2), pp.109~127 (2002)
- Rust, R. T., "Return on marketing : Using customer equity to focus marketing strategy", Journal of marketing, 68(1), pp.109~127 (2004)
- Ryu, K., "The effect of environmental perceptions on behavioral intentions through emotions : The case of upscale restaurants", Journal of Hospitality &Tourism Research, 31(1), pp.56~72 (2007)
- 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)
- Sheth, J. N., "Why we buy what we buy : a theory of consumption values", Journal of business research, 22(2), pp.159~170 (1991)
- Sirohi, N., "A model of consumer perceptions and store loyalty intentions for a supermarket retailer", Journal of retailing, 74(2), pp.223~245 (1998)
- Stevens, P., "DINESERV : a tool for measuring service quality in restaurants", Cornell Hotel and Restaurant Administration Quarterly, 36(2), pp.56~60 (1995)
- Sulek, J. M., "The relative importance of food, atmosphere, and fairness of wait the case of a full-service restaurant", Cornell Hotel and Restaurant Administration Quarterly, 45(3), pp.235~247 (2004)
- Sweeney, J. C., "Consumer perceived value : The development of a multiple item scale", Journal of retailing, 77(2), pp.203~220 (2001)
- 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)
- Weiss, R., "Customer satisfaction of theme restaurant attributes and their influence on return intent", Journal of Foodservice Business Research, 7(1), pp.23~41 (2005)
- Wu, H. C, "An empirical study of the effects of service quality, perceived value, corporate image, and customer satisfaction on behavioral intentions in the Taiwan quick service restaurant industry", Journal of Quality Assurance in Hospitality & Tourism, 14(4), pp.364~390 (2013)
- Yang, Z., "Customer perceived value, satisfaction, and loyalty : The role of switching costs", Psychology & Marketing, 21(10), pp.799~822 (2004)
- Zeithaml, V. A, "Consumer perceptions of price, quality, and value : a means-end model and synthesis of evidence", The Journal of marketing, pp.2~22 (1988)
- Zeithaml, V. A., "The nature and determinants of customer expectations of service", Journal of the academy of Marketing Science, 21(1), pp.1~12 (1993)
