레스토랑 방문 고객이 지각하는 다른 고객들에 관한 연구: 스시 오마카세 중심
A study on restaurant visitors’ perceptions of other customers-Focusing on sushi omakase-
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This study examines the validity and reliability of the concept of Other Customer Perceptions (OCP) in the context of Omakase restaurants, which are high-end Japanese restaurants specializing in sushi, where the menu is left to the discretion of the chef and operates in a bar-style setting. In such restaurants, customers sit side by side, creating an environment where they can be influenced by other customers. Using SPSS and AMOS, a total of 251 questionnaires were collected and analyzed. The results showed that the sub-elements of OCP, specifically the physical appearance and appropriate behavior of other customers, significantly impact the restaurant's image. Additionally, three hypotheses regarding the relationships between restaurant image, customer attachment, and word-of-mouth intention were analyzed. The findings revealed positive relationships in all three cases: restaurant image positively influences customer attachment, restaurant image positively influences word-of-mouth intention, and customer attachment positively influences word-of-mouth intention. These results suggest that the concept of OCP, previously studied in various contexts, can be academically extended to the dining industry. This study provides valuable insights for practitioners in luxury service environments, emphasizing the importance of managing customer perceptions to enhance overall restaurant image, foster customer attachment, and encourage positive word-of-mouth. It highlights the significant role of other customers' appearance and behavior in shaping dining experiences and lays the groundwork for future research and practical applications in customer management strategies within the luxury service sector.
Abstract
This study examines the validity and reliability of the concept of Other Customer Perceptions (OCP) in the context of Omakase restaurants, which are high-end Japanese restaurants specializing in sushi, where the menu is left to the discretion of the chef and operates in a bar-style setting. In such restaurants, customers sit side by side, creating an environment where they can be influenced by other customers. Using SPSS and AMOS, a total of 251 questionnaires were collected and analyzed. The results showed that the sub-elements of OCP, specifically the physical appearance and appropriate behavior of other customers, significantly impact the restaurant's image. Additionally, three hypotheses regarding the relationships between restaurant image, customer attachment, and word-of-mouth intention were analyzed. The findings revealed positive relationships in all three cases: restaurant image positively influences customer attachment, restaurant image positively influences word-of-mouth intention, and customer attachment positively influences word-of-mouth intention. These results suggest that the concept of OCP, previously studied in various contexts, can be academically extended to the dining industry. This study provides valuable insights for practitioners in luxury service environments, emphasizing the importance of managing customer perceptions to enhance overall restaurant image, foster customer attachment, and encourage positive word-of-mouth. It highlights the significant role of other customers' appearance and behavior in shaping dining experiences and lays the groundwork for future research and practical applications in customer management strategies within the luxury service sector.
참고문헌 (60)
- 구원일, "소셜미디어 관광정보의 신뢰가 지각된 위험과 관광지이미지 및 구매의도에 미치는 영향", 한국외식산업학회지, 20(3), pp.183~197 (2024)
- 권희정, "호텔 내 레스토랑의 물리적 환경을 통한 이미지가 레스토랑의 만족도와 재방문의도, 호텔의 이미지와 숙박의도에 미치는 영향에 대한 연구", 관광레저연구, 26(2), pp.105~122 (2014)
- 김기영, "광주, 전남지역 호텔 일식 레스토랑의 세트 메뉴 분석", Culinary Science &Hospitality Research, 10(2), pp.121~134 (2004)
- 김진옥, "문화적 유사성이 K-pop 인식, 국가이미지, 및 방문의도에 미치는 구조적 관계 분석", 관광학연구, 38(1), pp.223~247 (2014)
- 김보성, "소비자의 스시(寿司)맛 선호요인에 관한 연구", 주관성 연구, (19), pp.179~191 (2009)
- 김성혁, "호텔 레스토랑의 물리적 환경지각이 감정반응, 고객만족, 재구매 의도 및 추천의도에 미치는 영향", 관광연구, 23(4), pp.81~99 (2009)
- 김윤정, "패션 점포 내 판매원과 다른 고객에 대한 신체적 매력과 자기이미지 일치효과", 한국의류학회지, 38(6), pp.783~795 (2014)
- 김윤희, "한국에서 일본어 ‘오마카세(お任せ)’사용에 대한 사회언어학적 일고찰", 사회언어학, 30(3), pp.27~55 (2022)
- "‘스강신청’하러 PC방 찾는 사람들…스시집인기 폭발" (2021)[URL]
- 서철현, "고객들이 지각하는 호텔여성종사원의 외모요인이 만족과 행동의도에 미치는 영향", 관광연구, 22(1), pp.57~76 (2007)
- "코로나19 속 한식·외국식·커피·베이커리 양극화 뚜렷" (2020)[URL]
- 배소혜, "레스토랑에서의 서빙로봇 이용 동기가 태도와 재방문 의도에 미치는 영향", 한국외식산업학회지, 19(6), pp.281~295 (2023)
- 안효정, "다른 고객들에 대한 인식이 럭셔리가치, 웰빙인식, 브랜드 자아개입과 프리미엄클래스지불의사에 미치는 영향력에 대한 탐색적 연구-연령, 소득수준, 이용빈도의 조절효과와 함께", 관광학연구, 39(6), pp.31~46 (2015)[DOI]
- 안효주, "일식 레스토랑의 고객만족과 충성도에 대한 서비스 품질에 관한 연구", 한국컴퓨터정보학회논문지, 9(2), pp.149~160 (2004)
- 염진철, "레스토랑의 물리적 환경과 브랜드이미지, 충성도의 관계연구", 관광연구, 30(7), pp.339~354 (2015)
- 이경희, "일식 오마카세 레스토랑의 선택속성이 지각된 가치, 추천의도에 미치는 영향: 명성의 조절효과를 중심으로", 석사, pp.2020
- 이정실, "가격할인이 브랜드 이미지, 브랜드 가치 그리고 구매의도에 미치는 영향 : 레스토랑을 중심으로", 관광레저연구, 30(10), pp.325~343 (2018)[DOI]
- 이정원, "스타벅스의 브랜드 이미지와 브랜드 애착이 브랜드 충성도에 미치는 영향", 한국외식산업학회지, 17(3), pp.321~329 (2021)[DOI]
- 임금정, "SNS에서 광고모델 유형, 광고형식에 따른 스포츠의류 구매의도에 미치는영향 : 상향사회비교성향의 조절효과", 한국체육과학회지, 30(4), pp.311~322 (2021)[DOI]
- 송주완, "Kano 모델을 이용한 외식업체서빙 로봇의 서비스 품질에 관한 연구", 한국외식산업학회지, 20(1), pp.133~143 (2024)
- 전경철, "일식레스토랑 고객의 선택속성이 판매촉진과 고객만족, 고객충성도에 미치는 영향", 외식경영연구, 8(3), pp.107~124 (2005)
- 전현모, "파인다이닝 레스토랑 이용 행태에 따른 물리적 환경 중요도와 고객 만족에 관한 연구", Culinary Science & Hospitality Research, 15(4), pp.172~186 (2009)[DOI]
- 정명보, "호텔 뷔페레스토랑의 물리적환경이 서비스품질과 고객만족 및 고객충성도에 미치는 영향 : 서울시내 특1 급 호텔을 대상으로", 관광연구, 25(3), pp.101~120 (2010)
- 조성호, "패밀리레스토랑의 물리적 환경이 감정반응과 고객충성도에 미치는 영향", 관광학연구, 34(1), pp.363~385 (2010)
- 채병숙, "호텔 일식당 메뉴관리와 레스토랑 이미지가 고객만족 및 재방문의도에 미치는 영향에 관한 연구", 외식경영연구, 10(4), pp.253~274 (2007)
- "2020년 상반기 고급음식점 카드 매출 데이터" (2020)[URL]
- "2020년 중 국내 지급결제동향" (2020)[URL]
- "2020년 국내 10대 트렌드" (2020)[URL]
- 현성협, "컨벤션 센터 방문객의 다른 고객들의 지각이 브랜드 고급화 형성에 미치는 영향-체면민감성의 조절효과", 관광학연구, 38(7), pp.143~169 (2014)
- 황진수, "카지노 산업에서 다른 고객들에 대한 소비자 자신의 인지가 후행변수 형성에 미치는 역할에 관한 연구 : 테이블 게임을 중심으로", 호텔리조트연구, 14(3), pp.325~340 (2015)
- Bacharach, S. B., "Organizational theories : Some criteria for evaluation", Academy of management review, 14(4), pp.496~515 (1989)
- Baker, J., "The influence of multiple store environment cues on perceived merchandise value and patronage intentions", Journal of marketing, 66(2), pp.120~141 (2002)
- Brocato, E. D., "Understanding the influence of cues from other customers in the service experience : A scale development and validation", Journal of retailing, 88(3), pp.384~398 (2012)[DOI]
- Butcher, K., "Differential impact of social influence in the hospitality encounter", International Journal of contemporary hospitality management, 17(2), pp.125~135 (2005)[DOI]
- Chanavat, N., "Sp onsor and sponsees interactions : Effects on con sumers’ perceptions of brand image, brand attachment, and purchasing intention", Journal of Sport Management, 23(5), pp.644~670 (2009)
- Chaudhuri, A., "The chain of effects from brand trust and brand affect to brand performance : the role of brand loyalty", Journal of marketing, 65(2), pp.81~93 (2001)[DOI]
- Erkmen, E., "Building brand relationship for restaurants : An examination of other customers, brand image, trust, and restaurant attributes", International Journal of Contemporary Hospitality Management, 31(3), pp.1469~1487 (2019)[DOI]
- Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error", Journal of marketing research, 18(1), pp.39~50 (1981)[DOI]
- Fournier, S., "Consumers and their brands : Developing relationship theory in consumer research", Journal of consumer research, 24(4), pp.343~373 (1998)[DOI]
- Gibson, J. J., "The Ecological Approach to Visual Perception" (1979), Houghton-Miffin Company
- Goffman, E, "Interaction ritual: Essays on face-to-face interaction", ~ (1967)
- Gómez-Suárez, M., "Brand experience and brand attachment as drivers of WOM in hospitality", Spanish Journal of Marketing-ESIC, 24(2), pp.231~246 (2020)[DOI]
- Hogg, M. A, "Social identity theory in contemporary social psychological theories", ~ (2006)
- Huang, W. H, "The impact of other-customer failure on service satisfaction", International Journal of Service Industry Management, 19(4), pp.521~536 (2008)[DOI]
- Hwang, j., "Understanding other customer perceptions in the private country club industry", Asia Pacific Journal of Tourism Research, 20(8), pp.875~896 (2015)[DOI]
- Hyun, S. S., "Luxury cruise travelers : Other customer perceptions", Journal of Travel Research, 54(1), pp.107~121 (2015)[DOI]
- Keller, K. L., "Conceptualizing, measuring, and managing customer-based brand equity", Journal of marketing, 57(1), pp.1~22 (1993)[DOI]
- Kotler, P., "Marketing management:Analysis, planning, implementation, and control (Vol. 9)" (1997), Prentice hall
- Lehtinen, U., "Two approaches to service quality dimensions", Service Industries Journal, 11(3), pp.287~303 (1991)[DOI]
- Line, N. D., "An expanded servicescape framework as the driver of place attachment and word of mouth", Journal of Hospitality & Tourism Research, 42(3), pp.476~499 (2018)[DOI]
- Martin, C. L., "Consumer-to-consumer relationships : satisfaction with other consumers' public behavior", Journal of Consumer Affairs, 30(1), pp.146~169 (1996)[DOI]
- McGrath, M. A., "Unacquainted influencers : when strangers interact in the retail setting", Journal of Business Research, 32(3), pp.261~272 (1995)[DOI]
- Meyer, R. D., "A re view and synthesis of situational strength in the organizational sciences", Journal of management, 36(1), pp.121~140 (2010)[DOI]
- Moore, R., "The impact of customer-to-customer interactions in a high personal contact service setting", Journal of Services Marketing, 19(7), pp.482~491 (2005)[DOI]
- Oliver, R. L., "A cognitive model of the anteced ents and consequences of satisfaction decisions", Journal of marketing research, 17(4), pp.460~469 (1980)[DOI]
- Park, C. W., "Brand attachment and brand attitude strength : Conceptual and empirical differentiation of two critical brand equity drivers", Journal of marketing, 74(6), pp.1~17 (2010)[DOI]
- Peng, N., "The effects of teppanyaki restaurant stimuli on diners’emotions and loyalty", International Journal of Hospitality Management, 60, pp.1~12 (2017)[DOI]
- Shen, K., "Antecedents of residents’ pro-tourism behavioral intention : Place image, place attachment, and attitude", Frontiers in Psychology, 10, pp.2349~ (2019)
- Tajfel, H., "SWorchel&WG Austin (Eds) Psychology of intergroup relations", pp.3~ (1986), Nelson
- Thomson, M., "The ties that bind : Measuring the strength of consumers’ emotional attachments to brands", Journal of consumer psychology, 15(1), pp.77~91 (2005)[DOI]