A Study on Restaurant Environment and Crowdedness in Foodservice Company

외식기업의 레스토랑 환경과 혼잡 지각에 관한 연구

This study was conducted to investigate the effect of restaurant environment upon customers' satisfaction and crowdedness awareness from July 4 to 30. Total 800 sets of questionnaire were distributed among major foodservice corporations including 16 restaurants from McDonald, Burger King, Popeyes, KFC, Ritz Carlton, Intercontinental, The Westin Chosun, Hilton, Merriot, Outback Steak House, Bennigans, VIPS, Pizza Hut, Pul-hyanggi(Scent of grass), Nolboo Co., and Our Story. They received 50 sets each to hand out to their customers. Out of total 800 sets of questionnaires, 592 sets (74.25%) were retrieved and underwent the Multiple Regression Analysis. We found the following results from the study. First, among each variable of restaurant environment that had a significant effect on crowdedness, "fast service" and "responsiveness to customer complaints" scored a regression coefficient value 0.381 and 0.325 respectively. Second, among each restaurant environment factor that had a significant effect on crowdedness, "quality of facilities" scored the highest regression coefficient value 0.423 with a standard error score 0.1074, followed by "condition of waiting", "overall ambience" and "service quality" in ascending order. Third, in the analysis of the effect of each environmental factor upon the satisfaction rate, "condition of waiting" showed the highest regression coefficient value 0.3821 with a standard error score 0.4565, followed by "cleanliness", "service quality" and "convenience', in ascending order.