Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Measuring the Effects of Service Quality, Perceived Sacrifice, Food Price and Image on Value

서비스 품질, 지각된 희생, 식당 가격과 이미지가 가치에 미치는 영향 평가

  • Kang, Jong-Heon (Dept. of Cooking Science, Sunchon National University) ;
  • Ko, Beom-Seok (Dept. of Hotel Culinary Arts & Wine.Coffee, Deagu Health College)
  • 강종헌 (순천대학교 조리과학과) ;
  • 고범석 (대구보건대학 호텔조리음료계열)
  • Published : 2007.12.30
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Abstract

The purpose of this study was to assess the effects of service quality, perceived sacrifice, food price and image on value. A total of 273 questionnaires were completed. MANOVA, ANOVA, and ANCOVA were used to measure the main effects and mediating effects of service quality and perceived sacrifice on the relationships among price, image, and value. The main effects of price on service quality, perceived sacrifice, and value were statistically significant. The main effects of image on service quality and value were statistically significant. As expected, when price, service quality, and perceived sacrifice regressed on the value, they were statistically significant. Moreover, when image, service quality, and perceived sacrifice regressed on the value, they had statistically significant effects on value. The results demonstrated that service quality played a mediating role in the relationship between price and value.

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