The Effects of Customer's Perceived Value and Satisfaction with Restaurant's Foodservice on Loyalty Intention in Namhaean Tourist Area

남해안 관광 지역 레스토랑의 음식서비스에 대한 고객의 지각된 가치와 만족이 충성도에 미치는 영향

The purpose of this study was to assess the effects of perceived value and satisfaction with employees' foodservice on loyalty intention. A total of 273 questionnaires were completed. Structural equation model was used to measure the mediating role of satisfaction in the causal relationships among perceived sacrifice, service quality, value, satisfaction, and loyalty intention. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The direct effects of perceived sacrifice and service quality on value were statistically significant. The direct effects of service quality and value on satisfaction were statistically significant. The direct effects of value and satisfaction on loyalty intention were statistically significant. The service quality had a significant indirect influence on loyalty intention through value and satisfaction. In addition, the value played a mediating role in the relationship between service quality and satisfaction. The satisfaction played a mediating role in the relationship between value and loyalty intention.