Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of Perceived Price and Servicescape on Employee Service Quality, Food and Beverage Quality, and Customer Value in Daegu Korean Restaurants

대구 한식 외식업체에서의 가격과 서비스케이프가 종사원 서비스품질, 식음료품질, 및 고객가치에 미치는 영향에 관한 연구

  • Ha, Dong-Hyun (Department of Hotel.Convention Management, Dongguk University at Gyeongju)
  • 하동현 (동국대학교 호텔.컨벤션경영학과)
  • Received : 2010.03.25
  • Accepted : 2010.08.23
  • Published : 2010.10.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to investigate the effects of perceived price and servicescape on employee service quality, food and beverage quality, and customer value in Daegu Korean restaurants and to suggest methods for them to become the food mecca of Korea and the world. The samples for this study were customers of nine Korean restaurants in Daegu. A total of 368 questionnaires were analyzed with factor analysis, a reliability test, and a covariance structural analysis. The results showed that perceived price was positively related to employee service quality and food and beverage quality and that servicescape was positively related to employee service quality and food and beverage quality. However perceived price, servicescape, employee service quality, and food and beverage quality were not related to customer value. The reasons were that these factors did not influence perceived customer value in Daegu Korean restaurants. The Daegu municipal office should require these restaurants to develop distinguished employee service and food and beverage quality and conduct consistent marketing to Koreans and westerners, so that these restaurants can become the food mecca of Korea and the world.

Keywords

References

  1. 대구는 이제부터 '맛고장'이다. 2010(1.29). www.chosun.com
  2. 찜갈비.따로국밥 '대구의 맛' 대표음식 선정. 2010(7.29). www.kyongbuk.co.kr
  3. Do MG, Kwon GH. 2007. FTA시대, 대구지역 서비스산업의 선진화 방안. FTA시대의 대구 서비스산업 선진화 방안 세미나. 대구경북연구원. 대구. pp 21-46
  4. Anderson J, Jain D, Chintagunta P. 1993. Customer value assessment in business markets: A state-of-practice study. J. Business to Business Marketing, 1(1):3-30
  5. Akhter SH, Anderews JC, Durvasula S. 1994. The influence of retail store environment on brand-related judgements. J. Retailing and Consumer Services, 1(1):67-76 https://doi.org/10.1016/0969-6989(94)90001-9
  6. Baker J. 1987. The Role of Environment in Marketing Services: The Consumer Perspective, in Czepiel AJ., Congram, C. and Shanahan, J. (Eds.), The Service Challenge: Integrating for Competitive Advantage, American Marketing Association, Chicago, IL, pp 79-84
  7. Monroe K, Chapman JD. 1987. Framing Effects on Buyers' Subjective Product Evaluations, in Wallendorf, M. and Anderson, P. (Eds.), Advances in Consumer Research, Vol. 14, Association for Consumer Research, Provo, UT, pp 193- 197
  8. Baker W. 1990. Market networks and corporate behavior. American J. Sociology, 96(3):589-625 https://doi.org/10.1086/229573
  9. Baker J, Grewal D, Parasuraman A. 1994. The influence of store environment on quality inferences and store image. J. the Academy of Marketing Science, 22(4):328-339 https://doi.org/10.1177/0092070394224002
  10. Bitner MJ. 1990. Evaluating service encounters: The effects of physical surroundings and employee responses. J. Marketing, 54(2):69-82 https://doi.org/10.2307/1251871
  11. Bitner MJ. 1992. servicescape: The impact of physical surroundings on customers and employees. J. Marketing, 56(2):57-67 https://doi.org/10.2307/1252042
  12. Brady MK, Robertson CJ. 2001. Searching for a consensus on the antecedent role of service quality and satisfaction: An exploratory cross-national study. J. Business Research, 51(1):53-60 https://doi.org/10.1016/S0148-2963(99)00041-7
  13. Brodie RJ, Whittome JRM, Brush GJ. 2009. Investigating the service brand: A customer value perspective. J. Business Research, 62(3):345-355 https://doi.org/10.1016/j.jbusres.2008.06.008
  14. Chandon P, Brain W, Gilles L. 2000. A benefit congruency framework of sales promotion effectiveness. J. of Marketing, 64(4):65-81 https://doi.org/10.1509/jmkg.64.4.65.18071
  15. Chen PT, Hu HH. 2010. The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets industry. International J. Hospitality Management, 29(3):405-412 https://doi.org/10.1016/j.ijhm.2009.09.006
  16. Dodds WB, Monroe KB, Grewal D. 1991. Effects of price, brand and store information on buyers' product evaluations. J. Marketing Research, 28(3):307-319 https://doi.org/10.2307/3172866
  17. Feng R, Morrison AM. 2007. Quality and value network: Marketing travel clubs. Annals of Tourism Research, 34(3): 588-609 https://doi.org/10.1016/j.annals.2007.01.006
  18. Grewal D, Krishnan R, Baker J, Borin N. (1998a). The effect of store name, brand name, and price discounts on consumers' evaluations and purchase intentions. J. Retailing, 74(3):331-352 https://doi.org/10.1016/S0022-4359(99)80099-2
  19. Grewal D, Monroe KB, Krishnan R. (1998b). The effects of pricecomparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions. J. Marketing, 62(2):46-59 https://doi.org/10.2307/1252160
  20. Hair JF, Anderson RE, Tatham RL, Grablowsky BJ. 1979. Multivariate Data Analysis. Petroleum Publishing Company. Tulsa. p 56
  21. Han JS, Hyun KS. 2008. The influence of family restaurant's physical environment on customer value. Journal of Korea Service Management Society, 9(3):89-108
  22. Hauser JR, Shugan SM. 1983. Defensive marketing strategies. Marketing Science, 2(4):319-360 https://doi.org/10.1287/mksc.2.4.319
  23. Hauser JR, Urban G. 1986. The value priority hypotheses for consumer budget plans. J. Consumer Research, 12(4):446-462 https://doi.org/10.1086/208529
  24. Kashyap R, Bojanic D. 2000. A structure analysis of value, quality, and price perceptions of business and leisure travelers. J. Travel Research, 39(1):45-51 https://doi.org/10.1177/004728750003900106
  25. Kim HC. 2007. A study on the causal model of perceived price promotion, perceived crowding, perceived customer value and satisfaction in family restaurant. J. Foodservice Management Society of Korea, 10(3):25-44
  26. Kim HC, Yoo JH, Lee SJ. 2008. The effects of perceived physical environment on the affect and perceived service quality in college and university foodservices. Journal of Tourism Sciences, 32(2):61-81
  27. Kim WG, Moon YJ. 2009. Customers' cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International J. Hospitality Management, 28(1):144-156 https://doi.org/10.1016/j.ijhm.2008.06.010
  28. Kim YG. 2009. The different quality perception, risk perception, value perception and purchasing intention accoding to price destruction level: Focused on restaurant menu. J. Foodservice Management Society of Korea, 12(4):55-70
  29. Levin IP, Johnson RD. 1984. Estimating price-quality tradeoffs using comparative judgements. J. Consumer Research, 11(1):593-600 https://doi.org/10.1086/208995
  30. Monroe K. 1990. Pricing: Making Profitable Decisions. McGraw- Hill. New York. p 78
  31. Monroe K, Chapman JD. 1987. Framing Effects on Buyers' Subjective Product Evaluations, in Wallendorf, M. and Anderson, P. (Eds.), Advances in Consumer Research, Vol. 14, Association for Consumer Research, Provo, UT, pp 193- 197
  32. Newman AJ. 2007. Uncovering dimensionality in the servicescape: Towards legibility. The Service Industries J., 27(1):15-28 https://doi.org/10.1080/02642060601038601
  33. Oh H. 2003. Price fairness and its asymmetric effects on overall price, quality, and value judgements: The case of an upscale hotel. Tourism Management, 24(4):387-399 https://doi.org/10.1016/S0261-5177(02)00109-7
  34. Oh H, Jeong M. 2004. An extended process of value judgement. International J. Hospitality Management, 23(4):343-362 https://doi.org/10.1016/j.ijhm.2003.12.005
  35. Parasuraman A. 1997. Reflections on gaining competitive advantage through customer value. J. the Academy of Marketing Science, 25(2):154-161 https://doi.org/10.1007/BF02894351
  36. Park KH, Choi SK, Choi YK. 2009a. A study on the relationship between perceived value and customer response regarding service and food quality at five-star hotel restaurants. The Korean J. Culinary Research, 15(2): 70-83
  37. Park HY, Kang IH, Kim WI. 2009b. Convention center's value satisfaction and its area image. Korean Journal of Hospitality Administration, 18(2): 95-107
  38. Peterson RA, Wilson WR. 1985. Perceived Risk and Price-Reliance Schema as Price-Perceived Quality Mediators, in Jacopy, J. and Olson, JC. (Eds.), Perceived Quality: How Consumers View Stores and Merchandise, Lexington Books, Inc, Lexington, MA, 247-267
  39. Baker J. 1987. The Role of Environment in Marketing Services: The Consumer Perspective, in Czepiel, AJ., Congram, C. and Shanahan, J. (Eds.), The Service Challenge: Integrating for Competitive Advantage, American Marketing Association, Chicago, IL, pp 79-84
  40. Petrick J. 2004. The roles of quality, value, and satisfaction in predicting cruise passengers' behavioral intentions. J. Travel Research, 42(4):397-407 https://doi.org/10.1177/0047287504263037
  41. Raajpoot NA. 2002. TANGSERV: A multiple item scale for measuring tangible quality in foodservice industry. J. Foodservice Business Research, 5(2):109-127 https://doi.org/10.1300/J369v05n02_08
  42. Rao AR, Monroe KB. 1989. The effect of price, brand name, and store name on buyers' perceptions of product quality: An integrative review. J. Marketing Research, 26(3):351-357 https://doi.org/10.2307/3172907
  43. Rust RT, Oliver RL. 1994. Service Quality: Insights and Managerial Implications from the Frontier in Service Quality: New Directions in Theory and Practice. Sage. Thousand Oaks. pp 1-20
  44. Rys ME, Fredericks JO, Luery DA. 1987. Value=Quality? Are Service Value and Service Quality Synonymous: A Decompositional Approach, in Surprenant, C. (ed), Add Value to Your Service, Chicago, IL: AMA, pp 25-28
  45. Ryu K, Jang S. 2007. The effect of environmental perceptions on behavioral intentions through emotions: The case of upscale restaurants. J. hospitality & Tourism Research, 31(1):56-72 https://doi.org/10.1177/1096348006295506
  46. Sawyer AG, Dickson P. 1984. Psychological Perspectives on Consumer Response to Sales Promotion, in Jocz, K. (ed), Research on Sales Promotion: Collected Papers, Marketing Science Institute, Cambridge, MA, pp 59-63
  47. Sheth JN, Newman BI, Gross BI. 1991. Consumption Values and Market Choice. South Western Publishing Company. Cincinnati. p 58
  48. Slater SF. 1997. Developing a customer value-based theory of the firm. J. the Academy of Marketing Science, 25(2):162-167 https://doi.org/10.1007/BF02894352
  49. Stoel L, Wickliffe V, Lee KH. 2004. Attribute beliefs and spending as antecedents to shopping value. J. Business Research, 57(10):1067-1073 https://doi.org/10.1016/S0148-2963(03)00016-X
  50. Sweeney J, Soutar G, Johnson L. 1999. The role of perceived risk in the quality-value relationship: A study in a retail environment. J. Retailing, 75(1):77-105 https://doi.org/10.1016/S0022-4359(99)80005-0
  51. Van de Ben AH, Ferry DL. 1980. Measuring and Assessing Organization. McGraw-Hill. New York. p 78
  52. Wakefield KL, Blodgett JG. 1999. Customer response to intangible and tangible service factors. Psychology & Marketing, 16(1):51-68 https://doi.org/10.1002/(SICI)1520-6793(199901)16:1<51::AID-MAR4>3.0.CO;2-0
  53. Woodruff RB. 1997. Customer value: The next source for competitive advantages. J. the Academy of Marketing Service, 25(2):139-153 https://doi.org/10.1007/BF02894350
  54. Yoo YJ, Ha DH. 2006. The effects of menu price, human service, amenity, menu quality on menu value and revisit intention. Journal of the Korean Society of Food Culture, 21(3):247-253
  55. Zeithaml VA, Berry LL, Parasuraman A. 1988. Communication and control processes in the delivery of service quality. J. Marketing, 52(2):35-48 https://doi.org/10.2307/1251263