Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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Developing a Measure of Service Quality in the United States Fast Food Restaurant Segment

미국 패스트 푸드 산업에서 '서비스의 질' 평가를 위한 측정 스케일 개발에 관한 연구

  • Hyun, Sung-Hyup (Division of Tourism & Convention, Pusan National University) ;
  • Kim, Yi-Tae (Division of Tourism & Convention, Pusan National University)
  • 현성협 (부산대학교 관광컨벤션학부) ;
  • 김이태 (부산대학교 관광컨벤션학부)
  • Received : 2009.12.24
  • Accepted : 2010.01.21
  • Published : 2010.04.30
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Abstract

This study was conducted to develop a service quality measurement scale suitable for the fast food restaurant segment. After reviewing the relevant literature, it was decided that the current service quality measurement scales (SERVQUAL, SERVPERF, DINESERV) are not appropriate for the fast food restaurant segment. Based on Cronin & Taylor's (1994) argument, perceived service quality is a form of attitude that represents a long-term overall evaluation of the company. Therefore, this study selected SERVPERF items for the initial pool of service quality items. Through a systematic scale development process, the SERVPERF instrument was then refined and a new concise scale was produced. Specifically, a focus group discussion with a group of patrons who are very familiar with fast food restaurants was conducted and the new service quality measure was refined so that it would be more realistic and closely describe service operation in the fast food industry. Moreover, the data collected from 112 college students who visit fast food restaurants frequently were used to statistically evaluate each of the items again via EFA (Exploratory Factor Analysis) and three sub-dimensions were derived: (1) responsiveness, (2) tangibles, and (3) reliability. Additionally, the data collected from 179 fast food restaurant consumers was used to conduct CFA (Confirmatory Factor Analysis). During this process, the convergent validity, discriminant validity, and internal consistency were double-checked. Overall, the newly developed scale achieved validity and reliability on a theoretical and statistical basis. Possible interpretations and managerial implications are also suggested.

이 연구의 목적은 패스트 푸드 산업에서 '서비스의 질'(Service Quality)을 측정할 수 있는 신뢰도 높은 측정 스케일을 개발하는 것이다. 선행 연구들은 SERVQUAL, SERVPERF, DINESERV 등의 스케일들을 개발해왔다. 하지만, 이론적 배경과 문헌고찰을 통해서, 이러한 선행 스케일들은 패스트 푸드 산업의 특성과는 적합하지 않다는 주장이 제시되었다. 따라서, 본 연구는 Cronin & Taylor(1992)의 이론적 배경을 바탕으로, '서비스의 질'은 소비자들의 태도이고, 이러한 점에서 그 회사에 대한 거시적 평가라는 부분에 초점을 맞추어, SERVPERF 아이템들을 initial pool로 선택하여 패스트 푸드 산업에 실무적으로 쓰일 수 있는 새로운 스케일을 개발하였다. 6단계에 걸친 체계적인 스케일 개발 과정들을 거쳐서 13개로 구성된 새로운 측정 스케일이 개발되었고, 3가지 하위 요인들(Responsiveness, Tangibles, and Reliability) 이 도출되었다. 패스트 푸드 레스토랑에 가는 빈도가 높은 소비자 그룹과의 심층 인터뷰를 통해서 기존의 SERVPERF 아이템들이 수정/보완되었다. 이렇게 수정/보완된 아이템들을 통계적으로 재평가하기 위해서 112명의 대학생 샘플로부터 얻어진 데이터를 이용하여 탐색적 요인 분석이 시행되었고, 아이템들이 통계적으로 재평가되었다. 마지막으로, 179명으로 구성된 패스트 푸드 레스토랑 소비자 그룹 데이터를 이용하여 확인적 요인 분석이 실시되어 convergent validity, discriminant validity, and internal consistency가 검증되었다. 새로 개발된 스케일은 이론적/통계적으로 유의하며, 신뢰도가 높다는 것이 확인되었다. 이를 바탕으로 실무적/이론적 시사점이 논의 되었다.

Keywords

References

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