Journal of the Korean Society of Food Culture (한국식생활문화학회지)

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

DOI QR Code

The Moderating Effects of Perceived Service Encounter Pace on Customer Satisfaction in a Restaurant

레스토랑 서비스 단계에 따른 서비스 속도가 고객만족에 미치는 조절효과에 관한 연구

  • Cho, Mee-Hee (Department of Food Service Management, Kyunghee University) ;
  • Kim, Sun-Joo (Department of Food Service Management, Kyunghee University) ;
  • Lee, Kyung-Hee (Department of Food Service Management, Kyunghee University)
  • Received : 2011.03.28
  • Accepted : 2011.06.21
  • Published : 2011.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to examine the effect of customer perceptions of control within the dining experience on customer satisfaction. Customer perceptions of the resulting pace of the service encounter negatively impacted their satisfaction ratings during the stages of ordering, production, and payment in a restaurant. The moderating influence of perceived service pace satisfaction during service stages in a restaurant on the relationship between perceived service pace and customer satisfaction was also examined. Perceived service pace satisfaction was examined using expectancy disconfirmation theory. The effect of perceived pace on customer satisfaction was moderated by perceived service pace satisfaction during the production stage with a greater tolerance to a faster pace during the ordering stage. The management needs to consider the negative effect of service encounter pace on customer satisfaction. Perceived service pace satisfaction during the service stages in a restaurant should also be factored into strategy development for duration control.

Keywords

References

  1. Anderson RE. 1973. Consumer dissatisfaction: The effect of disconfirmed expectancy on perceived product performance. Journal of Consumer Research, 10(1):38-44
  2. Anderson EW, Fornell C. 1993. A customer satisfaction research prospectus. In Service Quality: New directions in theory and practice, ed. RL. Oliver and TR. Rust, 239-266. Newbury Park, CA: Sage
  3. Bhatia P. 2002. Hurry up and eat. Wall Street Journal, June 21, p. W1
  4. Berry LL, Carbone LP, Haeckel SH. 2002. Managing the total customer experience. Sloan Management Reveiw, 43(3):85-89
  5. Boulding WA, Kalra A, Staelin R, Zeithaml VA. 1993. A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1):7-27 https://doi.org/10.2307/3172510
  6. Cho MH, Kim HA, Lee KH. 2010. A study of the appropriate meal duration at an Italian Restaurant. J East Asian Soc Dietary Life, 20(3):473-480
  7. Danaher PJ, Mattsson J. 1994. Customer satisfaction during the service delivery process. European Journal of Marketing, 28(5):5-16 https://doi.org/10.1108/03090569410062005
  8. De Ruyter K, Bloemer JM, Peeters P. 1997. Merging service quality and service satisfaction: An empirical test of an integrative framework. Journal of Economic Psychology, 18(4):387-406 https://doi.org/10.1016/S0167-4870(97)00014-7
  9. Dub?-Rioux L, Schmitt BH, Leclerc F. 1989. Customers' reaction to waiting: When delays affect the perception of service quality. Advances in Consumer Research, 16(1):59-63
  10. Geraghty MK, Johson E. 1997. Revenue management saves national car rental. Interfaces, 27(1):107-127 https://doi.org/10.1287/inte.27.1.107
  11. Hanks RD, Cross RG, Noland RP. 1992. Discounting in the hotel industry: a new approach. Cornell Hotel & Restaurant Administration Quarterly, 33(1):15-23
  12. Kimes SE. 1989. The basics of yield management. Cornell Hotel & Restaurant Administration Quarterly, 30(3):14-19 https://doi.org/10.1177/001088048903000309
  13. Kimes SE. 2000. Revenue management on the links. Cornell Hotel & Restaurant Administration Quarterly, 41(1):120-127
  14. Kimes SE. 2004. Restaurant revenue management: Implementation at Chevys Arrowhead. Cornell Hotel & Restaurant Administration Quarterly, 45(1):52-67 https://doi.org/10.1177/0010880403260107
  15. Kimes SE. 2008. The role of technology in restaurant revenue management. Cornell Hotel & Restaurant Administration Quarterly, 49(3):297-309
  16. Kimes SE, Chase RB. 1998. The strategic levers of yield management. Journal of Service Research 1(2): 156-166 https://doi.org/10.1177/109467059800100205
  17. Kimes SE, Wirtz J. 2003. Has revenue management become acceptable" Findings from an international study on the perceived fairness of rate fences. Journal of Service Research, 6(2):125-135 https://doi.org/10.1177/1094670503257038
  18. Kivela J. 1997. Restaurant marketing: Selection and segmentation in Hong Kong. International Journal of Contemporary Hospitality Management, 9(3):116-123 https://doi.org/10.1108/09596119710164650
  19. Kivela J, R. Inbakaran, J. Reece. 2000. Consumer research in the restaurant environment. part 3: Analysis, findings, and conclusions. International Journal of Contemporary Hospitality Management, 12(1):13-30 https://doi.org/10.1108/09596110010304984
  20. Lee WJ. 2004. The effect of waiting time and affective reactions on customers' evaluation of service quality and satisfaction in a cafeteria simulation. Doctoral dissertation. Pennsylvania State University. pp 78-82
  21. Lemmink JGA, de Ruyter MJC, Wetzels M. 1998. The role of value in the delivery process of hospitality services. Journal of Economic Psychology, 19(2):159-177 https://doi.org/10.1016/S0167-4870(98)00002-6
  22. Lewin K. 1939. The conceptual representation and measurement of psychological forces. Durham, NC: Duke University Press
  23. Matilla AS, Ro H. 2008. Customer satisfaction, service failure, and service recovery. In Handbook of hospitality marketing management, ed. H. Oh, 296-323. New York: Butterworth-Heinemann
  24. Namkung Y, Jang S. 2010. Service failures in restaurants: Which stage of service failure is the most critical?. Cornell Hotel & Restaurant Administration Quarterly, 51(3): 323-343
  25. Noone BM, Kimes SE, Mattila AS, Wirtz J. 2007. The effect of meal pace on customer satisfaction. Cornell Hotel & Restaurant Administration Quarterly, 48(3):231-245 https://doi.org/10.1177/0010880407304020
  26. Noone BM, Kimes SE, Mattila AS, Wirtz J. 2009. Perceived service encounter pace and customer satisfaction. Journal of Service Management, 20(4): 380-403 https://doi.org/10.1108/09564230910978494
  27. Oliver RL. 1980. A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Consumer Research, 17(4):460-469
  28. Spreng RA, Mackenzie SB, Olshavsky RW. 1996. A reexamination of the determinants of consumer satisfaction. Journal of Marketing, 60(3):15-32 https://doi.org/10.2307/1251839
  29. Sulek JM, Hensley RL. 2004. The relative importance of food, atmosphere, and fairness of wait. Cornell Hotel & Restaurant Administration Quarterly, 45(3):235-247 https://doi.org/10.1177/0010880404265345
  30. Susskind AM, Reynolds D, Tshchiya E. 2004. An evaluation of guests' preferred incentives to shift time-variable demand in restaurants. Cornell Hotel & Restaurant Administration Quarterly, 45(1):68-84 https://doi.org/10.1177/0010880403260108
  31. Szuchman P, Tesoriero W. 2004. Hurry up and putt-with iron hand golf marshals get rough on slow duffers: Mr. Blanco's marching order. Wall Street Journal, April 9, W1.
  32. Westbrook RA, Oliver RL. 1991. The dimensionality consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(June):84-91 https://doi.org/10.1086/209243
  33. Wirtz J, Kimes SE. 2007. The moderating effects of familiarity on the perceived fairness of revenue management pricing. Journal of Service Research, 9(3):229-240 https://doi.org/10.1177/1094670506295848
  34. Wirtz J, Kimes SE, Ho PRJ, Patterson P. 2003. Revenue management: resolving potential customer conflicts. Journal of Revenue and Pricing Management, 2(3):216-228 https://doi.org/10.1057/palgrave.rpm.5170068