Journal of the Korean Society of Food Science and Nutrition (한국식품영양과학회지)

The Korean Society of Food Science and Nutrition (한국식품영양과학회)
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Relationship Between Foodservice Satisfaction and Customer Loyalty in Industry Contracted Foodservice

위탁급식 전문업체 산업체급식소의 고객 만족과 충성도와의 관계

  • Kim, Hyeon-Ju (Graduate School of Education School, Pukyong National University) ;
  • Lyu, Eun-Soon (Dept. of Food Science & Nutrition, Pukyong National University)
  • 김현주 (부경대학교 교육대학원) ;
  • 류은순 (부경대학교 식품영양학과)
  • Received : 2013.04.17
  • Accepted : 2013.05.28
  • Published : 2013.08.31
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Abstract

The purpose of this study was to improve the satisfaction of industry contracted foodservice customers by analyzing the correlation between satisfaction with foodservice and customer loyalty. To accomplish this, a questionnaire was distributed to 300 customers at five industry contracted foodservice establishments. The average customer satisfaction score was 3.51/5.00, and customer satisfaction was highest with sanitation, followed by service, food, and environment. Blue collar workers showed significantly higher foodservice satisfaction than white collar workers with respect to menu, service, sanitation, and environment (P<0.01). The average customer loyalty score was 3.46/5.00 and revisit intentions, word-of-mouth intentions, and intentions not to switch were 3.60, 3.52, and 3.46, respectively. Blue collar workers had significantly higher customer loyalty than white collar workers for word-of mouth intentions and intentions not to switch (P<0.01). Revisit intentions correlated significantly (P<0.01) with food (r=0.649), service (r=0.636), sanitation (r=0.648), and environment (r=0.579). Word-of mouth intentions and intentions not to switch showed significant (P<0.01) positive correlation with service. The explanation power ($R^2$) of foodservice satisfaction and revisit intention was 0.483, word-of-mouth intention was 0.526, and intention not to switch was 0.3641. The sanitation satisfaction had the highest positive influence on revisit intentions (P<0.01). Service and food satisfaction had a significant (P<0.01) positive influence on word-of-mouth intentions and intentions not to switch.

본 연구는 경남지역에서 5개의 산업체 공장 위탁급식소 근로자 300명을 대상으로 설문조사를 통해 급식서비스 만족도와 고객충성도를 평가하고, 급식서비스 만족도가 고객충성도에 미치는 영향을 파악함으로써 산업체 위탁급식의 경쟁력을 높이는데 필요한 자료를 제공하고자 시도되었다. 설문조사는 2012년 7월 20일~2012년 8월 31일까지 진행하였다. 연구 결과, 급식서비스 만족도 평가는 전체 평균 점수가 3.51/5.00점으로 나타났으며, 음식 3.47/5.00점, 서비스 3.50/5.00점, 위생 3.65/5.00점, 환경 3.45/5.00점이었다. 이용기간에 따른 급식서비스 만족도는 2년 이상~4년 미만이 가장 높은 점수를 보였으나 유의적인 차이는 보이지 않았다. 직무에 따른 급식서비스 만족도는 생산직이 사무직보다 유의적(P<0.001)으로 높은 점수를 보였으며, 음식(P<0.001), 서비스(P<0.001), 위생(P<0.01), 환경(P<0.001) 요인의 각 급식서비스 만족도도 생산직이 사무직보다 유의적으로 높은 점수를 보였다. 고객충성도 전체 평균 점수는 3.46/5.00점이며 재구매 의도 3.60/5.00점, 구전 의도 3.52/5.00점, 전환하지 않을 의도 3.27/5.00점이었다. 이용기간은 전환하지 않을 의도 중 '비록 나는 시간과 돈이 허락해도 외부 식당을 이용하지 않을 것이다'는 2년 이상~4년 이하가 2년 미만과 4년 이상보다 유의적(P<0.05)으로 높은 점수를 보였다. 생산직이 사무직보다 구전 의도(P<0.01), 전환하지 않을 의도(P<0.001)에서 유의적으로 높은 점수가 나타났다. 급식서비스 요인과 고객충성도와의 상관관계는 음식, 서비스, 위생, 환경 요인 모두 재방문 의도, 구전 의도, 전환하지 않을 의도와 양의 유의적인(P<0.01) 상관관계를 보였다. 재방문 의도는 음식 요인이, 구전 의도와 전환하지 않을 의도(P<0.01)는 서비스 요인이 다른 요인보다 유의적으로(P<0.01) 높은 상관관계를 보였다. 고객충성도에 영향력을 주는 급식서비스 만족도 요인 분석에서, 재구매 의도에는 위생, 음식, 서비스요인의 순으로, 구전 의도에는 서비스, 음식, 위생요인 순으로, 전환하지 않을 의도에는 서비스, 음식요인의 순으로 영향력을 주어 산업체 위탁급식소에서 고객충성도의 세 가지 요인에 영향력을 모두 주는 급식 서비스요인은 서비스요인과 음식요인이었다.

Keywords

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