한국조리학회지 (Culinary science and hospitality research)

  • 제21권1호
  • /
  • Pages.174-190
  • /
  • 2015
  • /
  • 2466-0752(pISSN)
  • /
  • 2466-1023(eISSN)
한국조리학회 (Culinary Society of Korean Academy)
권호 표지

일식 레스토랑 서비스품질이 고객만족을 매개로 행동의도에 미치는 영향

A Study on the Effect of the Mediator of the Service Quality of Japanese Restaurants to Behavior Intention

  • 송혜영 (경성대학교 외식서비스경영학과) ;
  • 이종호 (경성대학교 외식서비스경영학과)
  • Song, Hye-Young (Dept. of Foodservice Management, Kyungsung University) ;
  • Lee, Jong-Ho (Dept. of Foodservice Management, Kyungsung University)
  • 투고 : 2014.11.14
  • 심사 : 2015.02.15
  • 발행 : 2015.02.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 일식레스토랑의 서비스 품질요인과 행동의도(재방문, 추천, 충성도)와의 인과관계를 분석하여 일식레스토랑 경영자들에게 단골고객의 유치 전략의 시사점을 제공하기 위하여 부산지역에 거주하는 외식소비자 250명을 대상으로 설문조사를 시행하여 실증분석을 하였다. 연구의 목적을 달성하기 위하여 SPSS 18.0 통계프로그램을 활용하여 빈도분석, 요인분석, 상관관계분석과 가설검정을 위해서 다중(단순) 회귀분석을 시행하였다. 분석결과, 일식레스토랑의 서비스품질이 고객만족도에 미치는 영향에서 종사원의 서비스가 가장 큰 영향력을 있는 요인으로 분석되었다. 이는 인적서비스가 고객에게 가장 큰 만족을 주는 것으로 해석할 수 있겠다. 일식레스토랑의 고객만족도는 행동의도 즉, 재방문, 추천의도, 충성도에 영향을 미치는 것으로 분석되었다. 일식당 서비스품질이 행동의도에 가장 큰 영향력을 미치는 요인은 음식의 품질이었고, 가장 낮은 영향력은 물리적 환경인 것으로 분석되었다. 이는 일식레스토랑을 이용하는 외식 소비자들은 음식의 품질이 재방문 및 추천에 가장 큰 영향력을 미치는 것으로 판단할 수 있겠다. 본 연구를 통해 일식당을 방문하는 고객들은 인지된 서비스품질이 결과적으로 고객만족 및 행동의도에 영향을 준다는 이론적 기반을 검증함으로써, 일식당 경영자들은 높은 수준의 서비스품질을 고객에게 제공하는 것이 영업이익에 긍정적인 영향을 준다는 사실을 고찰하였다. 특히 고객만족에는 종사원의 서비스가 가장 큰 영향력이 큰 것으로 분석되었다.

This study looks at a causal relationships between service quality and behavior intention(re-visiting, recommendation, loyalty) to attract customers and make them loyal customers in the context of Japanese restaurants. The study includes 250 consumers who have experience in Japanese restaurants located in Busan to conduct survey for empirical testing. To achieve the purpose of current study, frequency test, multiple/simple regression analysis, and factor analysis were conducted with SPSS 18.0 statistical program. Structure Equation Model analysis has been employed for hypothesis testing. Results showed that the service of employee has been recognized as an primary factor among elements of Japanese restaurants' service quality to satisfy customer, and employee's service is the strongest affecting factor to consumers' behavioral intention as well. In addition, the food quality identified as an the strongest factor that affects behavior intention, whereas physical environment is the lowest factor. It can be interpreted that the quality of food is very important element to make their consumers revisit or recommend the restaurant to others. In this study, especially, the service of the employee has been identified as an key factor to customer satisfaction and behavioral intention. Therefore, CEO or restaurateurs of Japanese restaurants have to consider the importance of service quality and food quality to make more patrons as well as their business success.

키워드

참고문헌

  1. Ahn SS, Suh MS, Han YJ (2012). Study on the effects of the customer response of the food service encounters on the customer value and the behavior intention of post purchase. Korean Journal of Tourism Research 27(5):343-370.
  2. Ahn YS, Park KY, Kim HS (2011). A study on the physical environmental factors of Japanese restaurants in the food service industry. Korea Journal of Tourism and Hospitality Research 25(5):385-399.
  3. Bennett JA (2000). Mediator and moderator variables in nursing research: Conceptual and statistical difference. Research in Nursing & Health 23:415-420. https://doi.org/10.1002/1098-240X(200010)23:5<415::AID-NUR8>3.0.CO;2-H
  4. Boulding W, Kalra A, Staelin R, Zeithaml VA (1993). A dynamic process model of service quality : from expectations to behavioral intentions. Journal of Marketing Research 30:7-27. https://doi.org/10.2307/3172510
  5. Chae BS, Cho CB, Choi W (2007). A study on the menu management and image of a Japanese restaurant effect on the customers’ satisfaction and repurchase intention. Journal of Foodservice Management 10(4):253-273.
  6. Chang DS, Ahn HJ, Kim MS (2008). A study on development measurement items of luxurious Japanese restaurants’ service quality in Korea. Journal of the Korea Service Management Society 9(4):257-279. https://doi.org/10.15706/jksms.2008.9.4.010
  7. Choi BK, Ko PS, Cho MS (2005). The behavior of spending money on eating out and the perception of food taste for college students. Journal of Culture and Tourism Research 7(1):25-46.
  8. Choi JH, Kim SO, Kang KO (2006). Customers' selection attributes and satisfaction for Japanese restaurants. The East Asian Society of Dietary Life, 16(5): 623-633.
  9. Choi JP (2011). The effect of resort visitors perceived value on service quality and customer satisfaction. Korean Journal of Tourism Research 26(1):467-487.
  10. Cronin JJ Brady MK, Hult GT (2000). Assessing the effects of quality, valne, and customer satisfaction on consumer behavioral intention in servce environments. Journal of Retailig 76(2):193-217. https://doi.org/10.1016/S0022-4359(00)00028-2
  11. Cronin JJ, Taylor SA (1992). Measuring service quality : A reexamination and extension, Journal of Marketing 55-68.
  12. Fridgen JD (1991). Use of cognitive maps to determine perceived tourism regions, Leisure Sciences 9:101-117.
  13. Ha KS, Han BS (2001). The determinants of theme park visitors' satisfaction and behavioral intentions. Journal of Tourism Sciences 25(1):329-347.
  14. Hea JB (2001). A study on development of a multi-item scale for measuring hotel information service quality. Graduate School of Kyonggi University. Seoul.
  15. Hellier PK, Geursen GM, Carr RA, Rickard JA (2003). Customer repurchase intention : A general structural equation model. European. Journal of Marketing 37 (11-12): 1762-1800. https://doi.org/10.1108/03090560310495456
  16. Jin YH, Ryu JW (2012). The effect of service quality of coffee through mediating customer satisfaction on revisit intentions. Journal of Foodservice Management 15(5):321-3742.
  17. Jung HS, Yoon HH (2009). The effects of the family restaurant service quality upon customer satisfaction and revisit intention using DINESERV scale. Journal of Foodservice Management 12(3):103-124.
  18. Jung HS, Yoon HH (2011). A comprehensive study of customers' perceived service quality of korean restaurants II : The effects of perceived service quality in Korean restaurants upon customer satisfaction - The moderating effect of foreigners and Koreans. The East Asian Society of Dietary 21(1):88-97.
  19. Kang SH, Yang MH (2011). Service quality, satisfaction, and behavioral intention among indoor GPLF training center consumers. Journal of Korean Society for the Study of Physical Education 15(4):139-159.
  20. Kim DJ, Kim GJ (2010). A comparative study between product and service for process to form intent of repeat visit and word-of-mouth, Korean Journal of Hotel Administration 9(3):127-147.
  21. Kim GJ, Byun GI (2010). The comparison of homemade and foreign coffee shop brands in potential effects of their service quality on satisfaction and behavioral intentions of customers. Korean Journal of Hotel Administration 19(4):187-206.
  22. Kim JH (2004). A study on the changed expectation of customers of the service quality. Graduate School of Service Business Administration, Kyonggi university. Seoul.
  23. Kim KM, Choi BC (2012). Family restaurants’s service quality on customers’s satisfaction and willingness to behavioral intention. Korean Journal of Tourism Research 27(4):17-36.
  24. Kim JG, Lee YJ (2012). Influence of Japanese restaurants "LOHAS image factors on customers" menu selection and satisfaction. Journal of Culinary Research 18(4):166-182.
  25. Kim KY, Park GY, Yang TS (2004). Analysis of set menu of Japanese restaurant in of Gwangju and Southern Jeonla province. Journal of Culinary Research 10(2):121-134.
  26. Knuston B, Stevens P, Wullaert C, Patton M, Yokoyama F (1990). LODGSERV: A service qualityu index for the loding industry. Hospitality Research Journal 14(2):227-284.
  27. Kong HS, Yoon JH, Park YK (2006). The effect of hotel business center's service quality of the human and material and perceived service value of the service on guest satisfaction. Korean Journal of Hotel Administration 15(2): 83-104.
  28. Kong KU (2011). The causal relationship of service quality, guest satisfaction, revisit intention and recommendation intention Japanese restaurants. Collection of theses 20:33-46.
  29. Korea Foodservice Industry Association (2013). Foodservice industry trend. from http://www.ekra.or.kr/
  30. Kwock YS, Bang MS (2003). A study on variables which affect on the relationship between customer satisfaction and re-visitation in the restaurant industry. The Journal of Culture & Tourism Research 5(1):442-453.
  31. Lee HS (1977). Determinants of perceived service quality. Korean Management Review 26(1):139-154.
  32. Lee YJ, Lee JY (2001). A reexamination of the measurement and consequences of service quality. Korea Marketing Review 16(1):1-26.
  33. Oliver RL (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research 17(4):460-469. https://doi.org/10.2307/3150499
  34. Oliver RL (1999). Whence consumer loyalty?, Journal of Marketing 63(special issue), 33-44.
  35. Parasuraman A, Zeithaml V, Berry L(1988). SERVQUAL : A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing 64(1):12-40.
  36. Park JH, Lee YJ (2007). The effects of service quality on revisit intention and word of mouth performance of buffet restaurants' customer at special first class hotels. Korean Journal of Tourism Research 22(2):309-330.
  37. Park JH, Park HJ (2011). A study on the differences of family restaurant selection attributes and behavioral intention by lifestyle. Journal of foodservice Management 14(4):125-144.
  38. Smith AK, Bolton RN, Wagner J (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research 36:256-372.
  39. Sohn JM, Kim HS (2014). A study on the foodservice quality of Japanese restaurants usin using the importance-performance analysis (IPA). Journal of Culinary Research 20(2):199-213.
  40. Sohn IN (2011). The effect of service quality and relationship quality on revisit intention: focus on fine coffee shop. Korea Journal of Tourism and Hospitality Research 25(3):273-284.
  41. Stevens P, Knutson B, Patton M (1995). DINESERV: A tool for measuring service quality in restaurant. Cornell Hotel and Restaurant Administration Quarterly 36(2):56-60. https://doi.org/10.1177/001088049503600618
  42. Taylor SA, Baker TL (1994). An assessment of relationship between service quality and customer satisfaction in the formation of cousumers' purchase intention. Journal of Retailing 70(2):163-178. https://doi.org/10.1016/0022-4359(94)90013-2
  43. Yoon SM, Lim CH, Han JS (2009). A study for educational service and satisfaction of vocational high school. Korean Journal of Hotel Administration 18(3):249-266.
  44. Yoo YS, Choi WS (2010). The influence of customer extra-role behavior on other customer satisfaction, commitment, and citizenship behavior. Tourism Research 30:45-62.
  45. Wakefield KL, Blodgett JG, Sloan HJ (1996). Measurement and management of the sportscape. Journal of Sports Management 10:15-31. https://doi.org/10.1123/jsm.10.1.15
  46. Woodside AG, Frey LL, Daly RT (1989). Linking service quality, customer satisfaction and behavioral intention. Journal of Healty Care Marketing 9:5-17.
  47. Zeithmal VA, Berry LL, Parasuraman A (1996). The behavioral consequences of service quality. Journal of Marketing 60(April):31-46.
  48. Zeithaml VA (2000). Service quality, profitability, and the economic worth of customers: What we know and What we need to learn. Journal of the Acadermy of Marketing Science 28(1):67-85. https://doi.org/10.1177/0092070300281007