Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지

Effects of Service Conveniences on Perceived Value and Customer Voluntary Behavioral Intention in Family Restaurants

패밀리레스토랑의 서비스편의성이 지각된 가치 및 자발적 행동의도에 미치는 영향에 관한 연구

  • Ahn, Jung-Suk (Dept. of Culinary Science and Food Service Management, Graduate School, Kyung Hee University) ;
  • Lee, So-Bum (Hospitality and Tourism Management, Graduate School, Kyung Hee University)
  • 안정석 (경희대학교 일반대학원 조리외식경영학과) ;
  • 이수범 (경희대학교 호스피탈리티 경영학부)
  • Received : 2015.06.10
  • Accepted : 2015.08.01
  • Published : 2015.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study attempts to investigate effects of service conveniences on perceived value and customer voluntary behavioral intention in family restaurants. We categorized service conveniences in five dimensions (i.e, decision, access, transaction, benefit, and post-benefit). We considered perceived value as having three parts, namely functional, emotional, and social. We also specified three segments of customer voluntary behavioral intention as participation, cooperation, and loyalty. The results showed that service conveniences such as transaction convenience, post-benefit convenience, and benefit convenience have an influence on functional value as a perceived value, but no effect from decision convenience and acceptability[this is a new variable to me]. In addition, access and benefit conveniences affect social value. When it comes to the effects of perceived value on customer voluntary behavioral intention, social value was found to affect participation and loyalty, while functional value appeared to influence cooperation.

본 연구의 주요 목적은 외식업계의 경쟁력 강화를 위해 고객이 이용한 패밀리레스토랑의 서비스를 5가지 서비스편의성 요인에 의한 지각된 가치와 자발적 행동의도에 미치는 영향요인을 규명하는데 의의가 있다. 본 연구의 목적을 달성하기 위하여 문헌적 연구와 실증적 연구를 병행하였으며, 세분화된 마케팅 방향을 설정하는데 유용한 정보를 제공하며, 향후 레스토랑 고객 접점에서의 서비스 개선 방안을 모색하고, 동시에 효과적인 발전 방안을 제시하고자 한다. 먼저 선행연구의 검토를 서비스편의성과 레스토랑을 이용한 고객의 지각된 가치 및 자발적 행동의도에 대한 폭넓은 견해를 제시하였으며, 이러한 선행연구를 토대로 패밀리레스토랑 이용 시 고객들이 인지하는 서비스편의성 요인을 확인하는 가운데 본 연구를 위한 전반적인 틀을 제공하고자 한다. 본 연구에서는 패밀리레스토랑에 관련하여 보다 심층적이고 실증적인 연구를 통해 패밀리레스토랑의 서비스편의성이 지각된 가치와 자발적 행동의도와의 관계에 대한 연구를 진행하여, 방안모색을 통하여 국내 외식산업의 지속적인 성장과 발전에 기여하고자 한다.

Keywords

References

  1. Bellenger DN, Robertson HD, Greenberg BA (1977). Shopping center patronage motives. Journal of Retailing 53(2):29-38.
  2. Berry LL, Seiders K, Grewal D (2002). Understanding service convenience. Journal of Marketing 66(3):1-17. https://doi.org/10.1509/jmkg.66.3.1.18505
  3. Bettencourt LA (1997). Customer voluntary performance; Customers as partners in service delivery. Journal of Retailing 73(3):383-406. https://doi.org/10.1016/S0022-4359(97)90024-5
  4. Bitner MJ, Booms BH, Tetreault MS (1990). The Service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing 54(Jaunry):71-84. https://doi.org/10.2307/1252174
  5. Bitner MJ, Booms BH (1994). Critical service encounters; The employe's viewpoing. Journal of Marketing 58(10):95-106. https://doi.org/10.2307/1251919
  6. Bolton RN, Drew JH (1991). A longitudinal analysis of the impact of service changes on customer attitudes Journal of Marketing 55(1): 1-9. https://doi.org/10.2307/1252199
  7. Cho KH, Park BG (1999). An empirical study of the effects of the switching barrier and customer satisfaction on store loyalty Korean Management Review 28(1):127-149.
  8. Cronin JJ Jr, Michael KB, Richard RB, Hightower R Jr, Shemwell DJ (1997). A cross- sectional test of the effect and conceptualization of service value. The Journal of Services Marketing 11(6):375-391. https://doi.org/10.1108/08876049710187482
  9. Cronin JJ, Taylor SA (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environment. Journal of Retailing 76(2):193-218. https://doi.org/10.1016/S0022-4359(00)00028-2
  10. Dabholkar P, Thorpe DL, Rentz JO (1996). A measure of service quality for retail stores; scale development and validation. Journal of the Academy of Marketing Science 24(1):6-12.
  11. Dick AS, Basu K (1994). Customer loyalty; toward an integrated conceptual framework. Journal of the Academy of Marketing Science 22(Spring): 91-99.
  12. Dodds WB, Monroe KB (1985). The effects of price, brand and store information on buyers' product evaluations. Journal of Marketing Research 28(August):307-319.
  13. Fornell CG, Larcker DF (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18(1):39-50. https://doi.org/10.2307/3151312
  14. Gallarza MG, Saura IG (2006). Value dimensions, perceived value, satisfaction and loyalty: An investigation of university student's travel behaviour. Tourism Management 27(3):437-452. https://doi.org/10.1016/j.tourman.2004.12.002
  15. Graham JW (1991). An essay on organization citizenship behavior. Employee Responsibilities and Rights Journal 4(November):249-270. https://doi.org/10.1007/BF01385031
  16. Hair JF, Black WC, Babin BJ, Anderson RE (2010). Multivariate Data Analysis (7th ed.). Englewood Cliffs: Prentice Hall.
  17. Han JS, H KS (2009). The effect of family restaurants' customer value on satisfaction and behavior intention: Focused on university students in Seoul. Korean Journal of Hotel Administration 18(1):135-150.
  18. 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
  19. Heskett, JL, Sasser WE Jr, Schlesinger LA (1997). The Service Profit Chain; How Leading Companies Link Profit and Growth to Loyalty, Satisfaction and value. The Free Press.
  20. Hur WM, Anh JH (2009). The empirical research on relationship of consumption value, satisfaction, trust, loyalty of green product in elderly consumer. Journal of th Korean Gerontological Society 29(1):195-213.
  21. Hwang DJ (2009). The Effects of Family Restaurants Customers' Service Convenience on Customer Satisfaction and Repurching Intention. MS. Degree, Sejong University.
  22. Jang HJ, Lee KM (2008). Relationship between of sports tourism attraction attribute and perceived value and choosing behavior. Journal of Sport and Leisure Studies 32:283-294.
  23. Jeon JM (2014). The Effects of Service Convenience of Mobile-Applications on Perceived Value, Customer Satisfaction and Behabioral Intention: A Research based on Airlines. Major of Service Management Service Business School of Kyonggi University.
  24. Ji SG (2008). Customer voluntary behavioral intention in retail store. Journal of Distribution Research 3(3):79-88.
  25. Kashyap R, Bojanic DC (2000). A structural analysis of value, quality, and price preception of business and leisure travelers. Journal of Travel Research 39(August):46.
  26. Kelley SW, Skinner SJ, Donnelly JH Jr (1992). Organizational socialization of service customers. Journal of Business Research 25(November): 197-214. https://doi.org/10.1016/0148-2963(92)90029-B
  27. Kim HK (2012). A Study on the Effects of Service Quality and Convenience of Railroad on Customer Value, Customer Satisfaction and Behavioral Intention. Travel-airline & Cruise Service Management. The Graduate School of Kyonggi Universty.
  28. Kim JH (2013). A Study on the Impact of Service Quality on Customer Value, Customer Satisfaction, and Customer Voluntary Behavioral Intention: Focusing on Airline Services. Department of Hotel and Tourism, Graduate School of Kyunghee University.
  29. Kim JH (2007). The Research on the E-commerce of Relationship for IA and User Convenicence. Major in Multimedia Communication Graduate School of Hongik University.
  30. Kim SB, Seol SC (2005). The impacts of hospital's convenience-orientation on customers' perceived convenience and outcome. Journal of Marketing Management Research 10(2):1-22.
  31. Kim SB (2004). The Impacts of Hospital's Convenience- orientation on Customers' Perceived Convenience and Outcome. Department of Business Administration Graduate School, Dong- A University.
  32. Kim YG (2013). Empirical verification of a theoretical model for e-service convenience. Journal of the Korea Service Management Society 14(5):57-79. https://doi.org/10.15706/jksms.2013.14.5.003
  33. Kim YG, Chung JY (2013). Effects of service convenience and perceived value on satisfaction with eating out in social commerce service. Journal of Tourism Sciences 73:420-431.
  34. Lee YK (2001). The impact of customers' perceived prosocial behavioral of customer-contact employees on the evaluation of service quality, customer satisfaction, and customer voluntary performance. Korea Marketing Review 16(3): 105-125.
  35. Linn J, Graham W, Richard MD (1994). Organizational behavior; Construct redefinition, measurement, and validation. Academy of Management Journal 37(August):765-802. https://doi.org/10.2307/256600
  36. Liu CL (2014). The Effects of Service Convenience, Customer Satisfaction and Revisit Intentions with Eating out of China in Social Commerce Service. MS Degree, Kangwon University.
  37. Noh GY (2008). The Influence of Perceived Value on Customers' Loyalty Intentions in the Franchised Family Restaurants: Calculative Commitment and Affective Commitment as Mediating Variables. Ph. D. Dissertation, Soongsil University.
  38. Nunnally JC, Bernstein IH (1994). Psychometric Theory. 3rd ed, McGraw-Hill, NY.
  39. Randall L, Senior M (1996). Training for service quality in the hospitality industry. Service Quality in Hospitality Organizations, ed., M. D. Olsin, R. Teare and E. Gummesson, Cassell. 164-182.
  40. Seider K, Berry LL, Gresham LG (2007). Attention, retailers!: How convenient, is your convenience strategy? Sloan Management Review 41(3):79-90.
  41. Seiders K, Berry LL, Gresham L (2000). Attention retailers: How convenient is your convenience strategy?, Sloan Management Review 49(3): 79-90.
  42. Seiders K, Voss GB, Godfrey AL, Grewal D (2007). SERVCON: Development and validation of a multidimensional service convenience scale. Journal of the Academy of Marketing Science 35 (1):144-156. https://doi.org/10.1007/s11747-006-0001-5
  43. Seo HS (2010). Analysis of Casuality Relation between Causes, Effects of Multi-dimensional Convenience. Department Hotel, Tourism, The Graduate School of Kyung Hee University.
  44. Seo JW (2014). A Study on the Effects of Korail Reservation Ticketing Service Convenience on Service Value, Customer Satisfaction and Reusable Behaviour. Major of Service Management Service Business School of Kyonggi University.
  45. Suh CJ, Ji SG (2000). The determinants of store loyalty in family restaurants. Journal of the Korea Service Management Society 2(1):50-57.
  46. Sweeney JC, Soutar GN (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing 77:203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
  47. Terblanche NS (2006). The Relationship between Customer Satisfaction and Loyalty: An Application of the American Customer Satisfaction Index in the South African Fast Food Industry. In press, Management Dynamics: Contemporary Research.
  48. Yang HJ (2013). The Relationship between Technology- Based Self-Service Convenience and Influence Factors, Technology-Based Self- Service Qualit. Department of Business Administration Graduate School of Kyungpook National Universtiy.
  49. Yang HJ, Lee SH (2008). The relationship between technology-based self-service(TBSS) convenience and nonomentary costs, customer value by multidimensional approach of the constructs. Journal of Business Research 23(2):329-363.
  50. Yun JK, Choi HK (2009). The impacts of service quality of discount store on customer satisfaction and voluntary behavioral intention-focused on moderating effect of lifestyle. Journal of Marketing Management Research 14(3):49- 80.
  51. Yun JK (2009). The Effect of Service Quality of Discount Store on Customer Satisfaction and Voluntary Behavioral Intention: Focused on Moderating Effect of Lifestyle. Department of Business Administration Graduate School of Kongju National University.
  52. Zeithaml VA, Bitner MJ (1996). Service Marketing. McGraw-Hill Book Company, 10, 700, New York.
  53. Zeithaml VA (1988). Consumer perceptions of price quality and value a means-end model and synthesis of evidence. Journal of Marketing 52(3):2-22. https://doi.org/10.2307/1251446