Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지

The Influence of Foodscape on Young Generations' Satisfaction and Behavioral Intentions in Cafés, Johor Bahru, Malaysia

말레이시아 조호바루 지역에 거주하는 신세대 소비자들의 카페 Foodscape에 대한 만족도와 행동의도 분석

  • Lee, Sang-Hyeop (Centre for Tourism, Hospitality, and Culinary Management, Sunway University) ;
  • Elaine, Kwan (Centre for Tourism, Hospitality, and Culinary Management, Sunway University) ;
  • Lee, Jong-Ho (Department of Foodservice Management, Kyungsung University)
  • Received : 2015.09.17
  • Accepted : 2015.10.20
  • Published : 2015.10.31
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Abstract

In the food and beverage industry, foodscape is known as an important component in satisfy the customer and return patronage. However, it has been overlooked in the restaurant service quality as well as less examined in the hospitality journal. Thus, it causes that the restaurant managers have little knowledge on how the foodscape influences customer satisfaction as well as behavioral intention. Therefore, the purpose of this study is to analyze the role of foodscape attributes on customer satisfaction and behavioral intention in $caf{\acute{e}}$ in Johor Bahru, Malaysia. The sample size of the questionnaire in this study was 322 respondents who are Generation Y in the age group between 18 and 35 years old. Multiple regression was used in the study to identify the relative importance of foodscape attributes that lead to customer satisfaction and behavioral intention. Through this research, the restaurant managers would aware and realize that foodscape would have relationships between customer satisfaction as well as behavioral intention.

본 연구의 목적은 말레이시아의 조호바루 지역에 거주하는 신세대 소비자들의 카페의 foodscape가 만족도와 행동의도에 어떠한 영향을 미치는지에 관한 것이다. 총 330명의 카페 고객을 대상으로 설문조사를 하였다. 말레이시아 조호바루 지역은 이웃국가인 싱가폴과 인접한 국경도시로, 말레이시아의 타지역에 비해서 신세대들이 보다 많이 거주하고 있다. 이에 따라 본 연구는 말레이시아의 타 지역과 인구통계학적으로 차별화가 되는 조호바루 지역을 선택함으로써 보다 차별화된 결과를 지니고 있다고 할 수 있다. 본 연구는 카페 고객이 느끼는 foodscape 요인들이 만족도와 향후행동에 어떠한 영향을 미치는지에 알아보고 있다. 카페의 음식의 presentation과 temperature와 freshness는 만족도에 긍정적인 영향을 미친다. 하지만 food variety는 만족도에 긍정적인 영향을 미치지 않는 것으로 나타났다. 또한, 만족도는 향후행동 의도에 긍정적인 영향을 미치는 것으로 나타났다. 향후 말레이시아의 국경도시인 조호바루에 진출하려는 cafe 관련 식음료 사업체들에 어떤점이 고객들에게 어필할 수 있는지를 보여주는 중요하고 의미 있는 연구라고 할 수 있다.

Keywords

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