한국조리학회지 (Culinary science and hospitality research)

  • 제22권1호
  • /
  • Pages.153-164
  • /
  • 2016
  • /
  • 2466-0752(pISSN)
  • /
  • 2466-1023(eISSN)
한국조리학회 (Culinary Society of Korean Academy)
권호 표지

The Influence of Physical Environment on Buying-Risk Perception: Customers at Franchise Korean-Restaurant

  • 투고 : 2016.01.12
  • 심사 : 2016.01.21
  • 발행 : 2016.01.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

The purpose of this article was to examine the influence of physical environment on customer's buying-risk perception at franchise Korean restaurants. In this research factor analysis and multi regression analysis were used. Physical environment were divided to 3 factors and risk perception to 5 factors. Internal environment affected negatively financial risk (p<0.001), time risk (p<0.001) and psychological risk (p<0.001). External environment had negative influence on time risk (p<0.05) and psychological risk (p<0.05). And the other environment negatively affected financial risk (p<0.001), time risk (p<0.001) and psychological risk (p<0.05). According to these results, we confirmed that various physical environments influenced on the risk perception of customers. As a result, food service corporations need to deal with physical environment efficiently. And the findings of this research would help their business management to build effective service marketing strategies and to satisfy the needs of customers at franchise Korean restaurants.

키워드

참고문헌

  1. Bae JH, Hong YT (2012). 朩テルレス卜ランの物理的な環境によろ肯定行勤意圖の國際此較硏究:韓.日間此較を中心に. Korean J Hotel & Tourism Research 14(3):201-212.
  2. Baker J (1994). The role of the environment in marketing service : the consumer perspective, in the service challenge. American Marketing Association. pp 328-339.
  3. Boris S, Aleksandra PK, Damijan M (2004). The relationships among perceived quality, perceived risk and perceived product value. The Journal of Product and Brand Management 13(23):156-167. https://doi.org/10.1108/10610420410538050
  4. Dowling GR, Staelin R (1994). A model of perceived risk and intended risk handling activity. Journal of Consumer Research 21(June):119-134. https://doi.org/10.1086/209386
  5. Jung HS, Yoon HH (2015). The effects of consumer's corporate association on self-image congruence, and satisfaction in food company: moderating role of consumer's trust. Culinary Science & Hospitality Research 21(5):1-13. https://doi.org/10.20878/cshr.2015.21.6.001001001
  6. Kim DJ, Park OS (2011). Impacts of fast food restaurant's physical environment on customer satisfaction and return visit. Journal of Tourism Administration Research 4(49):10-21.
  7. Kim HJ (2014). Are physical environments, service quality, and menu in coffee shop influencing overall satisfaction of college students? Culinary Science & Hospitality Research 20(5):124-129.
  8. Kim HS, Yoon SM (2011). A study on relationships between physical environment, store image and store loyalty. Journal of Tourism Administration Research 4(57):141-166.
  9. Klerck D, Sweeney JC (2007). The effect of knowledge types on consumer-perceived risk and adoption of genetically modified foods. Psychology & Marketing 24(2):314-325.
  10. Laroche M, Gorcon HGM, Jasmin B, Zhiyong Y (2004). Exploring how intangibility affects perceived risk. Journal of Service Research May 6(4): 373-389. https://doi.org/10.1177/1094670503262955
  11. Lee SH (2015). Servicescape and customer behavioral intention: the impact of servicescape on customer emotion responses towards customer satisfaction and behavioral intention in local coffee shops in Kuala Lumpur, Malaysia. Culinary Science & Hospitality Research 21(5): 129-138.
  12. Lee SI (2010). A study on the effect of physical environment on the customer satisfaction, revisit intention of food service company. J Hotel & Resort Research 9(1):85-99.
  13. Lee SM (2014). The impact of experience value on brand image, satisfaction, and customer loyalty in context of full-service restaurants: moderating effect of gender. Culinary Science & Hospitality Research 20(5):93-100.
  14. Lee YH, Jang RG, Back MS, Pra HW, Won CS (2013). The effect of physical environment of food service industry upon customers' emotions, satisfaction and revisit intention: Focused on buffet restaurant. Korean J Hotel & Tourism Research 15(1):1-18.
  15. Lee YJ, Cho JH, Kim BY (2013). The effects of perceived risk and physical environments of theme parks on customer satisfaction. J. of Tourism Research 28(2):183-200.
  16. Lovelock C, Lauren W (2002). Principles of Service Marketing and Management. Pearson Education International Inc. p 13.
  17. Oh CR, No JK, Kim MS (2014). A study of Korean elderly on the preference of food according to body composition. Culinary Science & Hospitality Research 20(5):84-92.
  18. Peter JP, Ryan MJ (1976). An investigation of perceived risk at the brand level. Journal of Marketing Research 13(2):184-188. https://doi.org/10.2307/3150856
  19. Ping D, Noel YM (2013). Servicescape elements, customer predispositions and service experience: The case of theme park visitors. Tourism Management 36:541-551. https://doi.org/10.1016/j.tourman.2012.09.004
  20. Robson SKA (1999). Turning the table : the psychology of design for high volume restaurants. The Cornel Hotel and Restaurant Administration Quarterly 40(3):541-551.
  21. Shim SI, Lee Y (2011). Consumer's perceived risk reduction by 3D virtual model. International Journal of Retail & Distribution Management 39 (12):107-118.
  22. Snoj B, Korda AP, Mumel D (2003). The relationships among perceived quality, perceived risk and perceived product value. The J. Product & Brand Management 13(23):156-167.
  23. Song JE (2014). A survey on the recognition and the preference of Bibimbab with students in Bayreuther. Germany. J Korean Soc Food Cult 29(4):307-313. https://doi.org/10.7318/KJFC/2014.29.4.307
  24. Williams JG (1999). The impact of employee performance cues on guest loyalty, perceived value and service quality. The Service Industries J. July (19)3:97-118. https://doi.org/10.1080/02642069900000032
  25. Woodruff RB, Sarah FG (1996). Know Your Customer : New Perspectives on Customer Value and Satisfaction. Cambridge, MA Blackwell Publishing, p 127.
  26. Yim SB (2012). The effect of a Italy restaurant's physical environment on the emotional responses and purchasing intention. Food Service Management 15(6):93-115.
  27. Yoon TH (2014). The influence of tangible clue of raw-fish restaurants on consumers' emotional responses & repurchasing behavior in east-northern area of Kangwon-province. Korean J Food Cookery Sci 29(5):533-541. https://doi.org/10.9724/kfcs.2013.29.5.533
  28. Zeithaml VA, Bitner MJ, Gremler DD (2011). Services Marketing. McGraw. Hills 4th. p25.