Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지

The Effect of the Components of Hotel Food & Beverage Service Quality on Customer Satisfaction and Brand Loyalty

호텔 식음료 서비스품질 요인이 고객만족과 브랜드 애호도에 미치는 영향

  • 한종헌 (경주대학교 호텔경영학과) ;
  • 서정운 (연세대학교 급식외식경영연구실)
  • Received : 2016.07.01
  • Accepted : 2016.08.12
  • Published : 2016.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study was to empirically determine the relationship between hotel food & beverage service quality, and customer satisfaction and brand loyalty. A total of 260 survey responses were collected from food & beverage' customers of seven five star hotels in Seoul. The results of hypothesis testing can be summarized as follows. The results showed that facility and reliability factors, and employee service and excellence factors had significant effects on customer satisfaction, and then reliability factors and excellence factor had significant effects on brand loyalty. Customer satisfaction also had a significant effect on brand loyalty. It can be concluded that the service quality components of hotel food & beverages are perceived responsiveness, service capabilities, food and beverages products, and physical environments. A strategy should be developed to create internal communication programs based on the empirical analysis results of this study.

본 연구의 호텔 식음료서비스 품질과 고객만족 및 브랜드 애호도 관계를 실증 분석하였다. 본 연구의 대상은 서울시내 특1급 호텔을 이용하는 소비자를 대상으로 설문조사를 실시하였다. 총 300부를 배부하여 265부를 회수하고, 불성실 답변 5부를 제외한 260부를 연구 분석에 사용하였다. 연구 결과는 다음과 같다. 호텔 식음료 서비스 품질은 종사원 서비스, 시설, 편의성, 탁월성의 4개 요인으로 구성되었으며, 가설 1은 호텔 식음료영업장의 서비스품질 요인이 고객만족에 정(+)의 영향을 미치는 것으로 나타났다. 가설 2는 종사원서비스, 시설이 기각됨에 따라 부분 채택되었다. 가설 3은 고객만족이 브랜드 애호도에 정(+)의 영향을 미치는 것으로 나타났다. 따라서 유의한 결과를 토대로 관리 강화를 통한 지속 가능한 경영을 통해 더욱 심화되는 경쟁 환경 속에서 경쟁력을 확보할 것으로 사료된다.

Keywords

References

  1. Aaker DA, Batra R, Myers JG (1992). Advertising Management, Prentice Hall.
  2. Andaleeb SS, Conway C (2006). Customer satisfaction in the restaurant industry: an examination of the transaction-specific model. Journal of Service Marketing 20(1):3-11. https://doi.org/10.1108/08876040610646536
  3. Assael H (1992). Consumer Behavior & Marketing Action(4th edition). PWS Kent, Boston, MA.
  4. Bitner MJ (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing 56(2):57-71. https://doi.org/10.2307/1252042
  5. Bollen KA, Long JS (1993). Testing structural equation models, Newbury Park, CA:Sage Publication.
  6. Bolton RN, Drew JH (1991). A multi-stage model of customer's assessments of service quality and value. Journal of Customer Research 17:375-384.
  7. Bougoure US, Neu MK (2010). Service quality in the malaysian fast food industry: an examination using DINESERV. Service Marketing Quality 31(2):194-212. https://doi.org/10.1080/15332961003604360
  8. Bowen JT, Shiang-Lih Chen (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management 12(5):213-217.
  9. Brady MK, Cronin, Jr (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing 18(4):36-44.
  10. Brakus J, Josko BH, Schmitt LZ (2009). "Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing 73(May):52-68.
  11. Chae SS, Shin CH (2012). A study on the impacts of restaurant service quality upon customer satisfaction and behavioral intention in Incheon city: An examination using DINESERV scale. Korean Journal of Hotel Administration 14(3):159-175.
  12. Cho SB (2002). The causal relationships of service environments, service quality, customer satisfaction, and repurchase intention in tourist hotel industry. The Structural Equation Model, Journal of Tourism Management Research 31(2):243-259.
  13. Cho SB (2007). The impact of the olive liaison perceived quality on customer satisfaction, loyalty and repurchase intention: The Italian restaurant customers of the five star L deluxe hotel in Busan Korea. Journal of Tourism Management Research 31(2):243-259.
  14. Cho SB, Hyun SH, Son IR (2011). The influence of perceived service quality of hotel on customer satisfaction and loyalty. Journal of the Korea Service Managemant Society 12(1):1-24.
  15. Cho SB, Kim HK (2006). The effect of the international exhibition expectation and performance on service value, customer satisfaction and service loyalty: Focused the exhibitors. Journal of the Korea Service Managemant Society 7(2):123-141.
  16. Corin JJ, Jr, Steven A Taylor (1992). Measuring service quality: A reexamination and extension. Journal of Marketing 56(Jul):55-68.
  17. Dabholkar P, Joseph O, Rentz D, Thorpe I (1996). A measure of service quality for retail stores. Journal of the Academy of Marketing Science 24(Winter):3-16. https://doi.org/10.1007/BF02893933
  18. Dick, Alan S, Basu, Kunal (1994). Customer loyalty: Toward and integrated conceptual framework. Journal of the Academy Marketing 22(2):99-113. https://doi.org/10.1177/0092070394222001
  19. Garbarino E, Johnson MS (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing 63(April):70-87. https://doi.org/10.2307/1251946
  20. Go CH (2009). An Effect of Brand Asset and Attitude of Golf Courses in Jeju Province on Behaviors after Purchasing Ph. D. Dissertation Chosun University.
  21. Groonroos (1984). A service quality model and its marketing implications. European Journal of Marketing 18(4):36-44. https://doi.org/10.1108/EUM0000000004784
  22. Han JH, Seo JW (2014). The effects of sommelier service quality on customer satisfaction, repurchase intention, recommendation intention. Journal of Tourism and Leisure Research 7(2):123-141, 26(6):451-468.
  23. Howard JD, Sheth JN (1969). The Theory of Buyer Behavior, New York: John Wiley and Sons.
  24. Hsieh YC, Hiang ST (2004). A study of the impacts of service quality on relationship quality in search-experience-credence service. Total Quality Management and Business Excellence 15(1):71-82.
  25. Jacoby J, Chestnut R (1987). Brand Loyalty Measurement and Management. New York: John Wiley and Sone.
  26. Jung HS, Yoon HSe (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.
  27. Jung SK, Min HS, Byun JW (2010). The effect of service quality of tourism product on Japanese tourist satisfaction and loyalty: Focusing on the mediator effect of the tourist guide role. Korean Journal of Hotel Administration 19(1):219-236.
  28. Kim HJ, McCahon C, Miller L (2003). Assessing service quality in Korea casual dining restaurant using DINESERV. Journal of Food Service Business Research 6(1):67-86.
  29. Kim JH, Kang HM (2011). The effects of switching cost and customer satisfaction on brand Loyalty in a continuous purchase setting). The Academy of Customer Satisfaction Management 13(3):1-17.
  30. Kim KH (2010). A study on the relationship between festival service quality, satisfaction and behavioral intention by the benefit sought. Journal of the Korea Service Managemant Society 11(1):237-264.
  31. Kim KI, Shin HW, Lee SH (2009). An empirical study on the influence of shipping companies' service quality on customer satisfaction and loyalty. Journal of the Korea Shipping Marine and Harbor Economic Society 11(1):237-264, 52(1):223-248.
  32. Kim KS (2004). AMOS Model Analysis, SPSS Academy.
  33. Kim MK, Park MC, Jeong DH (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication service. Telecommunications Policy 28:145-159. https://doi.org/10.1016/j.telpol.2003.12.003
  34. Kim SH (2010). The effects of food service quality on relationship quality and brand loyalty. Korean Journal of Hotel Administration 19(1):89-102.
  35. Kim TH, Lee MS, Choi DJ (2004). Measuring service quality of Korean restaurants using the DINESERV Scale. Journal of Foodservice Management 7(3):7-25.
  36. Kotler P, Armstrong GSH, Leong SM, Tan CT, Hong-Ming OY (2008). Principles of Marketing: a global perspective, Person Education South Asia.
  37. Lee AJ, Park DH, Park JW (2003). Effect of the service quality of foodservice industry on customer satisfaction, revising intention, and oral transmitting intention. Korean Journal of Hotel Administration 12(1):191-213.
  38. Lee BC (2007). The study of how service quality affects customer satisfaction in the food service industry. Journal of the Service Research 4(1):95-113.
  39. Lee DH, Jung SH, Choi KH (2011). The impact of perceived organizational support on service quality, customer satisfaction, and customer loyalty in the health care service. Journal of the Korea Service Managemant Society.
  40. Lee HK, Lee JH (2014). The effect of hotel restaurant service quality on hotel relationship marketing and hotel performance - Centered on the comparison of independently owned hotel and chain hotel in Busan-. Korean Journal of Hotel Administration 23(6):55-75.
  41. Lee HT (2010). The effects of customer dissatisfaction, alternative attractiveness, switching cost on customer switching intention. Korea Industrial Economics Association 23(4):2135-2155.
  42. Lee JW, Ahn SS, Seok SH (2009). A study on effect of service quality to relationship commitment and revisit intention. Journal of Tourism Management Research 24(1):265-284.
  43. Lee WG, Kim GJ (2012). A study on the mediating role of customer value in the structural relationships among restaurant service quality, customer satisfaction, and loyalty: Focusing on ages 20s-30s. Korean Journal of Hotel Administration 6(82):55-75.
  44. Lui Y, Jang S (2009). Perceptions of chainse restaurant in the u.s: what affects satisfactions and behavioral intention? International Journal of Hospitality Management 28:338-348. https://doi.org/10.1016/j.ijhm.2008.10.008
  45. Markovic S, Raspor S, Seganic K (2010). Does restaurant performance meet customer expectations? An assesssment of restaurant service quality using a modified DINESERV approach. Tourism and Hospitality Management 16(2):181-195.
  46. Meng J, Elliott KM (2008). Predictor of relationship quality for luxury restaurant Journal of Retailing and Consumer Service 15(6):509-515. https://doi.org/10.1016/j.jretconser.2008.02.002
  47. Nunnally JC (1978). Psychometric Theory. New York: McGraw Hill.
  48. Oh HJ, Park YM (2015). The effects of the components of hotel food and beverage service quality on customer emotions, customer satisfaction and revisit intentions. Journal of Tourism Management Research 3(65):125-147.
  49. Oliver RL (1993). A conceptual model of service satisfaction: Compatible goals different concepts. Adavances in Services Marketing and Management 2:65.
  50. Oliver RL (1999). Whence customer loyalty?, Journal of Marketing 63:33-44.
  51. Parasuraman A, Berry L, Zeithaml VA (1991). Refinement & Reassessment of the SERVQUAL scales. Journal of Retailing 67:421-450.
  52. Parasuraman A, Valarie A. Zeithaml & Leonard L. Berry (1985). A conceptual model of service quality & its implications for future research. Journal of Marketing 49(3):41-50.
  53. Park HW, Lee JH (2014). The effects of transformational leadership and servant leadership on job satisfaction, organizational commitment, service quality and customer satisfaction. Korean Journal of Hotel Administration 23(2):167-194.
  54. Park SG (2007). Research on Factors of Excellent Brand Rice Purchase Decision M.A. Thesis, Hoseo University.
  55. Park SY, Bae SW (2010). The effect of relational benefits and brand identification on customer loyalty: Focused on five star hotel industry. Korean Journal of Hotel Administration 10(21).
  56. Ranaweera C, Prabhu J (2003). The influence of satisfction, trust and switching barrier on customer retention in a continuous purchasing setting. International Journal of Service Industry Management 14(4):374-395. https://doi.org/10.1108/09564230310489231
  57. Rust RT, Gutran J (1993). Customer satisfaction, customer retention and market share. Journal of Retailing 69:193-215. https://doi.org/10.1016/0022-4359(93)90003-2
  58. Ryu JH, Kim JG (2013). The influence of positive emotion induced by brand experience on enhancing self perception and brand loyalty. Korea Marketing Review 28(August):57-80.
  59. Seo DB, Ranganathan C, Babad Y (2008). Two level model of customer retention in the US mobile telecommunications service market. Telecommunications Policy 32:182-196. https://doi.org/10.1016/j.telpol.2007.09.004
  60. Shin Dong-Hee, Kim Won-Yong (2008). Forecasting customer switching intention in mobile service: An exploratory study of predictive factors in mobile number protability. Technological Forecasting & Social Change 75:854-874. https://doi.org/10.1016/j.techfore.2007.05.001
  61. Stevens P, Knutson B, Patton M (1995). DINESERV: A tool for measuring service quality in restaurant. Administration Quarterly 36(2):56-60.
  62. Tsai HT, Huang HC, Chen WK (2006). Why on-line customers remain with a particular e-retailer: An integrative model and empirical evidence. Psychology and Marketing 23(5):447-467. https://doi.org/10.1002/mar.20121
  63. Yang TS (2002). Study of food service industry-Brand image in Korea, M.A. Thesis, Kyonggi University.
  64. Yang Z, Peterson RT (2004). Customer Perceived Value, Satisfaction, and Complaint Behavior, 16:145-456.
  65. Yoon H (2010). A study on the effects of real estate service quality on customer royalty and complaining behaviors. Journal of the Korea Service Managemant Society 11(2):49-72. https://doi.org/10.15706/jksms.2010.11.2.003
  66. You Xueming, Naveen D (2001). Developing and Validating a Multidimensional Consumer-Based Brand Equity Scal. Journal of Business Research 52:1-14. https://doi.org/10.1016/S0148-2963(99)00098-3