Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Analysis of The Mediating Effect of Food Quality and Price Fairness in The Relation between Servicescape and User Satisfaction - A Case Study of A University Student Cafeteria Evaluation -

서비스스케이프가 이용만족 간의 관계에서 음식의 품질과 가격공정성의 매개효과 분석 -A대학 학생 식당 사례를 중심으로-

  • Kim, Jong-Moo (School of Communications, College of Social Science, Dankook University)
  • 김종무 (단국대학교 사회과학대학 커뮤니케이션학부)
  • Received : 2018.11.23
  • Accepted : 2019.03.20
  • Published : 2019.03.28
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Abstract

This study analyzed what the Servicescape factor of the student cafeteria in university is, whether food quality and price fairness show any mediating effect in relation between Servicescape factor and user satisfaction. First, analysis shows that Servicescape factors of cafeteria for university students are 'extensity', 'cleanness', 'aesthetic' and 'agreeableness'. Second, 'cleanness and 'aesthetic' factors are found to have positive(+) influences on user satisfaction. Third, 'cleanness', 'aesthetic' factors are found to have positive(+) influences on food quality. Fourth, 'cleanness' factors of food quality shows complete mediating effect in the influential relation between Servicescape factor and user satisfaction and 'aesthetic' factors shows partial mediating effect. Fifth, significant influence was not seen in all factors of price fairness by Servicescape factors of student cafeteria in university. Sixth, price fairness was found to play no mediating role in the influential relation between Servicescape factor and user satisfaction. This study will help understand the mediating effect of food quality and price fairness in the relation between the Servicescape of student cafeteria in university and user satisfaction.

본 연구는 대학 학생식당의 서비스스케이프 요인이 무엇이며, 서비스스케이프 요인이 이용만족 간의 관계에서 음식의 품질과 가격공정성이 어떠한 매개효과를 보이는지를 분석 하였다. 분석 결과 첫째, 대학 학생식당의 서비스스케이프 요인이 '공간성', '청결성', '심미성', '쾌적성'으로 나타났다. 둘째, '청결성'과 '심미성' 요인은 이용만족에 정(+)의 영향력을 갖는 것으로 나타났다. 셋째, '청결성'과 '심미성' 요인은 음식 품질에 정(+)의 영향력을 갖는 것으로 나타났다. 넷째, 음식 품질은 서비스스케이프 요인과 이용만족의 영향관계에서 '청결성' 요인은 완전매개효과를 보이며, '심미성' 요인은 부분매개효과를 보였다. 다섯째, 대학 학생식당의 서비스스케이프 요인이 가격 공정성에 미치는 영향에 대한 결과 모든 요인에서 유의한 영향을 보이지 않았다. 여섯째, 가격 공정성은 서비스스케이프 요인과 이용만족도의 영향관계에서 매개역할을 하지 않은 것으로 나타났다. 본 연구는 대학 학생식당의 서비스스케이프가 이용만족 간의 관계에서 음식의 품질과 가격공정성의 매개효과를 이해하는데 도움을 제공 할 것이다.

Keywords

Table 1. Results of EFA and Reliability Analysis

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Table 2. Results of EFA and Reliability Analysis of University Student Cafeteria Servicescape

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Table 3. Discriminatory Feasibility Analysis

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Table 4. Research Question 2 results

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Table 5. Research Question 3 results

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Table 6. Research Question 4 results

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Table 7. Research Question 5 results

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Table 8. Research Question 6 results

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