Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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A Study on the Relationships between the Service Convenience of Restaurant Kiosk and Customer Value, Trust, and Satisfaction

외식업체 키오스크의 서비스 편의성과 고객 가치, 신뢰, 만족과의 관계 연구

  • Kim, Na-Hyung (Department of Hotel Foodservice Dining Cookery, Howon University)
  • 김나형 (호원대학교 호텔외식조리학과)
  • Received : 2020.03.03
  • Accepted : 2020.06.05
  • Published : 2020.06.30
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Abstract

This study examined the relationships between the service convenience of restaurant kiosks and customer value, satisfaction, and trust. To this end, analyses were conducted with adults aged at least 18 years throughout the country who reported that they had used restaurant kiosks at least once over the last year. Information on restaurant kiosks was provided to minimize the possibility of errors in the survey. According to the results, first, the decision-making convenience and the convenience of restaurant kiosks were shown to have significant effects on the customer value. On the other hand, the place convenience and transaction convenience had no significant effect on customer value. Second, customer value was shown to have significant effects on trust and satisfaction. Third, trust was shown to have significant effects on satisfaction. If a restaurant considers kiosks in terms of customer service convenience, not labor cost reduction, they will maintain long-term relationships and enhance their differentiation by increasing satisfaction and trust. This study aims to present differentiated marketing strategies and practical implications of restaurants that have introduced kiosks.

본 연구는 외식업체 키오스크의 서비스 편의성, 고객 가치, 만족, 신뢰와의 관계에 대해 연구하였다. 이를 위해 최근 1년 동안 외식업체 키오스크를 1회 이상 사용한 경험이 있다고 응답한 전국의 만 18세 이상 성인을 대상으로 분석하였다. 조사의 오류 가능성을 최소화하기 위해 외식업체 키오스크에 정보를 제공하였다. 그 결과 첫째, 외식업체 키오스크 의사결정 편의성과 편익 편의성은 고객 가치에 유의한 영향은 미치는 것으로 나타났다. 그러나 장소 편의성과 거래 편의성은 고객 가치에 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 고객 가치는 신뢰와 만족에 유의한 영향을 주는 것으로 나타났다. 셋째, 신뢰는 만족에 유의한 영향을 주는 것으로 나타났다. 외식업체가 키오스크를 인건비 절감이 아닌 고객의 서비스 편의성 측면에서 고려한다면 만족과 신뢰를 높여 장기적인 관계 유지에 도움을 줄 뿐만 아니라 차별화된 브랜드 이미지 제고에 도움을 줄 수 있을 것으로 사료된다. 본 연구가 키오스크를 도입한 외식업체의 차별화된 마케팅 전략 및 실무적 시사점을 제시하고자 한다.

Keywords

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