Human Ecology Research

The Korean Home Economics Association (대한가정학회)
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Effect of Consumption Value of Restaurant Service on Consumer Satisfaction: Focusing on Consumer Experiences at a Chinese Franchise Restaurant

외식서비스에 대한 소비가치가 소비자만족에 미치는 영향: 중국 프랜차이즈 레스토랑 소비자경험을 중심으로

  • Sun, Wan Lu (Department of Consumer Science, Sungkyunkwan University) ;
  • Hwang, Hyesun (Department of Consumer Science, Sungkyunkwan University) ;
  • Hong, Ji Hyung (Department of Consumer Science, Sungkyunkwan University)
  • 손완노 (성균관대학교 소비자학과) ;
  • 황혜선 (성균관대학교 소비자학과) ;
  • 홍지형 (성균관대학교 소비자학과)
  • Received : 2018.09.27
  • Accepted : 2020.01.30
  • Published : 2020.05.30
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Abstract

This study examined consumer experiences on consumption value for the restaurant service and the effect of consumption value on consumer satisfaction. Consumption value was composed of four values: functional, social, emotional, and epistemic. Participants consisted of 407 consumers who live in Shanghai and have experience eating at Haidilao restaurant. The results of this study suggested that the perceived consumption value of the restaurant service varies by the socio-demographic backgrounds of consumers. Consumer satisfaction is affected by the epistemic, emotional, and functional values of the restaurant service. The effect of epistemic value on consumer satisfaction with restaurant service was the highest among all consumption values followed by emotional and functional values. There was no significant effect of social value on consumer satisfaction. This study showed that consumers pursue various values in the restaurant services which had a greater influence on consumer satisfaction than the functional value related to the primary purpose of restaurant services. As the consumer experience diversifies along with the globalized food service industry, it is necessary to improve the consumer satisfaction of restaurant services by investigating what values and experiences consumers pursue. The results of this study contribute to a consumer-oriented service design of restaurants by illuminating consumers' experiences with consumption values that influence consumers' satisfaction with the overall restaurant service.

Keywords

References

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