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The Influences of Tangible Clues on Customer's Perceived Risk and Satisfaction at Family-Restaurants (Focused on University Students in Seoul)  

Lee, Jung-Ja (College of Business Administration, Kangwon University)
Yoon, Tae-Hwan (Department of Food Science, Dong-u College)
Publication Information
Korean journal of food and cookery science / v.22, no.3, 2006 , pp. 355-362 More about this Journal
Abstract
The purpose of this study was to investigate the influences of tangible clues on university students' perceived risks and satisfaction at family-restaurants in Seoul. The performances of 3 tangible clues(physical evidence, employee, service process) negatively influenced the student's perceived risks. This result indicated that tangible clues can reduce the negative characteristics of service (intangibility, inseparability, perishability and variability) toward student customers at family restaurants. Meanwhile, financial risk, performance risk and social risk negatively influenced their overall satisfaction. Performance risk had the strongest negative influence on student customers' overall satisfaction, indicating that university students were much more interested in performance and utility about menu, food and service quality than in other factors at family restaurants. As a result, food-service corporations need to manage suitably various tangible clues as an important marketing strategy to diminish their customers' perceived risk and raise their satisfaction.
Keywords
tangible clues; perceived risk; satisfaction; family-restaurant;
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