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The Influence of Physical Evidence on Perception of Eating-out Customer's Value at Family Restaurants in Seoul  

Yoon, Tae-Hwan (Department of Food Science, Dong-U College)
Hyoung, Do-Yun (Department of Hotel Culinary, Hyundai Technical College)
Publication Information
Korean journal of food and cookery science / v.24, no.3, 2008 , pp. 367-374 More about this Journal
Abstract
The principal objective of this study was to determine the influence of physical evidence's performance on perception of value at family restaurants in Seoul. Frequency analysis, t-test, ANOVA, reliability analysis, factor analysis, multiregression analysis were employed to analyze the data. The physical evidence was divided into 3 factors. Factor 1, 'matters related to appearances and decoration'; and Factor 3, matters related to atmosphere' differed significantly with monthly pocket money. However, all factors differed significantly by partner. Additionally, all factors positively(+) influenced customer's perception of value. In particular, factor 1, 'matters related to appearances and decoration' was the most positive factor. As a result, physical evidence can be regarded as efficient marketing tactic by which the intangible factors of restaurant-business may be removed. Therefore, food-service companies should endeavor to manage physical evidence ideally as a means of reducing the negative characteristics of service toward customers and inducing customers perceptions of value at family restaurants.
Keywords
physical evidence's performance; customer's value; family restaurant;
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