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Influence of Service Marketing-Mix(7Ps) on Consumers' Risk Perception of Eating at Family Restaurants in Seoul  

Yoon, Tae-Hwan (Department of Hotel Culinary Arts, Dong-U College)
Publication Information
Korean journal of food and cookery science / v.26, no.5, 2010 , pp. 511-520 More about this Journal
Abstract
The purpose of this article was to study how the 7Ps influence consumers' risk perception of eating at family restaurants in Seoul. In this study, frequency analysis, reliability analysis, factor analysis and path analysis (SEM) of the data were performed. First, reliability analysis confirmed that the 7Ps performance and risk data could be used in this investigation. Path analysis showed that the 7Ps significantly influenced customers' risk perception of eating at restaurants in Seoul. According to the results, product negatively influenced performance risk (p<0.05) and financial risk (p<0.001); price negatively influenced performance risk (p<0.001), financial risk (p<0.001), and time risk (p<0.01); place negatively influenced performance risk (p<0.01) and time risk (p<0.001); promotion negatively influenced financial risk (p<0.05) and time risk (p<0.001); process negatively influenced performance risk (p<0.001) and time risk (p<0.001); physical evidence negatively influenced performance risk (p<0.05) and financial risk (p<0.001); and people negatively influenced performance risk (p<0.05), financial risk (p<0.001), and time risk (p<0.001). As a result, we confirmed that 7Ps were an effective marketing tactic for reducing consumers' risk perception of eating at restaurants. Therefore, family restaurant companies are recommended to administer the 7Ps without additional cost.
Keywords
Service Marketing-Mix(7Ps); customer's risk perception to buy; family restaurants;
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Times Cited By KSCI : 6  (Citation Analysis)
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