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Does Tangible Clue influence on Perceived Risk and Overall Satisfaction? : Focused on the Customers at Family Restaurants in South Korea  

Yoon, Tae-Hwan (Dept. of Culinary Art, The University of Kyungdong)
Lee, Gang-Chun (Dept. of Culinary Art, The University of KIT)
Choi, Young-Jun (Dept. of Culinary Art, The University of Kyungdong)
Publication Information
Culinary science and hospitality research / v.21, no.5, 2015 , pp. 38-49 More about this Journal
Abstract
The purpose of this study was to investigate tangible clues influence on perceived risk and overall satisfaction of customers at family restaurant in South Korea. In this research overall CFA and SEM were employed to analyze the data. Tangible clues were divided to 3 factors and perceived risk to 6 factors. Tangible clue 1 'physical evidence', had negative(-) influence on financial risk(p<0.01), performance risk(p<0.01) and psychological risk(p<0.001). Tangible clue 2 'employee' affected negatively(-) time risk(p<0.001), performance risk(p<0.001), psychological risk(p<0.01) and social risk(p<0.001). And tangible clue 3 'service process' influenced negatively(-) physical risk(p<0.01), time risk(p<0.05), financial risk (p<0.001) and performance risk(p<0.01). And among customer's perceived risks, 3 factors(time risk~p<0.001, performance risk~p<0.001, social risk~p<0.001) influenced negatively(-) their overall satisfaction. Through these results, it appears that customers perceive various tangible clues and risks at family restaurants. And they are likely to satisfy or dissatisfy according to their perceived risks. As a result, food service companies need to research various customers' perceived risks as important marketing strategy, and reduce them for increase and induction of customers' satisfaction.
Keywords
tangible clue; perceived risk; overall satisfaction; family restaurant; South Korea;
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