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A Study on the Relationships among Service Quality, Perceived Benefit, Value, and Behavioral Intention as Perceived by Franchise Snack Bar Restaurant Consumers - Application of Means-End Chain Theory -  

Park, Hye-Bin (Dept. of Foodservice Management, Kyungsung University)
Lee, Soon-A (Dept. of Foodservice Management, Kyungsung University)
Yu, Seo Young (Dept. of Management, Kyungsung University)
Publication Information
Culinary science and hospitality research / v.22, no.3, 2016 , pp. 183-197 More about this Journal
Abstract
This study was conducted to investigate the relationships among service quality, perceived benefit, perceived value and behavioral intention as perceived by franchise snack bars customers. The service quality of franchise snack bars' was tested in three sub-dimensions: environmental quality interaction quality, and outcome quality, which are based on Brady & Cronin's third-dimensional model. A total of 450 survey questionaires were distributed from March 9th to November 12th in 2015, of whi 411 questionnaires were deemed suitable for statistical analysis. SPSS 20.0 program was employed to conduct frequency analysis and reliability analysis, while AMOS 20.0 program was used to test the hypotheses. The results revealed that all three elements of service quality have a positive impact on perceived benefit. In particular, the outcome quality element had the greatest influence on perceived benefit. In sum, customers of a franchise snack bar considered outcome variables such as food taste, reasonable amount, and general quality of food as the most important factors to fulfill the benefit. This results suggest that Korean snack bar franchise companies need to consider improvements to outcome quality features, such as food quality. In addition, perceived benefit was a critical antecedent of perceived value, which was itself a significant predictor of behavioral intention. In conclusion, this study applied the means-end chain theory on franchise sank bar segmentation, as well as three dimension service quality model as developed by Brady and Cronin, and found results that will enable meaningful strategics for snack bar foodservice segmentation in pursuit of the development of efficient business plans, and that can be utilized as a theoretical data for future studies.
Keywords
franchise snack bar; service quality; perceived benefit; perceived value; behavioral intention; means-end chain;
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Times Cited By KSCI : 4  (Citation Analysis)
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