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http://dx.doi.org/10.20878/cshr.2017.23.4.002

Effects of Selection Attributes for HMR on Satisfaction and Loyalty: Focused on Moderating Role of the Customer Value  

Kim, Seong-Soo (Dept. of Korean Master-Work Culinary Arts, Incheon Jaeneung University)
Han, Ji-Soo (Dept. of Food Service Management and Culinary, Hyejeon University)
Publication Information
Culinary science and hospitality research / v.23, no.4, 2017 , pp. 10-21 More about this Journal
Abstract
The purposes of this study were to verify the effects of HMR (Home Meal Replacement) selection attributes on satisfaction and loyalty for HMR. In addition, the moderating role of customer value was examined among selection attributes of HMR, satisfaction and loyalty for HMR. Using a convenience sampling method, the data were collected from those who have bought HMR in Seoul and Kyonggi area. After a total of 235 responses were collected, 220 were used for the analyses. The multiple regression analyses were conducted to test the hypotheses. The results are as follows. First, it was found that product practicality and cooking convenience of HMR selection attributes had an effect on satisfaction of HMR but that ingredients safety and package & circulation period did not have an effect on satisfaction of HMR. Second, satisfaction of HMR significantly impacted loyalty for HMR. Third, in low group for customer value, product practicality of HMR selection attributes had an positive effect on satisfaction of HMR, and ingredients safety of HMR selection attributes had an negative effect on satisfaction of HMR. In high group for customer value, cooking convenience of HMR selection attributes had an positive effect on satisfaction of HMR. In low group as high group for customer value, satisfaction of HMR had a greater impact on loyalty for HMR.
Keywords
Hmr selection attributes; Satisfaction; Loyalty; Customer value;
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Times Cited By KSCI : 5  (Citation Analysis)
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