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http://dx.doi.org/10.20878/cshr.2017.23.4.015

Effects of Service Quality and Service Fairness of Coffee Brand on the Service Quality and Behavioral Intention: Domestic/Foreign Coffee Brand as Control Effects  

Kim, Jung-Ae (Dept. of Food Service Industry, Yeungnam University)
Gwon, Yong-Ju (Dept. of Food Service Industry, Yeungnam University)
Byun, Gwang-In (Dept. of Food Service Industry, Yeungnam University)
Publication Information
Culinary science and hospitality research / v.23, no.4, 2017 , pp. 144-162 More about this Journal
Abstract
This research utilized integrated package program of PASW Statistics 18.0 and AMOS 22.0 to analyze how the influence of service quality factor of coffee chains affects customer satisfaction and intention of customer behavior. The utilized statistics techniques were frequency analysis, exploratory, confirmatory factor analysis, covariance structure analysis, multiple group structure equation model analysis, etc. As a result of hypothesis verification, first of all, it was verified that the service quality factor of coffee chains affected positive (+) effect on service justice. Second, it was verified that the service justice affected positive (+) effect on customer satisfaction. To see it detailed, it is possible to see that all factors, perception of interactive justice, distributive justice, procedural justice, were adopted as the case of affecting service satisfaction (p<.001). Third, it was verified that among the circumstances that service quality affected to satisfaction, justice played a role as intermediary role. Fourth, it was verified that service satisfaction affected positive (+) effect on customer satisfaction, finally, the influence that customer satisfaction affecting behavioral intention has no effect on behavioral intention by brands of domestic or abroad.
Keywords
Service quality; Perceived services fairness; Satisfaction; Behavioral intention;
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