Browse > Article
http://dx.doi.org/10.5762/KAIS.2017.18.12.512

Study on Relationship between Service Quality for Food and Beverage and Service Value, Customer Satisfaction, Destination Associations  

Chun, Joo-Hyung (Department of Tourism Management, Chungwoon University)
Lim, Yeon-Woo (Department of Tourism Management, Chungwoon University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.18, no.12, 2017 , pp. 512-520 More about this Journal
Abstract
The purpose of this study is to investigate the relationship between service quality, service value, customer satisfaction and destination association. Based on previous studies, hypotheses and research models were derived and surveyed. The analysis was conducted using 406 valid questionnaires. The study results are as follows. The physical environment and the food quality of the tourist restaurant service quality affected service value. Employee service and food quality affected satisfaction. Service value affected satisfaction. The value of service affected the association of sightseeing destination. Nevertheless satisfaction did not affect the association of sightseeing spots. Based on these study results, the following implications are suggested. Restaurant management should prioritize food quality control. Local governments need support the improvement of the physical environment. A local menu that is reminiscent of tourist attractions should be developed.
Keywords
Tourist Destination Restaurant; Service Quality for Food and Beverage; Service Value; Customer Satisfaction; Destination Association;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
연도 인용수 순위
1 V. A. Zeithaml, "Consumer Perceptions of Price, Quality, and Value: a Means-End Model and Synthesis of Evidence", Journal of Marketing, 52(july), pp. 2-22, 1988. DOI: https://doi.org/10.2307/1251446   DOI
2 A. Parasuraman, V. A. Zeithaml and L. L. Berry, "SERVQUAL: A Multiple Item Scale for Measuring Consumer Perception of Service Quality", Journal of Retailing, vol. 64, no. 1, pp. 12-40, 1988.
3 Y. J. Yi, "Service Marketing 4th Edition", Hakhyunsa, 2008.
4 Y. R. Park, "A Study on the Correlative Analysis of the Price and Value for Customer Satisfaction of Korean Restaurants", Journal of Tourism Management Research, vol. 5, no. 3, pp. 81-94, 2001.
5 H. S. Jung and H. H. Yoon, "Comprehensive Study of Customers' Perceived Service Quality of Korean Restaurants I: Cross-Cultural Perception on Service Quality of Korean Restaurants by Nationality", Journal of East Asian Social Dietary Life, vol. 20, no. 6, pp. 987-996, 2011.
6 Y. M. Park and H. J. Oh, "The Influence of Coffee Shop Customer's POP Advertising on Impulse Buying and Satisfaction", FoodService Industry Journal, vol. 11, no. 3, pp. 79-88, 2015. DOI: https://doi.org/10.22509/kfsa.2015.11.3.007   DOI
7 E. S. Ryu and S. W. Suh, "The effect of Service Quality, Food Quality on Perceived Value, Customer Satisfaction, Customer Loyalty in Korean Buffet Restaurant : The Moderating Role of Perceived Value of competitor", Journal of Tourism Management Research, vol. 20, no. 2, 217-240, 2016.   DOI
8 D. S. Lee, "The Effects of Service Quality on Customer's Behaviors", Journal of the Korea Academia-Industrial cooperation Society, vol. 14, no. 10, pp. 4847-4854, 2013. DOI: http://doi.org/10.5762/KAIS.2013.14.10.4847   DOI
9 D. L. Kim and H. S. Kang, "An Empirical Study on Service Quality and User Satisfaction of Business Consulting", Journal of the Korea Academia-Industrial cooperation Society, vol. 9, no. 3, pp. 840 ? 845, 2008. DOI: http://doi.org/10.5762/KAIS.2008.9.3.840   DOI
10 W. D. Perreault and F. A. Russ, "Physical distribution service in industrial purchase decisions", Journal of marketing, vol. 40, no. 2, pp. 3-10, 1976. DOI: https://doi.org/10.2307/1251000   DOI
11 B. F. Stevens, "Price Value Perceptions of Travelers", Journal of Travel Research, vol. 31, no. 2, pp. 44-48, 1992.   DOI
12 J. J. Cronin and S. A. Talyor, "Measuring Service Quality: A Reexamination and Extension", Journal of Marketing, 56(July), pp. 55-68, 1992. DOI: https://doi.org/10.2307/1252296
13 R. N. Bolton and J. H. Drew, "A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes," Journal of Marketing, 55(January), pp. 1-9, 1991. DOI: https://doi.org/10.2307/1252199
14 W. B. Dodds, "In search of value: how price and store name information influence buyers′ product perceptions", Journal of Consumer Marketing, vol. 8, no. 2, pp. 15-24, 1991. DOI: https://doi.org/10.1108/07363769110034974   DOI
15 R. T. Rust, A. J. Zahorik, and T. L. Keinngham, "Service Marketing", Harper Collins College Publishers, p.234, 1996.
16 T. C. Kang, H. G. Kim, B. Y. Cho and M. C. Hyun, "An Empirical Study on Continuous Usage Intention towards Mobile Social Network Game", Journal of the Korea Academia-Industrial cooperation Society, vol. 15, no. 4, pp. 2104-2111, 2014. DOI: http://dx.doi.org/10.5762/KAIS.2014.15.4.2104   DOI
17 A. W. Lai, "Consumer Values, Product Benefits and Customer Value: A Consumptions Behavior Approach", Advances in Consumer Research, 22, pp. 381-388, 1995.
18 S. J. Han, Y. J. Kim and S. Kang, "Structural Relationships among Site Quality of Online Wine Store, Perceived Value, and Online Purchase Intention", Journal of the Korea Academia-Industrial cooperation Society, vol. 14, no. 12, pp. 6133-6145, 2013. DOI: http://dx.doi.org/10.5762/KAIS.2013.14.12.6133   DOI
19 U. S. An and C. J. Hyung, "Measuring Service Value and Related Conception", Journal of Commodity Science, pp. 101-121, 1997.
20 L. Randall and Martin Senior, "Traning for Service Quality in the Hospitality Industry", Service Quality in Hospitality Organizations eds. Michael D. Olsen, Richard Teare and Evert Gummesson, Cassell, pp. 164-182, 1996.
21 S. O. Olsen, "Comparative Evaluation and the Relationship Between Quality, Satisfaction and Repurchase Loyalty", Journal of the Academy of Marketing Science, vol. 20, no. 3, pp. 240-249, 2002. DOI: https://doi.org/10.1177/0092070302303005
22 J. A. Howard and J. H. Sheth, "The Theory of Buy Behavior", John Wiley & Sons, 1969.
23 R. L. Oliver, "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing, 17, pp. 460-469, 1980. DOI: https://doi.org/10.2307/3150499   DOI
24 H. K. Hunt, "Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction", Marketing Science Institute, p. 20, 1977.
25 D. Aaker, "Managing brand equity", New York: Fress Press, 1991.
26 T. J. Brown and P. A. Dacin, "The company and the product: Corporate associations and consumer product responses", The Journal of Marketing, vol. 61, no. 1, pp. 68-84, 1997. DOI: https://doi.org/10.2307/1252190   DOI
27 Daily leaders Economy, "Gastronomic tourism, city development, including lead", 31.Oct, 2017. http://leaders.asiae.co.kr/news/articleView.html?idxno=55627
28 K. L. Keller and D. A. Aaker, "Managing the corporate brand: The effects of corporate marketing activity on consumer evaluations of brand extensions", Report-Marketing Science Institute, Cambridge, MA, 1997.
29 H. Y. Choi and C. Y. Jung, "A Study on the Effect of Festival Brand Association-Focusing on the Relationship between Brand Attitude and Behavior Intention", Journal of Tourism Studies, vol. 27, no. 3, pp. 83-102, 2015.
30 The Economy Daily, "'Dongchelin, Pangchundong, Busan alley is up", 23, Nov, 2017 http://news.hankyung.com/article/2017112335031
31 Hankyorreh Media, "The food service industry exceeded 100 trillion won, 1 restaurant per 78 people", 10.Sep, 2017. http://www.hani.co.kr/arti/economy/economy_general/810361.html#csidxef6b77c2076b2eb82938b0d2b82ecd0
32 K. H. Min, "A Study on the Effects of Service Quality on Customer Satisfaction, Revisiting Intention, and Word-of-Mouth Communication Regarding Korean Hotel Restaurants", Korean Food Cookery, vol. 24, no. 6, pp. 780-787, 2008.
33 S. H. Ko and Y. T. Kim, "The influence of the service training on public servants' education performance and service quality", Korea Service Management Society, vol. 10, no. 4, pp. 133-152, 2009.   DOI
34 J. K. Chung and J. S. Han, "Effects of Hotel Employees' Cognition and Satisfactions on Service Training Programs upon Job Performance", The Korea Academic Society Of Tourism And Leisure, vol. 22, no. 6, pp. 233-251, 2010
35 J. M. Baek and M. S. Cho, "The Effects of Service Education on Customer Orientation of Employees in Hotel", Journal of tourism & Leisure Research, 26, pp. 263-280, 2014.
36 J. H. Chun and Y. W. Lim, "Educational Effects on the Service Provider in Restaurant at Sightseeing Spot :For Gongju and Buyeo", Journal of Tourism Management Research, 74, pp. 247-269, 2017. DOI: https://doi.org/10.18604/tmro.2017.21.1.12.
37 Korean Minisy of Culture, Sports and tourim, " Korea National Tourism Survey", 2017.
38 S. J. Ham, "Suggestions for the Strategies in Merchandising the Local F & B at the Tourist Destinations", Journal of Tourism Sciences, vol. 20, no. 1, pp. 198-220, 1996.
39 H. S. Jung, S. B. Lee and H. H. Yoon, "A Study on the Effects of Corporate Social Responsibility in Foodservice Company upon Customers' Behavioral Intention: Focused on the Mediating Roles of Customer Satisfaction and Service Valuation", Korean Journal of Hospitality & Tourism, vol. 18, no. 6, pp. 129-152, 2009.
40 P. Stevens, B. Knutson and M. Patton, "DINESERV: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality in Restaurant", Cornell Hotel and Restaurant Administration Quarterly, vol. 36, no. 2, pp. 56-60, 1995. DOI: https://doi.org/10.1177/001088049503600226   DOI
41 B. S. Lee, "DINESERV, Kano model, Korean-style restaurants, Service Quality, Classification of quality attributes", Journal of the East Asian Society of Dietary Life", 19, pp. 1018-1024, 2010.
42 D. S. Shin, "A Study on Service Guarantee to Service Quality, Service Value and Customer Loyalty in Travel Agency", International Journal of Tourism Management and Sciences, vol. 22, no. 4, pp. 243-264, 2008.
43 S. J. Kim, "Developing the Instrument for Measuring Team Brand Association for Professional Baseball Consumers", Korean Journal of Sport Management. vol. 20, no. 5, pp. 75-92, 2015.
44 J. O. Park and Y. C. Hwang, "The Effects of Service Context Factors on Service Quality, Service Value, Customer Satisfaction and Repurchase Intention", Journal of the Korea Service Management Society, vol. 8, no. 1, pp. 79-110, 2007.