• Journal of the Korean Society of Food Science and Nutrition
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• v.38 no.12
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• pp.1794-1800
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• 2009

This research was performed to acquire dietitians' attitudes toward events marketing at school foodservice operations in the Busan area. A total of 359 questionnaires were distributed to dietitians employed at school foodservice operations in Busan from July 1 to 31, 2006 (response rate: 93%). All dietitians assessed the importance and performance of event marketing at 3.39/5.00 and 2.78/5.00. The elementary and high school had significantly (p<0.01) higher average scores of performance of event marketing than those of the middle school. The contract managed foodservices had significantly (p<0.01) higher average scores of performance of event marketing than those of the independent managed foodservices. In the Importance-Performance Analysis (IPA), high importance and high performance (B area: doing great) were seasonal event, traditional festival day event, subdivisions of the seasonal event, environment event, school event, the day event and high importance whereas low performance (A area: focus here) was health event. Event marketing increased customer satisfaction and confidence. Therefore, these results suggest that there may be a need to implement special events at school foodservice in order to increase students' satisfaction.

• Journal of Venture Innovation
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• v.4 no.3
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• pp.1-15
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• 2021

Due to long-term social distancing due to the spread of COVID-19, business trends of restaurant companies are being implemented in accordance with the changed environment such as packaging and subscription. However, even in this environment, upscale restaurants are generating high profits by trying to differentiate themselves from existing restaurants by providing high-quality services with the best facilities. Therefore, this study describes how customers' experience of upscale restaurant service influences behavioral loyalty. That is, the purpose of this study is to determine the effect of service experience on cognitive satisfaction and emotional attachment, and to examine the causal role of cognitive satisfaction and emotional attachment by confirming the relationship between these constructs and relationship commitment and behavioral loyalty. To verify this, data were collected through face-to-face interviews with 300 consumers who recently used a upscale restaurant. Of the collected data, 275 copies(91.6%) were used for the final analysis, and inaccurate or erroneous data among 25 response sheets were excluded. In this study, the validity and reliability of the data were checked and the research hypothesis was verified by using SPSS 21.0 and AMOS 20 statistical package. Frequency analysis was performed to confirm the demographic characteristics of the respondent. Structural equation model analysis(SEM) was used to confirm the fit of the research model and to verify the research hypothesis. As a result of the research hypothesis analysis, it was found that service experience had a positive effect on cognitive satisfaction, and cognitive satisfaction had a positive effect on emotional attachment, relationship commitment, and behavioral loyalty. Also, it was found that emotional attachment had a positive effect on relationship commitment and behavioral loyalty, and relationship commitment had a positive effect on behavioral loyalty. However, service experience did not affect emotional attachment. With this study, marketers and managers of upscale restaurants such as hotel restaurants need to accurately select their target audience, understand their service needs, and then present the appropriate service to them. In addition, they should not only induce cognitive satisfaction by providing excellent service to their customers, but also identify moments of truth and present appropriate services so that satisfied customers can strengthen their emotional attachment. In addition, it is necessary to strengthen the relationship with their firms by forming friendly relationships with customers who have high emotional attachment, and also to induce relationship commitment so that such customers have a strong sense of belonging and attachment to their firms.

• The Journal of Industrial Distribution & Business
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• v.10 no.2
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• pp.39-49
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• 2019

Purpose - Customer loyalty and citizenship behavior are key success factors of franchise system. They make the management of franchisee more effective and efficient. Prior studies, however, mainly dealt with only acquisition utility of customer, such as perceived product/service quality and brand reputation to explain customer loyalty and citizenship behavior, which explains only on one side. We tried to investigate the effect of exchange utility of customer, such as relationship strength and psychological obligation together with the acquisition utility. In addition, we tried to investigate the relationship between customer loyalty and citizenship behavior in franchise context. Research design, data, and methodology - This study used data collected from the dining franchisee managers of 342 franchisors in South Korea. The franchisors consist of more than ten franchisees, the majority of which participated directly in the transaction with franchisor and have worked for more than six months. To test the hypotheses, the study used structural equation model analysis. Results - H1-1, 1-2, 1-3 predicted that acquisition utility would increase customer loyalty to franchisee. In support of H1-1, 1-2, 1-3, the results indicated that acquisition utilities such as perceived product value, perceived service value, and franchise brand reputation had positive effects on customer loyalty. H2-1, 2-2 predicted that exchange utility would increase customer loyalty to franchisee. In support of H2-2, the result indicated that psychological obligation had positive effects on customer loyalty like other acquisition utilities. However, H2-1 was not supported. Relationship strength had no significant effect on customer loyalty. H3 predicted that customer loyalty would increase customer citizenship behavior. In support of H3, the results indicated that customer loyalty had positive effect on customer citizenship behavior. Overall, the evidences generally supported the hypotheses. Conclusion - The results of the study show that not only acquisition utility but also exchange utility increases customer loyalty to franchisee and also show that customer loyalty increases customer citizenship behavior. Interestingly, however, relationship strength has no significant effect on customer loyalty. These results have two implications. The one is that increasing exchange utility can improve customer loyalty as acquisition utility can. The other one is that both of customer utilities can improve customer citizenship via customer loyalty.

• Management & Information Systems Review
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• v.36 no.4
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• pp.103-116
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• 2017

The objective of this study is to examine the effect of the serve employee which is thought as important but has not been studied almost on the response actions to the customer and organization. we tried provide the administrative implications for the black consumer management. This study built a exploratory empirical model that there is causal relationship of the service sector employee on the attitude to the customer and organization on the base of the exploratory consideration. To test hypotheses empirically, the questionnaire data were collected from 262 members of service sector in Busan and was analyzed by using Regression Analysis. Results of empirical analysis are as follow. 1) perceived black consumer behavior which service sector employee has the significant positive effect on the misbehavior to the customer. looking in detail, repetitiveness, insistence, deception, excessiveness are significant positive effect on the misbehavior to the customer. 2) perceived black consumer behavior which service sector employee has the significant positive effect on the misbehavior to the organization. looking in detail, excessiveness only have a positive effect on the misbehavior to the organization. 3) The significance of this study indicates that encourage plays a role as moderating variable influencing the relationship between perceived black consumer behavior and employee misbehavior. Specifically, The significance of this study indicates that encourage plays a role as moderating variable influencing the relationship between perceived excessiveness which the demension of the black consumer behavior and employee misbehavior. Lastly, this study suggested the implication of the result, the limitation and the direction of future study. The results of this study provide suggestion to the company.

• Proceedings of the Korea Hospitality Industry Research Society Conference
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• 2005.11a
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• pp.1-20
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• 2005

Family Restaurant is a service business of a kind. The role of service operator is to improve a sales of service goods through maximizing the service value with customer satisfaction at the moment of MOT(moment of truth). Family Restaurant come to the great growth on the face of it. In future, it will place emphasis more and more on not hardware but software including service quality. The purpose of this study, therefore, is to research the effect on service quality of the job satisfaction of Family Restaurant's service staff. Data was collected from the employee who are working at Family Restaurant located in Taegu. The empirical research has been done over 50days from 1April, 2004 to 20May, 2004. In conclusion of empirical analysis, 4 hypotheses were significant among 7 hypotheses suggested in this study. The research showed as follows : First, the organic trait among the effect factor of job satisfaction perceived by Family Restaurant service staff showed positive influence on job satisfaction. Second, the personal trait among the effect factor of job satisfaction perceived by Family Restaurant service staff showed positive influence on service quality. Third, the official trait among the effect factor of job satisfaction perceived by Family Restaurant service staff showed negative influence on job satisfaction. Fourth, the organic trait among the effect factor of job satisfaction perceived by Family Restaurant service staff showed positive influence on service quality. Fifth, the personal trait among the effect factor of job satisfaction perceived by Family Restaurant service staff showed negative influence on service quality. Sixth, the organic trait among the effect factor of job satisfaction perceived by Family Restaurant service staff showed negative influence on service quality. Seventh, the job satisfaction of Family Restaurant service staff showed positive influence on service quality. Besides, the critical points of this study are as follows; First, we designated the subject of research to the employee of Family Restaurant only. Second, multi-situations(time, holiday) which can happen as service was offered, wasn't concerned. Third, as service quality was estimated by general service quality. the research in future should subdivide service quality more. I. finally, applied the pervious researches on job satisfaction and service quality in the employee of Family Restaurant. To extend more this research model in future, the variables like customer satisfaction should be added.

• Culinary science and hospitality research
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• v.18 no.3
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• pp.149-162
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• 2012

This study is intended to investigate the effects of customers' emotional response upon behavioral intention with taking customers who visited Korean restaurants into account. Luxury Korean restaurants where we apply to this study are selected by the food service industry association of Busan-metro city among the model restaurants. For this aim, designing a research model and drawing a hypothesis were carried out with a basis of advanced research. In data processing, SPSS win package 15.0 statistical program was used to verify the hypothesis through frequency analysis, reliability analysis, factor analysis, and regression analysis. The result of the analysis on the effects of physical environment factor upon domination among emotional response could be summed up as follows. Employee and geniality factors turned out to exercise a significant impact on domination, convenience and cleanliness turned out not to. The result of the analysis on the effects of physical environment factor upon arousal among emotional responses could be summed up as follows. Cleanliness and geniality factors turned out to exercise a significant impact on evocation, convenience while employee factor turned out not to. As a result of the analysis on the effects of emotional response upon behavioral intention, domination and evocation factors among emotional responses had a statistically significant impact upon behavioral intention. From the findings of the study, it became evident that dining-out customers might regard luxury Korean restaurants as a space for experiencing various emotions by physical environment rather than for dining and meeting for friendship. To induce emotional response is therefore expected to help a company to promote the practical improvement in achievement over various aspects such as behavioral intention.

• Culinary science and hospitality research
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• v.15 no.1
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• pp.191-201
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• 2009

Tipping takes significant part in hospitality industry, especially in hotels and restaurants. According to the recent studies, over US$26.4B were given to the service personnel in the restaurant industry from the customers as tips in 2003 in the US alone. As a result of these developments, tipping has been a legitimate area of academic inquiry in many foreign countries but here in Korea this custom has not drawn much attention due to service charge being placed by the government since 1979. The purpose of this study is to analyse the perception and attitude of tip recipients and compare it with the results of previous studies carried out by Shamir and Parrett. Statistical analyses were carried out to compare the differences of perception between tip recipients and non recipients on the staff role conflict, job satisfaction, pay satisfaction and attitude toward the guests. It is suggested from the finding that the current service charge system needs to be taken into consideration for possible revision or alteration as the management environment and customer needs in the hospitality industry in Korea are changing at an enormous pace. As this study focused on the perception of employees, further study on the perception of customers to tipping is highly recommended.

• The Korean Journal of Franchise Management
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• v.9 no.3
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• pp.45-55
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• 2018

Purpose - Non-verbal Communication with customers in restaurant business can play an important role because it affects customer behavior and attitudes as a means to develop and maintain long-term relationships with customers. The purpose of this study is to analyze the effect of non-verbal communication with customers and the effect of the influence on customer satisfaction, trust, and revisit intention. Research design, data, methodology - In order to verify the research models and hypotheses of this study, questions were prepared for each variable and data were collected through questionnaires. The questionnaire survey was conducted from March 27, 2018 to April 17, 2018, for those who agreed with the citizens of the Jeju area who visited the restaurant recently. 50 out of 100 were conducted by internet survey and 50 were surveyed. Thus, a total of 100 responses were used using structural equation modeling with Smartpls 3.0. Results - The results of the study are as follows. First, non-verbal communication has a significant impact on customer emotion. Second customer emotion have a significant impact on customer trust and satisfaction. Third, Customer satisfaction had positive a significant effect on revisit intention. Fourth, Customer trust had positive a significant effect on revisit intention. Conclusions - The implications of this study are following as: The food service company should continuously provide non-verbal communication training to employees so that they can respond to customers with the right attitude and bright smile. In particular, in the case of restaurant franchises, customer response manuals should be created and distributed to the franchisees, and a regular training program for the franchisees should be implemented to provide the same service to the customer. Second, CEOs should have to worry about what kind of experience he or she has left since leaving the store. It is also necessary to constantly look at what customers experience in their stores or in their brands, and what emotions they form through their experiences. Third, the more satisfied or trusted customers are formed through the service of the employee, the more loyal the restaurant business will be, and the more likely it is to make continuous revisit and positive word-of-mouth activities..

• Journal of Service Research and Studies
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• v.14 no.1
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• pp.1-12
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• 2024

As the service robot market grows among the food technology industry, the quality of robot service that affects consumer behavioral intentions in the restaurant industry has become important. Serving robots, which are common in restaurants, reduce employee work through order and delivery, but because they do not respond to service failures, they increase customer dissatisfaction as well as increase employee work. In order to improve the quality of service beyond the simple function of receiving and serving orders, functions of recovery effort, fairness, empathy, responsiveness, and certainty of the process after service failure, such as serving employees, are also required. Accordingly, we assumed the type of failure of restaurant serving service as two internal and external factors, and developed a serving robot with a vocational ethics module to respond with a professional ethical attitude when the restaurant serving service fails. At this time, the expression and action of the serving robot were developed by adding a failure mode reflecting failure recovery efforts and empathy to the normal service mode. And by recruiting college students, we tested whether the service robot's response to two types of service failures had a significant effect on evaluating the robot. Participants responded that they were more uncomfortable with service failures caused by other customers' mistakes than robot mistakes, and that the serving robot's professional ethical empathy and response were appropriate. In addition, unlike the robot's favorability, the evaluation of the safety of the robot had a significant difference depending on whether or not a professional ethical empathy module was installed. A professional ethical empathy response module for natural service failure recovery using generative artificial intelligence should be developed and mounted, and the domestic serving robot industry and market are expected to grow more rapidly if the Korean serving robot certification system is introduced.

• The Journal of the Korea Contents Association
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• v.20 no.6
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• pp.381-391
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• 2020

The purpose of this study is to investigate the relationship between meal kit product selection attributes, purchasing behavior, and satisfaction. The sampling of the study was conducted for 1 month for customers who have experience in using meal kit products recently launched by a restaurant company, and 287 copies of the questionnaire were used for analysis. For the hypothesis verification, regression analysis was performed using SPSS 20.0 package. As a result of analysis, first, the meal kit product selection attributes and purchase behavior of Hypothesis 1 have a significant effect on diversity (β = .026) and quality (β = .927). Hypothesis 2, meal kit product selection attributes and satisfaction have a significant effect on convenience (β = .503) and price (β = .121). Third, in the purchasing behavior of Hypothesis 3, the purchasing behavior (β = .561) has a significant effect on satisfaction. Lastly, this study is expected to provide basic data for researchers performing meal kit product related research, and to provide a rationale for suggesting direction for product development in a food service company and using marketing strategies.