• 한국식품조리과학회지
• /
• 제25권1호
• /
• pp.16-24
• /
• 2009

This study suggested a theoretical research system on the effects of corporate social responsibility in the foodservice industry upon perceived service quality. Self-administered questionnaires were completed by 509 customers and the data were analysed by frequency, factor analysis, reliability analysis, correlation analysis and multiple regression analysis. The primary results are as follows - Three corporate social responsibility (CSR) factors were obtained - economic responsibility, legal.ethical responsibility and philanthropic responsibility. In addition, five factors were obtained from the factor analysis of perceived service quality - tangibility, reliability, responsiveness, assurance and empathy. Correlation analysis showed a significant correlation between the CSR factors and the customers' perceived service quality factors. Multiple regression analysis, to verify the hypothesis, showed that CSR in the foodservice industry had a significant influence upon customers' perceived service quality; therefore, the research hypothesis was adopted. CSR, which had an effect on tangibility out of the minutely-perceived service quality factors, was indicated in the order of economic responsibility, legal ethical responsibility and philanthropic responsibility. Responsiveness, reliability, and assurance were influenced by legal ethical responsibility, economic responsibility and philanthropic responsibility, respectively, in order. Also, empathy was surveyed to be influenced by legal ethical responsibility, philanthropic responsibility and economic responsibility in order. Consequently, customers' evaluations of perceived service quality may be inferred to have positive effects when the customer recognizes whether the foodservice company performs social responsibility.

• 한국조리학회지
• /
• 제14권2호
• /
• pp.138-152
• /
• 2008

This study suggested a theoretical research system on the effects of the corporate social responsibility in family restaurants upon corporate image, corporate preference and revisit intention. Based on total 342 university students from the empirical research, this study confirmed the reliability and fitness of research model and verified total 4 hypotheses with structural equation modeling(SEM) by Amos program. SEM results showed that the corporate social responsibility of family restaurants had positively significant influence on corporate image(legal and economic aspect 0.203-p<0.05; philanthropy aspect 0.318-p<0.001; ethical aspect 0.203-p<0.05), and corporate image had positively significant influence on corporate preference(0.979-p<0.001) and revisit intention(0.258-p<0.05) as well. Also, corporate preference had positively significant influence on revisit intention(0.844-p<0.001). The findings of this study verified a hypothetical ground that the corporate social responsibility of family restaurants has positive effects upon revisit intention. Additionally, regarding the activity of social responsibility in the foodservice industry, it is proved that the practices in the activities of philanthropy and contribution to society rather than the practices in the legal and economic aspect had significant relations with the customer's favorable behaviors.

• 한국조리학회지
• /
• 제20권1호
• /
• pp.38-54
• /
• 2014

본 연구는 국내 외식기업에 대한 고객의 기업 연상이 신뢰, 충성도, 재방문의도 및 전환의도에 미치는 영향을 고찰하고, 이러한 인과관계에서 패밀리레스토랑과 패스트푸드레스토랑 사이에 유의미한 조절효과가 존재하는지 검증하고자 하였다. 본 연구를 위해 패밀리레스토랑과 패스트푸드레스토랑을 방문한 경험이 있는 552명의 표본이 최종 분석에 사용되었다. 연구 결과, 국내 외식기업에 대한 고객의 기업 연상 중 능력 연상과 사회적 책임 연상은 고객의 신뢰에 모두 유의한 정의 영향을 주었으며, 신뢰는 충성도에 유의한 정의 영향을 주는 것으로 조사되었다. 또한 고객의 충성도는 재방문의도에 유의한 정의 영향을 주었고, 전환의도에는 유의한 부(-)의 영향을 주는 것으로 나타났다. 이러한 결과를 통해 외식기업의 연상 중 능력연상이 신뢰에 더 큰 영향력을 가지고 있었으며, 기업 연상을 통해 고객의 신뢰와 충성도, 재방문의도도 향상되고, 반면 전환의도는 감소한다는 사실을 검증하였다. 더불어 기업 형태에 따른 조절효과는, 기업연상 중 능력연상이 신뢰에 미치는 영향에서 패밀리레스토랑 고객이 패스트푸드레스토랑 고객보다 유의미하게 큰 영향력을 보이는 것으로 조사되어 조절효과를 보이는 것으로 조사되었다.

• 한국프랜차이즈경영연구
• /
• 제7권2호
• /
• pp.15-25
• /
• 2016

Purpose - This study examined the effect of perceived corporate social responsibility (CSR) on cognitive trust, emotional trust, and loyalty among using Korean food buffet franchises. The result of this study is expected to provide practical implication to industry practitioners in expanding their understanding of the CSR effect in the marketing perspective. Research design, data, and methodology - The data was collected from a panel of online research companies who are over 20 years old and dined in at Korean style buffet franchise outlets more than five times. A total of 370 samples were used after eliminating outliers and missing data. the data were analyzed SEM with SPSS and AMOS. Result - The result of this study showed that: 1) social CSR activities have an effect only on emotional trust; 2) food-related CSR activities influence both cognitive trust and emotional trust; and 3) both cognitive trust and emotional trust have a significant impact on customer loyalty in Korean style buffet franchises. However, it is important to note that this study found no significant causal impact from environmental CSR activities. Furthermore, this study found that food-related CSR activities have the greater influence on the cognitive trust, and cognitive trust is more influential on the customer loyalty than the emotional trust. Conclusions - Based on the findings, this study provides practical implications to industry practitioners. First, that CSR has a significant impact on customer trust suggests that Korean style buffet franchises should focus on CSR activities to improve customer trust. Second, that food-related CSR activities have the greater influence on the cognitive trust implies that industry practitioners should reinforce food-related CSR activities as a marketing tool to enhance emotional trust and the overall credibility of their franchise. Third, we need to find CSR measures at the social level that can secure emotional trust so that customer loyalty can be formed. Fourth, Korean food buffet franchise food service companies should concentrate their efforts on CSR activities at food and social level among the three dimensions suggested by researchers in order to form customer loyalty. For next study, perceived concept of CSR on individual customer should be examined.