연구논문 : 레스토랑 서비스 제공 단계별 실패에 따른 서비스 회복 노력과 행동의도에 관한 연구

최수지 ( Soo Ji Choi ),남궁영 ( Young Nam Kung ) 한국식품조리과학회(구 한국조리과학회) 2013 한국식품조리과학회지 Vol.29 No.5

A multistage approach for service recovery enables restaurant managers to do the most effective recovery strategies to reduce customer dissatisfaction and lead to positive behavioral intentions. The purpose of this study was to identify the most effective service recovery strategies in terms of service stage and examine the relationship between service strategies and behavioral intentions. A total of 227 diners examined the customer perceptions to recovery strategies (tangible strategy and intangible strategy) following service failures in each of the four stages:1) reservation and parking, 2) seating and ordering, 3) meal consumption, and 4) payment and exit. The one-way ANOVA showed that intangible strategies were relatively more effective than tangible strategies regardless of service stages. Free meal or free dessert were most effective in service stage 1 and stage 2 whereas correct the failure and reperformance of service found to be the most effective service recovery strategy. Regarding the association between service recovery strategies and behavioral intentions, multiple regression analysis showed that intangible strategies influenced diners` likelihood of positive behavioral intentions whereas tangible strategies lead to diners`willingness to positive behavioral intentions only in service stage 1. The findings enable restaurant practitioners to improve service recovery activities from a service stage perspective.

캐주얼 다이닝 레스토랑의 품질, 감정, 행동의도와의 관계 연구

최수지(Soo Ji Choi),남궁영(Kung Young Nam) 한국호텔외식관광경영학회 2014 호텔경영학연구 Vol.23 No.2

The purpose of this study was to 1) investigate the effects of quality attributes on customers` emotion and behavioral intentions and to 2) examine the moderating effects of customers` perceived reciprocity and underlying intention in the casual dining restaurant. A total of 214 diners participated in this study. Factor analysis identified three quality attribute dimensions: food, service, and atmosphere. Regression analysis was performed to examine therelationships among three quality attributes, emotions(positive/negative) and behavioral intentions. Regarding the association between quality attributes and customers` positive emotion and negative emotion, the results showed that food quality and atmosphere quality attributes had significant effects on customers` positive emotion while service quality attribute had significant effects on both customers` positive emotion and negative emotion. The study also found that customers` positive emotion and negative emotion had a significant effect on behavioral intentions. In relation to the association between quality attribute and behavioral intentions, only food quality attribute had a significant effect on behavioral intentions. Using a hierarchical regression analysis, customers` perceived reciprocity was found to moderate the relationships between customers` negative emotion and behavioral intentions. However, the moderation effect of underlying intention between customers` emotion and behavioral intentions was not found. Implications and future research were also discussed.

외식업체의 스마트폰 기반 소셜네트워크서비스(SNS) 품질이 이용자 만족, 이용의도 및 구매의도에 미치는 영향

이혜성(Hye Sung Lee),남궁영(Young Nam Kung) 한국호텔외식관광경영학회 2014 호텔경영학연구 Vol.23 No.1

SNS marketing has become an important part of the foodservice industry. This study aims to 1) examine the effects of perceived quality of smartphone based SNS on user satisfaction, 2) investigate the effects of SNS user satisfaction and intention to use SNS, and 3) assess the effects of intention to use SNS and intention to future purchase in the foodservice industry. A total of 525 samples who had experienced smartphone based SNS in relation to the foodservce industry participated in this study. The results were as follow: First, factor analysis identified four smartphone based SNS quality dimensions: information, system, aesthetic and entertainment. Second, regression analysis was performed to examine the effects of four SNS quality dimensions and SNS user satisfaction. The results showed that all of the four factors (information, system, aesthetic, and entertainment) had significantly affected SNS user satisfaction. Third, SNS user satisfaction had a positive significant effect on his/her intention to use SNS. Fourth, intention to use SNS had a positive significant effect on future purchase intention in the foodservice industry. These findings provide managers in the foodservice industry with knowledges for the association between intention to use SNS and actual future purchase in the foodservice industry. Implications and future research were also discussed.

커피전문점 이용고객의 자아 일치성과 기능적 일치성이 브랜드 태도와 행동의도에 미치는 영향

강지원(Jee Won Kang),남궁영(Kung Young Nam) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.6

In view of South Korea`s booming coffee business, coffee companies need to find ways to differentiate their company in a competitive market. This study attempts to 1) examine the effects of self congruity and functional congruity on brand attitude and behavioral intention in the coffee shop industry and 2) assess the moderating role of coffee involvement between self/functional congruity and brand attitude. A total of 250 samples participated in this study from June 20 to July 3 in 2013. A factor analysis identified two congruity dimensions: self congruity and functional congruity. Regression analysis was performed to examine the relationships between self congruity?functional congruity, brand attitude and behavior intention and the moderating effects of the coffee involvement. The results showed that self congruity and functional congruity had positive significant effects on brand attitude. Also, functional congruity had significantly affected consumers` behavioral intentions towards coffee shop, while self congruity did not significantly affect consumers` behavioral intentions. Using a hierarchical regression analysis, consumers` level of coffee involvement was found to moderate the relationships between self congruity/functional congruity and brand attitude. These findings provide managers in coffee shops with strategies for implementing more effective brand building as well as focusing on satisfying customers` functional congruity. Implications and future research were also discussed.

에스닉 레스토랑의 식공간 연출 구성요소 분석

최수지(Soo Ji Choi),남궁영(Kung Young Nam),신서영(Seo Young Shin),양일선(Il Sun Yang) 한국호텔외식관광경영학회 2011 호텔경영학연구 Vol.20 No.6

As the interest in ethnic cuisine increases, the quality attributes of dining space design in ethnic restaurants have become an increasingly important way for marketing practitioners to gain a competitive advantage. This study attempts to: 1) identify key quality attributes of dining space design in ethnic restaurants applying Bitner`s (1992) framework in a comprehensive manner and 2) examine the importance of the key quality attributes of dining space design in ethnic restaurants as compared to those in non-ethnic restaurant. Factor analysis showed that dining space design in ethnic restaurants can be understood in terms of three factors: aesthetics, ambience, and space/functionality. A paired t-test revealed that aesthetic attributes, such as ``attractive signage,`` ``table decorations,`` and ``plates that are in harmony with the food,`` were statistically more important for ethnic restaurants. Space and functionality attributes, including ``prompt service`` and ``ample space between tables,`` were statistically more important for non-ethnic restaurants. These findings provide restaurant managers advice to build a better dining space focusing on aesthetic attributes in ethnic restaurants.

레스토랑의 친환경 경영활동과 외식고객의 지각된 품질, 이미지 및 구매의도와의 관계 연구

유원위(Yuan Wei Liou),남궁영(Kung Young Nam) 한국호텔외식관광경영학회 2012 호텔경영학연구 Vol.21 No.2

Spurred by unprecedented consumer demand for healthy, environmentally friendly products, going green has become the key in gaining an edge over competitors in the restaurant industry. This study identifies key dimensions and related attributes of green practices in restaurants and examines the effects of restaurants` green practices on consumers` perceived quality, image and behavioral intentions. A total of 113 restaurant customers were participated in this study from October to November in 2011. Factor analysis showed the green practices in restaurants could be understood in terms of five factors: education and communication, recycling, sustainable food, green material/goods, and energy-saving. Multiple regression analysis revealed that the effects of the sustainable food factor on perceived quality were significant. Results showed that sustainable food and green material/goods factor had significant effects on consumer perceptions of brand image. Also, the sustainable food and green material/goods factor had significantly affected consumers` behavioral intentions towards green restaurants. These findings provide restaurant managers with strategies for implementing green initiatives as well as focusing on more sustainable practices. Thus, restaurateurs focusing on environmental efforts need to leverage themselves to obtain a positive position in the niche market and gain a greener corporate image.

패스트 푸드점 이용고객의 지각된 가치가 고객만족 및 재방문의도에 미치는 영향

이선령(Sun Lyung Lee),남궁영(Young Kung Nam),윤혜현(Hye Hyun Yoon) 한국조리학회 2013 한국조리학회지 Vol.19 No.3

This study attempts to 1) identify the dimensions of perceived value in the restaurant industry and 2) assess the effects of these dimensions on overall customer satisfaction and behavioral intent. With a total of 272 samples obtained from empirical research, this study reviews the reliability and fitness of the research model, and verifies a total of 4 hypotheses using the Amos program. The hypothesized relationships in the model were tested simultaneously using a structural equation model(SEM). The proposed model provided an adequate fit to the data:χ2 140.087(df 80), CMIN/df 1.751, RMR .060, GFI .937, AGFI .906, NFI .962, CFI .983, RMSEA .053. As a result of confirmatorical analysis, the quality value, emotional value and economical value were quantified as perceived value in fastfood restaurants. These factors were indicated to have influence on customer satisfaction and re-visit intention. Limitations and future research were also discussed.

충성도 프로그램이 관계품질과 재방문의도에 미치는 영향 - 레스토랑 유형의 조절효과를 중심으로 -

이선령 ( Sun Lyung Lee ),남궁영 ( Young Nam Kung ),윤혜현 ( Hye Hyun Yoon ) 한국식생활문화학회 2013 韓國食生活文化學會誌 Vol.28 No.2

외식시장이 성장할수록 브랜드에 대한 충성도를 갖는 고객을 유지 및 확보하는 것이 어려워지고 있어, 기업들은 고객과의 장기적 관계를 유지하기 위한 전략으로 충성도프로 그램 등을 운영하고 있다. 다라서 본 연구에서는 국내 외식업체의 대표 분류에 포함되는 패밀리레스토랑과 패스트푸드 점의 충성도프로그램이 관계품질과 재방문 의도에 미치는 영향을 분석하고, 레스토랑의 유형에 따른 조절효과를 살펴봄으로서 외식기업들의 충성도프로그램 운영 전략의 기초자료를 제시하고자 하였다. 연구의 주요결과는 다음과 같다.1. 충성도프로그램이 관계품질의 하위요인인 신뢰(p<0.001)와 몰입(p<0.001)에 긍정적인 영향을 미치는 것으로 조사되어 가설 1과 2는 모두 채택되어 패밀리레스토랑과 패스트푸드점의 충성도프로그램이 고객의 신뢰와 몰입을 증진시키는것으로 나타났다.2. 가설3은 충성도프로그램이 재방문의도에 유의한 영향을 미치는 것으로 설정하였는데 충성도프로그램(β= ?.009, t=?.150, ns)이 재방문의도에 유의하지 않는 것으로 나타나 가설 3은 기각되었다.3. 가설4는 신뢰가 몰입에 유의한 영향을 미치는 것으로 설정하였는데 신뢰(β= .544, t=11.748, p<0.001)가 몰입에 유의한 정(+)의 영향을 미치는 것으로 신뢰가 몰입을 형성하는 주요 변수로 긍정적인 역할을 미치는 것으로 나타났다.4. 가설5와 6은 관계품질과 재방문의도를 관계를 나타낸 것으로 가설5는 신뢰(β=450, t=6.595, p<0.001)가 재방문의 도에 유의한 정(+)의 영향을 미치는 것으로, 가설6은 몰입(β= .474, t=5.117, p<0.001)이 재방문의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다.5. 가설7은 레스토랑 유형에 따른 충성도프로그램과 관계 품질 및 재방문의도와의 인과관계의 조절효과를 분석한 것으로, 충성도 프로그램과 신뢰의 관계에서 유의한 조절효과 를 나타내 가설7은 부분적으로 채택되었다. 이 관계에서 패밀리레스토랑(β= .539, t=6.882, p<0.001)이 패스트푸드점(β= .327, t=4.008, p<0.001)에 비하여 미치는 영향력이 큰 것으로 나타났다. 그러나 다른 경로에서는 유의한 차이를 나타내지는 못하였다.이러한 본 연구결과를 토대로 외식업체들의 주요 장기적 관계를 위한 마케팅전략인 충성도 프로그램이 고객과의 관계품질의 구성요소인 신뢰, 몰입과 유기적인 관계를 가지며,이를 통하여 최종적으로 기업의 수익과 직결되는 재방문의 도에 영향을 미친다는 것을 규명하였다. 따라서 외식업체들이 실시하는 충성도프로그램이 고객과 기업 사이의 관계 품질을 향상시키므로 마케팅 전략 수립에 있어서 반드시 고려해야 할 부분이라 할 수 있다. 물론 충성도프로그램만으로 재방문의도에 직접적 영향을 미치지는 않지만 관계 품질을 매개로 영향을 미친다는 점에서 단기적인 수익을 위한 마케팅 전략보다는 장기적 관계 구축을 위한 반드시 고려해야 할부분이다. 또한 레스토랑 유형에 따른 조절효과에서 패밀리레스토랑과 패스트푸드점이 각각 다른 영향관계를 나타냄으로서 유형에 따른 차별화된 고객 충성도 프로그램 전략이 필요하다.마지막으로 본 연구에서 살펴본 충성도 프로그램, 신뢰, 몰입은 최근 경영학 분야에서 중요성이 증대되고 있는 관계마케팅, 관계자산의 주요 구성요소들이다. 그러나 고객의 의존도가 높은 대표적인 서비스 산업인 외식산업 분야에서는 지금까지는 관계마케팅에 대한 연구가 매우 미미한 단계에 있다. 따라서 이러한 배경을 바탕으로 본 연구는 경영학 분야에서 연구되어 온 관계마케팅 및 관계자산에 대한 선행연구들을 토대로 신뢰와 몰입이라는 변수를 중심으로 향후 외식산업 분야의 연구에 있어서 기초적 자료로 활용될 충분한 가치가 있을 것이다.이러한 본 연구의 시사점에도 불구하고 표본 추출에 있어수도권 지역에 거주하는 고객들을 대상으로 하였으며 이를모든 고객들의 의견으로 해석하는 것에는 무리가 있을 것으로 여겨진다. 또한 본 연구는 패밀리레스토랑과 패스트푸드점 이용고객이라는 점에서 다른 레스토랑 유형에 동일하게적용하는 것은 한계가 있을 것으로 판단된다. 기존의 선행연구들 중에서 충성도 프로그램을 다차원으로 구성한 연구들이 있지만 본 연구에는 관계품질과 재방문의도의 매개적 작용을 살펴보기 위하여 충성도 프로그램의 단일 차원을 구성하였으므로 향후 연구에서는 다차원적인 접근이 보다 필요할 것이다. The purpose of this study was to understand the effect of loyalty program in family and fastfood restaurant on relationship quality (trust, commitment) and revisit intention. Based on total 394 samples obtained from empirical research, this study reviewed the reliability and fitness of a research model using the Amos program. The hypothesized relationships in the model were simultaneously tested using a structural equation model (SEM). The proposed model provided an adequate fit to the data, χ2 102.338 (df 48), GFI .959, RMR .049, NFI .970, CFI .984 SEM resulted that loyalty progam (β= .429, t=7.880, p< .001) showed a positive significant effect on trust, and that loyalty program (β= .455, t=9.532, p< .001) had a positive significant effect on commitment. Also, both trust (β= .450, t=6.595, p< .001) and commitment (β= .474, t=5.117, p< .001) had a positive significant effect on revisit intention. In addition, there were moderating effects related to restaurant type (family and fastfood restaurant) in terms of causal relationships between loyalty program, relationship quality and revisit intention. Limitations and future research directions are also discussed.

광고에 나타난 여성이미지 선호 유형에 관한 연구

정현욱 ( Hyun Wook Jung ),김선남 ( Sun Nam Kim ),남궁영 ( Young Nam Kung ) 한국주관성연구학회 2011 주관성연구 Vol.- No.22

간장첨가량을 달리하여 제조한 저염 새송이 버섯장아찌의 품질 및 관능특성

정은아(Eun A Jung),최수근(Soo Keun Choi),남궁영(Young Nam Kung) 한국조리학회 2011 한국조리학회지 Vol.17 No.5

The purpose of this study is to investigate the quality and sensory characteristics of Jiangachi produced with king mushrooms, the moisture content of Jiangachi made from king mushrooms was 72.80% for CON, which was highest, while J4 was 64.46%, which was lowest. In color value results, CON showed the highest L value of 72.80 and J4 showed the lowest value of 31.71. However, the amount of A and b value showed the reverse results. CON showed the lowest sugar content and salinity, whereas J4 showed the highest among the two of them, For PH result, CON and J1 showed the lowest value while J4 showed the highest value of 3.87, According to the results of QDA, J4 showed the strongest brown color intensity, soy sauce flavor, salty taste, and CON showed the weakest of them, CON showed the strongest sweet flavor and sweet taste, whereas J4 showed the weakest, According to the result of acceptance test, CON showed the lowest scent, and for appearance, taste, texture, and overall quality, J3 that contains 25% of soy sauce showed the best results, In conclusion, Jiangachi made with king mushrooms got a high preference when added with soy sauce, and the preference has increased with 25% of soy sauce.