레스토랑 서비스품질의 측정에 관한 연구

김광지 ( Kwang Ji Kim ) 대한관광경영학회 2013 觀光硏究 Vol.28 No.3

본 연구는 레스토랑 서비스품질 측정도구인 RESQUAL을 이용하여 레스토랑 서비스품질 측정에 관한 연구이다. 도출된 서비스품질의 측정방법을 이용하여 서비스품질과 고객만족의 선후 인과관계를 중심으로 서비스품질, 전반적 서비스품질, 고객만족, 그리고 구매의도간의 인과관계를 확인한다. 연구의 목적을 위해 문헌연구와 실증분석을 실시하였다. 분석결과 레스토랑 서비스품질 측정방법은 성과만으로 측정하는 것이 타당하다는 것을 확인했다. 또한 서비스품질과 고객만족간의 인과관계에서는 서비스품질이 고객만족의 선행변수임을 확인하였다. 본 연구의 시사점과 한계점 또한 논의하였다. This research is to estimate measuring service quality in restaurants using RESQUAL as the restaurant service quality measurement tools. Derived using measuring method of the service quality, this study is to identify the relationships among service quality, overall service quality, customer satisfaction, and purchase intention, focused on order relationships between service quality and customer satisfaction. For purpose of this study, this study carried out literary research and empirical analysis. The results of this study are that measuring method of restaurant service quality is to identify as to the superiority of the performance-only measurement of restaurant service quality. Also in the causal relationships between service quality and customer satisfaction, this study indicate that service quality is properly modeled as an antecedent of customer satisfaction. Implications and limitations are discussed as well.

대학교 학생 식당의 서비스 품질, 메뉴 품질, 가격이 고객 만족에 미치는 영향

김광지(Kwang Ji Kim),조용범(Yong Bum Cho) 한국조리학회 2007 한국조리학회지 Vol.13 No.3

연구논문 : 패밀리레스토랑에서 만족과 재구매의도 간에 전환장벽의 조절효과

김광지 ( Kwang Ji Kim ) 대한관광경영학회 2012 觀光硏究 Vol.27 No.2

최근의 연구에서 재구매의도에 영향을 미치는 고객의 의사결정 요인으로 만족에서 전환장벽의 중요성으로 이동하고 있다. 따라서 본 연구의 목적은 전환장벽이 재구매의도에 미치는영향과 만족과 재구매의도 간에 전환장벽의 조절효과를 검증하고자 하는데 있다. 연구의 목적을 위해 문헌연구와 실증분석을 실시하였다. 문헌연구는 만족, 전환장벽, 그리고 재구매의도에 관한 이론적 고찰과 실증분석을 위해 설문조사를 통해 자료를 수집하였으며, 응답자는 398명을 대상으로 실증분석을 실시하였다. 가설검증 결과를 살펴보면 다음과 같다. 첫째, 만족은 재구매의도에 유의한 영향을 미치는 것으로 나타났다. 둘째, 전환비용이 재구매의도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 대안의 매력도와 만족의 상호작용 항목이 재구매의도에 유의한 영항을 미치는 것으로 나타나 조절효과를 확인하였다. 본 연구 결과의 시사점과 한계점을 제시하였다. The current study moves beyond satisfaction and proposes that switching barriers are important factors impacting a customer`s decision to remain with a service provider. The purpose of this study is to investigate the effects of satisfaction on repurchase intentions and moderating role of the witching barriers on relationship between satisfaction and repurchase intentions, This study carried out literary research and empirical analysis, In literary research, this study examined previous studies related to concepts such as satisfaction, switching barriers, and repurchase intention. In empirical analysis, a quantitative research design was adopted for this study. Using SPSS 18.0, in order to test the proposed model, a survey was conducted among 398 customers of family restaurants. Data were analyzed using factor analysis, correlation analysis, reliability analysis, and regression analysis. Supportive of the hypotheses, Main results of this study are indicated below. First, satisfaction had a significant effect on repurchase intentions. Second, switching cost had a significant effect on repurchase intention. Third, the interaction between attractiveness of alternatives and satisfaction mediating roles had a significant effect on repurchase intention. Implications and limitations are discussed.

가격차별화를 통한 커피전문점 수익관리

김광지(Kim, Kwang-Ji) 한국호텔외식관광경영학회 2015 한국호텔외식경영학회 학술발표논문집 Vol.- No.-

The purpose of this study is to analyse the difference between demand-based price discrimination and price elasticity of demand on customer perceived fairness, preference, and purchase intention in order to present Café"s revenue management strategy. This study was conducted research divided between study1 and study2. The results of analysis are showed below. The result of study 1 showed that fairness, preference, and purchase intention had a significant difference between price increase and price decrease. The result of study 2 showed that fairness, preference, and purchase intention had not a significant difference between couple and price friends. In case of using a quantity scarcity message toward table location, Fairness, preference, and purchase intention had a significant difference between couple and friends. Based on the research results, this study suggests implications for Café"s revenue management. However the results of this study have limits to generalize by focusing on university students from convenience sampling.

음식품질과 구매의도 간에 지각된 가치, 고객만족, 감정적 몰입의 매개효과에 관한 연구

김광지(Kim, Kwang-Ji) 한국외식경영학회 2015 외식경영연구 Vol.18 No.5

본 연구는 음식품질과 구매의도 사이에 지각된 가치, 고객만족, 그리고 감정적 몰입의 매개효과를 검증하는데 연구의 목적이 있다. 구조방정식모형분석 결과 가 설 3(음식품질→구매 의도)을 제외한 모든 연구가설이 유의한 영향을 미치는 것으 로 나타났다. 따라서 지각된 가치, 고객만족, 그리고 감정적 몰입의 매개효과를 확 인하였다. 다음으로 대안모형 A와 B는 모두 연구모형보다 우수한 것으로 나타났 다. 본 연구 결과를 기반으로 시사점을 제시하면 다음과 같다. 이론적 시사점으로 는 음식품질과 구매의도 간에 지각된 가치, 고객만족, 그리고 감정적 몰입의 매개 효과를 확인함으로써 연구의 범위를 확장하였다는데 있다. 실무적 시사점은 고객 의 지각된 가치와 감정적 몰입을 효율적으로 관리하는 것이 매우 중요한 경쟁전략 이라는 점을 확인하였다는데 있다. 본 연구는 단일 메뉴를 사용함으로써 다른 외 식분야 일반화에 한계가 있다고 판단된다. The purpose of this study is to verify the role of perceived value, customer satisfaction, and affective commitment as they mediate the effect of food quality on purchase intention. The SEM analysis supported all the hypotheses but one, H3(food quality→purchase intention). Thus, this study confirms that perceived value, customer satisfaction, and affective commitment have significant mediating effects. Next, the results of the model fit estimates indicate that the alternative model A and B are superior to research model. Based on the research results, the implications are indicated below. As the theoretical implications, this study has extended the scope of research by identifying the mediating effects of perceived value, customer satisfaction, and affective commitment between food quality and purchase intention. As the practical implications, this study verified that it is very important competition strategies to efficiently managing customer perceived value and affective commitment. As limitation of the study, this study was conducted only with a single menu(chicken). Thus, the results of the study may not generalizable to other restaurants.

연구논문 : 외식기업 촉진 메시지 전략에 관한 연구: 기대-불일치모형과 동화-대조이론을 중심으로

김광지 ( Kwang Ji Kim ) 대한관광경영학회 2015 觀光硏究 Vol.30 No.5

본 연구의 목적은 외식기업의 과장된 촉진 메시지로 인해 고객의 행동적 의사결정에 영향을 미치는 고객의 수용범위에 대한 설득력 있는 기준을 제시하기 위해 동화-대조효과가 나타나는 수용영역과 거부영역의 경계에 대한 정량적 기준을 제시하는데 있다. 또한 정량적인 기준으로 집단을 분류하여 집단 별 기대, 성과, 불일치, 그리고 만족 간의 인과관계에 대한 집단 간의 차이를 검증함으로써 동화, 대조, 그리고 동화-대조효과가 나타나는 이유를 설명하고 만족에 영향을 미치는 고객의 심리적 기제를 확인하여 실무적으로 적용 가능한 효율적인 촉진 메시지전략을 수립하는데 있다. 분석결과를 정리하면 다음과 같다. 본 연구에서는 조작된 기대수준20~40%에서는 동화효과 영역(zones)으로 확인된다. 반면에 조작된 기대수준 60~100%에서는 대조효과 영역이라 판단된다. 또한 차이검증결과를 바탕으로 각 조건을 과장 정도가 낮은 집단과 높은 집단으로 재 분류하여 각 집단 별 경로분석을 실시한 결과에서도 Low 집단에서는 기대와 성과 간에 유의한 정(+)의 영향을 나타내고 있으며 기대와 만족 간에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 반면 High 집단에서는 기대와 성과 간에 유의한 부(-)영향을 보여주고 있으며 기대와 만족 간에는 유의한 영향을 미치지 않는 것으로 나타났다. 분석결과를 바탕으로 시사점을 제시하면 다음과 같다. 먼저 이론적 시사점으로 본 연구에서는 실험설계를 통해 최초로 동화-대조효과의 구역을 정량적으로 제시하였다는데 의미가 있다. 따라서 이러한 연구결과는 음식 사진이나 모형을 통해 판매촉진을 실시할 때 촉진메시지에 대한 과장정도의 기준을 제시하였다는 점에서 실무적으로 의미 있는 시사점을 제시한 것으로 판단된다. 본 연구의 한계점으로는 단일 메뉴를 사용함으로써 다른 외식분야에 일반화하기에는 한계가 있다. The purpose of this study is to present a quantitative standard with regards to the borderline between latitudes of acceptance and latitudes of rejection where assimilation-contrast effects appear, so that reasonable criteria for range of acceptance of customers whose behavioral decisions are influenced by exaggerated promotional messages from foodservice companies. Also, this study aims to explain the reason that assimilation, contrast, and assimilation-contrast effects appear by classifying groups based on quantitative criteria and identifying the difference between groups in terms of causal relationship among expectancy, outcome, disconfirmation, and satisfaction. In addition, this study aims to establish practically applicable and efficient promotional messages by identifying psychological mechanisms of customers that affect their satisfaction. Summary of analysis is as follows. In this study, manipulated expectancy level of 20~40% is identified as assimilation zone. In contrast, manipulated expectancy level of 60~100% is identified as contrast zone. Also, path analysis per each group after re-classifying each condition into group with low level of exaggeration and group with high level of exaggeration based on the results of difference verification showed significant positive correlation between expectancy and outcome and significant positive correlation between expectancy and satisfaction in Low group. In contrast, in High group, there was significant negative correlation between expectancy and outcome and there was no significant correlation between expectancy and satisfaction. Analysis suggests following points. First, theoretically, this research is meaningful in that it presents the zone of assimilation-contrast in a quantitative way through experimental design for the first time. Practically, this study is meaningful in that it presents the criteria for the level of exaggeration in promotional messages during promotions through picture or model of food. However, this study holds a limitation for generalization to other fields of food services because it is based on a single menu.

테이블믹스를 통한 소규모 레스토랑 수익경영 연구

김광지(Kim, Kwang-Ji),공경배(Kong, Gyeong-Bae),전재균(Jun, Jae-Kyoon) 한국외식경영학회 2018 외식경영연구 Vol.21 No.1

본 연구는 소규모 레스토랑에 테이블 믹스 유형을 적용하여 고객행동에 대한 상대적인 영향력을 실험설계를 통해 검증함으로써 최적의 테이블 믹스 유형을 확인하는 데 있다. 분석결과 테이블 믹스 유형별 평균 좌석점유율은 유의한 차이가 나타났다. 다음으로는 테이블 유형 좌석점유율별 구매의도, 만족, 재구매의도 모두 유의한 차이가 나타나지 않았다. 이러한 연구결과는 레스토랑 관리자들에게 중요한 시사점을 가지고 있다. 이론적 시사점으로는 소규모 레스토랑 수익경영으로 연구영역의 확대를 들 수 있다. 실무적 시사점은 비용-효율적으로 적용할 수 있는 소규모 레스토랑 수익경영 전략을 제시하였다는 점이다. 한계점으로는 편의표본 추출과 외생변수 통제의 어려움으로 인해 연구결과의 일반화에 한계가 있다. This study is to identify the effects of the table mix to apply in the small restaurants by testing relative influence on customer behavior through experiment designs. The results show that the table mixes have significantly different on seat share. Also, increasing the seat share is not a negative impact on consumer behavior(for example, purchase intentions, customer satisfaction, and repurchase intentions). These findings have several important implications for small restaurant managers. As for theoretical implication, our study extends research area to small restaurant revenue management. As for he managerial implication, this research suggests small restaurant revenue management strategy to apply cost-efficient. The present study contains several limitations which have convenience sampling and difficulty controlling exogenous variables.

외식산업의 관계혜택이 몰입, 전환장벽, 고객만족의 매개적 역할을 통해 고객충성도에 미치는 영향

김광지(Kwang Ji Kim),박기용(Ki Young Park) 한국호텔외식관광경영학회 2010 호텔경영학연구 Vol.19 No.2

The purpose of this study is to examine the mediating effect of customer satisfaction, switching barrier, and commitment between relational benefit and customer loyalty. This study carried out literary research and empirical analysis. In literary research, this study examined previous studies related to concepts such as relational benefit, customer satisfaction, switching barrier, commitment, and customer loyalty and based on research result, devised theoretical model combining each relation. In empirical analysis, based on questionnaires answered by 235 customers who have been to family restaurants, this study examined validity and reliability by using SPSS 17.0 and carried out factor analysis, regression analysis. Main results of this study are indicated below. Relational benefit had positive partial influence on customer satisfaction, commitment, and switching barrier. customer satisfaction, commitment, and switching barrier did on customer loyalty. As a result, it was confirmed that relational benefit had positive influence on customer loyalty via customer satisfaction, switching barrier, and commitment. Theoretical, practical implications are discussed at the end of the paper. Research limitations are a need to extend the results to a diverse range of regions.

IPA를 이용한 대학교 학생식당 선택속성과 만족도 비교 연구

김광지(Kwang Ji Kim),안수향(Su Hyang Ahn),김유진(Yu Jin Kim),이정훈(Jung Hun Lee),박기용(Ki Yong Park) 한국조리학회 2012 한국조리학회지 Vol.18 No.1

The purpose of this study is to suggest a way of the efficient operation of university foodservice through the Importance-Performance Analysis and examine a causal relationship between selection attributes and satisfaction. A survey was carried out in class, and after excluding 12(A University) and 20(B University) unusable cases which had an unacceptable level of missing data, 108 out of 120(A University) and 104 out of 124(B University) cases were used for analysis. As for A University, IPA showed that taste, variety, food cleanliness, table cleanliness, and tableware cleanliness were included in the concentrating efforts items. As for B University, IPA showed that taste, variety, and table cleanliness were in the concentrating efforts items that university foodservice managers should improve. Also, through t-test difference analysis on selection attributes of A University and B University in the research model, this study confirmed that both A University and B University displayed positive difference in personal services. And, through regression analysis, food quality had a positive influence on satisfaction.

패스트푸드 판매촉진과 게임이론적 분석

김광지(Kwang Ji Kim) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.3

The purpose of this study is to identify optimal promotion strategies of fast food from the point of view of game theory that focuses on the amount and variety-seeking of food. This study is carried out literary research and experimental design. In literary research, this study examined previous studies related to concept such as amount of food, variety-seeking, and game theory, and based on research result, devised experimental design combining each relation. In empirical analysis, based on experiment answered by university students, this study examined T-test, ANOVA by using SPSS 20.0 and drawn relative market share, relative margin balance, and Nash equilibrium through mathematical calculations. Main results of this study are indicated below. This study confirmed that amount of food on purchase intention displayed significant differences(F=72.774, p=0.000) between groups and variety-seeking of food showed significant differences(F=4.518, p=0.013) between groups. This study is calculated relative market share, relative margin between competitive firms for the game theoretic analysis to sales promotion strategy. The relative market share is showed 60:40. As a result of calculating the relative margins, it was confirmed that Nash equilibrium appears between rival firms if using aggressive(R i aggressive: 24, R j aggressive: 16) sales promotion strategy. This study are discussed theoretical and practical implications and limitations.