외식 소비성향에 따른 한식당 선택속성이 행동의도에 미치는 영향|RISS 상세보기

다국어 초록 (Multilingual Abstract)

This study is aimed to identify the relationship between Korean restaurant selection attributes and behavioral intention regarding foodservice consumption tendency. In order to achieve the purpose of research, frequency analysis, factor and reliability analysis, correlation analysis, cluster analysis, chi-square test, variance analysis, and multiple regression analysis were conducted using SPSS 18.0. As a result of variance analysis, accessibility did not appear to have a significant difference in all clusters, food quality appeared to have a significant result (F=5.587, p...001), employees` service appeared to have a significant difference(F=5.186, p<.01), and price discounts also showed a significant difference (F=4.921, p<.01). Therefore, the first hypothesis that the foodservice consumption tendency has a difference in the Korean restaurants selection attributes was partially selected. In order to verify the hypothesis that the Korean restaurants selection attributes affect behavioral intention, the sub-factors of the Korean restaurant selection attributes (accessibility of restaurants, food quality, employees` service, price discounts) were set as independent variables, and the behavioral intention of foodservice consumers was set as a dependent variable. As a result, the accessibility of restaurants (β=.092) and price discounts (β=.299) have a non-significant effect on behavioral intention. However, a significant result was shown in food quality (β=.379, p<.001) and employees` service (β=.251,p<.001). Thus, the hypothesis that the Korean restaurant selection attributes have a positive effect on behavioral intention was partially selected. Based on the results, foodservice managers need to build up strategic management to improve food quality with better ingredients, sanitation, adequate quantity, and consistent taste of food. In addition, they should provide better service with well-trained employees.

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참고문헌 (Reference)

1 이채은, "호텔의 외국인 고객의 소비가치, 소비성향 및 고객행동의도의 영향관계" 한국고객만족경영학회 13 (13): 35-56, 2011

2 신형섭, "호텔기업의 변혁적 리더십이 종사원의 조직몰입에 미치는 영향 관계: 종사원의 성숙도를 중심으로" 한국호텔관광학회 12 (12): 53-74, 2010

3 박대순, "호텔 한식당의 선택속성과 행동의도와의 관계 연구" 한국서비스경영학회 12 (12): 63-81, 2011

4 박정하, "호텔 뷔페 레스토랑의 선택속성이 소비감정 및 행동의도에미치는 영향 연구- 특1급 호텔을 중심으로 -" 관광경영학회 17 (17): 201-220, 2013

5 정효선, "한식당의 인지된 서비스 품질이 고객 만족도 및 행동 의도에 미치는 영향 연구 : 신뢰의 매개 효과를 중심으로" 한국식품조리과학회 25 (25): 545-556, 2009

6 이준혁, "한식당 선택요인이 고객만족 및 충성도에 미치는 영향과 효율성 비교연구 -국내 한식 체인레스토랑을 중심으로-" 한국호텔외식관광경영학회 20 (20): 191-207, 2011

7 박영선, "한국인의 외식소비성향과 외식선호유형의 결정요인" 한국식생활문화학회 19 (19): 118-127, 2004

8 류무희, "테이블 톱5요소 스타일에 대한 고객의 감정반응과 행동의도" 한국외식경영학회 16 (16): 97-118, 2013

9 조원섭, "커피전문점의 선택속성이 지각된 가치와 행동의도에 미치는 영향" (사)한국관광레저학회 25 (25): 189-206, 2013

10 고범석, "커피전문점 이용객의 식생활라이프스타일과 선택속성과의 관계: 20･30대 여성을 중심으로" 한국호텔관광학회 14 (14): 84-99, 2012