패밀리레스토랑의 서비스품질이 고객만족과 재방문의도에 미치는 영향에 관한 연구 = A Study on How Service Quality of Family Restaurant Exert a Significant Influence Customer Satisfaction and Revisit Intention

다국어 초록 (Multilingual Abstract)

The purpose of this study is to grasp the important choice attribute factors of tangible and intangible variables among the overall service quality influencing on the level of customers' satisfaction, to investigate customers satisfaction and revisit intention, to help planning the distribution of resources in the service-providing business enterprises, and to suggest issues enhancing the managing performance and reducing the expense.
Let's summarize the result of empirical analysis.
First, service quality factors are divided into tangible and intangible service quality factors. And both factors appeared significant differences in overall service quality. Second, the overall service quality exerted a positive influence on customers satisfaction and the revisit intention. Third, customers satisfaction exerted a positive influence on revisit intention. Especially, it was shown that the higher customers satisfaction is the higher degree of customer loyalty is. Therefore, it was analyzed that there is a synergy effect. Accordingly, it can be said that it is necessary for service provider to make efforts persistently and consistently for the sake of improving service quality.

국문 초록 (Abstract)

본 연구의 목적은 소비자의 고객만족도 수준에 영향을 미치는 전반적 품질요소 중에서 유무형적 변수요인의 중요한 선택속성요인을 파악하여 고객만족과 재방문의도에 관한 연구를 하여 서비스제공업체의 자원배분을 효과적으로 계획하는데 도움이 되고, 비용절감과 함께 나아가 경영성과 및 고객확보율을 높일 수 있는 시사점을 제공하고자 하였다. 실증분석 결과를 요약하면 첫째, 서비스품질요인을 유무형서비스 품질요인으로 구분하였을 때 두 요인 모두 전반적 서비스품질에 유의적인 차이가 있는 것으로 나타났다. 둘째, 전반적 서비스품질이 고객만족과 재방문의도에 긍정적인 영향을 미치는 것으로 나타났다셋째, 고객만족이 재방문의도에 긍정적인 영향을 미치는 것으로 나타났다. 특히 고객만족이 높을수록 재방문의도가 높은 것으로 나타나는 것으로 분석된 만큼 서비스제공자는 서비스품질향상을 위한 지속적이고 일관된 노력이 필요하다고 하겠다.

참고문헌 (Reference)

1 Reichheld,Fredrick F, "＂Zero Defection:Quality Comes to Service" 68 : 105-111, 1990

2 Johnston,R, "＂The Determinants of Servide Quality:A Customer-based Approach" san diege : 1990-, ca

3 Cronin,J. J. Jr, "＂SERVPERF versus SERVQUAL:Reconciling Performance Based and Perceptions Min us Expectation Measurement of Service Quality" 58 (58): 125-131, 1994

4 Oliver,Richard L, "＂Processing of the Satisfaction Response in Consumption:A Suggested Framework and Research Proposition" dissatesfaction and complaining behavior (dissatesfaction and complaining behavior): 1-16, 1989

5 Cronin,J. J. Jr, "＂Measuring Service Quality:A Reexamination and Extention" 56 (56): 55-68, 1992

6 Swinyard,W. B, "＂Market Segmentation:Finding the Heart of your Restaurant's Market" 1986

7 Carman,James M, "＂Consumer Perception of Service Quality:An Assessment of the SERVQUAL Dimensions" 66 (66): 33-55, 1990

8 Boulding. W. K. A.,Richard Staelin, "＂A Dynamic Process Model of Service Quality:From Expectation to Behavioral Intentions" 15 : 7-27, 1993

9 추상용, "한국 외식산업의 발전방향에 관한 연구" 한국조리학회 (3) : 343-365, 1997

10 손일락, "패밀리레스토랑의 서비스품질 평가요인에 관한 연구" 한국호텔외식경영학회 5 (5): 68-69, 1996.8

11 진양호, "패밀리레스토랑 고객만족이 재방문에 미치는 영향 요인에 관한 연구" 한국조리학회 8 (8): 73-89, 2002

12 이상건, "패밀리레스토랑 고객 기대 및 성과수준 평가" 한국호텔외식경영학회 14 (14): 373-394, 2005

13 이정실, "패밀리 레스토랑의 이미지, 고객만족 및 브랜드 충성도의 관계" 한국관광.레저학회 15 (15): 99-118, 2003

14 김재욱, "택배 서비스 품질의 측정에 관한 연구" 한국경영학회 31 (31): 1-294, 2002

15 박종원, "의료서비스품질과 이미지가 고객만족과 재이용의사에미치는 영향에 관한 연구" 한국서비스경영학회 4 (4): 57-81, 2003

16 구순이, "의료서비스에 대한 소비자 만족에 관한 연구" 한국마케팅학회 11 (11): 67-90, 1996

17 정경옥, "외식업체에서 제공되는 서비스 품질에 대한 고객만족도에 관한 연구" 한국생활과학회 14 (14): 193-208, 2005

18 양일선, "외식업체 직원이제공하는 제공하는 서비스품질에 영향을 미치는 요인 분석" 대한지역사회영양학회 4 (4): 466-477, 1999

19 박기용, "외식업소들 업종 구분 확실히 하자" 143-, 1997.8

20 Hotel and Restaurant, "외식 서비스 산업의 발전과정과 현황" 117-, 19950.2

21 강병서, "연구조사 방법론" 무역 경영사 2002.

22 강병서, "연구조사 방법론" 무역경영사. 2005.

23 김원인, "소비자의 외식 서비스 평가 요인" 한국호텔경영학회 9 (9): 173-184, 2000

24 정용길, "서비스품질과 고객만족이 재구매 의도에 미치는 영향" 서울대학교 14 : -130,

25 이문규, "서비스 충성도의 결정 요인에 관한연구" 한국마케팅학회 14 (14): 23-34, 1999

26 김완석, "복합점수를 이용하는 소비 자만족 측정법들의 준거타당성 연구" 한국소비자학회 9 (9): 63-81, 1998

27 강병서, "병원의 서비스 품질이 고객만족과 성과에 미치는 영향에 관한 연구" 한국중소기업학회 27 (27): 57-87, 2005

28 유시정, "라이프스타일이 서비스품질에 미치는 영향" 한국품질경영학회 13 (13): 622-623, 2000

29 이유재, "고객만족의 정의와 측정에 관한 연구 연구" 서울대학교 29 (29): 145-163, 1995

30 이유재, "고객만족연구에 관한 종합적 고찰" 한국소비자학회 11 (11): 139-166, 2000

31 Service Marketing, "in Strategic Management and Marketing in the Service Sector" 17-27, 1983

32 Aderson, "andProfitability in two Leisure Service Journal of Park and Recreation Administration" 1-17, 1994

33 Rathmall,J. M, "What is Meant by Service?" 30 : 36-, 1976

34 Day, "Toward a Theory of Consumer Behavior" in Consumer and Industrial Buying Behavior North-Holland 425-437, 1977

35 Quinton,B, "The people's choice" 6 (6): 34-60, 1991

36 Bentler, P. M, "The interdependence of theory, Methodology and Empirical Data: Casual Modeling as an Approach to Co nstruct Validation" 103 (103): 411-423, 1998

37 Lehtinen,Uolevi, "The approaches to service quality d imensions" 11 : 287-303, 1991

38 Lewis, "The Marketing of Service Quality In Emerging Perspectives on Service Marketing" 97-107, 1983

39 Rathmall J. M, "The Marketing of Service European Journal of Marketing" 23 (23): 27-, 1989

40 Fillatrault,P, "The Impact of Situational Factors on the Evaluation of Hospitality Service" spring : 29-37, 1988

41 Fornell, Claes,, "The American Customer Satisfaction Index: Nature, Purpose and Finding" 60 : 9-14, 1996

42 Turley,L. W, "Strategies for Reducing Perceptions of Quality Risk in Service" 4 (4): 5-12, 1990

43 McAlexander,J. H, "Service Quality Measurement" 14 : 33-39, 1994

44 Oliver, Richard L, "Satisfaction: A Behavioral Perspective on the Consumer" McGraw-Hill Companies, Inc. 1996

45 Parasuraman,A.,Valarie A. Zeithaml, "SERVQUAL A multip le-Item Scale for Measuring Consumer Perceptions of Service Quality and Its Implications for Future Research" 64 (64): 12-40, 1988

46 _, "Refinement and Reassessment of the SERVQUAL Scale" 67 (67): 420-450, 1988

47 Berry,L. L, "Quality Counts in Service" may-june : 45-, 1985

48 Lee,Yun Lok, "Measuring quality in restaurant operations an application of the SERVQUAL instrument" 14 : 293-310, 1995

49 Lee,YL, "Measuring quality in restaurant operation:An application of the SERVQUAL instrument" 14 (14): 293-310, 1995

50 Dube' L.,L. M. Renaghan, "Measuring Customer Satisfaction for Strutegic Management" 39-47, feb.1994

51 Ayala, Gail,, "Marketing Quality in the Hotel Setor Service Quality In Hospitality Organizations" Cassell 259-277, 1996

52 Ross,G. F, "Management-employee divergences among hospitality industry employee service quality ideals" 14 (14): 11-21, 1995

53 Cadotte,E. R, "Key Factor in Satisfaction" 45-51, feb.1988

54 Bitner, "Journal of Marketing" Diagnosing Favorable and Unfavorable Incidents 71-84, 1990

55 Woodside, "Journal of Health Care Marketing" 5-17, .1989

56 Hollader,S. C, "Is There a GenericDemand for Service?" spring : 46-, 1979

57 Sherden,W. A, "Gaining the Service Quality Advantage" march-april : 45-48, 1988

58 Olsen,J. C, "Effects of Expectation creation and Disconfirmation an Belief Elements of Cognitive Structure" vol.3.1976.

59 Bachman, "Differentiating between high and low Loyalty Participants in two Leise Journal of Park and Rec reation Administration" 1-17, 1991

60 Kim,SH, "Difference between family restaurant visitor expectations with servece quality" 22 (22): 78-97, 1998

61 Johnston, "Developing the Determinants of Service Quality in The Proceedings of the 1st International Research Seminar in Service Management" 1990

62 Campbell,D.T, "Convergent and discriminant validation by the multitrait- multimethod matrix" 56 : 81-105, 1959

63 Swan,John E, "Consumer SatisfactionRelated to Disconfirmation of Expectations and Product Performance" dissatisfaction and complaining behavior (dissatisfaction and complaining behavior): 40-47, 1988

64 Khan,Mahmood A, "Concepts of food service operations and management" 27-, .1991

65 Oliver,R. L, "Cognitive affective and attribute bases of the satisfaction response" 20 (20): 418-430, 1994

66 Fishbein,M, "Attitude" An Introducti on to Theory and Research massachusetts.addisinwesley.1985.

67 Baker,Thomas L, "An assessment of the relationship between Service Quality and Customer Satisfaction in the Formation of Customers Purchase Intentions" 70 (70): 163-178, 1994

68 Churchill, "An Investigation into the Determinants of Customer Satisfaction Journal of Marketing Research" 1982.

69 Grnroos,C, "An Applied Service Marketing Theory" 16 (16): 30-41, 1982

70 George,R. T, "A comparison of the important of selected service related factors as perceived byrestaurant employees and management" 12 (12): 289-298, 1993

71 Grnroos,C, "A Service-Oriented Approach to Marketing of Services" 12 (12): 588-601, 1978

72 Grnroos Christan, "A Service Quality Model and its Marketing Implications" 18 (18): 36-44, 1984

73 Bolton,R. N, "A Multistage Model of Customers' Assessment of Service Quality and Value" 17 (17): 375-384, 1991

74 Bolton,R. N, "A Longitudinal Analysis or the impact of Service Change on Customer Attitude" 55 : 1991-,

75 Oliver, "A Conceptual Model of Service Quality and Service Satisfactions in Advances in Service Marketing and Management" Press 65-85, 1993

76 Parasuraman,A.,Valarie A. Zeithaml, "A Conceptual Model of Service Quality and Its Implcations for Future Research" 49 : 41-50, 1985

77 Dobholkar, Pratibha A.,, "A Comprehensive Framework for Service Quality : An Investigation of Critical Conceptual and Measurement Issues Through a Longitu dinal Study" 76 (76): 2000.

78 Puzo,D. P, "17th Annual Choice inChains Survey" 1997Feb.

79 Rust,R, ",R.,Service quality" SAGE publications ca.usa.1994.