와인서비스품질이 서비스가치와 고객만족에 미치는 영향에 관한 연구 = (A) study on the effect of wine service quality on service value and customer satisfaction

다국어 초록 (Multilingual Abstract)

Previous studies have shown that service quality has affected customer satisfaction and sales in food and drink industry. In this regard, the need to study in wine industry has been posed ; what causes affects customer satisfaction, sales and how they can be applied to the management efficiency of hotel restaurant and companies offering wine service with the long-run and stable wine service quality and value.
Thus, this study attempts to analyze the effects of wine service quality affecting service value and customer satisfaction in order to strengthen the competitiveness of companies, hotel restaurants and enable them to make more profits.
The result of the study are as follows.
First, in order to analyze how wine service quality influences service value, the four independent variables (Sommelier professionality, contribution rate to make customers to choose wine, the level of wine marketing, the ability to promote wine) with the dependant variables (three service values in economic, aesthetical, social dimension) have been examined by the multiple regression analysis. The result shows that all variables are probable in 0.01.(P<0.01) This indicates that wine service quality has a significant effect on service value. And all factors that represent the positive in Beta price, tend to be right in direction. That is, the customers who think that wine service quality which is offered professionally by hotel restaurant make them more satisfied, feel more satisfied in all three service values. In addition, Sommelier professionality in those factors tends to have the most influence on all service values and this says that service value is related to the employee's professional knowledge about wine. Therefore, companies like hotel restaurants which offers wine service, should consider developing the system which enables employees to increase the professional knowledge about wine.
Second, the result of multiple regression analysis to find out the effects of wine service value on customer satisfaction represents that all service values in economic, aesthetical, social dimension are probable in 0.01.(P<0.01) Beta prices which are all positive in direction show that the higher service value the customers get, the higher customer satisfaction they enjoy.
Finally, the analysis to examine the influences of service quality of restaurant offering wine service shows the ranks of influences : Sommelier professionality> the ability to promote wine> the level of wine marketing> contribution rate to make customers to choose wine. And all factors are probable in 0.01.(P<0.01) Beta prices which indicates positive are also right in direction. This shows that the higher service quality from the restaurant offering wine service the customers get, the higher customer satisfaction they have.

목차 (Table of Contents)

• 제Ⅰ장 서론 = 1
• 제1절 문제 제기 = 1
• 제2절 연구의 목적 = 3
• 제3절 연구 방법 = 4
• 제4절 연구의 구성 = 5
• 제Ⅱ장 이론적 배경 = 6
• 제1절 와인서비스 품질 = 6
• 1. 와인서비스 개념 및 특성 = 6
• 2. 와인서비스의 필요성 = 17
• 3. 서비스품질의 개념 및 구성 = 19
• 제2절 서비스가치 = 24
• 1. 서비스 가치의 개념 = 24
• 제3절 고객만족 = 26
• 1. 고객만족의 개념 = 26
• 2. 고객의 태도 = 28
• 제4절 구성개념들 간의 관계 = 30
• 1. 서비스품질과 서비스가치 = 30
• 2. 서비스품질과 고객만족 = 31
• 3. 서비스 가치와 고객만족 = 32
• 제Ⅲ장 연구설계 = 34
• 제1절 연구의 모형 및 연구의 가설 = 34
• 1. 연구의 모형 및 연구가설 = 34
• 2. 변수의 조작적 정의 = 34
• 제2절 조사 방법 = 36
• 1. 조사 설계 = 36
• 2. 설문지 구성 = 37
• 3. 분석방법 = 40
• 제Ⅳ장 실증분석 = 41
• 제1절 인구통계학적 분석 = 41
• 제2절 가설검증을 위한 예비분석 = 44
• 1. 와인서비스 품질 요인분석 및 신뢰도 검증 = 44
• 2. 서비스 가치의 요인분석 및 신뢰도 검증 = 48
• 3. 고객만족에 관한 요인분석 및 신뢰성 검증 = 50
• 제3절 가설검증 및 실증분석 = 51
• 1. 와인서비스 품질이 와인서비스 가치에 미치는 영향 검증 = 51
• 2. 와인서비스 가치가 고객만족에 미치는 영향 검증 = 55
• 3. 와인서비스 품질이 고객만족에 미치는 영향 검증 = 56
• 제4절 가설검증 결과 요약 = 58
• 제Ⅴ장 결론 = 60
• 제1절 연구요약 및 시사점 = 60
• 1. 연구요약 = 60
• 2. 시사점 = 62
• 제2절 연구의 한계점 및 연구방향 = 63
• 참고문헌 = 64
• 설문지 = 70
• Abstract = 75