외식품질평가요인이 경영성과에 미치는 영향에 관한 연구 = A study on the quality evaluation factors affecting the business performances in foodservice industry

다국어 초록 (Multilingual Abstract)

According to the circumstances that most customers are eating-out more than one meal a day, foodservice managers need to make restaurants that satisfy customers by providing mental and cultural functions as well as physical functions.
Generally we use restaurants as a place for social life and friendly relations, business, work relations and family meetings, etc. Therefore, restaurants should provide the opportunities to promote harmonious social life among family members, friends and colleagues at work, with an atmosphere that gives joy and happiness. The restaurants should be planned as places where these compound functions are executed.
After all, while the foodservice industry has been rushed into unlimited competition on account of the diverse needs of foodservice customers, the customers satisfying factor, that is, the importance of foodservice quality evaluation factors, should necessarily be recognized. In other words, foodservice quality is not properly evaluated with simply the quality and quantity of menus and pricing, but competition superiority will only be secured from the recognition of foodservice customers' input, and in that case, constant quality improvement can be achieved. Customers will then feel that the various factors involved are excellent.
Due to the circumstance, that recently foodservice quality factors for restaurants in Korea are getting so similar, there should be established the strategy of future-orientation, in order to break through keen competition situations, also using the methods of market and product differentiation, to emerge victorious.
Accordingly, this study attempted to investigate foodservice management achievement after using the restaurants' customer satisfaction, customer immersion, and recommendation intentions, and revisiting intentions and so on, through foodservice quality evaluation factors. For this, all foodservice quality evaluation factors will be based on preceeding studies and established as both a restaurant quality evaluation factor and a human quality evaluation factor. Also, an attempt will be made to verify the influence about how the foodservice quality evaluation factors affect foodservice management achievement, via the foodservice sales strategy and brand images, through the structure model.
On the basis of the 2009 Korea Standard Service Quality Index(KS-SQI) announced by KSA, the first through third ranked "brand power" restaurants in each field (family restaurants, fast-food restaurants, coffee shops at hotel restaurants and pizza specialty stores) were selected as an object of survey. The surveys were filled-out by the customers of twelve restaurants for ten days fspecFebruary 21, 2009 to March 2, 2009. Six hundred survey sheets were distributed to restaurants, fifty copies to each, and then were collected back from 583 customers. The data was analyzed by using AMOS 5.0 in order to verify the structure model.
The results of this study were evaluated as follows: First, the characteristics of the social population statistics and the foodservice use patterns were surveyed according to the question respondent's sex, age, educational level, job, income, family composition, eating-out pattern, eating-out frequency, companions, eating-out purpose, eating-out period of time, eating-out expense, restaurant information, etc.
Second, the reliability verification on each question was executed through reliability analysis, also confirmation factor analysis was carried out in order to verify the convergent validity and discriminant validity of measures, after eliminating variables from the study unit model.
Third, content analysis was executed by crosstabulation analysis with the demographic variables together with the variables of eating-out pattern, eating-out purpose, etc.
Fourth, the influence on management achievement (food quality, restaurant quality and human quality) by foodservice quality evaluation factors (customer satisfaction, customer immersion, recommendation intention and revisiting intention) was verified.
Fifth, the verification of the study model and study hypothesis were investigated. In other words, the verification of the contents of the hypotheses are from: the relations of the food quality evaluation factor and foodservice sales strategy, that of restaurant quality evaluation factors and the foodservice sales strategy and brand image, that of human quality evaluation factors and the foodservice sales strategy and brand image, that of the foodservice sales strategy and foodservice management achievement, that of the brand image and foodservice management achievement, and that of the foodservice quality evaluation factor and foodservice management achievement.
This study can be considered very meaningful for academic and social results, because this has been studied on the basis of job site experiences and academic studies over a long time. Especially the academic results as follows: First, the various factors that can affect customer satisfaction through foodservice quality evaluation were divided and erected according to food quality, restaurant quality and human quality.
Second, the relationship of foodservice quality evaluation factors (food quality, restaurant quality and human quality) and foodservice management achievement (customer satisfaction, customer immersion, recommendation intention, revisiting intention) was verified through structure model analysis.
The social results are as follows: First, the social effect can be raised by structuring the foodservice quality evaluation factors and planning management strategy according to the circumstance of each restaurant. Second, the customer satisfaction factor of each restaurant can be used concretely by analyzing the eating-out purpose minutely, depending on the population statistic factors (sex, age, job, monthly income and family composition).
Third, the management achievement of each restaurant can be improved by recognizing the respective influences upon management achievement, from foodservice quality evaluation factors, and by establishing the quality evaluation factors suited to the needs of customers.

국문 초록 (Abstract)

오늘날 대다수의 소비자들은 하루 한 끼 이상 외식을 생활화하고 있는 상황에서 외식경영자들은 레스토랑을 단순히 생리적 욕구만을 해결하는 장소가 아닌 심리적, 문화적 기능으로써 역할수행이 가능한 곳으로 만들어 갈 필요성이 있다.
일반적으로 레스토랑 이용은 주로 일상적인 식사이외에 친교, 사업, 업무관계, 가족모임 등 사회생활에 꼭 필요에 의해서 이용하게 된다. 그러므로 레스토랑은 가족이나 친구 및 회사동료들과의 사교와 화합을 도모하는 기회를 제공해야 하고, 즐거움과 행복을 줄 수 있는 분위기와 서비스를 제공하여야 하며, 복합적인 기능을 수행하는 장소로서의 역할수행이 가능해야 한다.
결국, 외식고객의 욕구 다양성으로 인하여 외식시장은 무한경쟁에 돌입했으므로 열악한 외식환경 속에서 성공된 외식경영실현을 위한 고객만족요인 즉, 외식품질평가요인의 중요성을 인식해볼 필요성이 있다. 다시 말해 외식품질만족은 단순히 메뉴의 질과 양 그리고 가격에 의해서만 경쟁우위전략을 만들 수 있는 것은 아니라 외식고객이 느낄 수 있는 다양한 요인을 통하여 꾸준한 품질향상을 진행할 경우 외식고객으로부터 인정받아 경쟁우위를 확보하게 된다.
최근 국내외식산업의 경우 동종업체들 간에 외식품질요인들이 점차 평준화 되어가고 있는 상황에서 시장차별화 및 제품차별화 등의 방법으로 치열한 경쟁상황을 돌파하여 승리자로 남기위한 전략을 미래지향적으로 세울 필요성이 있다.
따라서 본 연구는 외식고객이 레스토랑을 이용 후의 만족으로 나타날 수 있는 요인 즉, 외식경영성과를 고객만족, 고객몰입, 구전의도, 재방문의도 등으로 나타날 수 있는 영향을 외식품질평가요인을 통하여 파악하고자 하였다. 이를 위해 외식품질평가요인은 선행연구를 바탕으로 음식품질평가요인과 점포품질평가요인, 인적품질평가요인으로 정립하고자 한다. 그리고 이러한 외식품질평가요인이 외식판매전략이나 브랜드이미지에 의해 외식경영성과에 어떠한 영향을 미치는지에 대한 구조모형을 통하여 증명하고자 하였다.
본 연구의 조사대상인 외식업체 선정에 있어서는 한국표준협회(KSA)의 2009서비스품질지수에서 발표한 브랜드파워 각 부문의 1-3위를 차지한 패밀리레스토랑, 패스트푸드점, 호텔레스토랑 커피숍, 피자전문점의 각각 3곳으로 해서 총 12개 업체의 고객을 대상으로 2009년 2월 21일부터 3월 2일까지 10일간 자기기입방식의 설문응답을 실시하였다. 설문지는 각 업체를 대상으로 50부씩 600부의 설문지를 배포하여 583부를 회수하여 구조모형을 검증하기 위한 AMOS 5.0을 사용하여 분석을 실시하였다.
연구 분석을 실시한 내용으로서는 첫째, 사회 인구통계학적 특성과 외식 이용 형태적 특성을 통해 설문응답자의 성별, 연령, 교육수준, 직업, 소득, 가족구성과 외식형태, 외식횟수, 동반자, 외식목적, 외식시간대, 지출비용, 식당정보 등으로 파악하였다.
둘째, 각 설문문항에 대한 신뢰도분석을 위한 신뢰도검증을 하였으며, 모형의 연구 단위들에 대한 변수 제거 후 척도들의 집중타당성과 판별타당성을 검증하기 위하여 확인적 요인분석을 실시하였다.
셋째, 인구통계학적 외식형태에 따른 교차분석을 실시한 내용으로써는 성별에 따른 외식이용목적, 연령에 따른 외식이용목적, 직업에 따른 외식이용목적, 월 소득에 따른 외식이용목적, 가족구성에 따른 외식이용목적을 파악하였다.
넷째, 외식품질평가요인(음식품질, 점포품질, 인적품질)이 외식경영성과(고객만족, 고객몰입, 구전의도, 재방문의도)의 미치는 영향력을 검증하였다.
다섯째, 실증분석을 통하여 연구모형의 검증과 연구가설의 검증을 실시하였다. 즉, 가설검증은 음식품질평가요인과 외식판매전략 및 브랜드이미지와의 관계, 점포품질평가요인과 외식판매전략 및 브랜드이미지와의 관계, 인적품질평가요인과 외식판매전략 및 브랜드이미지와의 관계, 외식판매전략과 외식경영성과간의 관계, 브랜드이미지와 경영성과와의 관계, 외식품질평가요인과 외식경영성과와의 관계를 검증하였다.
본 연구는 장기간에 걸쳐 외식현장경험을 바탕으로 학문적 연구를 실시하여 얻어낸 결과이므로 학술적 성과와 경제적성과에 큰 의미가 있다고 사료된다.
특히, 학술적성과로는 첫째, 외식의 품질평가를 통해 고객만족에 영향을 미칠 수 있는 다양한 요인들을 음식품질, 점포품질, 인적품질로 구분하여 정립하였다는 점이다.
둘째, 외식판매전략과 브랜드이미지를 통한 외식경영성과에 미치는 영향관계의 검증을 통하여 외식마케팅전략을 세울 수 있도록 하였다는 점이다.
셋째, 외식품질평가요인(음식품질, 점포품질, 인적품질)이 외식마케팅전략과 브랜드이미지에 의한 외식경영성과(고객만족, 고객몰입, 구전의도, 재방문의도)와의 관계를 구조모형을 통한 검증하였다는 점이다.
또한, 경제적성과는 첫째, 외식품질평가요인을 정립함으로써 레스토랑별로 상황에 맞는 경영전략을 세운 경제적 효과를 높일 수 있도록 하였다는 점이다.
둘째, 인구통계학적 요인(성별, 연령, 직업, 월 소득, 가족구성)에 따른 외식목적을 면밀히 분석함으로써 각 레스토랑의 고객만족요인을 구체적으로 활용할 수 있도록 하였다는 점이다.
셋째, 외식품질평가요인에 따른 외식경영성과에 미치는 영향력을 파악함으로써 각 레스토랑 경영자들이 고객의 욕구에 맞는 품질평가요인을 세워 경영성과를 높일 수 있도록 하였다는 점이다.

목차 (Table of Contents)

• 표 목 차 ⅳ
• 그림목차 ⅵ
• 논문개요 ⅶ
• 제1장 서론 1
• 제1절 문제의 제기 및 연구의 목적 1
• 1. 문제의 제기 1
• 2. 연구의 목적 4
• 제2절 연구방법과 연구범위 6
• 제2장 이론적 배경 9
• 제1절 외식품질지각 및 레스토랑 선택속성 9
• 1. 품질지각의 개념 9
• 2. 소비자행동 및 레스토랑 선택속성 14
• 제2절 외식품질평가요인에 대한 이론적 고찰 25
• 1. 음식품질평가요인 25
• 2. 점포품질평가요인 44
• 3. 인적품질평가요인 54
• 제3절 외식마케팅의 이론적 고찰 64
• 1. 외식판매전략 64
• 2. 브랜드이미지 68
• 제4절 외식경영성과의 이론적 고찰 80
• 1. 고객만족 80
• 2. 고객몰입 82
• 3. 구전의도 83
• 4. 재방문의도 85
• 5. 외식경영성과에 대한 선행연구 87
• 제3장 연구모형과 조사설계 91
• 제1절 연구의 모형 91
• 제2절 변수의 조작적 정의 94
• 1. 음식품질평가요인 94
• 2. 점포품질평가요인 97
• 3. 인적품질평가요인 99
• 4. 외식판매전략 103
• 5. 브랜드이미지 104
• 6. 외식경영성과 105
• 제3절 가설의 설정 108
• 1. 음식품질평가요인과 외식판매전략 및 브랜드이미지와의 관계 109
• 2. 점포품질평가요인과 외식판매전략 및 브랜드이미지와의 관계 110
• 3. 인적품질평가요인과 외식판매전략 및 브랜드이미지와의 관계 111
• 4. 외식판매전략과 외식경영성과와의 관계 112
• 5. 브랜드이미지와 외식경영성과와의 관계 113
• 6. 외식품질평가요인과 외식경영성과와의 관계 114
• 제4절 조사설계 115
• 1. 조사대상 및 조사시기 115
• 2. 조사방법 및 자료 분석방법 116
• 3. 설문지 구성 117
• 제4장 실증분석 119
• 제1절 조사대상자의 일반적 특성 119
• 1. 사회 인구통계학적특성 특성 및 외식이용 형태적 특성 분석 119
• 2. 신뢰성 검증 122
• 3. 각 연구단위에 대한 확인적 요인분석 124
• 제2절 인구통계학적과 외식형태에 따른 교차분석 125
• 1. 성별에 따른 외식목적과의 교차분석 125
• 2. 연령에 따른 외식목적과의 교차분석 126
• 3. 직업에 따른 외식목적과의 교차분석 127
• 4. 월 소득에 따른 외식목적과의 교차분석 129
• 5. 가족구성에 따른 외식목적과의 교차분석 131
• 제3절 평가요인이 경영성과에 미치는 영향력 검증 분석결과 132
• 1. 고객만족에 미치는 영향력 검증 132
• 2. 고객몰입에 미치는 영향력 검증 133
• 3. 구전의도에 미치는 영향력 검증 135
• 4. 재방문에 미치는 영향력 검증 136
• 제4절 가설검증 137
• 1. 연구모형의 검증 137
• 2. 가설의 검증 139
• 3. 실증분석결과 요약 143
• 제5장 결론 149
• 제1절 연구에 대한 논의 149
• 제2절 연구성과 및 한계점 151
• 참고문헌 153
• 설 문 지 170
• Abstract 177

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