외식 고객의 서비스 품질 및 가치가 고객만족과 재방문의도에 미치는 영향 : 인천국제공항 복합식당가를 중심으로 = The Effect of the Perceived Service Quality and Value on Customer Satisfaction and Revisit Intention

국문 초록 (Abstract)

본 연구는 인천국제공항 복합식당가의 경영전략 도출, 서비스 품질 제고, 고객 가치 향상
을 효율적으로 실천할 수 있는 대안을 제시할 목적으로, 서비스 지향과 고객 지향적인 경
영에 있어서 중요하게 여겨지고 있는 기대가치 요소를 반영하여 지각된 서비스 품질, 지각
된 서비스 가치, 고객만족, 나아가 재방문의도 간의 영향관계를 단일모형으로 검증한다는
의의가 있을 뿐만 아니라, 공항 관리자와 입점식당의 경영자, 종업원, 마케팅 담당자들에게
실무적인 지침을 제공한다는데 초점을 맞추었다
본 연구의 방법은 문헌조사와 실증적 분석을 병행하여 실시하였으며, 본 조사에 앞서 예
비조사를 실시하여 설문조사에서 나타날 수 있는 오류의 가능성을 최소화 하도록 하였다.
본 설문조사 기간은 2014년 11월 10일부터 11월 20일까지 진행하였다. 설문지는 인천국
제공항 복합식당가를 이용하고 있는 고객을 대상으로 서비스 품질, 서비스 가치, 고객만족,
재방문의도에 대한 항목을 선택하여 총 400부를 배포하여 이 중 379부를 회수하여 본 연
구의 최종 분석 자료로 사용하였다.
이를 토대로 가설을 검증하고 다음과 같은 연구 결과를 도출하였다.
<가설 1-1> ‘서비스 품질은 비용가치에 유의한 영향을 미칠 것이다’는 가설에서는
‘유형성’, ‘신뢰성’, ‘공감성’은 정(+)의 영향을 미치는 것으로 나타났으나, ‘응답
성’(P< 0.249)과 ‘확신성’(P< 0.110)은 영향을 미치지 않는 것으로 나타났다. 따라서
<가설 1-1>은 부분 채택 되었다.
<가설 1-2> ‘서비스 품질은 이용가치에 유의한 영향을 미칠 것이다.’는 가설에서는
‘유형성’, ‘신뢰성’, ‘응답성’은 정(+)의 영향을 미치는 것으로 나타났으나, ‘확신
성’, (P< 0.181)과 ‘공감성’(P<0.512)은 영향을 미치지 않는 것으로 나타났다. 따라서 <가설 1-2>는 부분 채택 되었다.
<가설 2> ‘서비스 품질은 고객만족에 유의한 영향을 미칠 것이다’는 가설에서는
‘서비스 품질’의 영향은 고객만족에 ‘유형성’, ‘신뢰성’, ‘응답성’은 정(+)의 영
향을 미치는 것으로 나타났으나, ‘확신성’(P< 0.115),과 ‘공감성’(P< 0.108)은 영향
을 미치지 않는 것으로 나타났다. 따라서 <가설 2>는 부분 채택되었다.
<가설 3> ‘서비스 가치는 고객만족에 유의한 영향을 미칠 것이다.’는 가설에서는 고객
만족에 영향을 미치는 ‘서비스 가치’의 영향은 고객만족에 이용가치는 정(+)의 영향을
미치는 것으로 나타났고, 비용가치도 정(+)의 영향을 미치는 것으로 나타났다. 따라서 <가
설 3>은 채택되었다.
<가설 4> ‘고객만족은 재방문의도에 유의한 영향을 미칠 것이다.’는 가설에서는
‘고객만족’의 영향은 재방문의도에 ‘고객만족’이 정(+)의 영향을 미치는 것으로 나타
났다. 따라서 <가설 4>는 채택되었다.
<가설 5> ‘서비스 품질은 재방문의도에 유의한 영향을 미칠 것이다.’는 가설에서는
‘유형성’, ‘신뢰성’, ‘응답성’은 정(+)의 영향을 미치는 것으로 나타났으나, ‘확신
성’(P< 0.754),과 ‘공감성’(P< 0.192)은 영향을 미치지 않는 것으로 나타났다. 따라서
<가설 5>는 부분 채택 되었다.
<가설 6> ‘서비스가치는 재방문의도에 유의한 영향을 미칠 것이다.’는 가설에서는 이
용가치는 정(+)의 영향을 미치는 것으로 나타났고, 비용가치도 정(+)의 영향을 미치는 것
으로 나타났다. 따라서 <가설 6>은 채택되었다.
지금까지 분석한 결과를 보면, 인천국제공항 복합식당가 이용고객의 지각된 서비스 품질
원인변수 ‘유형성’, ‘신뢰성’, ‘응답성’ ‘확신성’ ‘공감성’은 서비스 가치와 고
객만족, 재방문의도에 대해서 긍정적인 영향을 미치고 있음이 밝혀졌다.
서비스 가치 중 비용가치가 이용가치보다 고객들의 만족과 재방문의도에 강한 영향을 미
치고 있다고 볼 수 있다.
인천국제공항 복합식당가 고객의 서비스에 대한 만족은 재방문의도에 대해서 긍정적인
영향을 미치게 되는 것으로 나타났다.
마지막으로 본 연구를 통해 밝혀진 인천국제공항 복합식당가 이용 고객들의 만족여부가
재방문의도에 지대한 영향을 미치는 변수임이 밝혀지게 되었고 고객들에게 명시적, 묵시적
으로 복합식당가의 차별화된 서비스품질과 서비스가치를 제공함으로써 고객만족도를 높일
수 있을 것으로 사료된다.

다국어 초록 (Multilingual Abstract)

The study aims to examine the relationship among service quality, service
value, customer satisfaction, and their revisit intention so as to propose
alternatives that the Incheon International Airport restaurant complex can use to
develop management strategies, improve service quality and increase customer
value more effectively.
Literature search was conducted in conjunction with empirical analysis in this
study. The survey was conducted from November 10 to 20, 2014. A total of 400
questionnaires was distributed to the customers dining at the Incheon International
Airport restaurant complex, but only 379 of these questionnaires were returned
and used in the data analysis for this study to verify the hypotheses and derive
the following study findings.
<Hypothesis 1-1> states that 'service quality will have significant influence on
the consumer's perceived value for the money spent'. The test results show that 'tangibility', 'reliability' and 'empathy' have positive effect on the customer's
perceived value for the money spent, whereas no such correlation was observed
for 'responsiveness' (P<0.249) and 'assurance' (P<0.110). Accordingly,
<Hypothesis 1-1> is partially accepted.
<Hypothesis 1-2> states that 'service quality will have significant influence on
the consumer's perceived value for the time spent at the restaurant complex.'
The results show that 'tangibility', 'reliability', and 'responsiveness' are positively
related to the consumer's perceived value for the time spent, but identified no
significant relationship for 'assurance' (P<0.181) and 'empathy' (P<0.512).
Accordingly, <Hypothesis 1-2> is partially accepted.
<Hypothesis 2> states that 'service quality will have significant influence on
customer satisfaction.' The results suggest that the 'tangibility', 'reliability', and
'responsiveness' dimensions of service quality are positively related to customer
satisfaction, whereas no significant relationship was shown for 'assurance' (P<
0.115), and 'empathy' (P< 0.108). Accordingly, <Hypothesis 2> is partially
accepted.
<Hypothesis 3> states that 'service value will have significant influence on
customer satisfaction.' The results indicate a positive relationship between the
effect of 'service value' and customer satisfaction. Moreover, the customer's
perceived value for the time and money spent are found to be positively
correlated with customer satisfaction. Accordingly, <Hypothesis 3> is accepted.
<Hypothesis 4> states that customer satisfaction will have significant influence
on their revisit intention. The data analysis identified a positive correlation
between the level of 'customer satisfaction' and their revisit intention.
Accordingly, <Hypothesis 4> is accepted.
<Hypothesis 5> states that 'service quality will have significant influence on
customers' revisit intention.' The results show that tangibility', 'reliability' and
'responsiveness' are positively related to their revisit intention, whereas no such
association was observed for 'assurance' (P<0.754) and 'empathy' (P< 0.192).
Accordingly, <Hypothesis 5> is partially accepted.
<Hypothesis 6> states that 'service value will have significant influence on
customers' revisit intention'. The results show that the customers' perceived value
for the time spent and money is positively associated with their revisit intention.
Accordingly, <Hypothesis 6> is accepted.
The study findings illustrate that 'tangibility', 'reliability' 'responsiveness', 'assurance', and 'empathy', which constitute the independent variables of the
customers' perception of service quality in the Incheon International Airport
restaurant complex, have positive effect on service value, customer satisfaction,
and their revisit intention.
Finally, the level of customer satisfaction in the Incheon International Airport
restaurant complex as revealed by this study, is seen as the key variable having
significant influence on their revisit intention. We therefore expect that, by
providing customers with differentiated service quality and value, the restaurant
complex will be able to achieve a higher level of customer satisfaction.

목차 (Table of Contents)

• Ⅰ. 서론 ····································································································· 1
• 1. 문제의 제기 및 연구목적 ····························································· 1
• 1.1 문제의 제기 ·················································································· 1
• 1.2 연구의 목적 ·················································································· 2
• 2. 연구의 방법 및 범위 ····································································· 3
• 2.1 연구의 방법 ·················································································· 3
• 2.2 연구의 범위 ·················································································· 3
• Ⅱ. 연구의 이론적 배경 ········································································· 5
• 1. 서비스 품질에 관한 이론적 고찰 ··············································· 5
• 1.1 서비스 품질의 개념 ···································································· 5
• 1.2 서비스 품질의 구성차원 ···························································· 8
• 1.3 서비스 품질에 관한 선행연구 ················································ 13
• 2. 서비스 가치에 관한 이론적 고찰 ············································ 15
• 2.1 서비스 가치의 개념 ································································ 15
• 2.2 서비스 가치의 측정요인 ·························································· 18
• 2.3 서비스 가치에 관한 선행연구 ················································ 20
• 3. 고객만족에 관한 이론적 고찰 ·················································· 22
• 3.1 고객만족의 개념 ········································································ 22
• 3.2 고객만족의 측정요인 ··································································25
• 3.3 고객만족에 관한 선행연구 ······················································ 28
• 4. 재방문의도에 관한 이론적 고찰 ·············································· 30
• 4.1 재방문의도의 개념 ···································································· 30
• 4.2 재방문의도의 측정요인 ···························································· 32
• 4.3 재방문의도에 관한 선행연구 ·················································· 34
• Ⅲ. 연구모형 및 조사설계 ·································································· 37
• 1. 연구모형과 모형변수 ·································································· 37
• 1.1 연구모형 ······················································································ 37
• 1.2 모형변수의 정의 ········································································ 38
• 2. 연구가설 및 측정도구 ································································ 41
• 2.1 연구가설 ······················································································ 41
• 2.2 설문지의 구성과 측정도구 ······················································ 41
• Ⅳ. 실증분석 ·························································································· 43
• 1. 설문지 문항의 신뢰도 및 타당도 분석 ·································· 43
• 1.1 신뢰도 분석 ················································································ 43
• 1.2 요인분석 ······················································································ 44
• 2. 조사방법과 자료의 특성 ····················