외식 서비스 품질과 지각적 불일치, 고객만족, 재이용과의 관계에 관한 연구

다국어 초록 (Multilingual Abstract)

This study focuses on fast food shops as the most promising field of the food service industry and on leading family restaurant as a recent favorable field of the same industry. The objectives of the study can be described as follows.
First, the study investigates the general concept and characteristics of service quality and constituents of the models of the quality measurement and reviewed attributes of the evaluation of eat-out service quality shown in previous studies, ultimately providing foundations for the application of SERVQUL.
Second, the study determines factors influencing the functionality of existing cuisine tastes and then includes it in items of service quality evaluation, clarifying its relations with disagreements.
Third, the study tries to determine relations among eat-out service quality, perceived disconfirmation, satisfaction and reuse by reviewing theories behind them and previous studies, ultimately drawing theoretical and practical suggestions.
The multi-regression analysis in this study gave the following findings ;
First, hypothesis 1 that service quality disconfirmation is influenced by such factors as tangibles, reliability, responsiveness, assurance and Empathy was tested to find that two service quality factors, functionality and reliability had significant effects on functional disconfirmation.
Second, hypothesis 2 that perceived disconfirmation influences satisfaction was tested to find that both functional disconfirmation and service quality disconfirmation affected satisfaction.
Third, hypothesis 3 that satisfaction influences the intent of reusing eat-out services was tested to find that customer satisfaction affected the intent.
The following findings were made through ANOVA analysis in this study ;
Fourth, hypothesis 4 that service quality varies according to customers' demographic characteristics was analyzed. As a result, it was found that there were statistically significant differences in service quality associated with responsiveness and assurance in accordance with customers' age. Service quality was statistically and significantly different according to customers' average monthly income when it was associated with factors, responsiveness, assurance and tangibles. Such significant differences in service quality associated with the same three factors also existed in accordance with customers' job types.
Fifth, hypothesis 5 that the perceived disconfirmation of eat-out services varies according to customers' demographic characteristics was analyzed to show that there were differences in such disagreement among customers in accordance with their educational background, average monthly income and job types.
Sixth, hypothesis 6 that customers' satisfaction varies according to their demographic characteristics was tested to find that there were differences in satisfaction among customers according to their average monthly income.
Seventh, hypothesis 7 that the intent of reusing eat-out services by customers varies according to those customers' demographic characteristics was tested to find that there were differences in the intent among customers' in accordance with their average monthly income.
Considering all these findings, this researcher would make suggestions as below ;
First, such efforts as the beautiful arrangement of premises and facilities, neat appearances of workers and food and beverage services on a punctual time basis should be made to provide highest benefits and satisfaction to customers. Workers, or human resources are the key to service and customer managements. Various programs for training workers in relation to tasks and services should be developed to make them continuously raise the capability of coping with many different situations.
Second, food tastes, temperatures, colors and flavors, sauce concentration and hygiene all of which are necessary for creating more specialized cuisines should be studied in various ways considering the fact that the functional disconfirmation of eat-out service have something to do with functional aspects of the service quality. Eat-out service businesses should make total efforts or take total strategies, including the development of menus better fit for Korean people's appetites and a thorough hygienic management, to cause customers to have strongly positive disconfirmation about their received services. Those businesses should also take measures for adapting themselves better to changing markets and, in the midst, strengthening their competitive power.
Third, service quality should be toward its level as appropriate for each of individual customers considering the fact that the perceived disconfirmation of service quality influences the service satisfaction which in tern affects customers' intent of reusing the service. The move would provide customers with satisfaction and impression accumulatively and promote their intents of service reuse.

목차 (Table of Contents)

• 목차
• I. 서론 = 1
• 1. 연구의 필요성과 문제의 제기 = 1
• 2. 연구의 목적 = 5
• 3. 연구의 방법 및 범위 = 6
• II. 이론적 배경 = 9
• 1. 외식산업에 대한 이론적 고찰 = 9
• 가. 외식산업의 개념 = 9
• 나. 외식산업의 특성 및 분류 = 11
• 다. 국내 외식산업의 현황 = 15
• 2. 서비스품질에 대한 이론적 고찰 = 25
• 가. 서비스의 개념과 특성 = 25
• 나. 서비스품질의 개념과 특성 = 29
• 다. 서비스품질의 측정 = 34
• 라. 외식 서비스품질 평가속성 = 44
• 3. 고객만족에 대한 이론적 고찰 = 52
• 가. 고객만족의 개념 = 52
• 나. 고객만족에 관한 제이론 = 55
• 4. 서비스 품질과 불일치, 고객만족, 재이용의 관련성 = 61
• 가. 성과에 관한 연구 = 61
• 나. 지각적 불일치와 관련된 연구 = 63
• 다. 서비스품질과 고객만족과의 관계 = 66
• 라. 불일치와 고객만족과의 관계 = 68
• 마. 고객만족과 재이용과의 관계 = 70
• III. 연구의 설계 = 73
• 1. 연구 모형의 설계 = 73
• 가. 연구모형 = 73
• 나. 측정변수의 조작적 정의 = 74
• 2. 연구의 가설 = 77
• 3. 조사의 설계 = 80
• 가. 조사의 개요 = 80
• 나. 설문지의 구성 및 내용 = 80
• IV. 가설의 검증 및 결과 해석 = 83
• 1. 자료분석 = 83
• 2. 가설의 검증 및 결과의 해석 = 92
• V. 결론 = 114
• 1. 연구결과의 요약 및 시사점 = 114
• 2. 연구의 한계점 및 미래의 연구방향 = 119
• 설문조사서 = 120
• 참고문헌 = 125
• ABSTRACT = 133