남해안 지역 음식점들의 서비스 품질, 지각된 가치와 만족도의 평가

강종헌,고범석,Kang, Jong-Heon,Go, Beom-Seok 동아시아식생활학회 2007 동아시아식생활학회지 Vol.17 No.3

The purpose of this study was to measure the effects that service quality, perceived value and satisfaction have on loyalty in Namhaean area restaurants. A total of 273 questionnaires were completed. The structural equation model was used as an analysis method to measure the causal effects of service quality, perceived value, satisfaction and loyalty. The results demonstrated that the structural analysis result for the data was an excellent model fit. The effect of service quality on value, the effect of perceived sacrifice on value, the effect of service quality on satisfaction, the effect of value on satisfaction, and the effect of satisfaction on loyalty were statistically significant. Moreover service quality had an indirect effect on satisfaction through perceived value, and service quality also had an indirect effect on loyalty through perceived value and satisfaction. Perceived value had an indirect effect on loyalty, and an effect through satisfaction. Perceived sacrifice had an indirect effect on satisfaction through perceived value, and it also had an indirect effect on loyalty, and an effect through satisfaction. Further study is still required, and should be aimed at identifying the causal mechanisms of constructs, such that restaurant managers might be better prepared to offer value and satisfaction to their customers.

관광지에서의 음식점 서비스 질, 지각된 희생, 가치, 만족과 재방문 의도의 인과 관계 평가

강종헌,고범석,Kang, Jong-Heon,Ko, Beom-Seok 동아시아식생활학회 2007 동아시아식생활학회지 Vol.17 No.4

The purpose of this study was to measure the effects of the perceived sacrifice, service quality, value and satisfaction on the intention to revisit restaurants. A total of 273 questionnaires were completed. The equation model was used to measure the causal effects. The results demonstrated that the confirmatory factor analysis model provided an excellent model fit. The modified model yielded a significantly better fit to the data than the service quality model, and accounted for a greater share of the variance in intention to revisit than the service quality model. The effects of value and service quality on intention to revisit were statistically significant in both the service quality model and modified model. The effects of perceived sacrifice and service quality on value were statistically significant in the service quality model and modified model. As expected, service quality had a significant effect on satisfaction in the modified model. Satisfaction had a significant effect on intention to revisit in the modified model. Satisfaction also had a significant effect on service quality in the service quality model. Moreover, service quality had an indirect influence on intention to revisit through value and satisfaction in the modified model. Service quality had an indirect influence on the intention to revisit through value in the service quality model. The overall findings offer strong empirical support for the intuitive notion that improving service quality can increase favorable intention to revisit, and decrease unfavorable intention to revisit.

생선 소비 행동에 미치는 섭취 태도, 건강 몰입, 지각된 편의성과 연령의 영향

강종헌,고범석,Kang, Jong-Heon,Ko, Beom-Seok 동아시아식생활학회 2007 동아시아식생활학회지 Vol.17 No.3

The purpose of this study was to measure the causal relationships among fish consumption behavior, attitude towards fish eating, health involvement, perceived convenience, and age. A total of 235 questionnaires were completed. A structural equation model was used to measure the causal effects of the constructs. The results of the study demonstrated that the structural analysis results were an excellent model fit for the data. The influence of age on attitude towards fish eating, health involvement, and perceived convenience was statistically significant. As expected, attitude towards fish eating, health involvement, and perceived convenience had significant effects on fish consumption behavior. Moreover, age had a significant indirect effect on fish consumption behavior through health involvement. Age also had a significant indirect effect on fish consumption behavior through perceived convenience. By developing and testing conceptual models that integrate the relationships among age, psychological variables, and fish consumption behavior, this study may offer a deeper understanding of the complex relationships among the variables. A greater understanding of these complex relationships can improve the managerial diagnoses of problems and the opportunities for different marketing strategies, including product development and marketing communications.

레스토랑 이미지, 식음료 가격, 가치와 서비스 품질과의 관계

강종헌,고범석,Kang, Jong-Heon,Ko, Beom-Seok 동아시아식생활학회 2007 동아시아식생활학회지 Vol.17 No.2

The purpose of this study was to measure the effects of service quality mediating the linkage among food and beverage price, restaurant image and value. A total of 273 questionnaires were completed. MANOVA, ANOVA and ANCOVA were used to measure the mediating effect of service quality on the relationships among food and beverage price, restaurant image, and value. The effects of food and beverage price and restaurant image on service quality and value were statistically significant. As expected, when food and beverage price and service quality were regressed on the value, the service quality was significant and the effect of the food and beverage price was reduced. Moreover, when restaurant image and service quality were regressed on the value, the restaurant image and service quality had a significant effects on value. The results demonstrated that service quality played a mediating role in the relationship between food and beverage price and value, and between restaurant image and value.

종사원의 서비스에 대한 지각된 희생, 품질, 가치와 행동 의도의 인과 관계 평가 - 전남 동부권 관광객을 중심으로 -

강종헌,이재곤,Kang, Jong-Heon,Lee, Jae-Gon 동아시아식생활학회 2007 동아시아식생활학회지 Vol.17 No.1

This study measured the causal relationships among tourist-perceived sacrifice, service quality, service value, and behavioral intention of employee's service. A total of 224 questionnaires were completed. The equation model was used to measure the causal effect. The results demonstrated that the structural analysis result for the data was an excellent model fit. The influences of perceived value and service quality on service value were statistically significant. As expected, service quality and service value had significant effects on behavioral intention. Moreover, overall service quality played a mediating role in the relationship between perceived sacrifice and service value. Service value played a mediating role in the relationship between service quality and behavioral intention.

닭고기의 안전 예측에서 원산지 표시의 도움에 대한 지각도에 미치는 영향 요인 평가

강종헌,이성희,Kang Jong-Heon,Lee Seong-Hee 동아시아식생활학회 2006 동아시아식생활학회지 Vol.16 No.4

The purposes of this study were to measure respondent's demographic characteristics, respondent's attitudes toward chicken meat, and factors influencing the level of perceived helpfulness of country of origin in predicting the safety of chicken. The data was collected through a consumer survey during the March 2006. Two hundred fifty meat consumers living in Suncheon, the eastern part of Chonnam, were randomly selected as respondents. Eleven respondents did not complete the survey instrument, resulting in a final sample size of 239. All estimations were carried out using correlation, logistic procedure of SAS package, and plum procedure of SPSS. The level of perceived helpfulness of country of origin in predicting the safety of chicken meat was significantly correlated with trust, antibiotics and salmonella/bacteria among the attitude variables. The proportional odds assumption of the model was violated at p<0.05. The estimated results of the multinomial logit model indicated that income, single, occupation, and education significantly affected helpful perception over not helpful perception, while gender and occupation significantly affected very helpful perception over not helpful perception in the case of the extended model. These study results from this study could be useful in developing marketing and health promotion strategies, as well as government trade policy.

남녀 관광객의 돌산 갓김치에 대한 선호도에 미치는 영향 요인의 컨조인트 평가

강종헌,정항진,Kang Jong-Heon,Jeong Hang-Jin 동아시아식생활학회 2006 동아시아식생활학회지 Vol.16 No.3

The purpose of this study was to identify tourist product factor combinations which confer the highest utility to tourists and to establish the relative importance of factors in terms of their contribution to total utility across gender. Among 250 questionnaires, 230 questionnaires were utilized for the analysis. $X^2$ analysis, Conjoint model, Max. Utility model, BTL model, Logit model, K-means cluster analysis, and one-way anova analysis were used for this study. The findings from this study were as follows. First, the Pearson's R and Kendall's tau statistics showed that the model fitted the data well across gender. Second, it was found that total respondents and three clusters regarded taste price as the very important factor across gender. Third, it was found that the male and female tourists most preferred product with light red color, shaped package, and highly pungent taste sold at a cheap price in factory. Fourth, it was found that the male tourists most preferred simulation product with light red color, shaped package, and highly pungent taste sold at a cheap price in factory. The female tourists most preferred simulation product with light red color, shaped package, and mild taste sold at a cheap price in factory. Finally, the results of the study provide some insights into the types of effective product designs that can be successfully developed by marketers.

서양 음식점에 대한 고객들의 과거 행동과 부정적인 구전 행동 의도의 관계에 미치는 매개 효과 평가

강종헌,표길택,Kang, Jong-Heon,Pyo, Gil-Taek 동아시아식생활학회 2006 동아시아식생활학회지 Vol.16 No.5

The purpose of this study was to examine the mediating role of attitude, subjective norm, and perceived behavioral control on the relationships between past behavior and customers' intention to engage in negative word-of-mouth communication of dissatisfaction responses. Results of the study demonstrated that the inclusion of past behavior improved the predictability of the negative word-of-mouth communication of dissatisfaction response intentions. Furthermore, the mediating analyses indicated that the influence of past behavior was mediated by the mediator. In the contests of negative word-of-mouth communication, the effect of past behavior on intention was partially mediated by attitude, subjective norm and perceived behavioral control.

대학생들의 피자 전문점 선택에 영향을 미치는 속성에 대한 평가

강종헌,정인숙,Kang Jong-Heon,Jeong In-Suk 동아시아식생활학회 2006 동아시아식생활학회지 Vol.16 No.1

The purpose of this study was to measure the pizza purchasing behavioral characteristics of respondents and importances of factors affecting pizza purchase, to estimate the effects of attributes on pizza restaurant choice, and to predict probability of selecting a particular pizza restaurant The questionnaire consisted of two parts: The paired experimental profiles, purchasing behavior and importances of factors affecting pizza purchase. This study generated profiles of 16 hypothetical pizza restaurant based on the seven attributes. The profiles comprised 16 discrete sets of variables, each of which had two levels. For this study, researcher randomly selected 150 students of university as respondents. Twenty students did not complete the survey instrument, resulting in a final sample size of 129. All estimations were carried out using frequency, correlation, phreg procedure of SAS package. The results were as followed Based on the estimated model, the -2LL(B) statistic for a model with all explanatory variables was 5585.761 and the Chi-square statistic is 134.786 with 7 df (p<0.001). At p<0.001, we would reject the null hypothesis that the attributes do not influence choice. The parameter estimate for price was highest, followed by late delivery time, promised delivery time, money-back guarantee, discount, pizza variety, and pizza temperature. The result from this study suggested that there was an opportunity to increase market share and profit by improving operations so that customers receive discount and money-back guarantee simultaneously, and by reducing price, delivery time.

연구논문 : 남해안 지역 음식점의 서비스품질과 충성도의 관계에 영향을 미치는 매개변수의 효과 평가

강종헌 ( Jong Heon Kang ),고범석 ( Beom Seok Ko ) 한국식생활문화학회 2007 韓國食生活文化學會誌 Vol.22 No.3