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전남지역 패스트푸드전문점의 서비스품질이 고객만족과 고객충성도에 미치는 영향에 관한 연구
최유미(Yu Mi Choi),문성식(Sung Sik Mun),박계영(Kye Young Park) 한국관광연구학회 2015 관광연구저널 Vol.29 No.8
This study investigates the factor of determination of the service quality of the fastfood restaurant which have expanded into the matured markets, how the factor of determination makes an effect on the degree of customer satisfaction, and how the factor of determination makes an effect on the customer royalty as a result variable in order to make them used as a fundamental material in order to establish a competitive service strategy. 289 people, university students in Jeonnam, who have experience with fastfood restaurants was carried out a survey for empirical analysis, the results are as follows: First,The factor analysis shows a high correlation between assurance and reactivity but perceptual openness. Second, customer satisfaction is significant on customer loyalty. Third, The result of analysis between the quality of service is that materiality, reactivity, assurance and perceptual openness are found to be significant on customer satisfaction but reliability does not have a significant impact on it. Fourth, The result of analysis between the quality of service and customer loyalty is that the quality of service show a statistically significant effect on customer loyalty. Reactivity has the greatest impact on it and it appears to affect customer loyalty in the order of materiality, assurance, reliability. but perceptual openness appeared to influence negative in customer loyalty especially.
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