Developing a Measure of Service Quality in the United States Fast Food Restaurant Segment

현성협,김이태,Hyun, Sung-Hyup,Kim, Yi-Tae The East Asian Society of Dietary Life 2010 동아시아식생활학회지 Vol.20 No.2

이 연구의 목적은 패스트 푸드 산업에서 '서비스의 질'(Service Quality)을 측정할 수 있는 신뢰도 높은 측정 스케일을 개발하는 것이다. 선행 연구들은 SERVQUAL, SERVPERF, DINESERV 등의 스케일들을 개발해왔다. 하지만, 이론적 배경과 문헌고찰을 통해서, 이러한 선행 스케일들은 패스트 푸드 산업의 특성과는 적합하지 않다는 주장이 제시되었다. 따라서, 본 연구는 Cronin & Taylor(1992)의 이론적 배경을 바탕으로, '서비스의 질'은 소비자들의 태도이고, 이러한 점에서 그 회사에 대한 거시적 평가라는 부분에 초점을 맞추어, SERVPERF 아이템들을 initial pool로 선택하여 패스트 푸드 산업에 실무적으로 쓰일 수 있는 새로운 스케일을 개발하였다. 6단계에 걸친 체계적인 스케일 개발 과정들을 거쳐서 13개로 구성된 새로운 측정 스케일이 개발되었고, 3가지 하위 요인들(Responsiveness, Tangibles, and Reliability) 이 도출되었다. 패스트 푸드 레스토랑에 가는 빈도가 높은 소비자 그룹과의 심층 인터뷰를 통해서 기존의 SERVPERF 아이템들이 수정/보완되었다. 이렇게 수정/보완된 아이템들을 통계적으로 재평가하기 위해서 112명의 대학생 샘플로부터 얻어진 데이터를 이용하여 탐색적 요인 분석이 시행되었고, 아이템들이 통계적으로 재평가되었다. 마지막으로, 179명으로 구성된 패스트 푸드 레스토랑 소비자 그룹 데이터를 이용하여 확인적 요인 분석이 실시되어 convergent validity, discriminant validity, and internal consistency가 검증되었다. 새로 개발된 스케일은 이론적/통계적으로 유의하며, 신뢰도가 높다는 것이 확인되었다. 이를 바탕으로 실무적/이론적 시사점이 논의 되었다. This study was conducted to develop a service quality measurement scale suitable for the fast food restaurant segment. After reviewing the relevant literature, it was decided that the current service quality measurement scales (SERVQUAL, SERVPERF, DINESERV) are not appropriate for the fast food restaurant segment. Based on Cronin & Taylor's (1994) argument, perceived service quality is a form of attitude that represents a long-term overall evaluation of the company. Therefore, this study selected SERVPERF items for the initial pool of service quality items. Through a systematic scale development process, the SERVPERF instrument was then refined and a new concise scale was produced. Specifically, a focus group discussion with a group of patrons who are very familiar with fast food restaurants was conducted and the new service quality measure was refined so that it would be more realistic and closely describe service operation in the fast food industry. Moreover, the data collected from 112 college students who visit fast food restaurants frequently were used to statistically evaluate each of the items again via EFA (Exploratory Factor Analysis) and three sub-dimensions were derived: (1) responsiveness, (2) tangibles, and (3) reliability. Additionally, the data collected from 179 fast food restaurant consumers was used to conduct CFA (Confirmatory Factor Analysis). During this process, the convergent validity, discriminant validity, and internal consistency were double-checked. Overall, the newly developed scale achieved validity and reliability on a theoretical and statistical basis. Possible interpretations and managerial implications are also suggested.

컨벤션센터의 명품지수 극대화를 통한 지역도시의 혁신적 이미지창출에 관한 연구

현성협 한국호텔관광학회 2015 호텔관광연구 Vol.17 No.4

The purposes of this study were twofold: (1) to investigate attributes influencing convention center's brand prestige level and (2) to examine how the attributes influence the perceived city innovativeness. Based on a literature review, the five antecedents of convention center brand prestige were derived: (1) accessibility, (2) food & beverage, (3) physical facilities, (4) convenient service, and (5) employee reliability. Theoretical relationships between the five attributes, brand prestige, and perceived city innovativeness were also suggested. During this process, it was hypothesized that global network could play a moderating role in the relationship between brand prestige and perceived city innovativeness. Integrating the suggested hypotheses, a conceptual model was created. The proposed model was testing using the empirical data collected from the convention attendees who visited BEXCO in 2013. The data were analyzed with structural equation modeling and the following conclusions can be made: First, all of the five attributes had great power in enhancing brand prestige level of convention center. Second, it was revealed that the moderating role of global network is significant. The findings suggested the critical role of brand prestige in the convention industry. Furthermore, the results showed the reason why the convention centers in South Korea should conduct expansion strategies not only in South Korea but also in the world. Based on the data analysis, the theoretical/managerial implications were discussed for the convention center practitioners. The model proposed in this study could provide guidelines for the future researchers.

Maximizing Patrons' Spending Amount via Advertising Effectiveness in the Chain Restaurant Industry: A Moderating Role of Patron's Dining Involvement

현성협,이환의,조선배 한국외식경영학회 2011 외식경영연구 Vol.14 No.2

The purpose of this research was to create and test a model of maximizing patron's spending amount in restaurant industry. Based on literature review,it was theorized that advertising, perceived value, and satisfaction are key determinants of patron's spending in a restaurant. Two dimensions of advertising (menu information in the advertising and stimulation in the advertising), two dimensions of perceived value (utilitarian value and hedonic value) were derived. Based on theoretical backgrounds, 15 hypotheses were derived and a structural model was proposed. The structural model was tested using the empirical data collected from 433 chain restaurant patrons. Based on the data analysis results theoretical/managerial implications were discussed.

Identifying chain restaurant company's shareholder value maximization strategies - Case study of high SHV and low SHV restaurant companies -

현성협,박근순,조선배 한국외식경영학회 2011 외식경영연구 Vol.14 No.4

The purpose of this study is to conduct a case study that examine the difference between high SHV chain restaurant company from low SHV chain restaurant company. The existing theoretical backgrounds support the causal relationships between the six marketing attributes and SHV of a restaurant company. For the empirical data analysis, a high SHV restaurant company (SHV: $2.6 billion) and a low SHV restaurant company (SHV: $190 million) were selected from the chain restaurant segment. Independent sample t-test results revealed that a high SHV restaurant company has significantly higher value of all marketing attributes than a low SHV restaurant company. Logistic regression analyses found ten specific marketing attributes that significantly differentiates high SHV company from low SHV company. Based on the findings, theoretical/managerial implications are discussed.

EXAMINING STRUCTURAL RELATIONSHIPS BETWEEN ORGANIZATIONAL EMBEDDEDNESS AND TURNOVER INTENTION IN THE HOTEL INDUSTRY

현성협,류지호,이은령 대한관광경영학회 2011 觀光硏究 Vol.26 No.1

The purpose of this study was examining structural relationships between organizational embeddedness and turnover intentions in the hotel industry. Based on literature review, three sub-dimensions of organizational embeddedness were derived: fits, links, and sacrifice. The existing theoretical background proposes four mediating concepts between organizational embeddedness and turnover intention: work engagement, empowerment, self-efficacy, and organizational citizenship behavior. Based on the theoretical causal relationships between the constructs proposed, a conceptual model was proposed. The model was tested using the data collected from 179 hotel employees. Data analysis indicates that three dimensions of organizational embeddedness (fits, links, and sacrifice) helps to enhance employees' work engagement, thus employees can have enthusiasm and lots of energy in the work place. Especially, work-related benefits and monetary compensations play key role in inducing work engagement. Then, work engagement stimulates empowerment, self-efficacy, thus minimizing turnover intention. Based on data analysis, theoretical/managerial implications were discussed.

직장생활에 애착이 가도록 하는 세가지 이론적 요인들이 실제 이직의도를 최소화시키는 과정을 경험적으로 고찰한 구조모형에 관한 연구: 호텔산업을 중심으로

현성협,류지호,이은령 대한관광경영학회 2011 觀光硏究 Vol.26 No.1

본 연구의 목적은 직장생활에 애착이 가도록 하는 세가지 이론적 요인들 (조직적합도, 조직내 인간관계, 복지혜택)이 어떻게 이직의도를 감소시키는지 구조적으로 검증하는 것이다. 문헌 분석을 통해서 이직의도를 낮출 수 있는 네가지 조직행동요인들이 도출되었다: 긍정적 근무태도, 권한부여, 업무에 대한 자신감, 조직시민행동. 이론적 배경에 근거하여 이들 요인들간의 인과관계가 제안되었으며, 이를 토대로 구조모델이 탄생하였다. 제시된 구조모델은 179명의 호텔 종업원들로부터 수거된 데이터를 이용하여 검증되었다. 데이터 분석결과, (1) 조직적합도, (2) 조직내 인간관계, (3) 직장의 복지혜택이 호텔직원의 긍정적 근무태도를 고무시켜서, 일에 대한 열정을 불러일으킨다는 것이 밝혀졌다. 또한 이러한 긍정적 근무태도는 호텔직원들로 하여금 자신의 부여권한에 대한 긍정적인 태도를 갖게 하고 업무에 대한 자신감을 갖게 만들어 낮은 이직의도로 귀결된다는 것이 밝혀졌다. 데이터 분석결과에 근거하여 이론적/실무적 시사점들이 논의되었다. The purpose of this study was examining structural relationships between organizational embeddedness and turnover intentions in the hotel industry. Based on literature review, three sub-dimensions of organizational embeddedness were derived: fits, links, and sacrifice. The existing theoretical background proposes four mediating concepts between organizational embeddedness and turnover intention: work engagement, empowerment, self-efficacy, and organizational citizenship behavior. Based on the theoretical causal relationships between the constructs proposed, a conceptual model was proposed. The model was tested using the data collected from 179 hotel employees. Data analysis indicates that three dimensions of organizational embeddedness (fits, links, and sacrifice) helps to enhance employees' work engagement, thus employees can have enthusiasm and lots of energy in the work place. Especially, work-related benefits and monetary compensations play key role in inducing work engagement. Then, work engagement stimulates empowerment, self-efficacy, thus minimizing turnover intention. Based on data analysis, theoretical/managerial implications were discussed.

신장결석과 재발성 요로감염이 있는 비만 환자에서 발견된 쿠싱병 1예

현성협,김재웅,홍문기,김미이,이승은,이석홍,김재택,안지현 대한비만학회 2011 The Korean journal of obesity Vol.20 No.4

쿠싱병은 이차성 비만, 당뇨병, 고혈압 등을 유발한다. 비만인에서 신장결석의 유병률이 높으며 인종, 식사습관,소변을 통한 칼슘, 옥살산, 요산의 배설량 등이 신장결석의 생성에 관여한다. 저자들은 신장결석에 동반된 재발성요로감염이 있는 당뇨병 환자에서 이차성 비만을 의심하여 쿠싱병을 진단한 뒤 뇌하수체종양절제술 후 체중감량과함께 당뇨병과 요로감염이 완치된 예를 경험하였기에 보고하는 바이다.

Identifying Optimal Rapport-Building Behaviors In Inducing Patrons' Emotional Attachment In Luxury Restaurants

현성협,김인신 SAGE 2014 Journal of Hospitality & Tourism Research Vol.380 No.20

컨벤션센터 방문객의 다른 고객들의 지각이 브랜드 고급화 형성에 미치는 영향 - 체면민감성의 조절효과 -

현성협,이광호,황진수 한국관광학회 2014 관광학연구 Vol.38 No.7

본 연구는 컨벤션센터 방문객들을 대상으로 다른 고객들의 지각이 컨벤션센터의 브랜드 고급화 형성에 미치는 영향은 물론 브랜드 고급화와 브랜드 동일성 및 브랜드 충성도와의 영향관계를 검정하였다. 이와 더불어, 체면민감성이 다른 고객들의 지각과 브랜드 고급화의 관계에서 조절효과가 있는지에 대해 증명하였다. 본 연구는 벡스코 컨벤션센터에서 개최되는 행사에 참여하는 방문객들의 응답을 통해 가설을 검정하였다. 결과, 다른 고객들의 지각의 하부요인들인 유사성, 신체적 외모, 그리고 적절한 행동 모두 브랜드 고급화에 긍정적인 영향을 미치는 것으로 나타났고, 브랜드 고급화는 브랜드 동일성과 브랜드 충성도 각각에 긍정적인 영향을 미치는 것으로 나타났다. 체면민감성은 유사성과 브랜드 고급화의 관계에서 조절효과가 있는 것으로 밝혀졌다. 본 연구의 결과는 컨벤션센터 브랜드 고급화 지향을 통한 운영전략 수립의 필요성을 시사한다. The purpose of this research was to examine the role of three types of other-customers’ perceptions in the context of the convention centers with regards to brand prestige. It was hypothesized that brand prestige can result in two managerial outcomes: brand identification and brand loyalty. During the theory-building process, face-consciousness was assumed to moderate the relationship between other-customer perceptions, and brand prestige. To access the research hypotheses, data were collected from 279 visitors to BEXCO, a convention center. The results showed that three types of other- customer perceptions positively affected brand prestige, and can thus aid to enhance brand identification and brand loyalty. Lastly, it was found that face-consciousness played an important moderating role in the relationship between other-customer perceptions and brand prestige. These results reveal that operators need to focus on brand prestige as a key for operational strategies in the context of convention centers.

Identifying the Attributes of College Students' Fast Food Restaurant Selection and Satisfaction

현성협,박근순,허윤정,Hyun, Sung-Hyup,Park, Kun-Soon,Heo, Cindy Yoon-Joung The East Asian Society of Dietary Life 2010 동아시아식생활학회지 Vol.20 No.6

대학생 고객은 패스트 푸드 레스토랑의 중요한 잠재시장이다. 이런 면에서, 이 연구는 세가지 연구목적을 제시하였다: (1) 대학생들이 패스트 푸드 레스토랑을 선택할 때 고려하는 요인들이 무엇인지 고찰한다, (2) 실제로 패스트 푸드 레스토랑들은 이 요인들에 대하여 얼마나 충실히 대학생 고객의 요구에 부응하고 있는지 고찰한다, (3) 이러한 요인들 중에서 대학생들의 만족도에 유의하게 영향을 주는 요인들은 무엇인지 고찰한다. 선행연구고찰을 통해 대학생들의 패스트 푸드 레스토랑 선택에 영향을 주는 13개의 요인들을 도출하였다: (1) 쿠폰, (2) 실내분위기, (3) 청결성, (4) 셋트메뉴, (5) 메뉴의 일관성, (6) 할인쿠폰, (7) 자동차에서 주문하는 시스템, (8) 친절함, (9) 위치, (10) 메뉴의 다양성, (11) 가격, (12) 행사메뉴, (13) 음식준비시간. 설문지는 712명의 대학생들을 대상으로 봄학기 마지막 주에 4개의 수업시간중에 배부되었다. IPA 분석을 통해서, 대학생들은 13개의 요인들 중에서 일곱 개의 요인들에 큰 비중을 두는 것으로 나타났다: (1) 청결성, (2) 자동차에서 주문하는 시스템, (3) 친절함, (4) 위치, (5) 메뉴의 다양성, (6) 가격, (7) 음식준비시간. 또 한 현재 패스트 푸드 레스토랑들은 전체적으로 일곱 개의 요인들에 대하여 고객의 요구에 잘 부응하고 있었고, 그 일곱개의 요인들 중에 고객의 가치평가와 관련된 요인들 (가격, 음식 준비 속도, 위치, 친절한 서비스)은 대학생들의 만족도와 유의하게 연관되어 있었다. College students represent a substantial market for fast food restaurant companies. In this sense, this research aims (1) to identify the attributes that influence college students' fast food restaurant selection, (2) to analyze how fast food restaurants perform with regards to those attributes using importance-performance analysis, and (3) to examine which attributes influence college students' satisfaction in a fast food restaurant context. Based on a literature review, 13 attributes that influence college students' fast food restaurant selection were derived. Then, using importance-performance analysis, it was found that among the 13 attributes, college students highly considered seven of them. Additionally, data analysis indicated that, currently, fast food companies perform well with regards to these seven attributes. More importantly, according to multiple regression analysis, among the seven attributes, value-related attributes (price, speed, location, and friendliness) were significantly related to college students' overall satisfaction.