Rethinking University Dining Services: Role of Value in the Formation of Customer Satisfaction and Revisit Intention

함선옥,Ham, Seon-Ok The East Asian Society of Dietary Life 2012 동아시아식생활학회지 Vol.22 No.1

대학교 푸드 서비스는 단체급식이나 그 외 상업급식에 비해 그 동안 주목을 받지 못하였다. 경영자 및 연구자들은 지각된 가치는 소비자 행동에 큰 영향을 미치는 것으로 인식하고 있다. 그러나 대학교 푸드 서비스에서 만족도에 영향을 주는 가치의 매개역할은 아직 확실히 증명되지 않은바 있다. 본 연구에서는 대학교 푸드 서비스의 가치, 만족도와 재방문 의사 속성들 간의 영향관계를 밝혀 고객 지향적인 대학교 푸드서비스 마케팅의 전략방안을 제시하고자 한다. 따라서 대학교 푸드 서비스의 서비스 속성이 가치에 영향을 미치는지 여부를 확인하고, 이것이 고객만족과 재방문의사를 형성하는데 있어서 매개변수로서의 역할을 증명하고자 한다. 본 연구는 국내 3개 대학의 학생들을 대상으로 진행되었으며 구조방정식모형(Structural Equation Modeling)이 적용되었다. 연구결과 대학교 푸드 서비스에서 식품, 메뉴, 편리함 등의 속성은 대학교 푸드 서비스의 가치에 긍정적인 영향을 미친다는 결과를 나타냈으며 가치는 대학교 푸드 서비스의 만족에 간접영향을 나타내는 것으로 분석되었다. 본 연구는 대학교 푸드 서비스의 가치를 통해서 만족도에 대한 가치의 매개 역할이 증가함을 알 수 있었다. 또한, 가치를 통해 증가된 만족도는 재방문의사를 도출해 낸다. 본 연구는 대학교 푸드 서비스 분야에서 고객만족을 형성함에 있어 가치의 매개역할을 증명함으로써 학문적 시사점을 기여하고 있다. 또한, 레스토랑 경영자나 마케터들에게는 대학교 푸드 서비스에 가치를 고려한 제품과 서비스 제공하는 마케팅 전략수립을 위한 기초자료로 활용될 수 있을 것으로 기대된다. 이러한 대학교 푸드 서비스에 대한 가치연구는 시장세분화, 제품차별화, 포지셔닝정책 등의 향후 연구를 도출해 내는데 의미 있는 결과를 제시할 것으로 사료된다. 또한 장기적 안목에서는 학생모집, 학생학업평가 및 대학 명성 등 전체 대학경험과 그 외 경쟁우위를 선점하기 위해서 대학교 푸드 서비스의 가치와 만족도를 증진시키는 방안이 모색되어야 할 것이다. University dining services have received less attention than commercial food services or other institutional food services. Marketing practitioners and researchers recognize the major impact that perceived value has on consumer behavior. The mediating role of value has not been verified in relation to satisfaction in university dining establishments, including Korea. This study intends to investigate the relationships among value, satisfaction and revisit intention of university dining attributes. This study also examines whether university dining service attributes dimensions influence value. Further, this study verifies the role of value as a mediator in the formation of customer satisfaction and revisit intention. Structural Equation Modeling has been applied to the collected data from students of three universities in Korea. The study resulted in that university dining attributes, such as food, menu and convenience, positively affected value of the university dining services. Further analysis with examination of indirect effects confirmed the positive impact of value on satisfaction in university dining services. This study verified the mediating role of value on satisfaction as student's satisfaction is enhanced through the elevation of value of university food services. Enhanced satisfaction via value also led to improvement in revisit intention. This study contributes to the academia by verifying the mediating role of value in the formation of customer satisfaction in a university dining context. This study also offers practical implications to the industry, such as suggestions on developing strategies for value-added products and services to the university dining establishments. This value research for university dining services is also meaningful by triggering future research on market segmentation, product differentiation and positioning policies. In the long run, improving value and satisfaction with university dining services need to be realized to enhance overall college experiences and other competitive advantages, such as student recruitment and enrollment, student academic evaluations, and university reputation.

외식 영양표시에 대한 소비자 태도, 이용의도와 건강관심도의 관계 연구

함선옥(Ham, Sunny),정진이(Jeong, Jin-Yi),김영신(Kim, Young-Shin) 한국관광레저학회 2016 관광레저연구 Vol.28 No.1

외식 영양정보 표시의 이용과 속성에 대한 소비자 인식

함선옥 ( Sunny Ham ),이호진 ( Ho-jin Lee ),김서영 ( Seoyoung Kim ),박영민 ( Youngmin Park ) 대한영양사협회 2017 대한영양사협회 학술지 Vol.23 No.1

The purpose of this study was to examine restaurant customers` use of menu labeling and their perception of menu labeling attributes. Further, the study investigated relations of menu labeling use behavior, and perception of menu labeling attributes with behavioral intentions toward menu labeling. Using a self-administered survey conducted for 2 weeks from the 2nd week of October, 2015, data were collected from restaurant customers who were exposed to menu labeling over 3 months at the time of the survey. A total of 426 respondents completed the survey. Respondents were asked about use of menu labeling, usefulness, ease of understanding, accuracy, and demographic information. There was a difference in menu labeling use behavior according to age, whereas respondents aged 50 years or over showed significantly higher use of menu labeling than those in 20s (P<0.001). Perceptions of menu labeling attributes positively affected behavioral intentions towards menu labeling. While all three menu labeling attributes, `usefulness`, `ease of understanding`, and `accuracy`, were positive factors for behavioral intentions towards menu labeling, usefulness was the biggest attribute explaining behavioral intentions (P<0.001). The study findings offer implications that can be applied to academics, the foodservice industry, and government in an attempt to nurture a healthy eating environment through provision of nutritional information at restaurants.

대학급식 영양정보 표시에 관한 대학생의 인식 조사

함선옥 ( Sunny Ham ),정진이 ( Jinyi Jeong ),김성진 ( Seongjin Kim ) 한국식생활문화학회 2015 韓國食生活文化學會誌 Vol.30 No.4

대학 급식에서의 영양정보의 이용의도

함선옥(Ham Sunny),정진이(Jeong Jin-Yi),김성진(Kim Seong-Jin),김어지나(Kim Eojina) 한국호텔외식관광경영학회 2014 한국호텔외식경영학회 학술발표논문집 Vol.2014 No.12

Menu labeling has received an attention from industry and government since 2010 due to the Health Care and Education Reconciliation Act of 2010, enacted by U.S. Congress. Similar to U.S. policies, the Korea government enforced the legislation of Special Act on Children’s Food Safety and Nutrition for provision of nutritional labeling in chain restaurants. This study examined students’ use intention of nutrition information on the menus at university dining services. A survey was conducted from university students. Lesser students have seen nutrition information on the menus at university dining services than they have seen at commercial food services. The biggest reason why students consider nutrition information should be provided at university dining services is customers’ rights to know it followed by health maintenance. The degree to which students would like to use nutrition information at university dining services was a little bit higher than medium. The motivators for university students to use nutrition information on the menus include health and value pursuit. The two motivators were higher both for male and female students. The findings of the study would offer university administrators and contract food service management companies the directions in terms of provision of menu labeling at university dining services.

한식뷔페 레스토랑 고객의 외식동기, 메뉴만족, 고객만족도 간의 관계

함선옥(Ham, Sunny),문혜영(Moon, Hye-Young) 한국호텔외식관광경영학회 2017 호텔경영학연구 Vol.26 No.4

캠핑 이용자의 소비행동 분석

함선옥(Ham, Sunny),김혜지(Kim, Hye-Ji),김학준(Kim, Hak-Jun) 한국관광레저학회 2018 관광레저연구 Vol.30 No.10

대학급식 영양정보 표시에 대한 태도 및 이용동기가 이용의도에 미치는 영향

함선옥 ( Sunny Ham ),김영신 ( Youngshin Kim ),정윤희 ( Yunhui Jeong ),박신혜 ( Shinhye Park ),조미영 ( Meeyoung Joe ) 대한영양사협회 2017 대한영양사협회 학술지 Vol.23 No.1

A menu labeling initiative is a lawful regulation with an aim to promote public health by providing customers the right to make informed menu choices. As college years are a critical period in which students form dietary habits, which are sustained throughout their lives, provision of nutritional information at the university dining services is important to students` health and life. Due to the lack of research on menu labeling at university dining services, the purpose of this study was to examine college students` attitudes and motivations toward menu labeling at university dining services, as well as their use intentions toward nutrition information at university dining services. Data were collected from a self-administered survey distributed to 484 college students who had experienced university dining services. Motivations of university students toward menu labeling were categorized into `knowledge pursuit` and `health pursuit`. Students` attitudes toward menu labeling had a positive effect on their intention to use menu labeling at university dining services. The findings of the study indicated that female students, or those who frequently used nutrition information, tended to have higher attitudes, motivations, and use intentions toward nutrition information. The study results suggest that facilitation of healthy eating environments at university dining services by offering nutrition information, and nutrition and health education is necessary.

Rethinking University Dining Services

Seonok Ham(함선옥) 동아시아식생활학회 2012 동아시아식생활학회지 Vol.22 No.1

Restaurant Employees' Attitudinal and Behavioral Changes by the Implementation of Computing Technology

백승희,함선옥,Baek, Seung-Hee,Ham, Seon-Ok The East Asian Society of Dietary Life 2009 동아시아식생활학회지 Vol.19 No.5

Computing Technology implementation suggests a dramatic change in work or organizational environment. The study aims to examine how IT adoption affected employees' attitudes toward jobs and behaviors toward customers in restaurant operations. The employee attitudinal variables examined in the study included employees' perceptions on internal work motivation, general job satisfaction, and pride in organization, while positive employee behaviors were used to examine employees' behavioral changes induced by IT implementation. The study sampled employees of full-service and mid-scale restaurants. To test the relationships among the employees of full-service and variables proposed in the research model changed by the IT implementation, six hypotheses were proposed. This study is meaningful in making a progress in finding a support for a link between task perceptions and attitudes in organizational environment change. The practical contribution of this research lies in for restaurant owners or managers to obtain a better perspective of the technology adoption and implementation decisions. 컴퓨팅 테그놀로지 도입은 직장이나 조직내에서 커다란 변화를 가져온다고 한다. 이 연구는 레스토랑 내에서의 IT도입이 종사자들의 직업에 대한 태도와 고객에 대한 행동에 미치는 영향을 파악하는 것을 목적으로 한다. 이 연구에서 IT 도입에 따른 종사자들의 태도를 측정하는 변수는 IT 도입에 대한 인식, 내적 동기 부여, 전반적인 직업의 만족도, 조직에 대한 긍지이며, 종사자들의 행동 변수로는 고객에 대한 긍정적인 행동이 사용되었다. 이 연구의 표본은 full-service, mid-scale의 레스토랑에 종사하는 종업원들이다. 제안된 연구 모형에 포함된, IT 도입에 따른 종사자들의 태도와 행동의 변화를 조사하기 위하여 6개의 가설이 수립되었다. 이 연구는 조직 환경의 변화에 따른 직무에 대한 인식과 태도의 연관성에 대한 지식을 발전시킨다는 면에서 의미가 있다. 이 연구의 산업계에 대한 실증적인 공헌은 레스토랑 owner나 manager에게 컴퓨터 기술 도입에 대한 결정을 하는데 유용한 시사점을 줄 수 있다는 것이다.