온라인 구전을 통해 방문한 레스토랑의 서비스 인카운터 품질과 관계 품질 및 매장 애호도 간의 구조적 관계 검증 = Verifying the Structural Relationship between Service Encounter Quality, Relationship Quality, and Store Preference in Restaurants Visited through Online Word-of-Mouth

다국어 초록 (Multilingual Abstract)

The rapid development of social media platforms has significantly altered the dynamics of the restaurant industry, with online word of mouth (WOM) emerging as a pivotal factor in attracting and retaining customers. Online WOM facilitates the active exchange of consumer information, leading to more informed and independent consumer decisions. This study examines the structural relationships between service encounter quality, relationship quality, and store loyalty in the context of restaurants visited through online WOM. The purpose of this research is to analyze how different dimensions of service encounter quality—interaction quality, physical quality, and result quality—affect trust, satisfaction, and immersion, and to explore their subsequent impact on store loyalty. Additionally, the study aims to identify generational differences in these relationships between Generation MZ and Generation X, providing insights for developing effective marketing strategies tailored to different age groups.
Data were collected from consumers who had visited table service restaurants based on online WOM within the past six months. A total of 400 questionnaires were distributed, yielding 330 valid responses. The research employed both face-to-face and online surveys to ensure a diverse and comprehensive sample. Data were analyzed using IBM SPSS 28.0 and AMOS 28.0, incorporating frequency analysis, descriptive statistical analysis, confirmatory factor analysis, and structural equation modeling. The study also included a chi-square difference test to examine the moderating effects of age, ensuring a robust analysis of generational differences and providing a deeper understanding of consumer behavior across different age groups.
The results indicate that all dimensions of service encounter quality positively influence trust, satisfaction, and immersion. Specifically, result quality had the strongest impact on trust (β=.475, t=6.914, p<.001), followed by interaction quality (β=.288, t=4.490, p<.001) and physical quality (β=.249, t=3.937, p<.001). For satisfaction, physical quality (β=.359, t=5.282, p<.001) had the most significant impact, followed by result quality (β=.462, t=6.537, p<.001) and interaction quality (β=.156, t=2.374, p=.018). In terms of immersion, physical quality (β=.275, t=5.451, p<.001) was again the most influential, followed by result quality (β=.209, t=2.484, p=.011) and interaction quality (β=.127, t=3.028, p=.008). Trust (β=.458, t=5.978, p<.001) and satisfaction (β=.395, t=6.156, p<.001) both significantly enhanced commitment, which in turn positively affected store loyalty (immersion: β=.517, t=6.067, p<.001; trust: β=.395, t=6.156, p<.001; satisfaction: β=.390, t=3.356, p<.001).
The moderating effect analysis revealed significant generational differences. For Generation MZ, physical quality had a greater impact on trust (Δχ2(1)=6.027, p<.05), while for Generation X, interaction quality was more influential (Δχ2(1)=5.554, p<.05). Physical quality also had a more substantial effect on satisfaction for Generation MZ (Δχ2(1)=12.223, p<.01), and on commitment for Generation X (Δχ2(1)=11.671, p<.01). Satisfaction was a more important factor for store loyalty in Generation X (Δχ2(1)=4.368, p<.05), while immersion had a greater influence in Generation MZ (Δχ2(1)=7.421, p<.01). These results underscore the necessity for restaurants to tailor their service quality improvement strategies according to the distinct preferences and behaviors of different generational groups.
Practically, the findings suggest several actionable insights for restaurant managers: first, for Generation MZ, enhance the physical environment and create immersive experiences to cater to their preference for visually appealing and engaging settings; second, for Generation X, focus on improving interaction quality and ensuring customer satisfaction by training staff to provide friendly, attentive, and personalized service; third, implement robust loyalty programs tailored to generational preferences, such as exclusive discounts, rewards for frequent visits, and personalized offers based on past dining experiences; fourth, actively incorporate customer feedback for continuous improvement by establishing systematic ways to gather and analyze feedback and visibly making improvements; and fifth, leverage social media and online platforms to engage with customers and enhance the impact of online WOM, encouraging customers to share their dining experiences and featuring user-generated content on the restaurant’s own channels. By adopting these strategies and tailoring them to the preferences of different generational cohorts, restaurants can enhance service quality, foster strong customer relationships, and build a loyal customer base that drives long-term success.

목차 (Table of Contents)

• 표목차 ⅳ
• 그림목차 ⅴ
• Ⅰ. 서론· 1
• 1. 문제제기 및 연구목적 1
• 가. 문제의 제기 1
• 나. 연구의 목적 6
• 2. 연구의 방법 및 구성 8
• 가. 연구방법 8
• 나. 연구의 구성 9
• Ⅱ. 이론적 배경 11
• 1. 온라인 구전 11
• 가. 온라인 구전의 개요 11
• 나. 온라인 구전에 관한 선행연구 13
• 2. 서비스 인카운터 품질 16
• 가. 서비스 인카운터의 개념 16
• 나. 서비스 인카운터의 구성요소 19
• 다. 서비스 인카운터에 관한 선행연구 23
• 3. 관계 품질 27
• 가. 관계 품질의 개념 27
• 나. 관계 품질의 구성요소 30
• 다. 관계 품질에 관한 선행연구 37
• 4. 매장 애호도 42
• 가. 매장 애호도의 개념 42
• 나. 매장 애호도에 관한 선행연구 44
• Ⅲ. 연구방법 47
• 1. 연구모형 및 가설설정 47
• 가. 연구모형· 47
• 나. 가설설정· 48
• 2. 변수의 조작적 정의와 구성요인· 54
• 가. 서비스 인카운터 품질 54
• 나. 관계 품질 57
• 다. 매장 애호도 61
• 3. 조사 설계 63
• 가. 표본 대상 및 자료의 수집 63
• 나. 설문지 구성· 64
• 다. 자료의 분석방법 66
• Ⅳ. 실증분석 결과 67
• 1. 기초통계 분석 67
• 가. 인구통계학적 특성· 67
• 나. 외식 소비행태 특성 69
• 다. 연령에 따른 세대별 외식소비 행태 비교 72
• 2. 측정변수에 대한 기술통계 분석· 76
• 3. 확인적 요인분석 및 신뢰도분석 78
• 가. 확인적 요인분석 및 신뢰도분석· 78
• 나. 상관관계 및 타당도 검증· 84
• 4. 가설검정· 87
• 가. 측정 요인 간의 영향 관계 87
• 나. 연령에 따른 조절효과 검증 90
• Ⅴ. 결론 및 고찰 95
• 1. 연구 결과의 요약 95
• 가. 기초통계에 관한 요약 95
• 나. 가설검증 요약 98
• 다. 조절효과 검증결과 요약· 100
• 2. 시사점 101
• 가. 학문적 시사점· 101
• 나. 실무적 시사점· 104
• 3. 연구의 한계 및 향후 연구과제· 109
• 참고문헌 111
• ABSTRACT· 128
• 부 록 132