외식기업 고객과 직원 간의 상호작용품질이 감정반응과 구전에 미치는 영향: 패밀리레스토랑 이용고객을 중심으로 = The Impact of Interactional Quality between Customers and Employees of Dining Company to Emotional Reaction and Word of Mouth: Focused on Family Restaurant‘s Customer

다국어 초록 (Multilingual Abstract)

This paper attempts to determine how interactional quality between customers and employees of family restaurant affects customer emotional reactions and word of mouth,respectively. A self-filling survey was conducted of men and women older than 20 living in Seoul and Gyeonggi-do, who had eaten one of several family restaurants. The survey took place for 1 month from July 1, 2009 to July 30, 2009. Among a total of 450 survey leaflets distributed, only 398 copies were utilized for the actual analysis after excluding some leaflets containing blank and insincere responses. This study classified customer loyalty as being either behavioral loyalty or attitudinal loyalty to investigate the elemental structures and the relative importance of loyalty shown among patrons of fast food, pizza, and family restaurants, the three types most favored by college students.
Research results are as follows. First, the fidelity among interactional qualities has an impact on all three emotional reactions of positive emotion, negative emotion, and evasion. Empathy only affects positive emotion. Secondly, all factors of customer emotional reactions have meaningful effects on word of mouth. Finally, only fidelity among interactional qualities is closely related with word of mouth.

참고문헌 (Reference)

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