음식품질과 구매의도 간에 지각된 가치, 고객만족, 감정적 몰입의 매개효과에 관한 연구 = The Role of Perceived Value, Customer Satisfaction, and Affective Commitment in the Effect of Food Quality on Purchase Intention

다국어 초록 (Multilingual Abstract)

The purpose of this study is to verify the role of perceived value, customer satisfaction, and affective commitment as they mediate the effect of food quality on purchase intention. The SEM analysis supported all the hypotheses but one, H3(food quality→purchase intention). Thus, this study confirms that perceived value, customer satisfaction, and affective commitment have significant mediating effects. Next, the results of the model fit estimates indicate that the alternative model A and B are superior to research model. Based on the research results, the implications are indicated below. As the theoretical implications, this study has extended the scope of research by identifying the mediating effects of perceived value, customer satisfaction, and affective commitment between food quality and purchase intention. As the practical implications, this study verified that it is very important competition strategies to efficiently managing customer perceived value and affective commitment. As limitation of the study, this study was conducted only with a single menu(chicken). Thus, the results of the study may not generalizable to other restaurants.

국문 초록 (Abstract)

본 연구는 음식품질과 구매의도 사이에 지각된 가치, 고객만족, 그리고 감정적 몰입의 매개효과를 검증하는데 연구의 목적이 있다. 구조방정식모형분석 결과 가설 3(음식품질→구매 의도)을 제외한 모든 연구가설이 유의한 영향을 미치는 것으로 나타났다. 따라서 지각된 가치, 고객만족, 그리고 감정적 몰입의 매개효과를 확인하였다. 다음으로 대안모형 A와 B는 모두 연구모형보다 우수한 것으로 나타났다. 본 연구 결과를 기반으로 시사점을 제시하면 다음과 같다. 이론적 시사점으로는 음식품질과 구매의도 간에 지각된 가치, 고객만족, 그리고 감정적 몰입의 매개효과를 확인함으로써 연구의 범위를 확장하였다는데 있다. 실무적 시사점은 고객의 지각된 가치와 감정적 몰입을 효율적으로 관리하는 것이 매우 중요한 경쟁전략이라는 점을 확인하였다는데 있다. 본 연구는 단일 메뉴를 사용함으로써 다른 외식분야 일반화에 한계가 있다고 판단된다.

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