The Effect of the Service Encounter Element in Korean Restaurants upon Customer's Emotion Feelings, Customer Satisfaction, and Behavioral Intention - Focused on Foreigners Living in Korea -

국내 한식당의 서비스 접점 요인이 고객감정, 고객만족도 및 행동의도에 미치는 영향 - 국내 거주 외국인 고객을 중심으로 -

  • Lee, Sun-Lyung (Department of Culinary Service Management, Kyung Hee University) ;
  • Song, Min-Kyung (Department of Culinary Service Management, Kyung Hee University) ;
  • Kwak, Da-Young (Department of Culinary Service Management, Kyung Hee University) ;
  • Lee, Kyung-Jin (Department of Culinary Service Management, Kyung Hee University) ;
  • Jung, Hyo-Sun (Department of Culinary Service Management, Kyung Hee University) ;
  • Yoon, Hye-Hyun (Department of Culinary Service Management, Kyung Hee University)
  • 이선령 (경희대학교 조리.서비스경영학과) ;
  • 송민경 (경희대학교 조리.서비스경영학과) ;
  • 곽다영 (경희대학교 조리.서비스경영학과) ;
  • 이경진 (경희대학교 조리.서비스경영학과) ;
  • 정효선 (경희대학교 조리.서비스경영학과) ;
  • 윤혜현 (경희대학교 조리.서비스경영학과)
  • Received : 2011.05.17
  • Accepted : 2011.10.25
  • Published : 2011.12.30


The two purposes of this study were to understand service encounters in Korean restaurants by foreigners living in Korea and to examine the effect of service encounters on the customer's emotion feelings, customer satisfaction, and behavioral intention. Based on the reactions of a total of 614 foreigners obtained by empirical research, this study reviews the reliability and fitness of the research model, and verifies a total of 4 hypotheses using the Amos program. The hypothesized relationships in the model were tested simultaneously using a structural equation model (SEM). The proposed model provided an adequate fit to the data: ${\chi}^2$ 683.466 (df=216), CMIN/df 3.164, RMR 0.095, GFI 0.911, AGFI 0.886, NFI 0.933, CFI 0.953, and RMSEA 0.059. As a result of empirical analysis, the physical environment, interactions with employees, and interactions with other customers were quantified as service encounter factors in Korean restaurants. These factors were indicated to have an influence on customer's emotion feelings. Also, customer's emotion feelings had a positive influence on customer satisfaction and behavioral intent. Limitations and future research are also discussed.


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