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A Study on the Effects of Family Restaurants' Service Guarantees on Customer Loyalty -Focusing on the Moderating Role of Involvement-

패밀리레스토랑의 서비스보증이 고객충성도에 미치는 영향 - 관여도의 조절효과를 중심으로 -

  • Kang, Soo-Young (School of Business Administration, Kyungpook National University) ;
  • Kim, Hyo-Jin (Paramita College, Dongguk University)
  • 강수영 (경북대학교 경상대학) ;
  • 김효진 (동국대학교 파라미타칼리지)
  • Received : 2016.05.16
  • Accepted : 2016.07.20
  • Published : 2016.07.28

Abstract

This study examines the relationship among family restaurants' service guarantee, service quality, service value, customer satisfaction and customer loyalty, involvement to verify the marketing effectiveness of service guarantee in family restaurants. For the empirical analysis, a survey was conducted with 250 adults in Seoul and Gyeonggi. For the collected data, frequency analysis, reliability analysis, factor analysis were carried out, using SPSS 21.0, in order to verify reliability and validity. And multi regression analysis, hierarchical analysis were used for hypothesis test. According to this study result, first, service guarantees were shown to have a positive effect on service quality, service value and customer loyalty. Second, service quality had a positive effect on customer satisfaction. Third, service value had a positive effect on customer satisfaction. Fourth, customer satisfaction had a positive effect on customer loyalty. Fifth, in the relationship between service guarantees and customer loyalty, involvement played a moderating role. Therefore this study has verified the marketing effectiveness of service guarantee in family restaurants, so it can be said that the study has drawn strategic operation methods in family restaurants.

Keywords

Service Guarantee;Service Quality;Service Value;Customer Satisfaction;Customer Loyalty;Involvement

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