Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
권호 표지

Moderating Effect of Value on Relationship between Foodservice Quality and Satisfaction at Family Restaurant in the Eastern Part of Chonnam

전남 동부권 패밀리레스토랑 음식서비스질과 만족의 관계에 미치는 가치의 조절효과

  • Kang Jong-Heon (Food & Cooking Science, Sunchon National University) ;
  • Lee Jun-Ho (Food & Cooking Science, Sunchon National University)
  • 강종헌 (순천대학교 조리과학과) ;
  • 이준호 (순천대학교 조리과학과)
  • Published : 2004.12.01
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to test the moderating effect of value on relationship between foodservice quality and satisfaction in family restaurant. Accordingly, this study surveyed by questionnaire concerning 18 items of foodservice quality, 1 item of overall satisfaction, 1 item of value as well as respondents' characteristics. The result of this study were as follows. KMO and Bartlett's test statistics showed that the data fitted factor analysis well. Results of factor analysis, average variance extracted estimates and shared variance showed that the convergent and discriminant validitys of 4 factors were supported, and cronbach's alpha showed that the internal consistency of 4 factors was supported. It was found that satisfaction was influenced by the interaction between 4 factors of service quality and value rather than by either service quality or value directly. Finally, The results indicated that high level of service quality might not lead customer satisfaction because of moderating effect of value.

Keywords

References

  1. Caruana, A, Money, AH and Berthon, PR : Service quality and satisfaction-the moderating role of value. European Joumal of Marketing, 34(11/12):1338-1352, 2000 https://doi.org/10.1108/03090560010764432
  2. Oliver, RL : A cognitive model of the antecedents and consequences of satisfaction decisions. Joumal of Marketing Research, 17(4):460-469, 1980 https://doi.org/10.2307/3150499
  3. Parasuraman, A, Zeithaml, VA and Berry, LL : SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Joumal of Retailing, 64(1):12-40, 1988
  4. Bolton, RN and Drew, JH : A longitudinal analysis of the impact of service changes on consumer attitudes. Joumal of marketing, 55(1): 1-9, 1991 https://doi.org/10.2307/1252199
  5. Boulding, W, Kalra, A, Staelin, R and Zeithaml, V : A dynamic process model of service quality: from expectations to behavioural intentions. Journal of Marketing Research, 30(1):7-27, 1993 https://doi.org/10.2307/3172510
  6. Cronm, JJ and Taylor, SA : SERVPERF versus SERVQUAL: reconciling performance based and perception base-minus expectation-measurements of service quality. Joumal of Marketing, 58(1):125-31, 1994 https://doi.org/10.2307/1252256
  7. Cronin, JJ and Taylor, SA : Measurmg service quality: are-examination and extension. Joumal of Marketing, 56(3):55-68, 1992 https://doi.org/10.2307/1252296
  8. Zeithaml, VA : Consumer perceptions of price, qualityand value. Joumal of Marketing, 52(3):2-22, 1988 https://doi.org/10.2307/1251446
  9. Kaynak, E, Kucukemiroglu, O and Aksoy, S : Consumer Preferences for Fast Food Outlets in a Developing Country. Joumal of Euromarketing, 5(4):99-113, 1996 https://doi.org/10.1300/J037v05n04_06
  10. Kara, A, Kaynak, E and Kucukemiroglu, O : Marketing strategies for fast-food restaurants. British Food Joumal, 99(9):318-324, 1997 https://doi.org/10.1108/00070709710194014
  11. June, LP and Smith, SLJ : Service Attributes and Situational Effects On Customer Preferences For Restaurant Dining. Joumal of Travel Research, 26(2):20-27, 1987 https://doi.org/10.1177/004728758702600205
  12. Boltonb, RN and Drew, JH : A multistage model of customers' assessments of service quality and value. Joumal of Consumer Research, 17(1): 375-384, 1991
  13. Kivela, J, Inbakaran, R and Reece, J : Consumer research in the restaurant environment, Part 3: Aconceptual model of dining satisfaction and return patronage, International Joumal of Contemporary Hospitality Management, 12(1): 13-30, 2000 https://doi.org/10.1108/09596110010304984
  14. Maclauhn, DJ and Maclaurm, TL : Customer Perceptions of Singapore's Theme Restaurants. The Comell H.R.A. Quarterly, 41(3):75-85, 2000
  15. Kivela, JJ : Restaurant marketing: selection and segmentation in Hong Kong. International Journal of Contemporary Hospitality Management, 9(3):116-123, 1997 https://doi.org/10.1108/09596119710164650
  16. Qu, H : Determinant factors and choice intention for Chinese restaurant dining: a multivariate approach. Joumalof Restaurant and Foodservice Marketing, 2(2):35-49, 1997 https://doi.org/10.1300/J061v02n02_03
  17. Bojanic, DC and Shea, LJ : Segmentation for a Multiunit Restaurant Operation. Ther Comell H.R.A. Quarterly, 38(4):56-61, 1997 https://doi.org/10.1177/001088049703800434
  18. Cadotte, ER and Turgeon, N : Key Factors in GuestSatisfaction," The Comell H.R.A. Quarterly, 28(1):46, 1988
  19. Boshoff, C and Tait, M : Quality perceptions in the financial services sector, International Joumal of Service Industry Management, 7(5):5-31, 1996 https://doi.org/10.1108/09564239610149939
  20. Maxham, JG and Netemeyer, RG : Modeling customer perceptions of complaint handling over time: the effects of perceived justice on satisfaction and intent. Joumal of Retailing, 78(4):239-252, 2002 https://doi.org/10.1016/S0022-4359(02)00100-8