Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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The Influences of Tangible Clues on Customer's Perceived Risk and Satisfaction at Family-Restaurants (Focused on University Students in Seoul)

패밀리레스토랑의 유형적 단서가 고객의 지각된 위험 및 만족에 미치는 영향(서울지역 대학생을 대상으로)

  • Published : 2006.06.30
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Abstract

The purpose of this study was to investigate the influences of tangible clues on university students' perceived risks and satisfaction at family-restaurants in Seoul. The performances of 3 tangible clues(physical evidence, employee, service process) negatively influenced the student's perceived risks. This result indicated that tangible clues can reduce the negative characteristics of service (intangibility, inseparability, perishability and variability) toward student customers at family restaurants. Meanwhile, financial risk, performance risk and social risk negatively influenced their overall satisfaction. Performance risk had the strongest negative influence on student customers' overall satisfaction, indicating that university students were much more interested in performance and utility about menu, food and service quality than in other factors at family restaurants. As a result, food-service corporations need to manage suitably various tangible clues as an important marketing strategy to diminish their customers' perceived risk and raise their satisfaction.

Keywords

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