Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Measuring the Interaction Effects of Foodservice Qaulity, Value, and Satisfaction on Behavioral Intention of Customers in Tourist Restaurant

관광지 식당 고객의 행동의도에 대한 음식서비스 질, 가치와 만족의 상호작용효과 평가

  • Ko, Beom-Seok (Dept. of Hotel Culinary Arts & Wine Coffee, Daegu Health College) ;
  • Kang, Jong-Heon (Dept. of Cooking Science, Sunchon National University)
  • 고범석 (대구보건대학 호텔조리음료) ;
  • 강종헌 (순천대학교 조리과학과)
  • Published : 2007.04.30
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Abstract

The purpose of this study was to measure the effects of value and satisfaction moderating the relationship between foodservice quality and behavioral intention. A total of 273 questionnaires were completed. Moderated regression analysis was used to measure the relationships between variables. Results of the study demonstrated that the analysis result for the data also indicated excellent model fit. The main effects of foodservice quality, value, and satisfaction on behavioral intention were statistically significant. The interaction effect of quality and satisfaction on behavioral intention was not statistically significant. The interaction effect of value and satisfaction on behavioral intention was not statistically significant. As expected, the interaction effect of quality and value on behavioral intention was statistically significant. Moreover, foodservice quality on behavioral intention was statistically significant at all levels of value and satisfaction, except for when value level was low, and satisfaction level was high. The results of this study indicated that restaurant marketers should attach importance to the interaction effect of service quality and customer value to understand the elements of market demand and customer loyalty.

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