Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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The Influence of Physical Evidence on Perception of Eating-out Customer's Value at Family Restaurants in Seoul

서울지역 패밀리레스토랑 외식고객의 가치인지에 미치는 물리적 증거 영향

  • 윤태환 (동우대학 식품과학계열) ;
  • 형도윤 (서울현대전문학교 호텔조리과)
  • Published : 2008.06.30
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Abstract

The principal objective of this study was to determine the influence of physical evidence's performance on perception of value at family restaurants in Seoul. Frequency analysis, t-test, ANOVA, reliability analysis, factor analysis, multiregression analysis were employed to analyze the data. The physical evidence was divided into 3 factors. Factor 1, 'matters related to appearances and decoration'; and Factor 3, matters related to atmosphere' differed significantly with monthly pocket money. However, all factors differed significantly by partner. Additionally, all factors positively(+) influenced customer's perception of value. In particular, factor 1, 'matters related to appearances and decoration' was the most positive factor. As a result, physical evidence can be regarded as efficient marketing tactic by which the intangible factors of restaurant-business may be removed. Therefore, food-service companies should endeavor to manage physical evidence ideally as a means of reducing the negative characteristics of service toward customers and inducing customers perceptions of value at family restaurants.

Keywords

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