Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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A Study on the Effects of Perceived Service Quality in Korean Food Restaurants upon Customer Satisfaction and Behavioral Intention : Focused on the Mediating Roles of Trust

한식당의 인지된 서비스 품질이 고객 만족도 및 행동 의도에 미치는 영향 연구 : 신뢰의 매개 효과를 중심으로

  • Jung, Hyo-Sun (Department Culinary Science and Arts, KyungHee University) ;
  • Song, Min-Kyung (Department Culinary Science and Arts, KyungHee University) ;
  • Lee, Sun-Lyung (Department Culinary Science and Arts, KyungHee University) ;
  • Kang, Ok-Goo (Department Culinary Science and Arts, KyungHee University) ;
  • Yoon, Hye-Hyun (Department Culinary Science and Arts, KyungHee University)
  • Published : 2009.10.30
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Abstract

The purposes of this study were to understand the influence of perceived service quality in Korean food restaurants on customer satisfaction and behavioral intention and to empirically analyze whether trust plays a mediating role between both the relations of the perceived service quality and customer satisfaction and the perceived service quality and behavioral intention. Based on total 303 samples obtained from empirical research, this study reviewed the reliability and fitness of the research model and verified a total of 5 hypotheses using the Amos program. The hypothesized relationships in the model were tested simultaneously by using a structural equation model(SEM). The proposed model provided an adequate fit to the data, $X^2{_{(df131)}}$ = 536.566, p<.01, RMR .126, GFI .841, NFI .896, CFI .919, RMSEA .101. The SEM results showed that the perceived service quality(${\beta}$= .823, t = 9.392, p<.001) had a significant positive effect on trust had a significant positive effect on trust, and trust had a significant positive effect on customer satisfaction(${\beta}$ = .730, t = 14.202, p<.001) and behavioral intention(${\beta}$ = .239, t = 3.362, p<.001). Also, customer satisfaction had a significant positive effect on behavioral intention(${\beta}$ = .509, t = 6.978, p<.001). In addition, the effect of the perceived service quality in Korean food restaurants upon behavioral intention was found to be partially mediated by the trust.

Keywords

References

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