Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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Influence of Service Marketing-Mix(7Ps) on Consumers' Risk Perception of Eating at Family Restaurants in Seoul

서울지역 패밀리레스토랑의 서비스마케팅믹스(7Ps)성과가 고객의 구매위험인지에 미치는 영향

  • Received : 2010.07.12
  • Accepted : 2010.08.30
  • Published : 2010.10.31
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Abstract

The purpose of this article was to study how the 7Ps influence consumers' risk perception of eating at family restaurants in Seoul. In this study, frequency analysis, reliability analysis, factor analysis and path analysis (SEM) of the data were performed. First, reliability analysis confirmed that the 7Ps performance and risk data could be used in this investigation. Path analysis showed that the 7Ps significantly influenced customers' risk perception of eating at restaurants in Seoul. According to the results, product negatively influenced performance risk (p<0.05) and financial risk (p<0.001); price negatively influenced performance risk (p<0.001), financial risk (p<0.001), and time risk (p<0.01); place negatively influenced performance risk (p<0.01) and time risk (p<0.001); promotion negatively influenced financial risk (p<0.05) and time risk (p<0.001); process negatively influenced performance risk (p<0.001) and time risk (p<0.001); physical evidence negatively influenced performance risk (p<0.05) and financial risk (p<0.001); and people negatively influenced performance risk (p<0.05), financial risk (p<0.001), and time risk (p<0.001). As a result, we confirmed that 7Ps were an effective marketing tactic for reducing consumers' risk perception of eating at restaurants. Therefore, family restaurant companies are recommended to administer the 7Ps without additional cost.

Keywords

References

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