대학생들의 패스트 푸드 레스토랑 선택의 결정요인과 만족도 결정요인에 관한 연구

Identifying the Attributes of College Students' Fast Food Restaurant Selection and Satisfaction

  • 현성협 (부산대학교 관광컨벤션학과) ;
  • 박근순 (미국 Tougaloo College 외식환대경영학과) ;
  • 허윤정 (홍콩 폴리텍 대학교 호텔관광대학)
  • Hyun, Sung-Hyup (Dept. of Tourism and Convention, Pusan National University) ;
  • Park, Kun-Soon (Dept. of Hotel and Hospitality Management, Tougaloo College) ;
  • Heo, Cindy Yoon-Joung (School of Hotel and Tourism Management, The Hong Kong Polytechnic University)
  • 투고 : 2010.03.19
  • 심사 : 2010.11.26
  • 발행 : 2010.12.31

초록

대학생 고객은 패스트 푸드 레스토랑의 중요한 잠재시장이다. 이런 면에서, 이 연구는 세가지 연구목적을 제시하였다: (1) 대학생들이 패스트 푸드 레스토랑을 선택할 때 고려하는 요인들이 무엇인지 고찰한다, (2) 실제로 패스트 푸드 레스토랑들은 이 요인들에 대하여 얼마나 충실히 대학생 고객의 요구에 부응하고 있는지 고찰한다, (3) 이러한 요인들 중에서 대학생들의 만족도에 유의하게 영향을 주는 요인들은 무엇인지 고찰한다. 선행연구고찰을 통해 대학생들의 패스트 푸드 레스토랑 선택에 영향을 주는 13개의 요인들을 도출하였다: (1) 쿠폰, (2) 실내분위기, (3) 청결성, (4) 셋트메뉴, (5) 메뉴의 일관성, (6) 할인쿠폰, (7) 자동차에서 주문하는 시스템, (8) 친절함, (9) 위치, (10) 메뉴의 다양성, (11) 가격, (12) 행사메뉴, (13) 음식준비시간. 설문지는 712명의 대학생들을 대상으로 봄학기 마지막 주에 4개의 수업시간중에 배부되었다. IPA 분석을 통해서, 대학생들은 13개의 요인들 중에서 일곱 개의 요인들에 큰 비중을 두는 것으로 나타났다: (1) 청결성, (2) 자동차에서 주문하는 시스템, (3) 친절함, (4) 위치, (5) 메뉴의 다양성, (6) 가격, (7) 음식준비시간. 또 한 현재 패스트 푸드 레스토랑들은 전체적으로 일곱 개의 요인들에 대하여 고객의 요구에 잘 부응하고 있었고, 그 일곱개의 요인들 중에 고객의 가치평가와 관련된 요인들 (가격, 음식 준비 속도, 위치, 친절한 서비스)은 대학생들의 만족도와 유의하게 연관되어 있었다.

College students represent a substantial market for fast food restaurant companies. In this sense, this research aims (1) to identify the attributes that influence college students' fast food restaurant selection, (2) to analyze how fast food restaurants perform with regards to those attributes using importance-performance analysis, and (3) to examine which attributes influence college students' satisfaction in a fast food restaurant context. Based on a literature review, 13 attributes that influence college students' fast food restaurant selection were derived. Then, using importance-performance analysis, it was found that among the 13 attributes, college students highly considered seven of them. Additionally, data analysis indicated that, currently, fast food companies perform well with regards to these seven attributes. More importantly, according to multiple regression analysis, among the seven attributes, value-related attributes (price, speed, location, and friendliness) were significantly related to college students' overall satisfaction.

키워드

참고문헌

  1. Acebron LB, Dopico DC (2000) The importance of intrinsic and extrinsic cues to expected and experienced quality: An empirical application for beef. Food Quality and Preference 11: 229-238. https://doi.org/10.1016/S0950-3293(99)00059-2
  2. Aigbedo H, Parameswaran R (2004) Importance-performance analysis for improving quality of campus food service. The International J Quality & Reliability Management 21: 876-896. https://doi.org/10.1108/02656710410551755
  3. Alva M (1992) The halls of higher earning: College campuses are hot and fast feeders know it. Restaurant Business 91: 58-65.
  4. Anderson EW, Fornell C, Lehmann DR (1994) Customer satisfaction, market share, and profitability: Findings from Sweden. J Marketing 58: 53-66.
  5. Anderson EW, Sullivan MW (1993) The antecedents and consequences of customer satisfaction for firms. Market Sci 12: 125-143. https://doi.org/10.1287/mksc.12.2.125
  6. Austin SB, Melly SJ, Sanchez BN, Patel A, Buka S, Gortmaker SL (2005) Clustering of fast-food restaurants around schools: A novel application of spatial statistics to the study of food environments. Am J of Public Health 95: 1575-1581. https://doi.org/10.2105/AJPH.2004.056341
  7. Bender AE, Bender DA (1995) A dictionary of food and nutrition, Oxford University Press, Oxford. p 142.
  8. Bitner MJ (1992) Servicescapes: The impact of physical surroundings on customers and employees. J Marketing 56: 57-71. https://doi.org/10.2307/1252042
  9. Brown K, McIlveen H, Strugnell C (2000) Nutritional awareness and food preferences of young consumers. Nutrition & Food Science 30: 230-235. https://doi.org/10.1108/00346650010340963
  10. Chapman RG (1993) Brand performance comparatives. J Product & Brand Management 2: 42-50. https://doi.org/10.1108/10610429310027446
  11. Cheron EJ, McTavish R, Perrien J (1989) Segmentation of bank commercial markets. International J Bank Marketing 7: 25-30.
  12. Chon K, Weaver PA, Kim CY (1991) Marketing your community: Image analysis in Norfolk. Cornell Hotel and Restaurant Administration Quarterly 31: 31-37. https://doi.org/10.1177/001088049103100414
  13. Chow IH, Lau VP, Lo TW, Sha Z, Yun H (2007). Service quality in restaurant operations in China: Decision- and experiential- oriented perspectives. International J Hospitality Management 26: 698-710. https://doi.org/10.1016/j.ijhm.2006.07.001
  14. Coyles S, Gokey TC (2005) Customer retention is not enough. J Consum Mark 22: 101-105. https://doi.org/10.1108/07363760510700041
  15. Crompton JL, Duray NA (1985) An investigation of the relative efficacy of four alternative approaches to importanceperformance analysis. J Academy of Marketing Science 13: 69-80. https://doi.org/10.1007/BF02737200
  16. Data Monitor (2005) Fast food in Asia-Pacific: Industry profile. Available online at from http://www.datamonitor.com/store/Product/fast_food_in_asia_pacific?productid=8BF73DA9-4D25-46DB-B6FD-FA193C1C0172.
  17. Dick AS, Basu K (1994) Customer loyalty: Towards an integrated framework. J Academy of Marketing Science 22: 99-113. https://doi.org/10.1177/0092070394222001
  18. Dube L, Renaghan LM, Miller JM (1994) Measuring customer satisfaction for strategic management. Cornell Hotel Rest A 35: 39-48.
  19. Dulen J (1999) Quality control. Restaurants and Institutions 109: 38-41.
  20. Ennew CT, Reed GV, Binks MR (1993) Importance-performance analysis and the measurement of service quality. Eur J Marketing 27: 59-70. https://doi.org/10.1108/03090569310026402
  21. Fornell C (1992) A national customer satisfaction barometer: The Swedish experience. J Marketing 56: 6-21. https://doi.org/10.2307/1252129
  22. Foster FJ (1997) Under pressure: Clean your foodservice equipment with care. Nation's Restaurant News 31: 98-99.
  23. Garbarino E, Johnson MS (1999) The different roles of satisfaction, trust, and commitment in customer relationships. J Marketing 63: 70-87. https://doi.org/10.2307/1251946
  24. Goyal A, Singh NP (2007) Consumer perception about fast food in India: An exploratory study. Brit Food J 109: 182-195. https://doi.org/10.1108/00070700710725536
  25. Hair JF, Black WC, Babin BJ, Anderson RE, Tatham RL (2006) Multivariate data analysis (6th ed.). Upper Saddle River, NJ: Prentice Hall. p 112-116.
  26. Heskett JL (2002). Beyond customer loyalty. Managing Service Quality 12: 355-357. https://doi.org/10.1108/09604520210451830
  27. Heskett JL, Sasser WE, Schlesinger LA (1997) The service profit chain. how leading companies link profit and growth to loyalty, satisfaction and value. New York: The Free Press. p 86.
  28. Hoover (2008) Fast-food & quick-service restaurants industry overview. Available at online from http://www.hoovers.com/hooversdirectories/industryIndex-1.html
  29. Iglesias MP, Guillen, MJY (2004) Perceived quality and price: their impact on the satisfaction of restaurant customers. International J Contemporary Hospitality Management 16: 373-379. https://doi.org/10.1108/09596110410550824
  30. Iniesta MA, Sanchez M (2002) Retail-consumer commitment and market segmentation. The International Review of Retail, Distribution and Consumer Research 12: 261-279. https://doi.org/10.1080/09593960210139661
  31. Johns N, Pine R (2002) Consumer behaviour in the food service industry: A review. International J Hospitality Management 21: 119-134. https://doi.org/10.1016/S0278-4319(02)00008-7
  32. Johns N, Tyas, P (1996) Investigating the perceived components of the meal experience, using perceptual gap methodology. Progress in Tourism and Hospitality Research 2: 15-26. https://doi.org/10.1002/(SICI)1099-1603(199603)2:1<15::AID-PTH22>3.0.CO;2-E
  33. Kara A, Kaynak E, Kucukemiroglu O (1995) Marketing strategies for fast-food restaurants: A customer view. International J Contemporary Hospitality Management 7: 16-22.
  34. Kasdan P (1996) Food for thought. American Demographics 18: 19-21.
  35. Keyt JC, Yavas U, Riecken G (1994) Importance-performance analysis: A case study in restaurant positioning. International J Retail & Distribution Management 22: 35-40. https://doi.org/10.1108/09590559410067325
  36. Kivela J, Inbakaran R, Reece J (1999) Consumer research in the restaurant environment, Part 1: A conceptual model of dining satisfaction and return patronage. International J Contemporary Hospitality Management 11: 205-222. https://doi.org/10.1108/09596119910272739
  37. Kivela J, Inbakaran R, Reece J (2000) Consumer research in the restaurant environment, Part 3: analysis, finding and conclusions. International J Contemporary Hospitality Management 12: 13-30. https://doi.org/10.1108/09596110010304984
  38. Knutson BJ (2000) College students and fast food - how students perceive restaurant brands. Cornell Hotel Rest A 41: 69-74.
  39. Koo LC, Tao KC, Yeung JHC (1999) Preferential segmentation of restaurant attributes through conjoint analysis. International J Contemporary Hospitality Management 11: 242-250. https://doi.org/10.1108/09596119910272784
  40. Kotler P (1973) Atmospherics as a marketing tool. J Retailing 49: 48-64.
  41. Ladhari R, Brun I, Morales M (2008) Determinants of dining satisfaction and post-dining behavior intentions. International Journal of Hospitality Management 27: 563-573. https://doi.org/10.1016/j.ijhm.2007.07.025
  42. Law R, To T, Goh C (2008) How do mainland Chinese travelers choose restaurants in Hong Kong? An exploratory study of individual visit scheme travelers and packaged travelers. International Journal of Hospitality Management 27: 346-354. https://doi.org/10.1016/j.ijhm.2007.10.004
  43. Lim ST, Ya ES (1997) Evaluation of restaurant service quality in the Etaewon special tourist district of Seoul: Foreign tourist perspective. Asia Pacific Journal of Tourism Research 2: 51-63. https://doi.org/10.1080/10941669808721985
  44. Martilla JA, James JC (1977) Importance-performance analysis. J Marketing 41: 77-79. https://doi.org/10.2307/1250495
  45. Merriam-Weber (1951) Fast food. Available at online from http://www.merriam-webster.com/dictionary/fast-food.
  46. Meyers MS, Wallace S (2003) Factors influencing the purchasing of fast food meals. Proceeding of the Academy of Marketing Studies 8: 51-54.
  47. Muller CC (1997) Redefining value: The hamburger price war. Cornell Hotel and Restaurant Administration Quarterly 38: 62-73.
  48. Muller CC, Woods RH (1994) An expanded restaurant typology. Cornell Hotel Rest A 35: 30-36.
  49. Nale RD, Rauch DA, Wathen SA, Barr PB (2000) An exploratory look at the use of importance-performance analysis as a curricular assessment tool in a school of business. Journal of Workplace Learning: Employee Counseling Today 12: 139-145.
  50. Namkung Y, Jang S (2008) Are highly satisfied restaurant customers really different? A quality perception perspective. International J Contemporary Hospitality Management 20: 142-155. https://doi.org/10.1108/09596110810852131
  51. National Restaurant Association (2007) Restaurant industry to continue to be major driver in nation's economy through sales, employment growth in 2008. (http://www.restaurant.org/pressroom/pressrelease.cfm?ID=1535).
  52. National Restaurant Association (2000). Quick service restaurant trends.
  53. Oh H (2000). Diners' perceptions of quality, value, and satisfaction: A practical viewpoint. Cornell Hotel Rest A 41: 58-66.
  54. Oh H (2001) Revisiting importance-performance analysis. Tourism Management 22: 617-627. https://doi.org/10.1016/S0261-5177(01)00036-X
  55. Oh H, Parks C (1997) Customer satisfaction and service quality: A critical review of the literature and research implications for the hospitality industry. Hospitality Research Journal 20: 35-64.
  56. O'Neill MA, Palmer A (2004) Wine production and tourism: Adding service to a perfect partnership. Cornell Hotel Rest A 45: 269-284. https://doi.org/10.1177/0010880404263075
  57. Paeratakul S, Ferdinand DP, Champagne CM, Ryan DH, Bray GA (2003) Fast-food consumption among US adults and children: Dietary and nutrient intake profile. J Am Diet Assoc 103: 1332-1338. https://doi.org/10.1016/S0002-8223(03)01086-1
  58. Pettijohn LS, Pettijohn CE, Luke RH (1997) An evaluation of fast food restaurant satisfaction: determinants, competitive comparisons and impact on future patronage. J Restaurant & Foodservice Marketing 2: 3-20. https://doi.org/10.1300/J061v02n03_02
  59. Qin H, Prybutok VR (2008) Determinants of customer-perceived service quality in fast-food restaurants and their relationship to customer satisfaction and behavioral intentions. The Quality Management Journal 15: 35-50. https://doi.org/10.1080/10686967.2008.11918065
  60. Raajpoot NA (2002). TANGSERV: A multiple item scale for measuring tangible quality in foodservice industry. J Foodservice Business Research 5: 109-127. https://doi.org/10.1300/J369v05n02_08
  61. Rao AR, Monroe KB (1989) The effect of price, brand name, and store name on buyers' perceptions of product quality: An integrative review. J Marketing Research 26: 351-357. https://doi.org/10.2307/3172907
  62. Soriano DR (2002) Customers' expectations factors in restaurants: the situation in Spain. International J Quality and Reliability Management 19: 1055-1068. https://doi.org/10.1108/02656710210438122
  63. Stevens P, Knutson B, Patton M (1995) DINESERV: A tool for measuring service quality in restaurants. Cornell Hotel and Restaurant Administration Quarterly 36: 56-60
  64. Sulek JM, Hensley RL (2004) The relative importance of food, atmosphere, and fairness of wait: The case of a full-service restaurant. Cornell Hotel Rest A 45: 235-248. https://doi.org/10.1177/0010880404265345
  65. Susskind AM, Chan EK (2000) How restaurant features affect check averages a study of the Toronto restaurant market. Cornell Hotel Rest A 41: 56-63.
  66. Szmigin M, Bourne H (1998) Customer equity in relationship marketing. J Consum Mark 15: 544-557. https://doi.org/10.1108/07363769810240545
  67. Taylor GA, Long-Tolbert S (2002) Coupon promotions in quickservice restaurants: preaching to the converted? Cornell Hotel Rest A 43: 41-47.
  68. Tzeng GH, Teng MH, Chen JJ, Opricovic S (2002) Multicriteria selection for a restaurant location in Taipei. International J Hospitality Management 21: 171-187. https://doi.org/10.1016/S0278-4319(02)00005-1
  69. Yuksel A, Yuksel F (2002) Measurement of tourist satisfaction with restaurant services: a segment-based approach. J Vacation Marketing 9: 52-68.
  70. Zeithaml VA, Berry LL, Parasuraman A (1996) The behavioral consequences of service quality. J Marketing 60: 31-46.
  71. http://en. wikipedia.org/wiki/Fast_Food