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 Upscale Korean Restaurants upon Customer's Feeling Response and Revisit Intent

고급 한국음식 레스토랑의 서비스 품질, 고객의 감정적 반응 및 재방문의도와의 인과관계 연구

  • Jung, Hyo-Sun (Department Culinary Science and Arts, Kyung Hee University) ;
  • Yoon, Hye-Hyun (Department Culinary Science and Arts, Kyung Hee University)
  • 정효선 (경희대학교 조리과학과) ;
  • 윤혜현 (경희대학교 조리과학과)
  • Received : 2010.01.14
  • Accepted : 2010.02.22
  • Published : 2010.04.30
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Abstract

The purposes of this study were to understand the influence of perceived service quality in upscale Korean restaurants on a customer's feeling response and revisit intent, and to empirically analyze whether a customer's feeling response plays a mediating role between the service quality and revisit intent. Based on a total 303 samples obtained from the empirical research, this study reviewed the reliability and fitness of the research model and verified a total of 2 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, ${\chi^2}_{(df=263)}=557.397$, CMIN/df 2.119, RMR .09, GFI .88, AGFI .86, NFI .94, CFI .97, RMSEA .06. The major results of this study can be outlined as follows: Price & value($\beta=.40$), food quality($\beta=.26$) and atmosphere($\beta=.15$) had a significant positive effect on the customer's feeling response, and the customer's feeling response($\beta=.65$) had a significant positive effect on revisit intent. In addition, the effect of the perceived service quality in upscale Korean restaurants on revisit intent was found to be partially mediated by the customer's feeling response. Limitations and future research directions are also discussed.

Keywords

References

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