Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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The Effects of Service Encounters in a Family Restaurant on Customer Value and Behavioral Intent

패밀리레스토랑의 서비스 접점이 고객 가치 및 행동의도에 미치는 영향

  • Jung, Hyo-Sun (Dept. Culinary Service Management, Kyung Hee University) ;
  • Yoon, Hye-Hyun (Dept. Culinary Service Management, Kyung Hee University)
  • 정효선 (경희대학교 조리.서비스경영학과) ;
  • 윤혜현 (경희대학교 조리.서비스경영학과)
  • Published : 2012.06.30
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Abstract

This study was undertaken to understand the interrelationships among customer's perceptions of service encounters, customer value, and behavioral intent in a family restaurant. Based on 331 samples obtained from empirical research, we reviewed the reliability and fitness of a research model and verified three hypotheses using a structural equation model. The results showed that physical environment (${\beta}$ = .418) and a customer interaction with the service provider (${\beta}$ = .265) had a significant effect on the customer's hedonic value. Additionally, physical environment (${\beta}$ = .126) and customer interaction with service providers (${\beta}$ = .264) had a significant effect on customer utilitarian value. Customer's hedonic (${\beta}$ = .538) and utilitarian value (${\beta}$ = .382) triggered by service encounters had a significant effect on their behavioral intent. Limitations and future research directions are discussed.

Keywords

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