한국조리학회지 (Culinary science and hospitality research)

  • 제23권8호
  • /
  • Pages.40-53
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  • 2017
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  • 2466-0752(pISSN)
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  • 2466-1023(eISSN)
한국조리학회 (Culinary Society of Korean Academy)
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울산 야시장 서비스 품질이 감정, 행동의도 및 지역발전성과에 미치는 영향

The Effects of Service Quality on Emotions, Behavior Intention and Local Development Performance in the Ulsan Night Market

  • 서경화 (울산과학대학교 호텔외식조리과)
  • Seo, Kyung-Hwa (Dep. of Hotel Foodservice & Culinary Arts, Ulsan College)
  • 투고 : 2017.10.17
  • 심사 : 2017.12.05
  • 발행 : 2017.12.30
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초록

This study identified the important service quality of the emerging night market as an alternative for the revitalization of the traditional market. This study also was to analyze the effects of service quality on customers' emotions, behavior intention and local performance in night market, and to provide an effective operation plan. The collected data were analyzed by frequency analysis, factor analysis, reliability analysis and multiple regression analysis using SPSS 16.0 Version, a statistical package program, and various results were discovered. First, all the service quality factors (convenience, food, event program, physical environment) had a positive (+) effect on positive emotion, and the service quality factors except event program had a negative (-) effect on negative emotions. Second, the service quality factors had a partially positive (+) effect on behavior intention and local performance. Third, the positive and negative emotions had a effect on behavior intention, however, the positive emotions had a positive (+) effect on local performance. Consequently, the present study confirmed that service quality in the night market is important factors for emotions, behavior intention, and local performance. Therefore, the findings of this study is capable of being the basic data for revitalizing the traditional market in the future.

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참고문헌

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