Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Effects of Selection Attributes for HMR on Satisfaction and Loyalty: Focused on Moderating Role of the Customer Value

HMR 선택속성이 만족과 충성도에 미치는 영향: 고객가치의 조절효과를 중심으로

  • Kim, Seong-Soo (Dept. of Korean Master-Work Culinary Arts, Incheon Jaeneung University) ;
  • Han, Ji-Soo (Dept. of Food Service Management and Culinary, Hyejeon University)
  • 김성수 (인천재능대학교 한식명품조리과) ;
  • 한지수 (혜전대학교 호텔조리외식계열)
  • Received : 2017.05.02
  • Accepted : 2017.05.25
  • Published : 2017.06.30
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Abstract

The purposes of this study were to verify the effects of HMR (Home Meal Replacement) selection attributes on satisfaction and loyalty for HMR. In addition, the moderating role of customer value was examined among selection attributes of HMR, satisfaction and loyalty for HMR. Using a convenience sampling method, the data were collected from those who have bought HMR in Seoul and Kyonggi area. After a total of 235 responses were collected, 220 were used for the analyses. The multiple regression analyses were conducted to test the hypotheses. The results are as follows. First, it was found that product practicality and cooking convenience of HMR selection attributes had an effect on satisfaction of HMR but that ingredients safety and package & circulation period did not have an effect on satisfaction of HMR. Second, satisfaction of HMR significantly impacted loyalty for HMR. Third, in low group for customer value, product practicality of HMR selection attributes had an positive effect on satisfaction of HMR, and ingredients safety of HMR selection attributes had an negative effect on satisfaction of HMR. In high group for customer value, cooking convenience of HMR selection attributes had an positive effect on satisfaction of HMR. In low group as high group for customer value, satisfaction of HMR had a greater impact on loyalty for HMR.

Keywords

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