Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Effects of Service Quality and Service Fairness of Coffee Brand on the Service Quality and Behavioral Intention: Domestic/Foreign Coffee Brand as Control Effects

커피전문점의 서비스 품질 및 서비스공정성이 고객만족 및 행동의도에 미치는 영향: 국내외 커피전문점을 조절효과로

  • Kim, Jung-Ae (Dept. of Food Service Industry, Yeungnam University) ;
  • Gwon, Yong-Ju (Dept. of Food Service Industry, Yeungnam University) ;
  • Byun, Gwang-In (Dept. of Food Service Industry, Yeungnam University)
  • 김정애 (영남대학교 식품경제외식학과) ;
  • 권용주 (영남대학교 식품경제외식학과) ;
  • 변광인 (영남대학교 식품경제외식학과)
  • Received : 2017.05.24
  • Accepted : 2017.06.26
  • Published : 2017.06.30
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Abstract

This research utilized integrated package program of PASW Statistics 18.0 and AMOS 22.0 to analyze how the influence of service quality factor of coffee chains affects customer satisfaction and intention of customer behavior. The utilized statistics techniques were frequency analysis, exploratory, confirmatory factor analysis, covariance structure analysis, multiple group structure equation model analysis, etc. As a result of hypothesis verification, first of all, it was verified that the service quality factor of coffee chains affected positive (+) effect on service justice. Second, it was verified that the service justice affected positive (+) effect on customer satisfaction. To see it detailed, it is possible to see that all factors, perception of interactive justice, distributive justice, procedural justice, were adopted as the case of affecting service satisfaction (p<.001). Third, it was verified that among the circumstances that service quality affected to satisfaction, justice played a role as intermediary role. Fourth, it was verified that service satisfaction affected positive (+) effect on customer satisfaction, finally, the influence that customer satisfaction affecting behavioral intention has no effect on behavioral intention by brands of domestic or abroad.

Keywords

References

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