• 한국프랜차이즈경영연구
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• 제14권1호
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• pp.23-38
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• 2023

Purpose: Most people are worried about contracting COVID-19, which in turn increases anxiety that they may have contracted COVID-19. Therefore, this study examines the effect of restaurant safety consisting of hygiene, store management, and countermeasure on trust, anxiety, satisfaction, and revisit intention. Research design, data and methodology: The data were collected from 537 consumers who had experiences of visiting a restaurant within the last 2 months and analyzed with SPSS 28.0 and SmartPLS 4.0 programs. Result: The hygiene, management, and countermeasure had a significant positive (+) effect on trust. Restaurant hygiene was found to have a significant negative (-) effect on anxiety, but countermeasure had a significant positive (+) effect on anxiety. Meanwhile, management did not appear to have a significant effect on anxiety. Trust was found to have a significant positive (+) effect on satisfaction and revisit intention. Anxiety was found to have a significant negative (-) effect on satisfaction but had no significant effect on revisit intention. Finally, satisfaction was found to have a significant positive (+) effect on revisit intention. Conclusions: As a result of the study, this study explained the safety of restaurants in the COVID-19 pandemic environment through the protective motivation theory.

• 급식외식위생학회지
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• 제3권1호
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• pp.28-37
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• 2022

With the increased development of the dining sector, several restaurants have emerged and are becoming more advanced. Since the Michelin Guide Seoul publication in Korea, the fine-dining market has attracted attention from guests. Moreover, the number of customers visiting fine-dining restaurants has increased comparatively. However, it has been a mere 6 years since the publication of the Michelin Guide Seoul, and domestic materials and research related to the Michelin Guide are insufficient. Therefore, this research examines the factors responsible for restaurants to gain Michelin stars, and the effect of the Michelin guide on customers to select restaurants. Customers who have visited and experienced the star restaurants were interviewed, as well as the owner chefs and personnel managing the restaurant. The interviews were conducted from August to September 2020 using the Colaizzi method. The survey was designed to extract meaningful sentences or phrases from the participant interviews, categorize general and abstract statements into topic clusters, and describe the essential experience. This research aimed to determine the effect of the Michelin guide on customers for a selection of the restaurants and star restaurants. It is important to understand the development of Michelin restaurants and the effective factors which make customers choose the restaurants. Also, results of this study will be a future guide for the possibility of developing domestic fine-dining restaurants, normal restaurants, and the food service industry.

• 한국식생활문화학회지
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• 제38권4호
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• pp.239-245
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• 2023

The objective of this study was to explore how different types of rewards affect customers' inclinations to engage in environmental activities promoted through restaurant social media platforms. In addition, we investigated the potential moderating role of customer level of participation within the social media community. A total of 202 valid responses obtained by distributing a self-administered survey among restaurant patrons were subjected to hierarchical regression analysis to examine relationships between variables. The findings underscored the significant influence of economic and social rewards on shaping customer intent to participate in environmental initiatives promoted within restaurant social media communities. Furthermore, the study revealed that the extent of customer participation within the social media community moderated the relationship between rewards and their likelihood to partake in environmentally conscious behaviors. These results have meaningful implications for restaurant managers seeking to promote environmental initiatives effectively through social media platforms and within their establishments.

• 한국프랜차이즈경영연구
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• 제14권3호
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• pp.1-16
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• 2023

Purpose: In the post-COVID-19, many consumers still feel uncomfortable with crowding in closed spaces. This study investigates how non-crowding affects consumer satisfaction and restaurant visit intention. Research design, data, and methodology: The data were collected from 350 people aged 20 and above. A total of 347 respondents, excluding 3 unfaithful respondents, were analyzed using Smart PLS 4.0 program. Result: Both spatial and human crowding have significant effects on satisfaction. On the other hand, neither spatial nor human crowding directly affected dine-out intention significantly. In addition, spatial crowding was found to have a direct and significant effect on in-store dining intention, but human crowding did not have a direct and significant effect on in-store dining intention. It was found that satisfaction had a significant effect on both dine-out intention and in-store dining intension. Conclusions: This study has expanded the range of consumer behavioral intentions by applying a non-crowded environment (S) to the SOR theory. Also, Consumer behavioral intention was expanded by dividing visit intention into a dine-out and in-store dining intention. Therefore, we propose measures to minimize human crowding by introducing a system such as adjustment of store operating hours, reservation system, store opening time alarm system, and reduction of cooking time.

• 한국식생활문화학회지
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• 제24권5호
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• pp.496-505
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• 2009

This study was conducted to provide basic data and insight into behaviors that result in increased continuous sales and competitiveness. This was done by examining the effect of personal involvement on customer satisfaction and trust, the effect of customer satisfaction on switching cost and loyalty, the effect of trust on switching cost and loyalty and by analyzing the indirect effect of trust and loyalty to personal involvement on switching cost and loyalty of the patrons of casual dining restaurants. In order to achieve the goals of the study, a hypothesis and structural equation were proposed based on preceding research and the proposed model was analyzed using LISREL 8.30 to prove the hypothesis and better understand the interactions between the cause and effect. The results were as follows: Six proposed hypothesis were chosen and the indirect effect was verified. In other words, customers' personal involvement was shown to have an effect on trust and devotion and satisfaction influenced switching cost and loyalty. Trust had an effect on switching cost and loyalty and by analyzing the indirect effect the customers' personal involvement was shown to affect the switching cost and loyalty through satisfaction and trust. The result of this analysis provides clues to better understand the eating-out behavior of customers and proves that personal involvement, satisfaction, trust, switching cost and loyalty are directly and indirectly related.

• 한국식생활문화학회지
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• 제25권2호
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• pp.134-140
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• 2010

This study focuses on testing the validity of dimensions of restaurants' menu prices. In addition, the effect of demographic variables on the perception of each price dimension was investigated. The subjects were people living in the capital region who have, at least on occasion, gone to family restaurants. The data were collected by self-administered questionnaires and analyzed by factor analysis, reliability analysis, confirmatory factor analysis, and the ANOVA t-test. The results were that consumers' perception of restaurant menu prices is not uni-dimensional, but has six dimensions: price-price schema, pricequality schema, value consciousness, low price proneness, price mavenism, sales proneness. Demographic variables partially affect the consumers' perception of each menu price dimension. The result of the t-test examining dimensions of price according to the demographic characteristic was that females have a higher sales proneness than males. The t-test result according to marriage indicated that married people were higher in price-price schema and quality proneness than unmarrieds. ANOVA according to age indicated that people between ages of 20 to 29 have a higher quality proneness than those of other ages.

• 한국식생활문화학회지
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• 제24권3호
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• pp.245-255
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• 2009

As multinational brands have made inroads into domestic food service industry, and its recognition has been high to consumers, This research has tried to examine the general identity of brand, their recognition, and re-purchase behaviors. The purpose of this study is to inquire into how the brand value by brand identity was caused by recent development of food service industry, and how it had an effect on the purchase behaviors of them. In particular, factors of general identity have a significant effect on the revisit and purchase intention, as the image and ads of family restaurant among brand property factors of family restaurant showed an significant effect on the revisit intention. This study was made with priority given to the brand identity as four brand factors such as product brand, organizational brand, community brand and design brand based on the confidence. Results found that the community brand and design brand had a significant difference on purchase intention. Consequently, it has been suggested that the marketing strategies to make the brand identity strong have to be established with various brand enhancement tactics in the food service industry.

• 한국식생활문화학회지
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• 제25권2호
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• pp.189-197
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• 2010

This study, which took place in an Italian restaurant in Seoul, investigated the impact of meal duration on the evaluation of satisfaction and service quality, according to the service stages (order, cook, check) of a restaurant. Research procedures included two phases: during the first phase, data on expected-perceived meal duration, and service quality and satisfaction were collected by surveys, which were distributed at the restaurant. The second phase investigated the relationships among meal duration, customers' satisfaction, and service quality. T-tests and regression analyses were used to examine relationships between these variables. Results indicate that both failing to meet customers' expected meal duration, as well as the perceived meal duration could negatively impact the satisfaction and evaluation of service quality. The study confirmed that meal duration is indeed related to the responsiveness aspect of service quality. The important aspect of meal duration management is to improve service quality and satisfaction, which can lead to a restaurant's success. Therefore, understanding the relationships among meal duration, satisfaction, and service quality is a part of a good foundation for effective meal duration management.

• 한국식생활문화학회지
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• 제25권4호
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• pp.456-465
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• 2010

The purpose of this study was to understand the interrelationships between customers' perception of service encounter elements, customers' emotional response and customer satisfaction in a family restaurant. Based on a total of 408 samples, this study reviewed the reliability and fitness of the research model and verified a total of 4 hypotheses using the Amos program. The hypothesized relationships of the model were tested simultaneously using a structural equation model (SEM). The proposed model provided an adequate fit to the data, ${\chi}^2$=821.151 (df=333), CMIN/df 2.466, GFI .878, NFI .927, IFI .955, TLI .949, CFI .955, RMSEA .060. The results showed that human factor ($\beta$=.426) and physical factor ($\beta$=.266) as service encounter elements in family restaurants were indicated to have a positive (+) influence on customers' positive emotion. For influence of customers' negative emotion, human factor ($\beta$=-.157) was surveyed to have a negative (-) influence. Also, customers' positive emotion ($\beta$=.716) and negative emotion ($\beta$=-.081) had significant effects on customer satisfaction. Limitations and future research directions are also discussed.

• 한국식생활문화학회지
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• 제21권4호
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• pp.396-405
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• 2006

The purpose of this study was to analyze the effect of the consumer-brand relationship quality on revisit intent and recommendation intent in the family restaurant. The questionnaires were distributed to 320 students in the K University located in Masan, who were sampled by convenience-sampling method. The surveys were conducted from November,10 to 24,2005. The 287 questionnaires were responded, and 15 unusable questionnaires were excluded, then 272 were used for the final analysis(response rate: 85.0%). The result of this study showed that 3 constructs(self-connective attachment, satisfaction and intimacy) of consumer-brand relationship quality have significant effects on the revisit intent(p<.01) and 2 constructs(satisfaction and intimacy) of consumer-brand relationship quality had significant positive effects on the recommendation intent in the family restaurant(p<.01) It meant that as consumer-brand relationship quality became stronger, the customer's revisit intent and recommendation intent became greater. As a conclusion, the foodservice manager in the family restaurant should focus on the marketing strategy to strengthen the quality of consumer-brand relationship especially emphasizing on satisfaction and intimacy in order to increase the revisit intent and recommendation intent of customers.