• The Journal of the Korea Contents Association
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• v.7 no.12
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• pp.179-190
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• 2007

This paper examines fast food restaurant users consequent attitude and customer satisfaction. For this purpose, fast food restaurant user's trust and commitment is proposed to influence customer satisfaction. This study, which used data from customers of fast food restaurant, showed satisfactory data fit the proposed model and supported three of the three research hypotheses. The empirical results indicated that trust and commitment take significant effect on customer satisfaction, and the trust and commitment in turn have strong indirected influence on customer satisfaction. It was confirmed that commitment variables are effective mediator linking fast food restaurant user's customer satisfaction.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.10 no.10
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• pp.2864-2872
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• 2009

This research had the following 3 procedures. The first step focused on the study of the selection attributes for the selection of family and fast food restaurant. The second process is to analyse the level of customer's satisfaction after visiting such family and fast food restaurants. And the in last phase the factor analysis was carried out in order to determine the attribute factors for the restaurant selection. After that the hypothesis was verified about which selection attribute has the effect on the customer satisfaction. The research hypothesises look like as follow.. H1 : the selection attributes of family restaurant has the positive effect on the customer satisfaction. H2 : the selection attributes of fast food restaurant has the positive effect on the customer satisfaction. For this research about 350 university students in Chongju area were interviewed. The result of this research would be the guideline in terms of the marketing aspects for the restaurant owners who are confronted with the severe competition, and also be the foundation for the future research.

• The Journal of the Korea Contents Association
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• v.11 no.11
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• pp.413-423
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• 2011

Service environments are known to have effects on quality recognition in fine-dining and family type restaurants. The current study explores that the effects are also likely in the fast-food type ones. To verify the research method factor and reliability analysis of SPSS version 18.0 are applied. The program is also used to test the influences among variables. With multiple regression analysis the study finds that there is a significant effect of service environment on quality recognition in fast-food type restaurants. The study also finds that employees' uniform and cleanliness are more influential than waiting time which is generally known as a key factor in fast food service restaurants.

• Culinary science and hospitality research
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• v.21 no.5
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• pp.14-24
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• 2015

Fast food restaurants are one of the fastest growing industries in the world. Even though it is an emerging field, there are few studies about the relationship of fast food customer satisfaction about brand value and behavior intention. The current study examined which factor concerning brand value affects to customer satisfaction in fast food restaurants and investigated how customer satisfaction affects the behavior intention. The subjects of this study are current undergraduate students in Busan, South Korea. A self-administrated questionnaire survey was distributed to 528 students who have been to fast-food restaurants in Busan, Korea and 493 questionnaires were used for data analysis. Research findings indicated that food quality, brand image, brand awareness, and brand association through multiple linear regression were significant factors for customer satisfaction. In addition, the result of a simple linear regression showed that customer satisfaction was positively related to behavior intention. This study can provide valuable information and offer specific ways for fast food managers to increase customer satisfaction and behavior intention.

• Journal of the East Asian Society of Dietary Life
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• v.20 no.6
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• pp.975-986
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• 2010

College students represent a substantial market for fast food restaurant companies. In this sense, this research aims (1) to identify the attributes that influence college students' fast food restaurant selection, (2) to analyze how fast food restaurants perform with regards to those attributes using importance-performance analysis, and (3) to examine which attributes influence college students' satisfaction in a fast food restaurant context. Based on a literature review, 13 attributes that influence college students' fast food restaurant selection were derived. Then, using importance-performance analysis, it was found that among the 13 attributes, college students highly considered seven of them. Additionally, data analysis indicated that, currently, fast food companies perform well with regards to these seven attributes. More importantly, according to multiple regression analysis, among the seven attributes, value-related attributes (price, speed, location, and friendliness) were significantly related to college students' overall satisfaction.

• Journal of the Korean Society of Food Science and Nutrition
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• v.35 no.8
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• pp.1088-1096
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• 2006

The purpose of this study was to identify the service encounter blueprint by types of restaurants in order to manage moment of truth when customers who visit a restaurant encounter services. The service encounter blueprint gives an overall picture of the service provision to visualize an entire service process and its integrated structure. The blueprint is used for service process analysis technique. The random samples of 15 customers were observed by types of restaurants and the records were collected for three-days' observation. Interviews were performed by 3 managers, 3 service encounter employees, 3 cashiers, 3 cooks and 10 customers by types of restaurants. After drawing the first service blueprint, it was revised by the interview with the 3 managers and 6 service encounter employees. In this paper, restaurant service processes are reviewed and analyzed. By use of service blueprint, the processes are analyzed to find a fail point, customer wait, employee decision. As a result of making a blueprint of service encounter by types of restaurant, blueprints of fine-dining restaurants and family restaurants were similar, while fast-food restaurants showed a little difference. In particular, difference was indicated in a point where interaction of service encounter occurred. Difference was indicated depending on types of restaurants. Therefore, the efforts to improve this problem were needed. The blueprint is a map or flowchart (called a process chart in manufacturing) of all transactions constituting the service delivery process. The results showed that service encounter blueprint can be used to improve the service process in the restaurant's encounter.

• Journal of the Korean Society of Food Science and Nutrition
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• v.35 no.8
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• pp.1076-1087
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• 2006

The purpose of this study was to identify critical control points of service encounter by types of restaurants in order to manage moment of truth when customers encounter services. Questionnaires were collected from 812 customers (aged 15 years or older) who had used restaurants in Seoul, from October 24, 2005 to November 6, 2005. The main results of this study were as follows: Statistically significant differences were shown between importance and performance of interaction quality, physical environment quality and outcome quality. Significant differences were also shown in importance and performance of interaction and physical environment quality, and performance of outcome quality by restaurant types but no significant difference was indicated in importance of outcome quality by restaurant types. That is, the importance of outcome quality, which means the quality of food, was regarded as important by customers who use restaurants regardless of types of restaurants. The result of examining interaction quality showed that family restaurants managed waiting customers quite well and provided information on the Internet homepage. Performance of responding to customers with complaints was rated the highest in family restaurants. Regarding physical environment quality, importance and performance scores significantly differed by types of restaurants in order of fine-dining restaurants, family restaurants, and fast-food restaurants. In terms of service encounter quality, items whose importance scores were high but performance scores were low in importance-performance analysis matrix were 'quality of provided food is always uniform' and 'the space between other tables is enough' for fine-dining restaurants. In family restaurants, 'size of chairs or tables is enough', and 'the space between other tables is enough' were included in the items, while 'interior facilities are attractive', 'size of chairs and tables is enough', and 'the space between other tables is enough' were included in the items in case of fast-food restaurants. A difference was indicated depending on types of restaurants.

• Journal of the Korean Society of Food Science and Nutrition
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• v.34 no.4
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• pp.489-495
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• 2005

The purpose of this study was to analyze the effect of the consumer-brand relationship Quality (CBRQ) on the brand loyalty in the fast food restaurant in Masan, Korea. The Questionnaires were distributed to 250 students in the K University located in Masan, who were sampled by convenience-sampling method. The surveys were performed from December 6 to 14, 2004. The 246 Questionnaires were responded, and 12 unusable Questionnaires were excluded, then 234 were used for the final analysis $(response rate:\;93.7\%)$. For the statistical analysis, SPSS (12.0) was used to conduct the descriptive analysis, factor analysis, reliability analysis, Pearson correlation and multiple regression analysis. The result of this study showed that 2 constructs (satisfaction and commitment) of consumer-brand relationship Quality have significant positive effects on the brand loyalty in the fast food restaurant. It meant that as consumer-brand relationship quality becomes stronger, the customer's brand loyalty becomes greater. The differences of customer loyalty between the high and low group of self-connective attachment, satisfaction, commitment, trust and intimacy were significant. So the brand loyalty of high group of customer-brand relationship quality was significantly higher than that of low group of customer-brand relationship quality. As a conclusion, the operator in the fast food restaurant should focus on the marketing strategy to strengthen the quality of consumer-brand relationship in order to increase the brand loyalty of customers.

• Journal of the East Asian Society of Dietary Life
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• v.20 no.2
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• pp.328-339
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• 2010

This study was conducted to develop a service quality measurement scale suitable for the fast food restaurant segment. After reviewing the relevant literature, it was decided that the current service quality measurement scales (SERVQUAL, SERVPERF, DINESERV) are not appropriate for the fast food restaurant segment. Based on Cronin & Taylor's (1994) argument, perceived service quality is a form of attitude that represents a long-term overall evaluation of the company. Therefore, this study selected SERVPERF items for the initial pool of service quality items. Through a systematic scale development process, the SERVPERF instrument was then refined and a new concise scale was produced. Specifically, a focus group discussion with a group of patrons who are very familiar with fast food restaurants was conducted and the new service quality measure was refined so that it would be more realistic and closely describe service operation in the fast food industry. Moreover, the data collected from 112 college students who visit fast food restaurants frequently were used to statistically evaluate each of the items again via EFA (Exploratory Factor Analysis) and three sub-dimensions were derived: (1) responsiveness, (2) tangibles, and (3) reliability. Additionally, the data collected from 179 fast food restaurant consumers was used to conduct CFA (Confirmatory Factor Analysis). During this process, the convergent validity, discriminant validity, and internal consistency were double-checked. Overall, the newly developed scale achieved validity and reliability on a theoretical and statistical basis. Possible interpretations and managerial implications are also suggested.

• Monthly Korean Chicken
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• v.16 no.10
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• pp.79-81
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• 2010

긴 한가위 연휴를 마치고 명절 내내 먹던 차례음식에 질려 이태원으로 발걸음을 뗀다. 집 근처이면서 가장 다양한 메뉴를 만날 수 있는 음식의 천구, 이태원, 골목골목 아주 고급스러운 레스토랑에서부터 길가 선술집, 포장마차까지 직접 들어가지 않더라도 그 앞의 메뉴판 구경만으로도 눈이 즐겁다. 그러던 중 길게 늘어선 줄이 신기하여 보니 케밥집이다. 세계적인 패스트푸드이자 건강식이 된 케밥. 닭고기와 야채를 빵에 싸 칠리소스를 뿌려먹는 터키의 전통음식으로 젊은층, 외국인들이 저녁식사를 대신하고자 주문하고 있었다. 이달의 닭고기 맛집으로 어떨까 하여 메뉴판을 확인하고 닭고기 케밥과 치킨 필라프를 주문하고 식당안으로 들어갔다.