• Journal of the East Asian Society of Dietary Life
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• v.20 no.5
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• pp.802-811
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• 2010

This study aimed to determine a tourist family's perceptions of dining at a holiday destination. A key assumption of this study was that dining at an unfamiliar locale at a tourist resort is engaging in risk-taking behavior by the tourist family. In this unfamiliar setting, participation in the local food market takes on a significant role in the tourist family's sense of satisfaction and loyalty. For the purpose of this study, involvement pertains to the family's perceived relevance of the objective of this study based on inherent needs, values, and interests. For this study, 151 subjects vacationing with his/her family on Jeju Island participated. To perform research on perceived risk and involvement in terms of the decision maker's capacity, only one member of each family responded to the survey, which examined the impact on sense of satisfaction of perceived risk and involvement in the local food scene. Perceived risks were divided according to financial, performance, physical, social-psychological, and time-risk factors. Perceived risk and involvement were found to be significant predictors of the overall satisfaction of the tourist family's local food consumption. Furthermore, performance risk was determined to be significantly linked to the tourist family's dining sense of satisfaction and loyalty. These findings provide some meaningful marketing implications for Jeju Island's tourism industry. Reducing the performance risk and increasing the local food involvement may activate rural tourism and local food consumption. Theoretical and practical contributions to local food marketing are discussed.

• The Korean Journal of Franchise Management
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• v.14 no.1
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• pp.57-74
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• 2023

Purpose: As global interest in environmental issues increases, the demand for green products/services is increasing. Companies are establishing eco-friendly policies to meet the changing expectations of customers. Therefore, this study aims to analyze the effect of eco-friendly behavior and third-party certification on trust, satisfaction, and loyalty as well as the mediating role of satisfaction based on SOR and signaling theory. Research design, data and methodology: This study collected data from 501 respondents who visited restaurant and analyzed using measurement model with SPSS 28.0 and SmartPLS 4. Results: First, restaurants' eco-friendly behavior and third-party certification (TPC) positively influenced trust while these did not influence satisfaction. Second, trust positively influenced satisfaction. Third, trust and satisfaction positively influenced loyalty. Fourth, TPC had stronger impact on trust and satisfaction compared to eco-friendly behavior in female group while TPC had stronger impact on trust in male group. Conclusions: This study emphasized the importance of TPC over eco-friendly behavior. Restaurants should maintain pro-environmental behaviors such as reducing single-use items while obtaining TPC such as ISO and LEED certifications to increase customer trust. It also found the importance of trust and satisfaction in securing loyal customers. Restaurants should make efforts to build bonds with customers through authentic marketing such as events that encourage customer participation.

• The Korean Journal of Franchise Management
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• v.11 no.1
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• pp.19-29
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• 2020

Purpose - To understand the assessment basis of customers' coffee shop experience and give more practical advices to the franchised coffee shops which are poorly managed in the competitive market, this study identified factors to measure the quality of customer experience and explored the relationship between these factors and customer satisfaction and loyalty. Further, this study analyzed which role self-efficacy played in the structural relationship between the quality assessment factors, satisfaction and loyalty of franchised coffee shops. Research design, data, methodology - The data were collected from respondents who had visited franchised coffee shops within the previous month through online survey. The questionnaires were surveyed from February 11 to February 14, 2019. A total of 318 responses were collected after excluding four of incomplete or uncandid responses. A structural equation modeling approach was used to examine the proposed hypothesis and a confirmatory factor analysis was employed to verify the four dimensions of quality assessment. Results - The findings of this study are as follows. First, the three of quality assessment variables significantly influenced on satisfaction except environmental quality. Second, economic and service quality significantly influenced on self-efficacy but environmental and menu quality didn't. Third, satisfaction significantly influenced on loyalty but not on self-efficacy. Fourth, self-efficacy significantly influenced on Loyalty. Conclusions - This study identified the four dimensions to assess the franchised coffee shop service - menu, environment, service and economic quality and verified these four dimensions are valid as indicators to measure the quality of customers' coffee shop experience. Further, by empirically testing the structural relationships among these quality assessment dimensions, satisfaction, self-efficacy and loyalty, this study provided theoretical foundations to explore the relationship between customer and the franchised stores in restaurant businesses. For the industry, the study findings showed that customers highly appreciated menu and economic quality of the service rather than the stores' interior. This indicate that the franchised coffee shops need to focus more on the basics of coffee such as taste and menu variety and economic value than the decoration of the store, which are often over-invested nowadays.

• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.748-760
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• 2016

This study investigated the relationship of brand equity of restaurant LOHAS image with altruistic value, LOHAS involvement and additional willingness to pay (WTP). The data collected for this study was taken from a sample of 544 persons during the period of August 1, 2013 to August 31, 2013. The study findings are as follows. First, brand equity and brand association of restaurant LOHAS image had a positive effect on altruistic value, but had no positive effect on brand loyalty and perceived product quality. Second, brand awareness, brand loyalty and brand association of restaurant LOHAS image had a positive effect on LOHAS involvement, but had no significant positive effect on perceived quality. Third, altruistic value was found to have a positive effect on LOHAS involvement. Fourth, altruistic value had a positive effect on additional WTP. Fifth, LOHAS involvement was found to have a significant positive influence on additional WTP. The findings of this study indicate that communication strategies are warranted to emerge environmental friendliness and health targeting population groups that pursue the LOHAS value of restaurants or have a high propensity toward altruism.

• Korean Management Science Review
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• v.34 no.3
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• pp.61-77
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• 2017

This study investigates the effect of consumer involvement in the relationship between customer satisfaction and loyalty (which is measured as consumers' repurchase and WOM intentions). Previous research has presented inconsistent implications on the role of consumer involvement in the relationship. Some researchers have presented the empirical results showing that consumer involvement moderates the relationship, whereas others have done the empirical results implying that the consumer involvement does not moderates. In sum, the previous empirical studies have provided the inconsistent empirical results that consumer involvement may be a moderator or a non-moderator in the relationship between customer satisfaction and loyalty. Thus, we start this research with two research questions: "Does consumer involvement has a moderation effect on the relationship between-customer satisfaction and loyalty across various service industries?" and "Can the moderation effect of consumer involvement be detected differently depending on the statistical methods used to probe the moderation effect?" A questionnaire survey was conducted in the context of four service categories: eight service firms for fast food, four firms for family restaurant, four firms for movie theater and four firms for Bakery. Hierarchical regression analyses (moderated regression analyses) and chi-square difference tests were used to identify the role of consumer involvement in the relationship between customer satisfaction and loyalty. The empirical results show that there does not exist the difference in the moderation effects of consumer involvement identified by the two statistical methods (i.e., hierarchical regression analyses vs. chi-square difference tests), however, that there exists the difference in the identified moderation effects of consumer across service categories. In the final section, we summarize the implications and re-interpret the empirical results provided in the previous studies.

• The Journal of the Korea Contents Association
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• v.13 no.1
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• pp.447-455
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• 2013

This paper is to investigate how selection variables and service quality influence on customer satisfaction and loyalty on Korean restaurants. They are chinese living in Korea that compose a little over 50% among foreigners. The findings and marketing guideline are showed up; First, 3 factors among choice attributions had highly significant on customer satisfaction and loyalty. They are 'service', 'food', and 'location' factors. They should reinforce food's taste & quality and also, service staff's elaborate service, and traffic's accessbility. Second, 'sympathy', 'tangibles', and 'response' factors among service quality were strongly influenced on customer satisfaction and loyalty. Therefore, they should provide various menu which is based on seasons & events, food's decoration, and immediate service. Third, customer satisfaction and loyalty are influenced each other. It should strengthen through consistent quality management and service.

• Culinary science and hospitality research
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• v.23 no.8
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• pp.128-136
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• 2017

This study was conducted to identify the relationship among various service quality clues, brand trust, brand distinctiveness and revisit intention focusing on fast-food restaurant consumers. Using online questionnaires tool in South Korea, a total of 450 questionnaires were distributed and 390 participants were used for further statistical analysis through SPSS 21.0 and AMOS 21.0 for Windows. Four service quality factors (menu, interior, exterior, staff) were extracted from twelve questions. According to the result of this study, several service quality factors of fast-food restaurants' have positive effects on brand trust and distinctiveness. Specifically, staff and menu and exterior were significant predictors of brand trust, and staff and menu of fast-food were critical antecedents of brand distinctiveness. In addition, the brand trust has positive influence on brand distinctiveness as well as revisit intention. Although there are many studies which proved the relationships among various selection attributes and other outcome variables such as brand loyalty or image, little research explained the relationships among service quality factors of fast-food restaurants, brand trust, brand distinctiveness, and revisit intention. Therefore, present study will contribute to provide significant results and some practical implications in both the fast-food restaurant industry and academic research.

• Culinary science and hospitality research
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• v.23 no.3
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• pp.216-226
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• 2017

This study was conducted to examine the relationships among various visible clues and non-visible clues as perceived by franchise family restaurant consumers. Using online survey tool in South Korea, total 450 survey was distributed and 400 participants were used for further statistical analysing with SPSS 23.0 and AMOS 20.0. Twelve items were categorized into four visible factors (food, interior, exterior, employee). The result shows that food and employee have positive effects on brand reputation and distinctiveness, and the interior and employee were critical antecedents for brand distinctiveness. In addition, the brand reputation and brand distinctiveness have positive influence on experiential value as well as revisit intention. Although there were many studies which demonstrated the relationships among various quality clues and other outcome variables, such as brand image, loyalty, little research explained the relationships among visible elements of franchise family restaurants, brand reputation, brand distinctiveness, and revisit intention. The present study will provide theoretical and practical implications for both academia and the franchise family restaurant industry. (what is the meaning of the red part?)

• Culinary science and hospitality research
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• v.14 no.3
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• pp.143-155
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• 2008

The objective of this study is collecting the basic information about the consumption of fish paste for developing Busan Fish-Paste products. Also, we tried to validate the effects of Busan Fish-Paste's Brand factors for its consumers. A survey was conducted to analyze the consumers who purchased fish paste products. The result showed that 60 percent of the respondents preferred Busan Fish-Paste. And 41 percent of the respondents considered the taste of fish paste products when purchasing them. As for brand, the perceived quality of Busan Fish-Paste had extremely positive influence on consumers' satisfaction. And consumers' satisfaction had significantly positive influence on brand preference and brand loyalty.

• Journal of Distribution Science
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• v.14 no.9
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• pp.111-120
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• 2016

Purpose - This study aimed to investigate the effects of customer relationship quality and perceived power on complaint behaviors in a context of service failures in a restaurant. Two different types of complaint behaviors were employed: personal complaining that disappointed customers directly approach to a service manager and public complaining that customers ask for related institutions, like consumer protection organization, for help. This study also examined the moderation effects of brand reputation on the relationships between customer perceived power and two types of complaint behaviors. Research design, data, and methodology - The author developed a structural model in which customer relationship quality is proposed to affect customer perceived power, thus influencing personal and public complaint behaviors. The model also includes the moderating role of brand reputation; the effect of customer perceived power on two types of complaint behaviors becomes stronger when brand reputation is high. To analyze the research model, a survey based on a scenario regarding the contexts of service failures in a restaurant was conducted toward 126 female college students. SPSS 22.0 and AMOS 21.0 were utilized to test the hypotheses. Results - The findings are as follows. First, customers who had positive relationships with a restaurant are more likely to perceive that they have strong power to influence the service provider. Second, customer perceived power had a significant and positive effect on both personal and public complaint behaviors. Finally, when the brand reputation for a restaurant is high, dissatisfied customers who think they can exercise influence to the restaurant complain more actively toward the service provider. Conclusions - The findings of this study are against the traditional viewpoint on customer loyalty that loyal customers compared respond more generously to the mistakes of a company, but consistent with the 'love becomes hate' effect proposed by Grégoire, Tripp, and Legoux(2009). In complaining contexts, companies should manage customers with positive and strong relationship more carefully and strategically to prevent the expansion of economic and social risks from customers' complaining behaviors. This is more significant for companies with strong brand reputations.