• The Korean Journal of Franchise Management
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• v.6 no.1
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• pp.91-111
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• 2015

This paper aims to examine the effect that cultural marketing influences on visit motivation and customer responses. We found that cultural marketing promotion activities by Benares, Indian restaurant had a positive effect on motivation to visit the store. Also research showed that the cultural direction and positioning marketing activities of Benares' cultural marketing had a statistically significant positive effect on all items of customer responses, that is service, atmosphere, brand but cultural promotion and cultural support marketing activities had a positive effect only on brand, except service, atmosphere. In addition, research showed that while all items of customer responses had a positive effect on revisit intention. In other words, it was proven that cultural marketing promotion activities by the Third World restaurant influence on visit motivation and customer responses and it provides practical implications to business marketers that foodservice companies' marketing associated with cultural marketing activities can be efficient marketing strategies that influence on revisit intention.

• The Korean Journal of Franchise Management
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• v.9 no.3
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• pp.45-55
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• 2018

Purpose - Non-verbal Communication with customers in restaurant business can play an important role because it affects customer behavior and attitudes as a means to develop and maintain long-term relationships with customers. The purpose of this study is to analyze the effect of non-verbal communication with customers and the effect of the influence on customer satisfaction, trust, and revisit intention. Research design, data, methodology - In order to verify the research models and hypotheses of this study, questions were prepared for each variable and data were collected through questionnaires. The questionnaire survey was conducted from March 27, 2018 to April 17, 2018, for those who agreed with the citizens of the Jeju area who visited the restaurant recently. 50 out of 100 were conducted by internet survey and 50 were surveyed. Thus, a total of 100 responses were used using structural equation modeling with Smartpls 3.0. Results - The results of the study are as follows. First, non-verbal communication has a significant impact on customer emotion. Second customer emotion have a significant impact on customer trust and satisfaction. Third, Customer satisfaction had positive a significant effect on revisit intention. Fourth, Customer trust had positive a significant effect on revisit intention. Conclusions - The implications of this study are following as: The food service company should continuously provide non-verbal communication training to employees so that they can respond to customers with the right attitude and bright smile. In particular, in the case of restaurant franchises, customer response manuals should be created and distributed to the franchisees, and a regular training program for the franchisees should be implemented to provide the same service to the customer. Second, CEOs should have to worry about what kind of experience he or she has left since leaving the store. It is also necessary to constantly look at what customers experience in their stores or in their brands, and what emotions they form through their experiences. Third, the more satisfied or trusted customers are formed through the service of the employee, the more loyal the restaurant business will be, and the more likely it is to make continuous revisit and positive word-of-mouth activities..

• Journal of the Korean Society of Food Culture
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• v.28 no.2
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• pp.186-194
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• 2013

The purpose of this study was to understand the effect of loyalty program in family and fastfood restaurant on relationship quality (trust, commitment) and revisit intention. Based on total 394 samples obtained from empirical research, this study reviewed the reliability and fitness of a research model using the Amos program. The hypothesized relationships in the model were simultaneously tested using a structural equation model (SEM). The proposed model provided an adequate fit to the data, ${\chi}^2$ 102.338 (df 48), GFI .959, RMR .049, NFI .970, CFI .984 SEM resulted that loyalty progam (${\beta}$= .429, t=7.880, p< .001) showed a positive significant effect on trust, and that loyalty program (${\beta}$= .455, t=9.532, p< .001) had a positive significant effect on commitment. Also, both trust (${\beta}$= .450, t=6.595, p< .001) and commitment (${\beta}$= .474, t=5.117, p< .001) had a positive significant effect on revisit intention. In addition, there were moderating effects related to restaurant type (family and fastfood restaurant) in terms of causal relationships between loyalty program, relationship quality and revisit intention. Limitations and future research directions are also discussed.

• Journal of Distribution Science
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• v.18 no.12
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• pp.31-43
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• 2020

Purpose: This study examined how many determinant factors (service dimensions, food quality, and price perception) affect revisit intention. This practical concept is service quality (SERVQUAL), customer satisfaction, and repeated/revisit behavioral intention based on the theory of reasoned action (TRA). Research design, data and methodology: This research applied a hybrid mixed-method comprising exploratory and explanatory sequential design by Creswell (2014). The 400 responses were collected in four townships in Myanmar. This study drilled down to exploratory factor analysis (EFA) followed by confirmatory factor analysis (CFA) prior to test the hypothesized factor structure of all the variables resulted in the form of the goodness of fit. For further data analysis, structural equation modeling (SEM) was applied to test the relationships among the variables of the proposed model. Results: The results showed that perceived service quality, food quality, and price perception have direct effects on customer satisfaction and indirect effect on revisit intention. The perceived service quality has the most significant influence while the food quality has the least influence on customer satisfaction. Conclusions: The results are useful for the restaurant managers to better understand the significant strategic choice factors to improve higher quality service amongst restaurants both domestic and international under the stiff competition.

• The Journal of Information Systems
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• v.31 no.3
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• pp.109-129
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• 2022

Purpose The purpose of this study is to examine whether customers' shadow work and risk perception have an impact on revisit intention to the fast-food restaurant, with mediating role of different types of attribution tendencies. We also added perceived unfairness in the research model, in order to verify its mediating effect on the relationship between attribution tendencies and revisit intention. Design/methodology/approach Applying the shadow work perspective and attribution theory, we designed a research model to confirm the hypotheses. After collecting the data from 331 customers who have used self-service technology in a fast-food restaurant, we conducted an analysis of measurement model and structural model by using Smart-PLS 3.0. Findings This study confirmed that Forced Use of self-service technology can enhance the tendency of dispositional attribution which would negatively affect perceived unfairness and revisit intention. On the other hand, affective risk perception was proven to affect situational attribution, which positively affects revisit intention.

• The Korean Journal of Franchise Management
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• v.13 no.2
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• pp.53-66
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• 2022

Purpose: How to build the attitude on brand is very important, because it affects the positive word of mouth and revisit intention. Brand attachment, brand name, and image congruence play important role on consumer behavior in terms of reinforcing consumers' perception of food service companies and differentiating them from competing brands. Following the planned behavior theory, this paper examines the effect of linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector. Research design, data, and methodology: This paper examines the structural relationship among brand attachment, brand name, image congruence, brand attitude, WOM, and revisit intention. In order to test the purposes of this study, research model and hypotheses were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All constructs were measured by multiple items tested and developed in the previous research. The study is based on the quantitative method and considered 519 questionnaires fulfilled by customers of restaurants. The data were explored employing the partial least square-structural equation modelling (PLS-SEM). Frequency analysis was conducted to identify the general characteristics of the survey subjects. To measure the reliability and validity of the measurement tools, confirmatory factor analysis was conducted. Structural model analysis was conducted to verify the research model. Result: The findings demonstrate that brand attachment and brand name had positive effects on attitude while image congruence did not have. Also, attitude had positive effect on WOM and revisit intention. Conclusions: This study expands the literature about WOM and revisit intentions. This study expands prior research in a similar field to which the theory of planned behavior (TPB) is applied, and reveals that brand attachment, brand name, and brand image congruence play an important role in developing brand attitude that affect revisit intention and WOM. And provide guidelines on how to enhance competitiveness in the restaurant sector based on understanding of linking brand attitude to customer loyalty and repeat business. By putting into practice these suggestions in the restaurant industry, brands can easily build up their attitude and boost a positive WOM and the intention to revisit.

• The Journal of the Korea Contents Association
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• v.14 no.6
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• pp.407-416
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• 2014

The purpose of this study is to identify the effect of physical environment on customer satisfaction and revisit intention. The questionnaire was distributed from October 1st to 31st, of the 250 distributed questionnaire 221 copies were used in the analysis to give a response rate of 88.4%. The results of the study were as followed; Firstly, it was found that perception of customers regarding physical environment of a buffet restaurant are cleanliness, entertainment, aesthetics, convenience and comfort. Secondly, it appeared that cleanliness of physical environment of buffet restaurant had the most influence on customer satisfaction. Thirdly, it also indicated that customer satisfaction had a influence on revisit intention. Based on these findings, this paper suggests implications and limitation of the research as well as future directions for the study.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.181-194
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• 2019

The purpose of this study is to investigate the effect of physical environment of Japanese restaurant on customer satisfaction, revisit intention and word of mouth intention. For this purpose, data were collected from 341 adult males and females who had used Japanese restaurants in Daegu. SPSS program frequency analysis, factor analysis, regression analysis and multiple regression analysis were used for data analysis. Through the factor analysis, the physical environment of the Japanese specialty restaurant was identified as a component of comfort, aesthetics, and convenience. As a result of the multiple regression analysis, the three components of the physical environment have positive effects on customer satisfaction, return visit intention, and word of mouth intention. The results of regression analysis showed that customer satisfaction had a positive effect on revisit and word of mouth intention. Through the results of this study, we confirmed the physical and environmental impacts of the specialty restaurants and suggested the practical and theoretical implications.

• The Korean Journal of Food And Nutrition
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• v.24 no.3
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• pp.329-339
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• 2011

The purpose of this study was to compare the effects of service failure magnitude on perceived justice, positive emotion, and revisit intention at restaurants between a collectivist culture(Korea) and an individualistic culture(United States). The results showed that the higher a customer's perception of service failure magnitude, the lower the perceived recovery justices in both cultures. The distributive, procedural, and interactional justices had a favorable effect on positive emotions in both cultures. Other findings revealed that interactional justice was the best predictor of revisit intention in Korea, while distributive justice was the best determinant of revisit intention in the United States. This research suggests that global restaurant managers need to understand how cultural orientation influences consumer perceptions of service failures in order to develop a highly targeted and effective service recovery.

• The Korean Journal of Franchise Management
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• v.10 no.2
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• pp.59-70
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• 2019

Purpose - Every company studies how to attract and retain new customers to increase competitiveness and profitability. Companies establish strategies to attract customers, secure competitive advantage and generate revenue. Businesses are looking for newer and better ways to differentiate themselves in the marketplace. One of the requirements for service differentiation is to make it a prerequisite for an engaging customer experience. Customer experience can be attained through service experience. Satisfaction determine whether to reuse the food service franchise. The purpose of this study is to investigate the effect of customer experience on the satisfaction and revisit intention of food service franchise. In this study, customer experience consists of three attributes such as service environment, food quality, and price fairness. Also, this study is to identify the importance of three service experience attributes of customer satisfaction and revisit intention using ANN (artificial neural network) analysis. Research design, data, methodology - The survey was conducted on customers who have visited franchise restaurants in one month in order to examine how service environment, food quality, and price fairness have been influenced customer satisfaction and revisit intention through online survey company (SM culture & contents). A total of 300 representative surveys were collected. Of those collected surveys, 26 were not used due to missing information, resulting in 274 as the final sample size. The sample size was more than 10 times more than the number of variables used in the structural model analysis. Results - The findings of this study are as follows: Service environment and price fairness have a significant effect on satisfaction. However, food quality did not have a significant effect on satisfaction. Finally, it was found that satisfaction had a significant effect on revisit intention. Meanwhile, according to the results of ANN analysis, satisfaction as a dependent variable was found to be the most important in male price fairness and service environment in female. Also, when the revisit intention is used as a dependent variable, both male and female price fairness are important. Also, when the intention to revisit is used as a dependent variable, both male and female price processes are important. Conclusions - First, a restaurant franchise enterprise needs to manage customer service experience. Customers should strive to eat and enjoy at a dining franchise store. Second, it is necessary to design a food service franchise shop as a customer-oriented service environment. Franchise companies need to improve the environment so that customers can use the store conveniently. Third, the restaurant franchise menu price needs to be cheaper than the alternative menu. The restaurant franchise menu needs to be constructed with a popular menu that can be used continuously by the customer, so that it can be set at a reasonable price.