• 한국식생활문화학회지
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• 제28권2호
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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.

• 한국콘텐츠학회논문지
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• 제18권9호
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• pp.320-334
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• 2018

본 연구의 목적은 한식당의 테이크아웃 음식 선택속성이 신뢰와 고객만족에 미치는 영향을 분석하고, 추가적으로 신뢰의 매개역할에 대하여 분석하는 것이다. 수집된 자료는 SPSS 22.0과 AMOS 22.0 프로그램을 이용하여 빈도분석, 요인분석, 신뢰도분석, 상관관계분석, 공분산 구조분석을 실시하였다. 본 연구의 실증분석에 따른 결과를 요약하면 다음과 같다. 첫째, 선택속성은 안전성, 편의성, 음식의 품질, 경제성 요인으로 분류되었다. 선택속성의 안전성, 편의성, 음식의 품질, 경제성 요인 모두 신뢰에 유의한 영향을 미치는 것으로 나타났다. 둘째, 선택속성의 안전성, 편의성, 음식의 품질, 경제성 요인 모두 고객만족에 유의한 영향을 미치는 것으로 나타났다. 셋째, 신뢰는 고객만족에 유의한 영향을 미치는 것으로 나타났다. 넷째, 신뢰는 선택속성과 고객만족 사이에서 매개효과가 있는 것으로 나타났다. 본 연구는 연구결과를 통하여 선택속성, 신뢰 및 고객만족을 향상시킬 수 있는 전략적 시사점을 제시하였다.

• 한국조리학회지
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• 제23권1호
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• pp.58-65
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• 2017

This study performed to test the effect of food neophobia on the formulated model on the relationships among perceived service attributes(food, employee, and physical attributes), brand trust, satisfaction and behavioral intention as perceived by franchise snack bar consumers. Total 299 respondents were used for statistical analysis and SPSS 21.0 and AMOS 21.0 program were employed. The findings of current study verified that food attribute among perceived service attributes has positively influence on brand trust and satisfaction, and the employee attribute has only effect on the brand trust. Additionally, the brand trust was critical predictor of satisfaction, but it was not significant antecedent of behavioral intention in context of franchise snack bar restaurant. Furthermore, this study found the moderating effect according to level of food neophobia on the designed hypothesizes, so it has been identified the importance of people's propensity about food neophobia can significantly effect on brand trust and satisfaction in franchise snack bar restaurant. These findings will contribute to provide meaningful suggestion to develop marketing strategic in franchise snack bar business as well as provide the theoretical evidence in the new segmentation.

• 한국프랜차이즈경영연구
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• 제7권1호
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• pp.13-20
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• 2016

Purpose - In the past, the chain hotel chefs only serve food to their customers. However recently, the hotel chefs play a pivotal role in hotel including considering various customer preferences, safety and nutrition of food, and increasing profits through effective human resource management and inventory control. With the change of the chain hotel chef's' roles, pygmalion leadership, one of new leadership styles, focuses on the effect that leader's positive expectation let subordinates have motivation and more engage in work. This study investigates the effect of chain hotel chef's pygmalion leadership on leader trust and organizational trust. Research design, data, and methodology - This study was to investigate the structural relationships among chain hotel restaurant chefs' pygmalion leadership, hotel restaurant cooks' leader trust, organizational trust, and teamwork, and how leader trust and organizational trust play mediating roles in the relationship between pygmalion leadership and teamwork. In this model, pygmalion leadership includes 4 dimensions: Climate, Feedback, Input, and Output. Data were collected using self-administered questionnaire survey on cooks of Deluxe hotel restaurants located in Seoul and Gyonggi-Do. The samples for data analyses were 243 excepting unusable responses. Result - The findings can be summarized as follows: First, climate and feedback had a positive effect on leader trust, respectively. Second, feedback and output had a statistically positive effect on organizational trust, respectively. Third, leader trust had positive effects on organizational trust and teamwork. Fourth, organizational trust had a significant effect on teamwork. Conclusions - As a chain hotel chef treats his/her staffs sincerely, they will be more engaged in work by establishing trust in their leader. Ultimately, it leads to higher sales profit and customer satisfaction. In addition, a hotel can encourage chefs and other staffs to treat each other as if the student-instructor relations, not just commanding staffs. Then, cooks build up their trust to their leader and organization for its sustained growth and development, and the internal bond in organization including teamwork is strengthened. Therefore, to strengthen teamwork and organizational trust, there should be active communication, knowledge sharing, goal sharing, and cooperation between chefs and cooks.

• 지식경영연구
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• 제15권4호
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• pp.127-145
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• 2014

This study aims to examine the effects of message framing of restaurant menus on customers' perceptions (trust and immersion) and their willingness to pay a premium price. The contents of messages focused on a hypothetical restaurant's cause-marketing activity. Four types of message framing were created: The first two types were varied by the presence and absence of the information about the current cause-marketing outcome, and the second two types were varied by positive and negative framing. The results showed that respondents in general had trust in cause-marketing messages and immersion of cause-marketing message by negative framing lead to positive influence of willingness to pay. Furthermore it had a significant effect on willingness to pay depending on cause-marketing message type and negative message framed messages showed an intention to willingness to pay a premium price. This study compared the difference in messages by type as an extension of the studies of cause-marketing messages in the past. The results of this study will be used for establishing effective marketing strategies for today's foodservice companies and serve as objective data for setting differentiated prices under the circumstance where the importance of companies' social responsibilities is growing.

• 한국조리학회지
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• 제23권4호
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• pp.66-73
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• 2017

This study was performed to verify the relationships among selection attribute, restaurant trust, experiential value, and recommendation focusing on sport center consumers. The data were collected from visitors who registered more than three months in the sport center in South Korea. Total 500 survey was distributed and 330 participants were used for further statistical analysis. SPSS 23.0 and AMOS 21.0 for Windows were used for statistical analysis. Five factors of selection attribute (menu, interior, exterior, staff, convenience) were extracted, and measured by using 15 questions. According to the results of this study, interior, exterior, and staff factors have positive effects on restaurant trust, and interior and menu were significant predictors of the experiential value. In addition, present study confirmed the theoretical relationship among trust, experiential value, and recommend intention as perceived by sport center visitors. Although there are many studies which demonstrated the relationships among selection attribute and other outcome variables, little research explained the relationships among the variables from sport center consumers. Therefore, this study will contribute to provide meaningful results and some practical implications for both academia and the related foodservice industry.

• 한국컴퓨터정보학회논문지
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• 제24권5호
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• pp.139-147
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• 2019

This study is conducted to analyze how Social Media characteristics of restaurant franchise affect customer decision making and redelivery intention and find out how to do Social Media marketing which is getting important. Through this study, we will understand the direction of Social Media management. In this study, we had 220 users to respond questionnaires who looked up about restaurant franchise through Social Media. In the previous research, we classified the Social Media characteristics about the restaurant franchise into the fields of liveliness, agreement, reliability, communication, accuracy, and entertainment. In order to verify the hypothesis, we conducted single regression analysis and multiple regression analysis and verified the relationship between variables. First, we found that Social Media characteristics of restaurant franchise has a positive relationship with favorability. Second, Social Media characteristics of restaurant franchise has a positive relationship with satisfaction. Third, favorability has a positive effect on satisfaction. Fourth, favorability has a positive effect on the intention of re-inquiry and redeliver. Fifth, satisfaction has a positive effect on the revisit and intention to redirect. As a result of the study, we found that restaurant franchise will gain trust of customers if they take into account the characteristics of Social Media of restaurant franchise and conduct customized marketing according to the head office of restaurant franchise and perform continuous feedback and management in order to improve customer's favorability and loyalty.

• 한국콘텐츠학회논문지
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• 제19권10호
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• pp.698-711
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• 2019

본 연구는 일식전문점의 사회적 서비스스케이프가 고객만족도와 고객신뢰도, 고객충성도에 미치는 영향을 파악하기 위하여 수행되었다. 일식전문점을 이용한 적이 있는 대구지역에 거주하는 성인 남 여 311명을 대상으로 자료를 수집하였다. 자료 분석을 위해 SPSS 프로그램의 빈도분석, 요인분석, 회귀분석, 다중회귀분석을 사용하였다. 요인분석을 통해 일식전문점의 사회적 서비스스케이프는 인적서비스와 고객유사성 2가지 구성요소로 확인되었으며, 다중회귀분석결과 사회적 서비스스케이프 2가지 구성요소는 고객만족도, 고객신뢰도 각각에 정(+)의 영향을 미치고 있는 것으로 나타으며, 고객 충성도에는 부분적인 정(+)의 영향을 미치는 것으로 나타났다. 회귀분석결과 고객만족도가 고객신뢰도, 고객충성도 각각에 정(+)의 영향을 미치는 것으로 나타났다. 또한 고객신뢰도는 고객충성도에 정(+)의 영향을 미치는 것으로 나타났다. 본 연구결과를 통해 일식전문점의 사회적 서비스스케이프의 영향력을 확인하고 실무적, 이론적 시사점을 제시하였다.

• 한국프랜차이즈경영연구
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• 제9권4호
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• pp.45-56
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• 2018

Purpose - Consumers perceive various risks while using food service franchise stores. Food service franchise stores offer consumers not just menus, but services, physical environment, and prices, which can be perceived as risk to consumers. This means that consumer behavior in foos service franchise stores needs to be studied based on perceived risk theory. Perceived risk consists of performance risk, financial risk, social risk, psychological risk, and time risk. The purpose of this study is to investigate the effects of perceived risk on satisfaction and trust, and in turn affect loyalty. The results of this study will provide guidelines for marketers to develop strategies to reduce the perceived risk of consumers. Research design, data, methodology - In order to achieve research purposes, the authors developed several hypotheses. Data were through online survey through an online survey firm. A questionnaire survey was distributed to customers who have visited the restaurant in the past three months. The survey was conducted from March 5, 2017 to October 14, 2017. A total of 1,500 people were e-mailed and 260 were returned. A total of 245 items were used in the analysis except 15 of the questionnaire. Data was analyzed by using SPSS 21.0 and AMOS 21.0. Results - The findings of this study are as follows: First, performance risk, economic risk, and psychological risk had negative effects on satisfaction. Social and time risks did not affect on satisfaction. Performance risk and time risk had negative impact on trust. Second, economic, social, and psychological risks did not affect trust, but satisfaction had significant positive effect on trust and loyalty. Third, satisfaction had positive effect on loyalty. Conclusions - The implications of this study are as follows. First, food service franchise marketers should increase their customer loyalty by establishing a risk reduction strategy. Second, there are various risks to customers visiting the store. Therefore, marketers need to analyze the perceived risks of customers. Third, it is also necessary to eliminate the perceived risks of customers. In addition, a restaurant franchise company needs to find a reasonable way to reduce the material cost and present a reasonable menu price.

• 한국항공운항학회지
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• 제27권1호
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• pp.69-80
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• 2019

The purpose of this study is to investigate factors that affect menu navigation time and consumer trust in food and beverage(F&B) restaurants to analyze the menu's effect on impulse buying behavior. Based on the results of the analysis, this paper derives theoretical and practical implications to improve the growth and development of F&B restaurants located in airports. According to empirical analysis, it was proven menu browsing time has been found to strongly influence passengers' impulsive order behavior. A passenger with a strong "consumption ability" navigates the menu for a longer period, which increases the likelihood of impulsive purchases. Service appeal also has a significant influence on menu navigation time. Third-party certification did not appear to help build passenger confidence, thus yielding contradictory results compared to previous studies. Word of mouth had the strongest influence on trust formation. Finally, when passengers were satisfied with the menu items of F&B restaurants they had previously ordered, they tended to believe that the menu items they had not tried would also be good. In sum, impulsive menu orders have a direct impact on the profitability of F&B restaurants.