• The Korean Journal of Franchise Management
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• v.11 no.3
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• pp.7-18
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• 2020

Purpose: Recently, information on 'Delicious Restaurants (Mat-zip)' and 'Famous Bakeries' can be obtained through various media such as TV, Internet search, and SNS, and the culture of finding and sharing them has become a trend. Since PZB's SERVQUAL, there have been many studies measuring service quality, leading to hotels, restaurants and coffee shops. These studies of service quality include product quality in the service quality dimension. Hotels, restaurants, and coffee shops are provided with intangible services while customers visit and stay, but 'Delicious Restaurants (Mat-zip)' and 'Famous Bakeries' often stop by to buy products and return home. Therefore, the study on the effect of quality on customer behavior on 'Delicious Restaurants (Mat-zip)' should consider product quality separately. In this study, we want to study how each quality element affects the perceived value and response of customers by separating product quality and service quality. Research design, data, and methodology: This study tested the structural model of how the quality of products and services of famous bakeries affect customers' perceived value and response. As the quality factors, products, tangible services, and employee services were adopted, and perceived values adopted utilitarian and hedonic values, and customer responses adopted customer satisfaction and behavior intention. For this study, 203 survey data with experience using famous bakeries were analyzed using SPSS 22.0 and AMOS 22.0. Result: The research results are as follows. First, product quality positively influenced utilitarian value, hedonic value, and customer satisfaction, tangible service quality positively influenced utilitarian value, and employee service quality positively influenced hedonic value. Second, utilitarian value had a positive effect on behavioral intention, and hedonic value had a positive effect on customer satisfaction. Conclusions: In a famous bakery, it is basic that product quality should be given priority, and for customer satisfaction, employee service quality is half as important. In addition, for Behavior Intension (revisit by the customer), in addition to product quality, the quality of tangible services and employee services should be maintained at a quarter level.

• Culinary science and hospitality research
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• v.14 no.4
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• pp.188-202
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• 2008

The purpose of this research was to investigate the effects of various restaurant choice attributes on customer satisfaction that has positive influence on repatronage and word of mouth intent. This study examined relevant literatures, set up some hypotheses to solve main questionable considerations and made a corresponding empirical analysis. For the empirical analysis, a questionnaire survey was applied to total 478 customers who had visited restaurants around the northern part of Gyeong-gi province. The model was tested using SPSS 12.0 and AMOS 5.0 with 472 samples which received a 99% usable response rate. The results of empirical analysis were as follows: 1) menu quality has a significant effect on customer satisfaction and word of mouth intent. 2) service quality and convenience have a significant effect on customer satisfaction. 3) customer satisfaction has a significant effect on repatronage and word of mouth intent. 4) word of mouth intent has a significant effect on repatronage intent.

• The Journal of the Korea Contents Association
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• v.13 no.3
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• pp.370-380
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• 2013

The research is basically designed to reveal a revisiting behavior for Chung Nam Dae which is inherently characterized sightseeing site. Distributional lag model is tentatively employed to analyze economic factors such as entrance fee and a different level of income. Empirical findings investigate that the revisiting behavior that is associated with a long run effect is more closely connected to the level of national income, but not the level of incomes in Chung Cheong region and Chung Buk province as well. As far as revisiting intention concerns, the entrance fee tends to affect to it by a shorter distributional lag, but the level of income affects to it by way of a pretty much longer distributional lags. To this end, perceived value for Chung Nam Dae should be exposed in order to induce a re-visitor. Such a goal could be attainable by taking care of its system for entrance fee, expanding facilities, re-branding, service improvement, and developing useful programs. Also, setting up an inter-connected networking system with a sightseeing site around is highly recommended.