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Identifying the Attributes of College Students' Fast Food Restaurant Selection and Satisfaction
현성협,박근순,허윤정,Hyun, Sung-Hyup,Park, Kun-Soon,Heo, Cindy Yoon-Joung The East Asian Society of Dietary Life 2010 동아시아식생활학회지 Vol.20 No.6
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.
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Hyun,Sung-Hyup(현성협),Park,Kun-Soon(박근순),Jeong,Chul(정철) 대한관광경영학회 2012 觀光硏究 Vol.27 No.3
본 연구의 목적은 방한 중국인 관광객의 한식당 방문 만족도, 지각된 가치, 그리고 미래 행동 간의 인과관계를 탐색하는 것이다. 문헌 자료 분석에 근거하여 11개의 이론적 가설들이 도출되었고, 이 가설들을 바탕으로 구조모델이 만들어졌다. 이 구조모델은 한국의 한식당을 방문한 324명의 중국인 관광객으로부터 얻어진 데이터를 이용하여 분석되었으며, AMOS 6.0 버전이 분석에 사용되었다. 데이터 분석 결과에 의하면, 전체적으로, 한식당 음식의 질/서비스의 질/좋은 위치/환경적 요인은 중국인 관광객의 지각된 가치와 만족도에 유의한 영향을 주고, 이는 곧 중국인 관광객의 미래행동에 영향을 미친다는 것이 밝혀졌다. 하지만, 11개의 가설 중에서 두가지 가설들은 지지되지 않았다. 중국인 관광객 서비스의 질은 그들의 만족도에 큰 영향을 미치지 못하고, 좋은 입지조건은 중국인 관광객의 지각된 가치에 영향을 미치지 못한다는 것이 발견되었다. 이는 기존의 문헌자료와 상충되는 결과로써 본 연구에서는 이에 대한 이론적 해석이 병행되었다. 분석결과를 바탕으로 본 연구의 이론적, 실무적 기여도 및 시사점들이 논의되었다. The purpose of this study was to examine the structural relationships between restaurant selection attributes (food quality, service quality, convenience, environment), satisfaction, perceived value, and behavioral intention of Chinese tourists in South Korea. Based on the theoretical backgrounds between the constructs, 11 hypotheses were developed, and a structural model was therefore proposed. The structural model was tested using the data collected from 324 Chinese tourists. Structural equational modeling was used for the data analysis. According to the data analysis, overall, restaurant selection attributes (food quality, service quality, convenience, environment) have positive impact on Chinese tourists perceived value and satisfaction, thus influencing behavioral intentions. Overall, the existing theoretical background was confirmed with Chinese tourist behavior. However, two hypotheses were not supported, which is not relevant to the existing restaurant marketing literature. It was revealed that Chinese tourists" service quality does not have a significant impact on satisfaction. Convenience does not influences perceived value either. Possible interpretations and implications were provided.
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패스트푸드 레스토랑 고객들의 서비스 기대 차이 및 수용 가능한 서비스 대기시간에 대한 연구
야드마니테파논(Tepanon Yodmanee),박근순(Kun Soon Park),현성협(Sung Hyup Hyun) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.1
The discussion about patrons` expected and acceptable wait time has been in the spotlight in the restaurant management research. The purpose of the study is to examine the differences between American and Thai with regards to the expectations and the acceptable wait time of fast-food restaurants service. First of all, service quality literature was thoroughly reviewed. Then, based on Hofstede`s cultural dimensions, potential cultural differences between America and Thai were proposed, thus hypothesized. To empirically test the hypothesized argument, data was collected from 151 US fast-food consumers and 160 Thai consumers. In total, 311 samples were used for the data analysis. The independent sample t-test and the Mann-Whitney U test were conducted respectively. The results show that even though the service expectations were fairly similar between both groups, Americans and Thai, cultural differences still played an important role in shaping the service expectations of customers. Also, there is a significant difference of the acceptable wait time for the entire order transaction at a fast-food restaurant. Also, Thai expected the shorter wait time than Americans for the entire order transaction at a fast food restaurant. Therefore, international franchising restaurant companies should reduce wait time in the collectivism-oriented countries. Based on the findings, the theoretical and empirical implications were discussed. The findings provide new insights into cross-national comparison study in the food service area. Also, it is expected that restaurant managers can have practical guideline in the management of expected/acceptable wait time.
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방한 중국인 관광객의 한식당 방문 선택속성, 만족도, 지각된 가치, 행위의도간의 인과관계 분석에 관한 연구
현성협 ( Sung Hyup Hyun ),박근순 ( Kun Soon Park ),정철 ( Chul Jeong ) 대한관광경영학회 2012 관광연구 Vol.27 No.3
The purpose of this study was to examine the structural relationships between restaurant selection attributes (food quality, service quality, convenience, environment), satisfaction, perceived value, and behavioral intention of Chinese tourists in South Korea. Based on the theoretical backgrounds between the constructs, 11 hypotheses were developed, and a structural model was therefore proposed. The structural model was tested using the data collected from 324 Chinese tourists. Structural equational modeling was used for the data analysis. According to the data analysis, overall, restaurant selection attributes (food quality, service quality, convenience, environment) have positive impact on Chinese tourists perceived value and satisfaction, thus influencing behavioral intentions. Overall, the existing theoretical background was confirmed with Chinese tourist behavior. However, two hypotheses were not supported, which is not relevant to the existing restaurant marketing literature. It was revealed that Chinese tourists` service quality does not have a significant impact on satisfaction. Convenience does not influences perceived value either. Possible interpretations and implications were provided.
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