대전 지역 대학생의 학교식당과 주변식당의 서비스품질 인지도 비교 = A Comparison of Service Quality Perception between University Campus and Surrounding Restaurants in Daejeon

다국어 초록 (Multilingual Abstract)

In order to compare the service quality perception between university campus restaurants and surrounding restaurants, 487 university students in Daejon were surveyed by using self-recorded questionnaire from November to December, 2010.

The results were as follows:

1. Of 21 items for service quality the perception items related to cleanliness and correctness were relatively higher in campus restaurants than the surrounding restaurants, while the perception items related to reflection, empathy and menu were lower. However There were no differences of the total average perception scores between two restaurants.

2. Five factors were extracted from the service quality perception of campus restaurants: factor1 cleanliness, factor2 tangibles, factor3 empathy, factor4 menu quality, factor5 assurance. And four factors were obtained from that of surrounding restaurants: factor1 cleanliness & tangibles, factor2 empathy, factor3 menu quality, factor4 assurance. their total variance explained were 63.287% and 59.675%, respectively.

3. When comparing the service quality perception between the two restaurants, university surrounding restaurant showed higher value than campus restaurant in perception of empathy and menu quality, while lower in perception assurance. The perception of cleanliness in campus restaurant could be presumed to be higher than in surrounding restaurant.

4. There were some variables which could affect the service quality perceptions: student's residence type, having breakfast or not, food related life style use purpose of campus restaurant, and companions of restaurant visit.

In conclusion, the perceptions of empathy and menu quality were relatively higher in university surrounding restaurant and assurance and cleanliness were better perceived in campus restaurant, compared to the counterparts. And some student's characteristics about socio-demographics and restaurant usage might affect service quality perception of the two restaurants.

Therefore, university campus restaurant should make efforts to improve service quality, especially in terms of menu and empathy, and university surrounding restaurant should do so in terms of assurance and cleanliness. Those efforts should include the consideration of student's characteristics of demographics, dietary lifestyle and restaurant use purpose. In this way, the satisfaction of using restaurants in and out campus and the quality of university life can be improved.

목차 (Table of Contents)

• I. 서론 1
• II. 이론적 배경 5
• III. 연구내용 및 방법 15
• 1. 조사 대상 및 기간 15
• 2. 설문지 조사 15
• 1) 설문지 작성 15
• 2) 설문지 조사 16
• 3. 통계 분석 16
• IV. 결과 및 고찰 18
• 1. 조사대상의 특성 18
• 1) 일반적 특성 18
• 2) 식당 이용 행태. 21
• 2. 서비스품질 문항별 인지도의 학교식당과 주변식당 비교 23
• 3. 요인분석 및 타당성 검정 24
• 1) 학교식당의 서비스품질 요인분석 및 신뢰도분석 24
• 2) 주변식당의 서비스품질 요인분석 및 신뢰도분석 28
• 4. 학교식당과 주변식당의 서비스품질 요인별 인지도 비교 30
• 5. 일반적 특성에 따른 서비스품질 요인별 인지도 비교 31
• 6. 식당 이용 행태에 따른 서비스품질 요인별 인지도 비교 43
• V. 결론 및 제언 51
• 1. 결론 및 시사점 51
• 2. 연구의 한계 및 향후 과제 53
• 참고문헌 54
• 부록 63
• ABSTRACT 71