레스토랑의 서비스 품질이 고객의 감정적 가치, 인지적 가치, 만족도 및 충성도에 미치는 영향: 캐주얼 레스토랑을 중심으로 = The Effect of Restaurant Service Quality on Customers' Emotive Value, Cognitive Value, Satisfaction and Loyalty in Casual Restaurants

국문 초록 (Abstract)

본 연구의 목적은 캐주얼 레스토랑의 서비스 품질이 레스토랑을 이용하는 고객들의 가치, 만족, 충성도에 미치는 영향 관계를 분석하여, 이를 통해 캐주얼 레스토랑 운영자들에게 유용한 자료를 제공하고자 하였다. 연구 결과 물리적 환경의 질은 감정적, 인지적 가치 모두에 영향을 미치지 않았지만, 그 외 변수종업원 서비스의 질, 음식의 질은 각각 감정적, 인지적 가치에 유의한 영향을 미치는 것으로 나타났으며, 그 중 음식의 질이 두 가치 모두에 더 큰 영향을 미치는 것으로 나타났다. 또한 감정적 가치는 인지적 가치보다 고객 만족에 더 큰 영향을 미치는 것으로 나타났다. 이 연구 결과를 통해 캐주얼 레스토랑 운영자들이 궁극적인 목표인 수익 창출을 위해서는 음식의 질을 높이는 것이 가장 중요하다고 사료된다.

다국어 초록 (Multilingual Abstract)

This research aims to examine the relationships among three components of restaurant service quality, emotive and cognitive values, customer satisfaction and loyalty in the casual restaurant industry. Date were collected from customer at four casual restaurants located in Seoul. The findings indicate that the quality of employee service and food was significant predictors of customer value. In addition, the results reinforces that emotive and cognitive values significantly influence customer satisfaction, and customer satisfaction has a significant influence on customer loyalty. Particularly, emotive value shows a greater influence on customer satisfaction than does Cognitive value. This study is the first to develop an integrated model that explicitly accounts for the influence of three restaurant service quality factors on emotive and cognitive values in the foodservice industry, particularly in the casual restaurant sector.

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