레스토랑의 사회적 서비스 스케이프가 혼밥 외식 만족도에 미치는 영향 -레스토랑 친숙도의 조절효과를 중심으로- = A Focus on the Restaurant Social Servicescape on the Solo Dining Satisfaction: Moderating Role of Restaurant Familiarity

다국어 초록 (Multilingual Abstract)

Recently, the changes of personalized lifestyle, solo dining became one of the culture, and in terms of restaurants side it became an important fact to attract solo diners. This study explored the relationship between crowding, negative response from other diners, interactional fairness from employees, and solo dining satisfaction as well as moderating effect of restaurant familiarity. The survey was conducted in September 2020 among Korean consumers who have dined alone within the last three months. A total of 403 consumers participated in this study. The results of the structural equation model analysis suggested that the crowding level of the restaurants was identified as the predictor of the negative response from other diners, while it had no significant influence on the interactional fairness from employees. The influence of the negative response from other diners and the interactional fairness from employees on solo dining satisfaction were also verified. Multi-group analysis results found the moderating effect of familiarity between crowding and the negative response from other diners. Specifically, crowding had a significant impact on the negative response from other diners for solo diners with low familiarity, whereas crowding did not show any significant effect on the negative response from other diners for solo diners with high familiarity. This study contributes to enhance understanding of solo dining experience and provide beneficial information to relevant practitioners by verifying the role of social servicescape and restaurant familiarity in the solo dining experience.

국문 초록 (Abstract)

최근 가구 유형의 변화 및 개인화된 라이프스타일로 인해 혼자 식사하는 행위(solo dining)가 하나의 문화로 부상함에 따라 레스토랑 측면에서 혼밥 외식 고객 유치가 점차 더 중요해지고 있다. 이 연구에서는 사회적 서비스 스케이프를 중심으로 레스토랑 혼잡도, 다른 고객의 부정적 반응 및 직원의 상호작용 공정성, 혼밥 외식 만족도 간의 관계를 검증하고, 이들 관계에서 레스토랑 친숙도의 조절효과를 분석하였다. 이 연구는 최근 3개월 이내에 음식점에 방문하여 혼자 식사한 경험이 있는 20대 이상 국내 외식 고객을 대상으로 온라인 설문조사를 실시하였으며, 포장 및 배달이 아닌 직접 음식점에 방문하고 자리에 착석한 후 음식점에서 혼자 식사한 경험으로 정의하였다. 2020년 9월에 설문이 배포 및 실시되었으며 총 403부를 활용하여 구조방정식 모형 분석과 다중집단분석을 실시하였다. 레스토랑 사회적 서비스 스케이프의 혼잡도는 다른 고객의 부정적 반응에 유의한 영향을 미치나, 직원의 상호작용 공정성에는 유의한 영향을 미치지 않는 것으로 나타났다. 다른 고객의 부정적 반응과 직원의 상호작용 공정성 모두 혼밥 외식 만족도에 유의한 영향을 미치는 것으로 나타났으며, 조절효과 분석 결과 레스토랑 친숙도가 높은 집단의 경우 혼잡도가 다른 고객의 부정적 반응에 유의한 영향을 미치지 않으나, 레스토랑 친숙도가 낮은 집단의 경우 혼잡도와 다른 고객의 부정적 반응 간의 관계가 유의하게 나타났다. 따라서 이 연구는 혼밥 외식 경험에서 사회적 서비스 스케이프와 레스토랑 친숙도의 역할을 검증하여 혼밥 외식 고객에 대한 이해를 높이고 관련 실무자들에게 유익한 정보를 제공할 것으로 기대된다.

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