패스트푸드 레스토랑의 소비가치가 고객만족, 행동의도에 미치는 영향

• 영문명: The Effects of Consumption Values on Customer Satisfaction and Behavior Intention in Fast-Food Restaurants
• 발행기관: 한국유통과학회
• 저자명: 양승권(Seung-Kwon Yang) 심재현(Jae-Hyun Shim)
• 간행물 정보: 『유통과학연구(JDS)』제11권 제2호, 35~44쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.02.28

영문 초록

Purpose – Until recently, studies on customer values for restaurants recognized two path structures; the SERVQUAL model, that is, service quality? perceived value? customer satisfaction? behavioral intention, and the customer value? customer satisfaction? behavioral intention path that categorizes customer values into functional value and hedonic value. This study, instead, classifies the consumption values of fast-food restaurants based on the consumption value system provided by Sheth, Newman and Gross (1991) and illustrates the new path structure, consumption value? customer satisfaction? behavioral intention, targeting college students for a generalization of the consumption value system of fast-food restaurants. Research design, data, and methodology – This study establishes five hypotheses based on the relationship between each type of consumption value (functional, emotional, social, and epistemic) and customer satisfaction, and the relationship between customer satisfaction and behavioral intention. For this analysis, data was collected by conducting a pre-test and administering a survey to 213 college students who are regular customers at fast-food restaurants in Seoul, Korea. The data collected was then analyzed using SPSS 15.0 and AMOS 6.0 statistical packages. Results – The study showed that: First, the consumption values of fast-food restaurants are classified into the following four categories: functional value, emotional value, social value, and epistemic value while consumption value can be applied to customer value of fast-food restaurants. Second, the functional and epistemic values had a positive impact on customer satisfaction. The resulting satisfaction is attributed to the intrinsic characteristics of fast-food restaurants like the consistent quality of food, reasonable prices, fast service, and unique or new experiences on every visit. On the other hand, emo-tional and social values did not affect customer satisfa

목차

Abstract

1. 서론

2. 이론적 배경

3. 가설설정

4. 연구방법

5. 결과분석

6. 결론

References

키워드

Fast-Food Restaurant Consumption Value Customer Satisfaction Behavior Intention