레스토랑의 지각된 혼잡성이 소비자의 만족 및 행동의도에 미치는 영향

• 영문명: The Impact of Perceived Restaurant Crowding on Satisfaction, Dine-Out Intention, and Dine-In Intention
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 하무성 이지아 박재연
• 간행물 정보: 『한국프랜차이즈경영연구』제14권 제3호, 1~16쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.09.30

영문 초록

Purpose: In the post-COVID-19, many consumers still feel uncomfortable with crowding in closed spaces. This study investigates how non-crowding affects consumer satisfaction and restaurant visit intention. Research design, data, and methodology: The data were collected from 350 people aged 20 and above. A total of 347 respondents, excluding 3 unfaithful respondents, were analyzed using Smart PLS 4.0 program. Result: Both spatial and human crowding have significant effects on satisfaction. On the other hand, neither spatial nor human crowding directly affected dine-out intention significantly. In addition, spatial crowding was found to have a direct and significant effect on in-store dining intention, but human crowding did not have a direct and significant effect on in-store dining intention. It was found that satisfaction had a significant effect on both dine-out intention and in-store dining intension. Conclusions: This study has expanded the range of consumer behavioral intentions by applying a non-crowded environment (S) to the SOR theory. Also, Consumer behavioral intention was expanded by dividing visit intention into a dine-out and in-store dining intention. Therefore, we propose measures to minimize human crowding by introducing a system such as adjustment of store operating hours, reservation system, store opening time alarm system, and reduction of cooking time.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Analysis

5. Discussion and Implications

References

키워드

물적 혼잡성 인적 혼잡성 만족 테이크아웃 의도 취식 의도 physical crowding human crowding satisfaction dine-out intention dine-in intention