프랜차이즈 외식업의 제품 품질과 서비스 품질이 고객 서프라이즈, 감동, 재방문 의도 및 SNS 구전에 미치는 영향: 한국 방문 경험 중국인을 대상으로

• 영문명: Impact of Product and Service Quality on Customer Surprise and Delight, Revisit, and SNS WOM Intention in Korea Franchise Foodservice Context: Focusing on Chinese Perspective
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 왕문룡(Wen Long WANG) 정연국(Yeon-Kook JEONG) 항온유(Wen Rou XIANG)
• 간행물 정보: 『한국프랜차이즈경영연구』제15권 제3호, 71~85쪽, 전체 15쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.09.30

국문 초록

Purpose: This study aims to investigate the impact of product and service quality on customer surprise and delight, revisit intention, and SNS word-of-mouth (WOM) intention in the context of franchise restaurants in Korea, focusing on Chinese tourists' experiences. This analysis provides strategic insights into improving customer experiences and driving positive behavioral outcomes within the franchise foodservice sector. Research Design and Methodology: Data were collected from 395 Chinese tourists who visited Korean franchise restaurants using a self-administered questionnaire approach and analyzed with SmartPLS 4.0. Reliability, convergent and discriminant validity were assessed using measurement model. Hypotheses were tested using structural equation model. Results: This study verified that customer’s service experience affects customer surprise and delight, which in turn is an important factor in increasing revisit intention and SNS WOM and supports the SOR framework that explains these relationships. In other words, this study presented a model that expands the traditional service quality → customer satisfaction → behavioral intention framework by including surprise and delight. The study also revealed that both product quality and service quality positively influence customer delight. Furthermore, customer surprise and delight significantly influence revisit intention and SNS WOM. The findings suggest that enhancing product and service quality can lead to higher levels of customer surprise and delight and greater likelihood of revisits and positive online feedback.

목차

1. Introduction

2. Literature Review

3. Research Design

4. Results

5. Conclusion

References

키워드

제품속성 서비스품질 고객 서프라이즈 고객감동 재방문의도 SNS 구전의도 Product Quality Service Quality Customer Surprise Customer Delight Revisit Intention SNS WOM intention