지각된 위험이 총만족 및 충성도에 미치는 영향 - 서울지역 패밀리레스토랑고객을 중심으로
The Influence of Perceived Risk on Overall Satisfaction and Loyalty: Focused on the Customers at Family Restaurant in Seoul
This study is to investigate how perceived risks of customers have influences on their overall satisfaction and loyalty at family restaurant in Seoul. In the research reliability analysis, factor analysis and path analysis were employed. Perceived risk were divided into six factors. Among customer"s perceived risks, three factors(time risk, performance risk and social risk) influenced negatively their overall satisfaction. But customers" overall satisfaction influenced positively their loyalty(revisit intention and recommendatory intention). As a result, customers appeared to perceive various risks at family restaurant and they dissatisfied according to their perceived risks. Authors recommend that food-service corporations study various customers" perceived risks as marketing strategy.
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