외식 고객가치가 만족 및 서비스충성에 미치는 영향
Effect of Perceived Customer Value on Satisfaction & Service Loyalty in Casual Dining Restaurants
The purpose of this study is to examine what consists in the perceived customer value of food service industry. From the literature review, the customer value measurement tool of food service industry has been developed. In addition, an empirical study has been conducted to identify the relationships between perceived customer value with the satisfaction and service loyalty. Survey was conducted with 502 samples of casual dining restaurant customers from Seoul, Daejeon, and Daegu City. Factor analyses identified five internal dimensions of perceived customer value as personal service, restaurant function, empathy, menu, and price. Also multiple regression analyses showed that all the five factors of customer value are significantly related to satisfaction on food, service, comparison with other competitors, expectation, and price. And they are also significantly related to service loyalty; repurchase intent and recommendation. And implications of these results are examined.
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