- E-ISSN2233-5382
- KCI
E-ISSN : 2233-5382
The Effects of Quality Factors on Customer Satisfaction, Trust and Behavioral Intention in Chicken Restaurants
Shim, Jae-Hyun
Abstract
Purpose - The purpose of this study is to classify the quality factors of chicken restaurant customers with the service quality based on the SERVQUAL, the quality factors based on the selection attributes and service qualities of chicken restaurants used in the previous studies. Research design, data, and methodology - This survey was carried out on the students of Kangwon University in Samchuk City, Kangwon Province from November 20 - November 30, 2017, and a total of 260 questionnaires were distributed, with 222 collected. Of them, effective questionnaires applied in the final study were a total of 193 except 29 that couldn't be used. Results - The findings of this study are as follows: Firstly, chicken restaurants' quality factors were divided into seven categories like cleanliness, service encounter quality, product quality, aesthetics, overall interior, purchase quality, and convenience. Secondly, it showed that service encounter quality, purchase quality, and cleanliness had a positive impact on customer satisfaction, respectively. Thirdly, it showed that service encounter quality, purchase quality, and cleanliness had a positive impact on trust, respectively. Fourthly, it showed that customer satisfaction had a positive impact on behavioral intention. Additionally, it suggested that customer satisfaction of chicken restaurant consumers had a positive impact on behavioral intention and thereby, higher customer satisfaction leads to higher levels of reuse and recommendation intention. Lastly, after checking the effect relations of trust between customer satisfaction about chicken restaurant and behavioral intention, it was analyzed that customer satisfaction has a positive impact on trust and trust has a positive impact on behavioral intention. On the other hand, it showed that trust have a partially mediating effect in the relations between customer satisfaction and behavioral intention. But, it showed that product quality, aesthetics, overall interior, purchase quality, and convenience did not have a positive impact on customer satisfaction. Conclusions - Chicken restaurant consumers put more priority on friendly and good services of chicken restaurant staff in service encounter and delivery order, rather than on reasonable price and discount systems. Thereby, chicken restaurant marketers need to take factors like service encounter quality, cleanliness into more consideration.
- keywords
- Chicken Restaurant, Quality Factor, Customer Satisfaction, Trust, Behavioral Intention
Reference
Baron, R. M., & Kenny, D. A. (1986). The Moderate-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations. Journal of Personality and Social Psychology, 51, 1173-1182.
Cho, C. H., Kim, Y. K., & Chang, Y. H. (2006). A Study on Determinant of Medical Service Quality Affecting Patient Satisfaction and Performance(Focusing a Large-size Medical Center). The Academy of Customer Satisfaction Management, 8(1), 115-127.
Cho, C. H., & Shine, E. K. (2009). An Effect of Service Quality on Customer Satisfaction and Re-use Intent:Focusing on Moderating Effect of Trust in Large-size Hospitals. Health Service Management Review, 3(1), 79-88.
Cho, H. J. (2012). The Effects of Service Quality on Shopping Value and Repatronage Intention: The Case of Speciality Coffee Shops. Journal of Distribution Science, 10(4), 21-28.
Cho, S. H., & Lee, J. W. (2011). The Effects of Coffee House Image on Perceived Value, Customer Satisfaction, Trust and Revisit Intention. Journal of Foodservice Management Society of Korea, 14(4), 297-320.
Cho, W. S., & Kim, P. Y. (2013). The Effect of Selection Attributes on Perceived Value and Behavioral Intention. Journal of tourism and leisure research, 25(4), 189-206.
Cho, Y. D. (2013). The Effects of Coffee Shop Choice Attributes on Customer Satisfaction and Customer Loyalty. Korean journal of tourism research, 28(8), 305-323.
Cronin, J. J. Jr., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(July), 55-68.
Han, D. K. (2015). Study on the Influence of Service Quality on Customer Satisfaction and Customer Loyalty of the Domestic Coffee Chains. Journal of Foodservice Management Society of Korea, 18(1), 189-209.
In, S. H., & Suh, K. Y. (2013). Mediating Effects of Trust on the Relationship between the Perceived Value of Customer and Revisit Intention in the Coffee-Shop Restaurant. Korea Journal of Tourism and Hospitality Research, 27(2), 381-396.
Jang, H. -Y. (2007). A Comparative Study on the Structural Interactions Among Customer Satisfaction, Trust, Loyalty Based on Types of Internet Shopping Mall. Journal of Korean Academy of Marketing Science, 17(1), 23-49.
Jin, X. Y. (2012). The Impact of Perceived Value of Consumption on Satisfaction, Trust, Brand Confidence, and Brand Loyalty: Focused on Hybrid Motors. Master Dissertation, Sejong University.
Jung, K. K., & Kim, G. J. (2016). Study on the Service Quality of Coffee Shops Using Revised-IPA: Focusing on University Students in Daegu-Gyengbuk Region. Journal of Foodservice Management Society of Korea, 19(1), 223-242.
Kim, H. M., Kim, H. B., & Cha, S. B. (2015). The Effect of Coffee Shop Selection Choice Attributes on Customer Behavioral Intention-Moderating Effect of Preferred Type of Coffee Shop. Korean journal of tourism research, 30(2), 115-132.
Kim, H. S., & Shim, J. H. (2017). The Effect of Service Qualities on Customer Satisfaction and Behavioral Intention in Coffee Shops. International Journal of Industry Distribution & Business, 8(5), 95-109.
Kim, J. H., & Ryu, K. S. (2014). The Effects of Consumption Value to HMR Brand on Brand Satisfaction, Brand Trust, and Brand Loyalty. Journal of Foodservice Management Society of Korea, 17(2), 135-160.
Kim, N. Y., & Kim, J. Y. (2016). A Relationship among Choice Attributes, Emotion, Trust and Long-term Orientation Associated with Coffee-Drinking Behavior. Foodservice Industry Journal, 12(4), 217-299.
Kim, S. J. (2004). A Study on Making a Relationaship between the Franchise Business and Customers. Master Dissertation, Kyunghee University.
Kim, Y. Y., & Cha, S. B. (2010). Relationships between Delivery Service Quality and Customer Satisfaction in Chicken Delivery Outlets. Journal of East Asian Soc Dietary Life, 20(1), 138-148.
Korea National Statistics Office (2016). Statistics: Survey on Food Service Industry.
Korea National Statistics Office (2019). Franchise Statistics:Survey on Service Industry .
Kwon, D. K. (2011). Effects of Reusing and the Recommendation Depending on the Satisfaction Rate of Coffee Shop Service Quality. Journal of the Korea Contents Association, 11(5), 449-465.
Kwon, N. W., & Oh, S. T (2011). A Study on the Effect of Importance of Selection Attributes for Chicken Specialty Store on Customer Satisfaction and Loyalty:Focusing on Undergraduate and Graduate Students in Daejeon City. The Korean Journal of Culinary research, 17(4), 169-184.
Kwon, S. H., Kim, T. U., & Lee, Y. K. (2003). The Roles of Customer's Perceived Value, Satisfaction, Trust and Their Relationship with Loyalty in Internet Shopping Environment. Korean Management Science Review Special, 20(1), 149-164.
Lee, B. Y. (2015). A Study on the Influence of Service Quality on Customer Satisfaction on Mediating Effect of Area. Journal of tourism & leisure research, 27(12), 497-512.
Lee, E. Y. (2016). The Effects of Satisfaction Attributes on Customer Satisfaction, Switching Cost, and Attractiveness of the Alternative in Small Cafes. International Journal of Tourism and Hospitality Research, 30(7), 207-218.
Lee, H. J., Suh, J. Y., & Yoon, K. H. (2013). A Comparative Study on the Effect of Experiences on Service Encounter, Customer Satisfaction and Brand Loyalty in the Homemade and Foreign Coffee Shop Brands-Centered on the Moderating Role of Brand Trust. Journal of Foodservice Management Society of Korea, 16(3), 197-227.
Lee, J. H. (2014). The Effect of the Selection Attributes of the Coffee Shop on Customer Value and Revisit Intention-Focusing on College Student in Busan. The Korean Journal of Culinary Research, 20(3), 171-185.
Lee, K. W., Kim, H. J., & Jeon, M. S. (2015). The Influence of Physical Environment Service of Coffee Shops on Customer Satisfaction-Focusing on Texas Region Customers. The Korean Journal of Culinary Research, 21(1), 42-57.
Lee, S. H., & Kim, I. B. (2015). The Mediating Effects of Customer Satisfaction on the Relationship between Marketing Mix Activities and Brand Loyalty in Chicken Restaurant. Journal of the Korea Contents Association, 15(7), 520-530.
Lee, S. H., & Song, S. I. (2015). The Effects of Physical Environment on Guest Satisfation and Behavioral Intention in Franchised Chicken Restaurant. Journal of tourism and leisure research , 27(1), 347-363.
Moon, S. J., & Song, J. S. (2014). On the Structural Relationships between Price Fairness, Brand Image, Brand Trust and Brand Loyalty of Franchise Coffee Shops - Focusing on the Moderating Effect of Prior Knowledge. Korean journal of tourism research, 29(3), 231-254.
Moon, S. S. (2011). A Study on the Effect of Brand Image and Brand Loyalty in Coffee Shop-Focusing on Mediating Effect of Trust and Commitment. Journal of Business and Education Research, 217-238.
Morgan, R. M., & Hunt, S. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(July), 20-38.
Oliver, R. L.(1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research. 17(11), 460-469.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(Fall), 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1991). Refinement and Reassessment of the SERVQUAL Scale. Journal of Retailing, 67(4), 420-450.
Park, J. W. (2016). The Effect of Servicescape on Customer Satisfaction and Revisit Intentions into the Coffee Shop. Journal of Tourism Services Research, 14(1), 91-109.
Peng, P., & Han, J. I. (2014). Correlations between Servicescape and Customer Satisfaction and the Impact of Customer Satisfaction on Revisiting Intentions into the Coffee Shop. Journal of Foodservice Management Society of Korea, 17(2), 99-115.
Prabha, R. M. (2012). Perceived Service Quality in Restaurant Services: Evidence from Mauritius. International Journal of Management and Marketing Research, 5(3), 1-14..
Song, J. J. (2011). The Method of Statistical Analysis for SPSS/AMOS. Kyonggi Province, Korea: 21Century Inc.
Susanty, A., & Kenny, E. (2015). The Relationship Between Brand Equity, Customer Satisfaction, and Brand Loyalty on Coffee Shop: Study of Excelso and Starbucks. Asean Marketing Journal, 7(1), 14-27.
Trend Monitor (2017). Survey on the Use of Delivery Food and Delivery App.
Tsou, C. W., & Liao. C. H. (2010). Investigating the Antecedents of Customer Loyalty to Broadband Network Services in Taiwan. Asia Pacific Management Review, 15(3), 413-433.
Yang, S. K., & Shim, J. H. (2017). The Effects of Quality Factors on Customer Satisfaction and Behavior Intention in Internet Shopping Malls: Focusing on College Students. Journal of Distribution and Management Research, 20(1), 65-79.
Yang, S. K., & Shim, J. H. (2018). The Effects of Service Qualities on Customer Satisfaction, Trust and Behavioral Intention in Smartphone Shopping Malls. International Journal of Industry Distribution & Business, 9(12), 31-43.
Yi, W. H., Kim, S. O., Lee, S. Y., & Youn, M. K. (2012). Study on the Effects of Shop Choice Properties on Brand Attitudes: Focus on Six Major Coffee Shop Brands. Journal of Distribution Science, 10(3), 51-61.
Yi, Y. J. (2005). Service Marketing (3rd ed.). Seoul, Korea: Hakhyunsa.
Yoon, S. H. (2015). The Influences of Service Quality of Main Korean Restaurant Franchise in Beijing, China on Customer Satisfaction, Customer Trust, and Customer Loyalty. The Foodservice Management Society of Korea, 18(2), 151-174.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006). Services Marketing (4th ed.). Boston, MA: McGraw Hill.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(April), 31-46.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations