- E-ISSN2508-4593
- KCI
E-ISSN : 2508-4593
Vol.11 No.3
Abstract
Purpose: Recently, information on 'Delicious Restaurants (Mat-zip)' and 'Famous Bakeries' can be obtained through various media such as TV, Internet search, and SNS, and the culture of finding and sharing them has become a trend. Since PZB's SERVQUAL, there have been many studies measuring service quality, leading to hotels, restaurants and coffee shops. These studies of service quality include product quality in the service quality dimension. Hotels, restaurants, and coffee shops are provided with intangible services while customers visit and stay, but 'Delicious Restaurants (Mat-zip)' and 'Famous Bakeries' often stop by to buy products and return home. Therefore, the study on the effect of quality on customer behavior on 'Delicious Restaurants (Mat-zip)' should consider product quality separately. In this study, we want to study how each quality element affects the perceived value and response of customers by separating product quality and service quality. Research design, data, and methodology: This study tested the structural model of how the quality of products and services of famous bakeries affect customers' perceived value and response. As the quality factors, products, tangible services, and employee services were adopted, and perceived values adopted utilitarian and hedonic values, and customer responses adopted customer satisfaction and behavior intention. For this study, 203 survey data with experience using famous bakeries were analyzed using SPSS 22.0 and AMOS 22.0. Result: The research results are as follows. First, product quality positively influenced utilitarian value, hedonic value, and customer satisfaction, tangible service quality positively influenced utilitarian value, and employee service quality positively influenced hedonic value. Second, utilitarian value had a positive effect on behavioral intention, and hedonic value had a positive effect on customer satisfaction. Conclusions: In a famous bakery, it is basic that product quality should be given priority, and for customer satisfaction, employee service quality is half as important. In addition, for Behavior Intension (revisit by the customer), in addition to product quality, the quality of tangible services and employee services should be maintained at a quarter level.
Abstract
Purpose: The old axion to put the customers first (e.g., customers are king, customers are always right) has been taken for granted in the service sector. In addition, many companies in South Korea are providing customer-first education for employees at their contact points to strengthen their competitiveness. However, excessive increase in the psychological power of the customer can lead to a problem of abuse of power, called 'Gap-jil.' Despite these concerns, most companies hardly discard policies to give high priority to customers because of the assumption that it enhances customer satisfaction leading to organizational performance. However, in recent years, some franchise catering companies have posted warnings about the abuse of power by customers, and a movement to pursue a power-balancing between service providers and their customers is spreading. Research design, data, and methodology: This research is conducted to reconsider the principle of the customer-first perspective and to create a basis for arguments that can solve the problem of abuse of power, which is recognized as a serious social problem. In this research, we test and analyze the effect of customers' psychological power in the context of a restaurant on expectation for service and response to service failure. Result: The result of an experimental study shows that the effect of psychological power on customer satisfaction can be somewhat negative. Also, customers with high psychological power are more likely to have high service expectations. Especially high psychological power of customers causes a difference in the expectation level of human factors such as employee attitude, while the difference in expectations of non-human factors such as restaurant atmosphere was not statistically significant. In addition, when customers with high psychological power encounter service failure situation, they are more likely to feel disappointment and regret with a service provider. Meanwhile, the effect of psychological power on complaining behaviors are not significant. Conclusions: The findings of this research provide meaningful implications that the service providers should reconsider their existing corporate culture and management policies that put customers first. In addition, the result of this research is provided meaningful opportunities to review the management philosophy for the company's customers and the education philosophy for the employee education.
Abstract
Purpose: This study was conducted for purpose to derive a model of the founding competency of undergraduate students preparing for job creation. We want to support undergraduate students who are preparing to start a job creation so that they can successfully start a job creation. In Korea, research on entrepreneurship competency has been actively conducted for a variety of subjects including undergraduate students, but research on job creation competency is insufficient. To this end, we intend to contribute to the success of undergraduate students preparing for job creation by deriving a job competency model. Research design, data, and methodology: In order to derive job creation competency, interviews were conducted with best practices in the job creation activity process, and the job creation competency was derived using Spencer and Spencer's competency model development process and competency dictionary. Result: The derived competencies were further supplemented through the verification of job creation experts and HRD experts, and a total of 3 competency groups, 13 competences, and 44 specific actions were derived. The derived job creation competency model is significant in that it is an initial study that attempts to develop job creation competency, that it can be a reference point for developing curriculum for undergraduate students preparing for job creation, and that they have developed a competency model in the new field of job creation. However, despite this significance, there are some limitations. First, the derived competency model did not perform validity verification using quantitative research. Second, the difference analysis between the excellent group and the average group was not conducted. Third, the level of behaviors could not be staged. Lastly, it was not possible to compare it with the competency of franchisor and job creation for undergraduate student competency. Therefore, it is necessary to upgrade the job creation competency model by conducting follow-up studies. The following is suggested as a follow-up study. First, verification of the validity of job creation competency, and second, a comparative study of excellent cases and average group. Third, a study on the level of action level of job creation competency. Lastly, it is a comparative study of job creation competency and the competency of franchise affiliates.
Abstract
Purpose: Along with the trend increasing dining-out and enjoying variety of menu, dessert café has been introduced as a new type of food service provider and grown up rapidly. We need to verify structural relationship that dessert café environment influences overall quality and brand image and loyalty. Research design, data, and methodology: This study seeks to understand how in-café environment influence overall quality, brand image and loyalty directly and indirectly based on SOR theory. We examine detail effect of in-café environment on overall quality and brand image and subsequently loyalty. Sample data were collected from 563 online survey panels and analyzed by using SmartPLS 3.2.9. Result: The results indicates that all sub-dimensions of in-café environment influences positively overall quality. While, menu and atmosphere make positive impact on brand image. price, food and beverage quality, employee service do not affect significantly brand image. Further, overall quality influences positively brand image and both overall quality and brand image affect positively loyalty. In addition, overall quality plays full mediator role in relationship among price, food and beverage quality, employee service and brand image. Conclusions: Dessert café should differentiate itself from competitors through physical and non-physical environments which are likely to influence overall quality. As overall quality mediates between environment and brand image and influences loyalty, dessert café is required to communicate strength of functional quality and service quality aggressively. Additionally, favorable brand image affecting loyalty is required to be dominated in advance as the market is likely to be segmented along with its growth.
