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ACOMS+ 및 학술지 리포지터리 설명회

  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

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

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

한국프랜차이즈경영연구 / The Korean Journal of Franchise Management, (E)2508-4593
2024, v.15 no.3, pp.67-81
왕문룡 (세종대학교)
정연국 (국립한국해양대학교)
항온유 (세종대학교)

Abstract

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.

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

한국프랜차이즈경영연구