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A Study on the Effects of Family Restaurants` Service Guarantees on Customer Loyalty -Focusing on the Moderating Role of Involvement-
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  • Journal title : Journal of Digital Convergence
  • Volume 14, Issue 7,  2016, pp.103-115
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2016.14.7.103
 Title & Authors
A Study on the Effects of Family Restaurants` Service Guarantees on Customer Loyalty -Focusing on the Moderating Role of Involvement-
Kang, Soo-Young; Kim, Hyo-Jin;
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This study examines the relationship among family restaurants` service guarantee, service quality, service value, customer satisfaction and customer loyalty, involvement to verify the marketing effectiveness of service guarantee in family restaurants. For the empirical analysis, a survey was conducted with 250 adults in Seoul and Gyeonggi. For the collected data, frequency analysis, reliability analysis, factor analysis were carried out, using SPSS 21.0, in order to verify reliability and validity. And multi regression analysis, hierarchical analysis were used for hypothesis test. According to this study result, first, service guarantees were shown to have a positive effect on service quality, service value and customer loyalty. Second, service quality had a positive effect on customer satisfaction. Third, service value had a positive effect on customer satisfaction. Fourth, customer satisfaction had a positive effect on customer loyalty. Fifth, in the relationship between service guarantees and customer loyalty, involvement played a moderating role. Therefore this study has verified the marketing effectiveness of service guarantee in family restaurants, so it can be said that the study has drawn strategic operation methods in family restaurants.
Service Guarantee;Service Quality;Service Value;Customer Satisfaction;Customer Loyalty;Involvement;
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