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Effect of Fast Food Restaurant User's Trust and Commitment on Customer Satisfaction

패스트푸드 레스토랑에 대한 신뢰와 몰입이 고객만족에 미치는 영향

  • 손일락 (청주대학교 경상대학 관광학부 호텔경영학)
  • Published : 2007.12.28

Abstract

This paper examines fast food restaurant users consequent attitude and customer satisfaction. For this purpose, fast food restaurant user's trust and commitment is proposed to influence customer satisfaction. This study, which used data from customers of fast food restaurant, showed satisfactory data fit the proposed model and supported three of the three research hypotheses. The empirical results indicated that trust and commitment take significant effect on customer satisfaction, and the trust and commitment in turn have strong indirected influence on customer satisfaction. It was confirmed that commitment variables are effective mediator linking fast food restaurant user's customer satisfaction.

Keywords

Fastfood Restaurant;Trust;Commitment;Customer Satisfaction;SEM;AMOS;LISREL

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