Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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The Linkages among Restaurant Image, Food and Beverage Price, Value and Service Quality

레스토랑 이미지, 식음료 가격, 가치와 서비스 품질과의 관계

  • Kang, Jong-Heon (Dept. of Cooking Science, Sunchon National University) ;
  • Ko, Beom-Seok (Dept. of Hotel Culinary Arts & Wine.Coffee, Daegu Heath College)
  • 강종헌 (순천대학교 조리과학과) ;
  • 고범석 (대구보건대학 호텔조리음료계열)
  • Published : 2007.04.30
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Abstract

The purpose of this study was to measure the effects of service quality mediating the linkage among food and beverage price, restaurant image and value. A total of 273 questionnaires were completed. MANOVA, ANOVA and ANCOVA were used to measure the mediating effect of service quality on the relationships among food and beverage price, restaurant image, and value. The effects of food and beverage price and restaurant image on service quality and value were statistically significant. As expected, when food and beverage price and service quality were regressed on the value, the service quality was significant and the effect of the food and beverage price was reduced. Moreover, when restaurant image and service quality were regressed on the value, the restaurant image and service quality had a significant effects on value. The results demonstrated that service quality played a mediating role in the relationship between food and beverage price and value, and between restaurant image and value.

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