Journal of the Korean Society of Food Science and Nutrition (한국식품영양과학회지)

The Korean Society of Food Science and Nutrition (한국식품영양과학회)
권호 표지
DOI QR코드

DOI QR Code

Mediating Effects of Perceived Value on the Relationship between University Foodservice Quality Attributes and Satisfaction of Chinese Students in Daejeon

대학급식 서비스 품질 속성과 고객만족 관계에서 고객가치의 매개효과 -대전지역 중국유학생을 중심으로-

  • Yi, Na-Young (Department of Food and Nutrition, Daejeon University)
  • Received : 2015.08.03
  • Accepted : 2015.10.01
  • Published : 2015.11.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purposes of this study were to investigate the effects of university foodservice quality attributes on Chinese students' satisfaction, as well as the mediating effects of perceived value on the relationship between foodservice quality attributes and satisfaction. A total of 250 university students in Daejeon were surveyed, and 216 responses were returned. Excluding responses with significant missing data, 196 responses were used for data analysis. The reasons for using university foodservice were 'meal plan' (37.8%) and 'time saving' (22.4%), whereas the reasons for not using university foodservice were 'untasty food' (33.2%) and 'limited menu selection' (27.6%). Results confirm that enhanced performance of food quality, service quality, sanitation, and convenience had favorable effects on perceived value and satisfaction. Further, perceived value had a significant positive influence on satisfaction. In analyzing the mediating role, the effect of foodservice quality attributes on satisfaction was partially mediated by perceived value.

본 연구에서는 중국유학생이 인식하는 서비스 품질이 고객가치 및 고객만족에 미치는 영향을 파악하고, 서비스 품질과 고객만족 관계에서 고객가치 매개역할을 수행하는지에 대해 실증적으로 분석하고자 하였다. 대전지역 중국유학생을 대상으로 설문조사를 실시하였으며, 회수된 설문지 중 불완전하게 응답된 설문지를 제외한 196부를 실무분석에 이용하였다. 조사 대상자는 남자가 51.5%이고, 한국에서의 거주기간은 6개월 미만이 26.0%, 6개월 이상 12개월 미만이 37.8%였다. 급식의 이용 빈도는 하루에 두 끼를 이용하는 학생이 51.5%로 가장 많았고 급식소를 이용하는 이유는 '의무식 규정'이 37.8%로 가장 많았다. 급식을 이용하지 않는 이유는 '맛이 없어서'가 33.2%, '제한적 메뉴 선택'이 27.6%를 차지하였다. 중국유학생이 인식하는 대학급식소의 서비스 품질은 고객만족에 정(+)의 영향을 주는 것으로 조사되었다. 서비스 품질 속성인 '음식', '서비스', '위생', '편의성' 순으로 인식이 높을수록 고객만족에 더욱 높은 정(+)의 영향력을 미치는 것으로 나타났다. 대학급식소의 서비스 품질은 고객가치에도 정(+)의 영향을 주는 것으로 조사되었다. '음식', '서비스', '편의성', '위생' 순으로 인식이 높을수록 대학급식소에 대한 고객가치에 더욱 높은 정(+)의 영향력을 미치는 것으로 나타났다. 중국유학생들의 '음식', '서비스', '편의성', '위생' 서비스 품질에 대한 지각은 고객만족과 고객가치를 예측할 수 있는 중요한 변수라 할 수 있다. 고객가치는 고객만족에 정(+)의 영향을 미치는 것으로 나타났다. 고객가치 향상은 고객만족을 높이는 강력한 전략이 될 수 있으며, 대학급식 판매를 증가시키고 장기적으로 급식소의 매출을 증가시킨다. 고객가치는 서비스 품질과 고객만족과의 관계에서 부분적인 매개역할을 수행하며, 결과적으로 고객이 인식하는 서비스 품질이 고객만족에 미치는 영향은 완전히는 아닐지라도 상당 부분 고객가치에 의해 매개된다고 할 수 있다. 대학급식 운영자는 중국유학생들의 고객가치와 고객만족 향상을 위해서 유학생들이 인식하는 서비스 품질인 '음식', '서비스', '위생', '편의성'을 강화해야 할 필요가 있다. 음식 품질은 중국유학생들의 고객가치와 고객만족 향상을 위한 가장 중요한 선행요인으로 음식의 맛, 신선도, 영양, 제공 온도, 모양, 양, 전반적인 음식 품질 향상은 고객가치를 높이고, 고객의 기대를 충족시키기 위한 가장 좋은 방법이다. '음식' 다음으로 고객가치와 고객만족에 영향을 끼치는 서비스 품질 요인은 '서비스'로 나타났으므로 대학급식 운영자는 종사자가 친절하고 빠른 서비스를 제공하며, 중국 유학생들에게 급식 제공 메뉴에 대해 충분히 설명할 수 있도록 교육할 필요가 있다. 고객들이 급식품질에 대하여 자기가 지불한 금액만큼의 충분한 가치를 인식하고 합리적인 가격이 책정되었다고 인식할 수 있는 효용의 가치를 제시하는 것은 고객만족으로 가는 중요한 단계가 된다. 따라서 대학급식 운영자는 서비스 품질 자체를 높이기 위한 지속적 노력과 함께 고객가치 개념에 대한 중요성을 인식할 필요가 있다. 또한 각 급식소 상황을 고려하여 중국유학생이 인식하는 고객가치를 향상시킬 수 있는 다양한 방안을 모색해야 하겠다.

Keywords

References

  1. Higher Education in Korea. 2015. http://www.academyinfo.go.kr/UIPISA/uipnh/unt/ipsrch/UntUntCprsSrchRdviewer.do?paramItemId=33&mSvyYr=2014&mSchlDivCd=02&mSchlEstabCd=99&mZoneCd=99&mFormClftCd=30 (accessed Apr 2015).
  2. Kim MK, Kim KS. 2014. A study of Chinese students' acculturative stress, depression influencing on drinking problem and social maladapation-moderating effect of ego resilience. Asian J Child Welfare Development 12: 23-41.
  3. Lim C. 2009. Acculturative stresses and adjustment elements of Chinese students' studying in Korea. Korean J Human Ecology 18: 93-112. https://doi.org/10.5934/KJHE.2009.18.1.093
  4. Shin JH. 2012. International students recruitment and management in Gyeonggi: Focus on Chinese students. Gyeonggi Research Institute, Gyeonggi, Korea. p 52.
  5. Jung HY, Jeon ER. 2011. Preference for Korean food and satisfaction of dormitory foodservice Chinese students studying at Mokpo national university. J Korean Soc Food Sci Nutr 40: 283-289. https://doi.org/10.3746/jkfn.2011.40.2.283
  6. Kwun DJW. 2011. Effects of campus foodservice attributes on perceived value, satisfaction, and consumer attitude: A gender-difference approach. Int J Hosp Mgmt 30: 252-261. https://doi.org/10.1016/j.ijhm.2010.09.001
  7. Lee SJ, Jung HY. 2010. Identification of quality attributes of university foodservice and factors required for the improvement of customer satisfaction: a case study using IPA model. J Korean Diet Assoc 16: 208-225.
  8. Ha DH. 2010. Effects of perceived price and servicescape on employee service quality, food and beverage quality, and customer value in Daegu Korean restaurants. Korean J Food Culture 25: 578-588.
  9. Heskett JL, Jones TO, Loveman GW, Sasser WE, Schlesinger LA. 1994. Putting the service-profit chain to work. Harvard Business Review 72: 164-174.
  10. Ko JY, Park JW, Jo M. 2008. A study on effect of wine service quality on service value and customer satisfaction in restaurants. J Foodservice Manag Soc Korea 11: 223-246.
  11. Lee WG, Kim GJ. 2012. A study on the mediating role of customer value in the structural relationships among restaurant service quality, customer satisfaction, and loyalty: focusing on ages 20s-30s. Korean J Culinary Res 18: 121-136.
  12. Ha KH. 2010. Survey of Korean food acknowledgement and preference by Chinese students in Daejeon. Korean J Food & Nutr 23: 186-195.
  13. Seo GH, Shin MJ. 2006. Importance and satisfaction with the service of Korean restaurants for Japanese and Chinese students in Korea. J East Asian Soc Dietary Life 16: 753-762.
  14. Parasuraman A, Zeithaml VA, Berry LL. 1988. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. J Retailing 64: 12-40.
  15. Yi NY. 2012. Importance-Performance Analysis (IPA) of service quality attributes of university foodservice-A comparison of male and female students' perceptions in Daejeon. Korean J Human Ecology 21: 389-405. https://doi.org/10.5934/KJHE.2012.21.2.389
  16. Lee KA, Lyu ES. 2010. Relationship between satisfaction with foodservice and customer loyalty of university students in Busan. Korean J Food Cookery Sci 26: 413-412.
  17. Jung HY. 2013. A study in utilization and perceived service quality of the university foodservice. J Korean Soc Food Sci Nutr 42: 633-643. https://doi.org/10.3746/jkfn.2013.42.4.633
  18. Kim KJ, Ahn SH, Kim YJ, Lee JH, Park KY. 2012. A comparison study on selection attributes and satisfaction in the university using IPA-Focused on differences in accessibility to outside restaurants-. Korean J Culinary Res 18: 104-119.
  19. Kim S, Cho YB. 2007. The influence of service quality of company employees on satisfaction of customers. Korean J Culinary Res 13: 164-177.
  20. Zeithaml VA. 1988. Customer perceptions of price, quality, and value: a means-end model and synthesis of evidence. J Marketing 52: 2-22. https://doi.org/10.2307/1251446
  21. Gale BT. 1994. Managing customer value. The Free Press, New York, NY, USA. p 375-384.
  22. Morgan RM, Hunt SD. 1994. The commitment-trust theory of relationship marketing. J Marketing 58: 20-38.
  23. Mathwick C, Malhortra N, Rigdon E. 2001. Experiential value: conceptualization, measurement, and application in the catalog and internet shopping environment. J Retailing 77: 39-56. https://doi.org/10.1016/S0022-4359(00)00045-2
  24. Bojanic DC. 1996. Customer perception of price, value and satisfaction in the hotel industry: An exploratory study. J Hospitality & Leisure Marketing 4: 5-22. https://doi.org/10.1300/J150v04n01_02
  25. Woodruff RB. 1997. Customer value: the next source for competitive advantage. J Acad Mark Sci 25: 139-153. https://doi.org/10.1007/BF02894350
  26. Parasuraman A. 1997. Reflection on gaining competitive advantage through customer value. J Acad Mark Sci 25: 154-161. https://doi.org/10.1007/BF02894351
  27. Yang Z, Peterson RT. 2004. Customer perceived value, satisfaction, and loyalty: the role of switching cost. Psychology & Marketing 21: 799-822. https://doi.org/10.1002/mar.20030
  28. Kim YH. 2006. A study on the effects of perceived customer values on the customer satisfaction and service loyalty. J Hospitality and Tourism Studies 8: 91-103.
  29. Han JS, Hyun KS. 2009. The structure of customer value, satisfaction and behavior intention focused on family restaurants. Korean J Hotel Adm 18: 135-150.
  30. Seo JO, Lee MM. 2010. A study on the customer value and satisfaction of economic hotel in Beijing, China. J Hospitality & Tourism Studies 12: 138-152.
  31. Stevens P, Knutson B, Patton M. 1995. DINESERV: A tool for measuring service quality in restaurant. Cornell Hotel Restaur Adm Q 36: 56-60. https://doi.org/10.1177/001088049503600618
  32. Andaleeb SS, Conway C. 2006. Customer satisfaction in the restaurant industry: an examination of the transaction-specific model. J Serv Mark 20: 3-11. https://doi.org/10.1108/08876040610646536
  33. Kim GJ, Byun GI. 2010. A study on the strategic ways using DINESERV to promote Korean-style food depending on the determinants of customer satisfaction and loyalty: Based on visiting experiences of customers at Korean-style restaurants in Hanok village, Jeonju city. J Foodservice Manag Soc Korea 13: 7-29.
  34. Oliver RL. 1997. Satisfaction: A behavioral perspective on the consumer. McGraw-Hill International Editions, New York, NY, USA. p 11.
  35. Jeong KH. 2005. The relationship of restaurant attributes evaluation, perceived price, value, satisfaction, and the intention of reusing. J Foodservice Management 8: 27-48.
  36. Han MJ, Yoon JY, Kim NY, Yoo YH. 2004. Satisfaction of meal and service quality in university foodservice institutions. Korean J Soc Food Cookery Sci 20: 545-552.
  37. Ly SY, Kim SH, Kwon SJ. 2005. Comparison of students' satisfaction with a meal of college foodservice by operation system. Korean J Community Nutr 10: 319-330.
  38. Kim HC, Kim MJ, Kang ES. 2009. Effects of perceived service quality on trust, customer satisfaction and customer loyalty in college and university food services. J Tourism Sci 33: 73-97.
  39. Pettijohn LS, Pettijohn CE, Luke RH. 1997. An evaluation of fast food restaurant satisfaction: Determinants, competitive comparisons, and impact on future patronage. J Restaurant & Foodservice Marketing 2: 3-20. https://doi.org/10.1300/J061v02n03_02
  40. Sulek JM, Hensley RL. 2004. The relative importance of food, atmosphere, and fairness of wait. Cornell Hosp Q 45: 235-247.
  41. Baron RM, Kenny DA. 1986. The moderator-mediator variable distinction in social psychological research. J Personality and Social Psychology 51: 1173-1182. https://doi.org/10.1037/0022-3514.51.6.1173
  42. Dyne VL, Graham JW, Dienesch RM. 1994. Organizational citizenship behavior: construct redefinition, measurement, and validation. Acad Manage J 37: 765-802. https://doi.org/10.2307/256600

Cited by

  1. Analysis on Factors Influencing Foreign Chinese Students' Off-Campus Restaurant Satisfaction vol.31, pp.6, 2015, https://doi.org/10.9724/kfcs.2015.31.6.749
  2. Study on Price Sensitivity at University Cafeterias : Focus on Seoul and Chungcheong Area vol.26, pp.2, 2016, https://doi.org/10.17495/easdl.2016.4.26.2.117
  3. Evaluation of Perceived Importance and Satisfaction of Foodservice Selection Attributes in University Students in Beijing, China vol.45, pp.4, 2016, https://doi.org/10.3746/jkfn.2016.45.4.585
  4. 대학 서비스품질과 친숙성이 추천의도에 미치는 영향: 중국인 유학생을 대상으로 vol.8, pp.3, 2015, https://doi.org/10.18807/jsrs.2018.8.3.063
  5. 부산지역 외국인 유학생의 대학급식 이용실태 및 급식 품질 속성에 대한 중요도-만족도 조사 vol.24, pp.3, 2015, https://doi.org/10.5720/kjcn.2019.24.3.208
  6. 재한 중국 유학생의 대학급식 이용빈도에 따른 식생활 실태 vol.25, pp.4, 2015, https://doi.org/10.5720/kjcn.2020.25.4.291
  7. Quality Prediction and Change in Quality of Kimchi Cabbages Stored Under a Pallet Unit-Controlled Atmosphere vol.24, pp.3, 2015, https://doi.org/10.13050/foodengprog.2020.24.3.191