Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of Service Quality Characteristics of Dessert Cafes on Consuming Behaviors according to Dietary Life Style

식생활 라이프스타일에 따른 디저트 카페의 서비스 품질 특성이 소비행동에 미치는 영향 연구

  • Lim, Hyun-Ho (Dept. of Food Service & Culinary Management, Kyonggi University) ;
  • Yang, Dong-Hwi (Dept. of Hotel Culinary, Gimhae College)
  • 임현호 (경기대학교 일반대학원 외식조리관리학과) ;
  • 양동휘 (김해대학교 호텔외식조리과)
  • Received : 2016.08.27
  • Accepted : 2016.10.11
  • Published : 2016.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study verified the effects of the quality characteristics of dessert cafes by business start-ups according to dietary life styles of consumer. Data was collected over 15 days starting from April 15, 2016 from 218 customers who visited dessert cafes. In brief, the research results are as follows. First, in order to verify the influence of service quality of dessert cafes according to dietary life styles, 3-kinds of variables, namely taste-pursuing type, convenience-pursuing type, and health-pursuing type, were set up for the lower variables, and 2-kinds variables, specifically credibility and sympathy, were established for service quality as dependent variables. The results of the regression analysis showed that, taste-pursuing type (${\beta}=.371$, p<.001), convenience-pursuing type (${\beta}=.401$, p<.001), health-pursuing type (${\beta}=.474$, p<.001), all 3-kinds of dietary life style, had a significant, positive(+) corelation ton the credibility of service quality. in addition, regression analysis revealed that the sympathy type of service credibility and, all 3 dietary lifestyle types, taste-pursuing type (${\beta}=.145$, p<.001), convenience-pursuing type (${\beta}=.208$, p<.001), health-pursuing type (${\beta}=.236$, p<.001), showed a significant, positive (+) corelation. Second, as a result of verifying the effects of service quality on customer consuming behaviors at dessert cafes, it was determined that there was a significant, positive (+) corelation with credibility and sympathy in consuming behaviors such like credibility (${\beta}=.313$, p<.001), sympathy (${\beta}=.228$, p<.001).

본 연구에서는 디저트 카페를 소비자의 식생활 라이프스타일에 따른 창업자들의 디저트카페의 품질 특성이 소비자의 소비행동에 미치는 영향을 검증하였고, 디저트 카페를 방문하는 218명의 고객을 대상으로 2016년 4월 15일부터 15일간 실시하였다. 연구의 결과를 요약하면 다음과 같다. 첫째, 식생활 라이프 스타일에 따라 디저트 카페의 서비스 품질에 미치는 영향을 검증하기 위해 식생활 라이프스타일의 하위변수인 미각추구형, 편의추구형, 건강추구형으로 3가지를 변수로 설정하였고, 종속변수인 서비스 품질은 신뢰성과 공감성으로 2가지 변수로 설정하고 회귀분석으로 실시한 결과, 먼저 종속변수인 신뢰성에 대한 회귀분석의 결과는 식생활 라이프스타일의 3개의 하위변수인 미각추구형(${\beta}=.371$, p<.001), 편의추구형(${\beta}=.401$, p<.001), 건강추구형(${\beta}=.474$, p<.001)으로 서비스 품질의 신뢰성에 대하여 모두 유의한 정(+)의 영향관계가 있는 것으로 분석되었다. 또한 서비스 품질의 공감성에 대한 회귀분석결과, 미각 추구형(${\beta}=.145$, p<.001), 편의추구형(${\beta}=.208$, p<.001), 건강추구형(${\beta}=.236$, p<.001)으로 모두 유의한 정(+)의 영향관계가 있는 것으로 분석되었다. 둘째, 디저트 카페의 서비스 품질이 소비자의 소비행동에 미치는 영향을 검증한 결과, 디저트 카페의 서비스 품질의 하위변수인 신뢰성과 공감성으로 2가지의 변수로 설정하고, 종속변수인 소비행동에 대한 회귀분석 결과 투입된 2개의 독립변수 중에서 신뢰성(${\beta}=.313$, p<.001), 공감성(${\beta}=.228$, p<.001)으로 소비행동에서 신뢰성과 공감성에 대하여 모두 유의한 정(+)의 영향관계가 있는 것으로 분석되었다.

Keywords

References

  1. Alfred A (1969). The Science of Living. ed. by Ansbacher HL, N.Y.: Anchor Book.
  2. Cho HE, Jeong IS, Kim EM (2016), The challenge of Korean dessert cafe. Korea Business Review 20(1):177-195. https://doi.org/10.17287/kbr.2016.20.1.177
  3. Cho SY, Jun JK (2016), Positioning analysis of dessert cafe based on brand personality. Tourism Management Research 40(4):29-35.
  4. Choi MS, Kim DH, Park HN (2015). A study on the eating behaviors and characteristics of consumption propensities on dining out as perceived by silver generation in Seoul. Korean Journal of Culinary Research 21(1):250-266.
  5. Fridgen JD (1991). Use of cognitive maps to determine perceived tourism regions. Leisure Sciences 9:101-117.
  6. Ha HS, Kang BN, Kim GW (2015), Effects of food life style on preference for MSG use at restaurants : Focused on the moderating effects of attitude to food safety. Korean Journal of Culinary Research 21(4):86-100.
  7. Kesic T, Piri-Rajh S (2003). Market segmentation on the basic of food-related lifestyle of croatian families. British Food Journal 105(3):162-174. https://doi.org/10.1108/00070700310477112
  8. Kim GA (2008). The Effect of the Property for Selection of Medicinal Cuisine Menu on Costomer's Satisfaction and Intenion for Rj-but. Dong-Eui University 1-86.
  9. Kim KJ (2002). The Effects of Perceived Service Quality on the Patient's Satisfaction and Performances. MS Thesis, Chosun University.
  10. Kim TS, Kim YK (2015). A study of the impact of the relations between a servicescape of a bakery cafe and behavior responses : Visitors of Busan coffee and dessert show. Journal of Tourism & Leisure 27(6):133-150.
  11. Kim YK (2015). The effects attributes of dessert cafe selection on relationship quality and behavioral intentions. The Korea Academic Society of Culinary 21(6):38-48.
  12. Lavy SJ (1963). Symbolism and Life Style in Toward Scientific Marketing. ed., Stephen A. Greyser. AMA, 140-150.
  13. Lazer W (1963). Life Style Concept and Marketing in Toward Scientific Marketing ed. Stephen, A. Greyser. AMA, 130-139.
  14. Lee HW (2010). An Analysis on Rice Processed Food Consumption Attitudes Depending on Dietary Life-styles. Master's Thesis, Yonsei University.
  15. Lee MS (1992). Systematic review and expand the theoretical framework for lifestyle. Journal of Korean Maketing 7(1):34-52.
  16. 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 Journal of Culinary Research 18 (3):121-136.
  17. Moor DG (1963). Life Style in Mobile Suburbia in Toward Scientific Marketing. ed. Stephen A. Greyser. AMA, 151-163.
  18. Slater D (1977). Consumer Culture and Modernity. Oxfords. UK: Polity Press.
  19. Suh CJ, Shin HJ (2004). An effect of employees' service involvement and customer orientation on service quality. Service Management 5(3):77-105.
  20. Oliver RL (1993). Satisfaction: A Behavioral Perspective on the Consumer. Boston: Irwin Mc-Graw-Hill, 73.
  21. Parasuraman A, Zeithaml VA, Berry L (1985). Problems and strategies in service marketing. Journal of Marketing 49:33-46. https://doi.org/10.2307/1251563
  22. Yoo BH, Hwang JH (2013). Segmentation of wine customers by wine selection attributes, identification of group differences in purchasing and consumption behavior. Tourism & Leisure Research 25(3):309-330.
  23. Zeithaml VA (1988). Consumer proception of price and value: A mean-end model and synthesis of ev1idence. Journal of Marketing 52(2):2-22. https://doi.org/10.2307/1251446

Cited by

  1. 스포츠센터 이용객들의 레스토랑선택속성이 신뢰, 경험가치, 그리고 추천의도에 미치는 영향 vol.23, pp.4, 2016, https://doi.org/10.20878/cshr.2017.23.4.007
  2. 디저트카페의 소비경험이 만족과 소비자 행복에 미치는 영향 vol.23, pp.5, 2016, https://doi.org/10.20878/cshr.2017.23.5.002
  3. 디저트 카페의 브랜드 가치와 브랜드 충성도 관계에 브랜드 신뢰의 매개효과 vol.23, pp.5, 2017, https://doi.org/10.20878/cshr.2017.23.5.005
  4. 디저트 카페의 상품 선택 속성이 만족과 장기 지향성에 미치는 영향 vol.23, pp.5, 2016, https://doi.org/10.20878/cshr.2017.23.5.015