디지털융복합연구 (Journal of Digital Convergence)

  • 제14권7호
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  • Pages.103-115
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  • 2016
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  • 2713-6434(pISSN)
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  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
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패밀리레스토랑의 서비스보증이 고객충성도에 미치는 영향 - 관여도의 조절효과를 중심으로 -

A Study on the Effects of Family Restaurants' Service Guarantees on Customer Loyalty -Focusing on the Moderating Role of Involvement-

  • 강수영 (경북대학교 경상대학) ;
  • 김효진 (동국대학교 파라미타칼리지)
  • Kang, Soo-Young (School of Business Administration, Kyungpook National University) ;
  • Kim, Hyo-Jin (Paramita College, Dongguk University)
  • 투고 : 2016.05.16
  • 심사 : 2016.07.20
  • 발행 : 2016.07.28
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초록

본 연구는 패밀리레스토랑에서 서비스보증 전략의 마케팅 효과의 유효성을 실증하기 위해 패밀리레스토랑의 서비스보증, 서비스품질, 서비스가치, 고객만족, 고객충성도, 관여도 간의 관계를 살펴보았다. 이의 검증을 위해 서울 경기지역의 성인남녀 250명을 대상으로 설문조사를 실시하였다. 수집된 자료는 SPSS 21.0을 이용하여 빈도분석 및 신뢰도분석, 요인분석을 통해 신뢰도와 타당성을 검증하였다. 또한 다중회귀분석, 위계적 회귀분석을 통해 가설검증을 실시하였다. 연구결과 첫째, 서비스보증은 서비스품질, 서비스가치, 고객충성도에 긍정적인 영향을 미치는 것으로 분석되었다. 둘째, 서비스품질은 고객만족에 긍정적인 영향을 미치는 것으로 분석되었다. 셋째, 서비스가치는 고객만족에 긍정적인 영향을 미치는 것으로 분석되었다. 넷째, 고객만족은 고객충성도에 긍정적인 영향을 미치는 것으로 분석되었다. 다섯째, 서비스보증과 고객충성도 간의 관계에 있어 관여도가 조절적 역할을 하는 것으로 분석되었다. 따라서 위의 연구결과를 통해 본 연구는 서비스보증을 활용한 패밀리레스토랑의 전략적인 운영방안을 도출하였다고 볼 수 있다.

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.

키워드

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