만족도와 행동의도에 영향을 미치는 한식당의 지각된 품질 요인에 관한 연구 - 한국을 방문한 아시아 관광객의 관점을 중심으로 - Perceived Quality of Korean Restaurants Influencing on Satisfaction and Behavioral Intentions - From the Perspectives of Asian Tourists to Korea -원문보기
본 연구의 주요 목적은 한국을 방문한 아시아 관광객들이 그들이 경험한 한국 식당의 서비스 품질에 대해 살펴보고 관광객들의 지각된 서비스 품질이 만족도와 행동의도에 어떠한 영향을 미치는지를 조사하여 외래 관광객의 서비스에 대한 만족도를 높이기 위한 실질적인 방안을 모색하고자 한다. 2009년 1월 중순부터 한 달 동안 한국의 여러 여행사에서 제공하는 에스코트 투어 패키지에 참여한 중국, 일본 및 대만 관광객들을 조사 대상으로 설문지를 배포하였다. 총 223개의 설문지가 최종적으로 데이터 분석을 위해 사용되었고 SPSS 12.0 통계 프로그램을 이용하여 빈도분석, 신뢰도분석, 요인분석, 다중회귀분석, 분산분석(ANOVA) 및 다변량분산분석(MANOVA)을 실시하였다. 연구의 결과 첫째, 서비스 품질 갭 분석(service quality gap analysis)을 통해 레스토랑의 서비스 품질과 관련된 20개의 변수 중에서 16개의 변수가 관광객들의 기대치를 충족치 못하는 것으로 조사되었다. 둘째, 요인분석을 통해 4개의 주요 요인들("외식의 가치 및 품질", "메뉴 선택", "직원의 서비스 능력", "주변 환경")이 선별되었고, 이들 요인들과 세 나라에서 온 방문객들과의 차이를 조사한 결과 4개의 요인들 가운데 "외식의 가치 및 품질"과 "직원의 서비스 능력"이 나라 별로 의미 있는 차이가 있음이 밝혀졌다. 셋째, 4개의 요인들과 방문객의 만족도 및 행동의도와의 관계를 조사한 결과 4개의 요인 모두가 중국과 일본 및 대만 관광객들의 만족도와 재방문 의사에 결정적인 영향을 미치는 것으로 밝혀졌다.
본 연구의 주요 목적은 한국을 방문한 아시아 관광객들이 그들이 경험한 한국 식당의 서비스 품질에 대해 살펴보고 관광객들의 지각된 서비스 품질이 만족도와 행동의도에 어떠한 영향을 미치는지를 조사하여 외래 관광객의 서비스에 대한 만족도를 높이기 위한 실질적인 방안을 모색하고자 한다. 2009년 1월 중순부터 한 달 동안 한국의 여러 여행사에서 제공하는 에스코트 투어 패키지에 참여한 중국, 일본 및 대만 관광객들을 조사 대상으로 설문지를 배포하였다. 총 223개의 설문지가 최종적으로 데이터 분석을 위해 사용되었고 SPSS 12.0 통계 프로그램을 이용하여 빈도분석, 신뢰도분석, 요인분석, 다중회귀분석, 분산분석(ANOVA) 및 다변량분산분석(MANOVA)을 실시하였다. 연구의 결과 첫째, 서비스 품질 갭 분석(service quality gap analysis)을 통해 레스토랑의 서비스 품질과 관련된 20개의 변수 중에서 16개의 변수가 관광객들의 기대치를 충족치 못하는 것으로 조사되었다. 둘째, 요인분석을 통해 4개의 주요 요인들("외식의 가치 및 품질", "메뉴 선택", "직원의 서비스 능력", "주변 환경")이 선별되었고, 이들 요인들과 세 나라에서 온 방문객들과의 차이를 조사한 결과 4개의 요인들 가운데 "외식의 가치 및 품질"과 "직원의 서비스 능력"이 나라 별로 의미 있는 차이가 있음이 밝혀졌다. 셋째, 4개의 요인들과 방문객의 만족도 및 행동의도와의 관계를 조사한 결과 4개의 요인 모두가 중국과 일본 및 대만 관광객들의 만족도와 재방문 의사에 결정적인 영향을 미치는 것으로 밝혀졌다.
The main purposes of this study were to assess Asian travelers' perceptions of service quality provided by Korean restaurants and to identify the relationships among perceived quality, satisfaction, and behavioral intentions. The survey was administered during one-month period of January-February 20...
The main purposes of this study were to assess Asian travelers' perceptions of service quality provided by Korean restaurants and to identify the relationships among perceived quality, satisfaction, and behavioral intentions. The survey was administered during one-month period of January-February 2009, targeting tourists from China, Taiwan, and Japan who were visiting Korea through escorted tour packages offered by several Korean travel agencies. A total of 223 copies of the questionnaire were collected for the data analyses such as descriptive statistics, factor analysis, MANOVA, and multiple regression analysis using SPSS 12.0 program. The main results of this study were as follows: 1) The results of the gap analysis indicated that the service quality in several areas provided by the Korean restaurants did not meet the tourists' expectations; 2) The factor analysis identified four underlying dimensions of travelers' perceptions of overall service quality provided by Korean restaurants ("value and quality of foodservice", "menu choices", "service quality of employees", and "quality of surrounding area"); and 3) Through multiple regression analyses, three determinants ("value and quality of foodservice", "menu choices", and "service quality of employees") were found to have the greatest impact on tourists' satisfaction and behavioral intentions.
The main purposes of this study were to assess Asian travelers' perceptions of service quality provided by Korean restaurants and to identify the relationships among perceived quality, satisfaction, and behavioral intentions. The survey was administered during one-month period of January-February 2009, targeting tourists from China, Taiwan, and Japan who were visiting Korea through escorted tour packages offered by several Korean travel agencies. A total of 223 copies of the questionnaire were collected for the data analyses such as descriptive statistics, factor analysis, MANOVA, and multiple regression analysis using SPSS 12.0 program. The main results of this study were as follows: 1) The results of the gap analysis indicated that the service quality in several areas provided by the Korean restaurants did not meet the tourists' expectations; 2) The factor analysis identified four underlying dimensions of travelers' perceptions of overall service quality provided by Korean restaurants ("value and quality of foodservice", "menu choices", "service quality of employees", and "quality of surrounding area"); and 3) Through multiple regression analyses, three determinants ("value and quality of foodservice", "menu choices", and "service quality of employees") were found to have the greatest impact on tourists' satisfaction and behavioral intentions.
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문제 정의
Given that there has been little empirical studies done for this body of growing inbound market in Korean foodservice industry, the findings of the study will provide tourism and hospitality practitioners with valuable information on the Asia travelers’ expectations and perceptions towards the service quality as well as their demographic characteristics.
(2008) examined the effects that Koreanpop culture has on Hong Kong residents' perceptions of Korea as a potential tourist destination. The study identified the three underlying dimensions of reasons for preferring Korean food by Hong Kong residents such as food ingredients and health, exploration of a new culture, and reasonable price and familiarity. Through multiple regression analysis, they also identified Hong Kong residents' intention to visit Korea had increased after they tasted Korean food.
This study has attempted to assess the travelers'(Japan, China, and Taiwan) expectations and their evaluation of the service quality of the foodservice industry with an emphasis on dining experience in Korea.
제안 방법
A pilot study was conducted to test for content validity and reliability of the instrument. The questionnaire was reviewed by a small group of 20 travelers from Taiwan and Japan.
Descriptive statistics were assessed to determine demographic and travel characteristics of visitors. A paired mean t test was used to test the significant mean differences (gap) between tourists' expectations and perceptions of the service quality of the Korean restaurants.
The target population of this study was international tourists from China, Taiwan, and Japan who were visiting Korea to participate in escorted tour packages provided by several Korean travel agencies. Prior to conducting the survey, researchers contacted a group of travel agencies who offer escorted travel programs for visitors mainly from China, Taiwan, and Japan and asked for their assistance in distributing the questionnaire and collecting the survey from the tourists. A total of 7 travel agencies have agreed to participate in the survey and 250 questionnaires were distributed during the one-month period of January-February 2009 in Seoul.
The next step was to ensure the appropriateness of factor analysis through visual inspection of correlations of the data matrix, the Bartlett test of sphericity, and measure of sampling adequacy (MSA). The criteria for the number of factors to be extracted was based on eigenvalues, percentage of total variance explained, significance of factor loading, and an assessment of variable structure. Only the factors with eigenvalues equal to or greater than 1 were considered significant (Hair et al.
The last step was to havea panel of expert judges, who are academics and practitioners in the areas of tourism, service marketing, and restaurant, examine the complete list of attributes to eliminate redundancies and to add any missing attributes.
A principal component analysis with varimax rotation was used to reduce the information contained in the original variables into a smaller set of new correlated composites of tourists' perceived service quality dimensions. The next step was to ensure the appropriateness of factor analysis through visual inspection of correlations of the data matrix, the Bartlett test of sphericity, and measure of sampling adequacy (MSA). The criteria for the number of factors to be extracted was based on eigenvalues, percentage of total variance explained, significance of factor loading, and an assessment of variable structure.
The resulting dimensions were also used in a series of multiple regression to identify the impact of each quality dimension in determining tourists' satisfaction and behavioral intentions.
The questionnaire was reviewed by a small group of 20 travelers from Taiwan and Japan. The results of the pilot test provided valuable information on the questionnaire design, wording, translation and reliability of measurement scales. A reliability analysis (Cronbach's alpha) was performed to test reliability and internal consistency of service quality attributes measured.
To measure restaurant service quality, variables relating to dimensions of interaction quality, physical environment quality, and outcome quality were derived from Brady and Cronin's (2001) threefactor model. The specific items included attitude, expertise, ambient conditions, design, tangibles, and valence. Additional attributes in terms of the physical environment, food quality, and employee behavior were added to the final list of perceived quality measures.
Second, the sample size was relatively small (N=223) due to difficulty in approaching and administering the survey procedure for these particular groups of visitors which may lead to sample bias. Third, this study was conducted during the month of January and February. The performance of services might be different in other months or seasons of the year.
대상 데이터
Prior to conducting the survey, researchers contacted a group of travel agencies who offer escorted travel programs for visitors mainly from China, Taiwan, and Japan and asked for their assistance in distributing the questionnaire and collecting the survey from the tourists. A total of 7 travel agencies have agreed to participate in the survey and 250 questionnaires were distributed during the one-month period of January-February 2009 in Seoul. After screening, 27 questionnaires were incomplete and were eliminated from the study.
Lastly, several limitations of the study should be addressed. First, the sample was drawn only from the pre-selected tourists from the three countries who participated in escorted tour packages in Seoul. Thus, the findings may not be generalizable and are limited to the targeted sample.
Initially, a total of 30 service qualityrelated attributes were generated as a result of previous service quality studies and the focus group sessions. The focus groups were comprised of international students mainly from China who are studying at a Korean university located in southern part of Korea. To minimize the subjective misperception for the focus groups, participants were limited to those who have come to Korea within 6 months.
A pilot study was conducted to test for content validity and reliability of the instrument. The questionnaire was reviewed by a small group of 20 travelers from Taiwan and Japan. The results of the pilot test provided valuable information on the questionnaire design, wording, translation and reliability of measurement scales.
The target population of this study was international tourists from China, Taiwan, and Japan who were visiting Korea to participate in escorted tour packages provided by several Korean travel agencies. Prior to conducting the survey, researchers contacted a group of travel agencies who offer escorted travel programs for visitors mainly from China, Taiwan, and Japan and asked for their assistance in distributing the questionnaire and collecting the survey from the tourists.
데이터처리
4. A MANOVA test was conducted to identify any significant differences between demographic profiles, in particular, nationality on perceived quality dimensions derived from the factor analysis. The resulting dimensions were also used in a series of multiple regression to identify the impact of each quality dimension in determining tourists' satisfaction and behavioral intentions.
A paired mean t test was used to test the significant mean differences (gap) between tourists' expectations and perceptions of the service quality of the Korean restaurants.
A series of MANOVA tests were conducted to identify any significant mean difference between demographic profiles including nationality, when all four factors measuring travelers' perceived quality levels were evaluated simultaneously.
The paired mean t test was conducted to examine the significant mean differences (gap) between travelers' expectations and perceptions based on their dining experience at the Korean restaurants.
이론/모형
In this study, a definition of the perceptions of quality was rendered from Parasuraman et al. (1991) which is viewed as the degree and direction of discrepancy between consumers' expectations and perceptions.
Satisfaction was measured using one item based on Fornell's study (1992), using a 5-Likert scale (1="strongly disagree," 5="strongly agree"): "Overall, I am satisfied with my dining experience at the XYZ restaurant.
To determine the appropriateness of factor analysis, Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy and Bartlett's Test of Sphericity were employed.
To measure restaurant service quality, variables relating to dimensions of interaction quality, physical environment quality, and outcome quality were derived from Brady and Cronin's (2001) threefactor model.
성능/효과
3) A 5-point Likert scale was used for measuring service quality perceptions: Scale: 1=very low expectation (satisfaction); 5=very high expectation(satisfaction).
The last step was to havea panel of expert judges, who are academics and practitioners in the areas of tourism, service marketing, and restaurant, examine the complete list of attributes to eliminate redundancies and to add any missing attributes. A final list of 20 service quality items were selected at a 5-point Likert scale with 1 being very low and 5 being very high. Part III was used to collect respondents' demographic profiles such as gender, age, educational level, occupation, and nationality.
(2000) modified the DINESERV scale suitable for four different types of restaurants (Chinese, full-service, casual dining, and quick-service) at Hong Kong International Airport. One of findings of the study showed that customers expressed a diversity of service expectations depending on different types of restaurants. For example, customers' expectations were higher for full-service and quick-service restaurants than for casual-dining and Chinese restaurants.
The demographic characteristics of the respondents showed that gender distribution was almost evenly distributed whereas there were 49.8% male respondents and 50.2% female respondents (Table 1). The dominant age group of the respondents was 25-44 years old (65.
The results of the MANOVA procedures showed an overall significant difference between the four perceived quality dimensions and the respondents’ demographic characteristics (Table 4).
The results revealed that overall, the Korean restaurants did not do a good job of meeting tourists' expectations in various areas including value and quality of foodservice, menu choices, quality of employee service, and quality of surrounding area.
The final version of DINESERV instrument contained 29 service quality items that captured the five dimensions of SERVQUAL. The results showed that reliability was found to be the most important dimension, followed by tangibles, assurance, responsiveness, and empathy. Heung et al.
The results showed that tourists' from Taiwan had significantly higher perceptions than those from Japan and China in "value and quality of foodservice" and "service quality of employees.
(2009) made an extensive review of research trends in the service quality of Korean restaurants based on articles published in 7 academic journals from both Korea and overseas during the period 2000-2008. The study analyzed a total of 27 articles regarding restaurant service quality published in Korean journals mainly based on different types of Korean restaurants and scales used to measure service quality. In terms of restaurant types, 10 studies were designed to examine the service quality of specialized Korean restaurants in metropolitan area, followed by general restaurants selling Korean food (9 articles), specialized Korean restaurants other than located in metropolitan area, and Korean restaurants in deluxe hotels.
후속연구
More research is needed to further investigate cross-cultural factors effects on the overall service quality at various restaurant settings in relation to overall satisfaction and behavioral intentions. It would also be interesting to explore the current status of the cross-cultural awareness and crosscultural training for managers and employees in the foodservice industry.
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