선택한 단어 수는 입니다.
최소 단어 이상 선택하여야 합니다.
최소 단어 이상 선택하여야 합니다.
선택한 단어 수는 30입니다.
최대 10 단어까지만 선택 가능합니다.
최대 10 단어까지만 선택 가능합니다.
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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