본 연구의 목적은 커피 전문점에서 서비스 품질, 소비자 만족, 그리고 행동의도 사이의 인과관계를 규명하는 것이다. 본 연구의 추가적인 목적은 소비자 만족이 서비스 품질과 행동의도 사이에서 조절변수의 역할을 하는지를 분석하는 것이다. 본 연구에 사용된 통계기법으로는 빈도분석, 신뢰도 분석, 탐색적 요인분석, 마지막으로 구조방정식 모형이 사용되었다. 세 가지의 서비스 품질 모형이 분석되었고, 그 중 마지막 세 번째 모형에서 소비자 만족이 서비스 품질과 행동의도 관계 사이의 중요한 역할을 하는 조절변수로 나타났다. 본 연구의 한계점과 향후 연구와 관련된 시사점 및 제안들이 제시되었다.
본 연구의 목적은 커피 전문점에서 서비스 품질, 소비자 만족, 그리고 행동의도 사이의 인과관계를 규명하는 것이다. 본 연구의 추가적인 목적은 소비자 만족이 서비스 품질과 행동의도 사이에서 조절변수의 역할을 하는지를 분석하는 것이다. 본 연구에 사용된 통계기법으로는 빈도분석, 신뢰도 분석, 탐색적 요인분석, 마지막으로 구조방정식 모형이 사용되었다. 세 가지의 서비스 품질 모형이 분석되었고, 그 중 마지막 세 번째 모형에서 소비자 만족이 서비스 품질과 행동의도 관계 사이의 중요한 역할을 하는 조절변수로 나타났다. 본 연구의 한계점과 향후 연구와 관련된 시사점 및 제안들이 제시되었다.
The purpose of this study is to identify the causal relationships between service quality, consumer satisfaction, and behavioral intention in coffee shop. Additionally, the stud aims at focusing on whether or not consumer satisfaction plays a moderating role between service quality and behavioral in...
The purpose of this study is to identify the causal relationships between service quality, consumer satisfaction, and behavioral intention in coffee shop. Additionally, the stud aims at focusing on whether or not consumer satisfaction plays a moderating role between service quality and behavioral intention. Statistical techniques that involve frequency, reliability, exploratory factor analysis, and structural equation modeling were performed. In the third research model, consumer satisfaction was unfolded as a moderating variable that enables to be a key player between service quality and behavioral intention. Limitations and considerations of this study were discussed for future study.
The purpose of this study is to identify the causal relationships between service quality, consumer satisfaction, and behavioral intention in coffee shop. Additionally, the stud aims at focusing on whether or not consumer satisfaction plays a moderating role between service quality and behavioral intention. Statistical techniques that involve frequency, reliability, exploratory factor analysis, and structural equation modeling were performed. In the third research model, consumer satisfaction was unfolded as a moderating variable that enables to be a key player between service quality and behavioral intention. Limitations and considerations of this study were discussed for future study.
* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.
문제 정의
This turns out that the issue associated with service quality has been paid much attention to a scholar group, which is especially remarkable in a service management area. With this academic interest, this study was carried out to find the relationships between service quality, consumer satisfaction, and behavioral intention under a background of coffee shop. From the three created research models, consumer satisfaction was unfolded as a moderating variable, using an advanced statistical tool of structural equation modeling.
가설 설정
Hypothesis 1: Service quality in coffee shop will positively affect consumer satisfaction.
Hypothesis 2: Consumer satisfaction will positively affect behavioral intention.
제안 방법
With a varimax method that entails orthogonal rotation, exploratory factor analysis was run to evaluate the validity of measurement instrument for construct of service quality. Additionally, structural equation modeling was implemented to test the goodness-of-fit of the suggested models and to uncover a variable that plays a moderating role between service quality and behavioral intention in this study.
In particular, the study examined whether overall consumer satisfaction, as a moderating variable, played a significant role in influencing behavioral intention. Also, the study endeavored to identify if the three service quality models created for this study were suitable for a model fit. The basic research model was presented in Figure 1.
Although there is currently a plethora of research in a theme of coffee, those studies deal with the following issues: cultural marketing (Kim KY, Kim MK 2010; Noh JH, Jang HB 2011), servicescape (Um YH 2010), brand personality and loyalty (Kim JS, Choi SH 2011; Kim SH et al 2011). Because a few studies on service quality have been found in a coffee shop at best, the purpose of this study is not only to identify causal relationships between service quality, consumer satisfaction, and behavioral intention in coffee shop, but also to focus on whether or not consumer satisfaction plays a moderating role between service quality and behavioral intention. Therefore, under a particular setting of coffee shop, the specific purpose of this study is not unlimited to a relationship between attributes of service quality and consumer satisfaction, but unrestricted to looking at whether consumer satisfaction affected by service quality contributes to consumer behavioral intention that may result in revenue (Jani D, Han H 2013).
A survey constituted four sections: 1) 12 items on service quality, 2) one item on overall consumer satisfaction regarding service provided, 3) two items on behavioral intention which contain revisit and favorable recommendation to others, and 4) demographic profile. Except for a part of demographic profile, all of the items were adopted with a seven point Likert scale (1 - strongly disagree to 7 - strongly agree) based upon extant literature. A data collection was achieved with a convenient sampling method from March 3 to May 30, 2015.
With this academic interest, this study was carried out to find the relationships between service quality, consumer satisfaction, and behavioral intention under a background of coffee shop. From the three created research models, consumer satisfaction was unfolded as a moderating variable, using an advanced statistical tool of structural equation modeling. This variable was found to be a key player between service quality and behavioral intention in the third model.
Under a setting of coffee shop, this study attempted to investigate the relationships between service quality, overall consumer satisfaction, and behavioral intention. In particular, the study examined whether overall consumer satisfaction, as a moderating variable, played a significant role in influencing behavioral intention.
이론/모형
With each of the three factors, the three different models were developed (See Figure 2, 3, and 4). To test these three service quality models, a few parameters that involved goodness-of-fit index were estimated by an advanced statistical technique of structural equation modeling. As referenced in many studies, an analytical method of structural equation modeling, as the most appropriate statistical tool that enables to verify a causal relationship between independent, moderating, and dependent variables, was applicable to an original or applied research model solely when a thorough theoretical framework was established (Oh CH et al 2010; Park HJ, Sohn DH 2010).
성능/효과
493. Although the model became a bit better than the first model in terms of GFI, NFI, CFI, and RMR, it remained unacceptable for an appropriate model fit because of a considerable violation of RMSEA.
The variable of consumer satisfaction was also significant to the two variables from behavioral intention, which explained that consumer satisfaction played an important role between a few attributes of service quality and behavioral intention. Based on these results, the hypothesis 1 that addressed service quality in coffee shop will positively affect consumer satisfaction was partially supported because the two variables - knowledge and distinction - positively influenced consumer satisfaction, whereas the remaining variable of proficiency had a negative effect on consumer satisfaction. As to the relationship between consumer satisfaction and behavioral intention, the hypothesis 2 was fully supported since consumer satisfaction positively affected revisit and recommendation.
As referenced in many studies, an analytical method of structural equation modeling, as the most appropriate statistical tool that enables to verify a causal relationship between independent, moderating, and dependent variables, was applicable to an original or applied research model solely when a thorough theoretical framework was established (Oh CH et al 2010; Park HJ, Sohn DH 2010). Because this study contained a moderating variable of consumer satisfaction between service quality and behavioral intention in the applied research model, rather than using a multiple regression analysis, structural equation modeling was judged to be adequate.
Under a setting of coffee shop, this study attempted to investigate the relationships between service quality, overall consumer satisfaction, and behavioral intention. In particular, the study examined whether overall consumer satisfaction, as a moderating variable, played a significant role in influencing behavioral intention. Also, the study endeavored to identify if the three service quality models created for this study were suitable for a model fit.
The three individual models were evaluated, and the first model with the service quality factor 1 resulted in the following parameters: χ2 = 1683.868 (df=28, p=.000), GFI=0.370, AGFI= —0.013, NFI=0.111, CFI=0.109, RMR=0.530, and RMSEA=0.462.
후속연구
By testing a few service quality models in coffee shop, the results from this study enable to provide a helpful and strategic model to marketers in coffee shop.
Therefore, without solving these problems, this study is unable to be free from an issue of generalization. Future research is expected to elaborate upon the methods relating to data collection and sampling. Second, although previous research review about service quality has been undertaken, the 12 selected variables pertaining to a construct of service quality were incomplete to fully explain it.
참고문헌 (34)
Cronin JJ, Taylor SA (1992). Measuring service quality: A reexamination and extension. Journal of Marketing 56(July): 55-68.
Ha J, Jang S (2010). Effect of service and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management 29(3):520-529.
Hellier P, Geursen G, Carr R, Richard J. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing 37(11-12):1762-1800.
Hyun KS (2009). The influence of service's physical environment on customer value and behavior intention: Focused on five-star hotels in Jeju. Doctoral Dissertation, Kyunghee University.
Jani D, Han H (2013). Personality, social comparison, consumption emotions, satisfaction, and behavioral intentions: How do these and other factors relate in a hotel setting? International Journal of Contemporary Hospitality Management 25 (7):970-993.
Jeon KC, Jung JW, Park BK (2005). The effect of selection attributes of Japanese restaurant customers on sales promotion, customer satisfaction, and customer loyalty. Journal of Foodservice Management Society of Korea 8(3):107-124.
Jung YW (2006). A study on the factors of consumer satisfaction and consumer loyalty in coffee houses. The Korean Culinary Sciences & Foodservice Research 12 (4):1-17.
Kim HB, Lee JW, Ro YJ (2007). Impacts of choice attributes on consumer loyalty in the coffeeshop restaurant. Journal of Foodservice Management Society of Korea 10(4):237-252.
Kim HJ (2014). Are physical environments, service quality, and menu in coffee shop influencing overall satisfaction of college students? Culinary Sciences & Foodservice Research 20(5):124-129.
Kim JS, Choi SH (2011). A study on the effects of brand individuality of specialty coffee shops on brand loyalty. The Korean Journal of Culinary Research 17(1):124-141.
Kim KY, Kim MK (2010). A study on the costumers' perspectives on coffee shops' culture marketing. Korea Journal of Tourism and Hospitality Research 24(1):219-234.
Kim HJ, Kim HZ, Lee SM (2015). The relationships between physical environment, consumer satisfaction, and consumption behavior: Focused on college students. The Korean Culinary Sciences & Foodservice Research 21(4):325-338.
Kim JY, Kim HJ, Kim CM (2009). The influence of service elements on customers' emotion and loyalty- focused on specialty coffee shop customers. Korean Journal of Culinary Restaurant 15 (1):271-286.
Kim SH, Kim MH, Park JM (2011). The influence of brand personality on satisfaction and loyalty in coffee shop industry: A focus on the mediating effect of brand congruency. Journal of Tourism Sciences 35(3):57-83.
Lee MJ (2009). The effects of service recovery procedure on customer satisfaction and customer loyalty in the foodservice industry: Focusing on the region of Daejeon. Master Thesis, Paichai University.
Lee S (2009). Study on the influence of hotel restaurant brand asset on customer satisfaction, reliability and customer loyalty. Master Thesis, Keimyung University.
Lee YJ (2008). Service Marketing. Hakhyunsa. Paju: Korea.
Noh JH, Jang HB (2011). Examining the structure relationship between the perception of cultural marketing, brand equity and royalty among coffee shop users. Journal of Tourism Sciences 35(3): 201-223.
Oh CH, Baek MS, Cho SI, Kim HS (2010). The effects of cognitive and affective trust between franchiser and franchisee on relationship orientation and citizenship behavior among franchisees. Journal of Tourism Sciences 34(9):271-298.
Oliver RL (1999). Whence loyalty. Journal of Marketing 63:33-66.
Park HJ, Sohn DH (2010). The effects of slow city brand association characteristic on brand attitude and visit intention. Journal of Tourism Sciences 34(8):11-31.
Ravald A, Gronroos C (1996). The value concept and relationship marketing. European Journal of Marketing 21(3):215-224.
Shin DJ (2010). The effects of experiential factors on enjoyment, satisfaction and behavioral intention in an event: An application of Pine & Gilmore's experience theory. Journal of Tourism Sciences 34(9):251-270.
Stevens P, Knutson B, Patton M (1995). DINESERV: A tool for measuring service quality in restaurants. Cornell Hotel Restaurant Administration Quarterly 63(2):56-60.
Szymanski DM, Henard DJ (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science 29 (1):16-35.
Um YH (2010). The impact of servicescape of coffee shop to customer satisfaction and relationship performance. Korea Journal of Tourism and Hospitality Research 24(3):329-344.
Westbrook RA, Reilly MD (1983). Value-percept disparity: An alternative to the disconfirmation of expectations theory of consumer satisfaction. Advances in Consumer Research 10:256-261.
Yi YJ, La SA (2004). Internal branding: Investigating the influence of employees' brand identification on employee satisfaction and CS activities. Korean Marketing Review 19(3):81-112.
Zeithmal VA (1988). Consumer perception of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing 52(7):2- 22.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.