[논문]치킨전문점의 품질요인이 고객만족, 신뢰와 행동의도에 미치는 영향

김호식; 심재현

doi:10.13106/ijidb.2019.vol10.no4.43.

치킨전문점의 품질요인이 고객만족, 신뢰와 행동의도에 미치는 영향
The Effects of Quality Factors on Customer Satisfaction, Trust and Behavioral Intention in Chicken Restaurants 원문보기

International journal of industrial distribution & business = 산경연구논집, v.10 no.4, 2019년, pp.43 - 56

김호식 (Dept. of Public Administration, Kangwon National University) , 심재현 (Dept. of Economics, Kyonggi University)

Abstract ▼ AI-Helper

Purpose - The purpose of this study is to classify the quality factors of chicken restaurant customers with the service quality based on the SERVQUAL, the quality factors based on the selection attributes and service qualities of chicken restaurants used in the previous studies. Research design, data, and methodology - This survey was carried out on the students of Kangwon University in Samchuk City, Kangwon Province from November 20 - November 30, 2017, and a total of 260 questionnaires were distributed, with 222 collected. Of them, effective questionnaires applied in the final study were a total of 193 except 29 that couldn't be used. Results - The findings of this study are as follows: Firstly, chicken restaurants' quality factors were divided into seven categories like cleanliness, service encounter quality, product quality, aesthetics, overall interior, purchase quality, and convenience. Secondly, it showed that service encounter quality, purchase quality, and cleanliness had a positive impact on customer satisfaction, respectively. Thirdly, it showed that service encounter quality, purchase quality, and cleanliness had a positive impact on trust, respectively. Fourthly, it showed that customer satisfaction had a positive impact on behavioral intention. Additionally, it suggested that customer satisfaction of chicken restaurant consumers had a positive impact on behavioral intention and thereby, higher customer satisfaction leads to higher levels of reuse and recommendation intention. Lastly, after checking the effect relations of trust between customer satisfaction about chicken restaurant and behavioral intention, it was analyzed that customer satisfaction has a positive impact on trust and trust has a positive impact on behavioral intention. On the other hand, it showed that trust have a partially mediating effect in the relations between customer satisfaction and behavioral intention. But, it showed that product quality, aesthetics, overall interior, purchase quality, and convenience did not have a positive impact on customer satisfaction. Conclusions - Chicken restaurant consumers put more priority on friendly and good services of chicken restaurant staff in service encounter and delivery order, rather than on reasonable price and discount systems. Thereby, chicken restaurant marketers need to take factors like service encounter quality, cleanliness into more consideration.

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핵심어	질문	논문에서 추출한 답변
	국내 치킨전문점의 구분된 두 고객 그룹 중에 부가서비스를 중요하게 여기는 그룹은 어디인가?	서비스산업의 품질요인은 Parasuraman, Berry, and Zeithaml (1988, 1991)의 SERVQUAL로 언급되고 있는 가운데 Zeithaml, Bitner, and Gremler (2006)은 서비스품질 이외에 제품품질과 가격 등을 추가하고 있다. 국내 치킨전문점은 점포 방문고객과 배달고객으로 구분되고 있는 가운데 고객들은 어떤 품질요인들을 선호할까? 일반적인 점포방문 고객은 앞에서 언급한 것처럼 치킨전문점의 식품품질이나 내외부인테리어 등을 중요시하고 배달을 원하는 고객은 메뉴의 품질 및 개발, 부가서비스(추가 반찬, 다양한 메뉴, 편한 포장용기, 용이한 지불방식 등) 등의 품질요인을 중요하게 여기는 것으로 나타났다(Kwon & Oh, 2011; Kim & Cha, 2010). 이와 같이 치킨전문점을 선택하는 고객은 닭을 다양한 조리방법으로 개발하여 내놓은 다양한 메뉴에 대해 선택의 폭을 넓혀 즐길 수 있는 치킨의 상품품질을 우선 선택하고 있으며, 다음은 내외부인테리어나 지불방식도 비중을 두고 있다.
	치킨의 특징은 무엇인가?	치킨은 국내에서 외식의 대표적인 음식으로 수많은 브랜드의 다양한 메뉴로 고객들에게 제공되고 있다. 2017년 기준 통계청 서비스업조사(Korea National Statistics Office, 2019)에 의하면 국내 치킨전문점은 사업체 수 38,099개(‘16년 대비 8.
	치킨전문점 품질요인에 대해 연구하고 있는 항목은 무엇인가?	치킨전문점의 품질요인에 대한 선행연구는 물리적 환경과 고객만족과의 관계(Lee & Song, 2015)로 연구되었고, 치킨전문점의 선택속성과 고객만족과의 관계(Kwon & Oh, 2011), 배달 서비스품질과 고객만족과의 관계(Kim & Cha, 2010) 등으로 각각 연구되고 있다. 또한 고객만족이 마케팅믹스활동과 충성도와의 관계에서 어떻게 매개역할을 하는지를 확인하는 연구도 있다(Lee & Kim, 2015).

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