한식전문점의 서비스스케이프가 고객장기지향성 및 재방문의도에 미치는 영향 - 소비가치의 조절효과를 중심으로 - (The Effect of Korean Restaurant of Servicescape on Long-Term Relationship Orientation and Revisit Intention - Moderating Effect of Consumption Value -)

서지정보

· 발행기관 : 한국호텔리조트학회
· 수록지 정보 : 호텔리조트연구 / 20권 / 4호 / 369 ~ 391페이지
· 저자명 : 백현영

초록

The purpose of this study is to examine the effect of the servicescape of a Korean restaurant on customer long-term orientation and revisit intention and to examine the moderating effect of customers' consumption value. A total of 193 copies were used in this study. As an analysis tool, SPSS 21.0 package program was used. As an implication of this study, it was found that, unlike previous studies, variables such as cleanliness, convenience, accessibility, and co-operation among the sub-factors of the servicescape of a Korean restaurant have a positive effect on customer long-term orientation and revisit intention. In the context of COVID 19, attention should be paid to thorough disinfection to increase cleanliness and convenience, individual table setting, space between tables, entrance and exit, and sanitary cleanliness of employees. In addition, to increase customer long-term orientation, it is necessary to prepare an atmosphere and reward system that can provide smooth communication and friendly service with employees and customers at the service contact point, and secure accessibility to increase the intention to revisit. Lastly, it is judged that if we understand the recent consumer value trends with the effect of regulating consumption value and efficiently operate the business to increase cooperation, we will become a competitive Korean food restaurant by creating new customers through long-term customer orientation and revisit intention.

영어초록

The purpose of this study is to examine the effect of the servicescape of a Korean restaurant on customer long-term orientation and revisit intention and to examine the moderating effect of customers' consumption value. A total of 193 copies were used in this study. As an analysis tool, SPSS 21.0 package program was used. As an implication of this study, it was found that, unlike previous studies, variables such as cleanliness, convenience, accessibility, and co-operation among the sub-factors of the servicescape of a Korean restaurant have a positive effect on customer long-term orientation and revisit intention. In the context of COVID 19, attention should be paid to thorough disinfection to increase cleanliness and convenience, individual table setting, space between tables, entrance and exit, and sanitary cleanliness of employees. In addition, to increase customer long-term orientation, it is necessary to prepare an atmosphere and reward system that can provide smooth communication and friendly service with employees and customers at the service contact point, and secure accessibility to increase the intention to revisit. Lastly, it is judged that if we understand the recent consumer value trends with the effect of regulating consumption value and efficiently operate the business to increase cooperation, we will become a competitive Korean food restaurant by creating new customers through long-term customer orientation and revisit intention.

참고자료

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