Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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A Comprehensive Study of Customers' Perceived Service Quality of Korean Restaurants II: The Effects of Perceived Service Quality in Korean Restaurants upon Customer Satisfaction - The Moderating Effect of Foreigners and Koreans

국내 한식당의 서비스 품질에 대한 고찰 II: 한식당의 인지된 서비스 품질이 만족도에 미치는 영향 - 내외국인의 조절 효과를 중심으로

  • Jung, Hyo-Sun (Dept. of Culinary Service Management, Kyung Hee University) ;
  • Yoon, Hye-Hyun (Dept. of Culinary Service Management, Kyung Hee University)
  • 정효선 (경희대학교 조리.서비스경영학과) ;
  • 윤혜현 (경희대학교 조리.서비스경영학과)
  • Received : 2010.08.09
  • Accepted : 2011.01.13
  • Published : 2011.02.28
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Abstract

The purposes of this study were to understand the influence of perceived service quality in Korean restaurants on customer satisfaction and to empirically analyze whether or not nationality (foreigner vs. Korean) plays a moderating role in the relationship between perceived service quality and customer satisfaction. Based on a total of 2,812 samples obtained from empirical research, the hypothesized relationships in the model were tested simultaneously using a structural equation model (SEM). The SEM results showed that menu quality, value & price, employee service, and physical environment among customers' perceived service quality had significant positive effects on customer satisfaction. In addition, the effect of perceived service quality in Korean restaurants on customer satisfaction was found to be partially moderated by nationality (foreigner and Korean). Limitations and future research directions are also discussed.

Keywords

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