Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Effects of Physical Environment on Risk Perception in Customers at Raw-fish Restaurants - focused on Northeastern Area of Kangwon Province -

생선회전문점의 물리적 환경이 이용고객의 지각된 위험에 미치는 영향 - 강원영동지역권역 위주 -

  • 윤태환 (경동대학교 호텔조리학과)
  • Received : 2014.04.15
  • Accepted : 2014.12.08
  • Published : 2014.12.31
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Abstract

The purpose of this article was to research the effects of physical environment on risk perception in customers at raw-fish restaurants in the Northeastern area of Kangwon province, South Korea. In this research, reliability analysis, factor analysis and path analysis were carried out. Physical environments were divided into four factors and risk perception into three factors. 'Exterior facility' had a negative influence on performance (p<0.001) and financial risk (p<0.001). 'Interior facility' negatively affected performance risk (p<0.001), financial risk (p<0.001) and time risk (p<0.001). 'The others' negatively influenced performance risk (p<0.05). Lastly, 'press copy' negatively influenced performance risk (p<0.001). Based on these results, various physical environments affected the risk perception in customers at raw-fish restaurants, and satisfaction level of customers was based on risk perceptions. As a result, food-service companies need to manage the physical environment as a marketing strategy, as well as reduce risk perception to increase customers loyalty.

Keywords

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