외식서비스품질이 관계의 질과 브랜드충성도에 미치는 영향

The food service quality model of this study is conceptually based on the Brady and Cronin(2001)'s hierarchical approach to the service quality model. The study proposed the model that focused on the roles of relationship quality, which consisted of the satisfaction, and the trust, the calculative commitment and the emotional commitment. The relationship quality mediates between the food service quality and brand loyalty. The hierarchical approaches to the food service quality helps overcome the limitations of the SERVQUAL model for which some arguments have been made that it lacks a clear division between the dimensions and its subsequent overlapping between them. The results of hypotheses testing are as follows. The three primary dimensions of food service quality had a significant effect on the satisfaction. However, the food quality dimensions turned out to influence the trust, other two dimensions having an indirect impact on the trust via the satisfaction. The satisfaction expected to trigger the calculative commitment in that it tends to represent the cognitive judgements on the dimension and attributes of the food service quality. The trust develops with the accumulation of the satisfaction over time,evoking the emotional and personal attachments to the service provider or the brand. This kind of emotional attachment or commitment could be a critical characteristics and an important foundation of long-term brand loyalty. The calculative commitment had a significant effect on the attitudinal loyalty, not on the behavioral loyalty, meaning the calculative commitment is not enough conditions for securing a real brand loyalty which comprises both behavioral and attitudinal loyalty, as mentioned by Dick and Basu(1994). The emotional commitment proved to be influencing the attitudinal and behavioral loyalty alike, implying that the emotional commitment to a certain brand plays an essential role in building the real loyalty.