재방문의도 및 구전의도 형성과정의 제품과 서비스 간에 차이에 관한 연구 -대구지역 패밀리레스토랑을 중심으로-

This study examined impact of food and service quality on customers’ satisfaction in order to identify decisive factors for repeat-visit and word-of-mouth advertisement of family restaurants. The study also examined indirect influence of service and food quality on intent of repeat-visit and word-of-mouth. In addition, the study inquired how customers’satisfaction with service and food quality affects intent for future visit and word-of-mouth. The participants in the study included customers of family restaurants in Daegu region, and a total of 271 questionnaires were analyzed using SPSS 14.0and AMOS 16.0. The analysis result demonstrated that quality of service and food has significant effect on customers’ satisfaction with service and food respectively. In terms of magnitude, service quality had greater impact than food quality on customer satisfaction. Satisfaction with service and food both showed significant indirect influence on customers’ intent of repeat-visit and word-of-mouth. Food quality had greater impact than service quality. As a result of this research, food service industry should had to more invest to improve for food quality.