국내 체류 외국인에게 인지된 한식당의 서비스품질이 고객의 효용적․쾌락적 가치 및 만족도에 미치는 영향

The purpose of this study was to understand customers' perception on service quality in Korean restaurants of foreigners living in Korea and to examine the effect of service quality upon the customer's value and satisfaction. Based on total 594 foreigners obtained from the empirical research, this study reviewed reliability and fitness of research model and verified total 3 hypotheses using Amos program. The hypothesized relationships in the model were tested simultaneously by using a structural equation model(SEM). The proposed model provided an adequate fit to the data, χ2 677.677(df 256), GFI .917, RMR .088, NFI .924, CFI .951, RMSEA .053. As a result of empirical analysis, the food quality(β=.279), employee service(β=.291), price(β=.142) and convenience(β=.192) as service quality factors in Korean restaurants, were indicated to have influence upon customer's utilitarian value. In the influence upon customer's hedonic value, the food quality(β=.252), employee service(β=.163), price(β=-.320)and convenience(β=.290) were surveyed to have influence. Also, customer's utilitarian value(β=.943) and hedonic value(β=.102) had positive(+) influence upon customer satisfaction. Limitations and future research directions are also discussed.