캐주얼 레스토랑의 서비스 품질이 고객의 가치, 만족 및 충성도에 미치는 영향

The purpose of this study is to examine the impact of three components of restaurant service quality dimensions (physical environment, employee service, food) on customer values, customer satisfaction and customer loyalty in casual restaurants. Data were collected from customers at four casual restaurants located in Seoul via a self-administered questionnaire. Structural equation modeling shows that the quality of employee service and food are significant determinants of customer values (utilitarian, social, hedonic). The quality of employee service and food are also significant predictors of customer value. In addition, the results reinforce that customer value (social, hedonic) is indeed a significant determinant of customer satisfaction, and customer satisfaction is a significant predictor of customer loyalty. This study indicates that social value shows the greatest influence on customer satisfaction more than utilitarian or hedonic value. The proposed conceptual model and study findings will greatly help researchers and practitioners understand the complex relationships among restaurant service quality, customer value, customer satisfaction, and customer loyalty in the casual restaurant sector.