패밀리 레스토랑의 서비스 인카운터가 고객가치와 재 방문의도에 미치는 영향에 관한 연구

In addition to the improvement of awareness of the rapid changes in health can be further diversified customer needs of eating out culture of acceleration and consumption trend of the development of today's service industry, become a remarkable tendency to want to pursue a life and spacious, the food service industry the importance of has been further emphasized. The aim of this study is to establish a marketing strategy to invigorate the family restaurant industry after analyzing the effect of services encounter on customer value and behavior intention in family Restaurants. This study executed based on a total 393 surveys obtained by the empirical research and the summary of the hypothesis verification result is as follows. First, service encounter including interaction quality and result quality had positive effects on customer value including functional value that results from consumers have an experience to visit a family restaurant. service encounter including physical environment quality had positive effects on customer value including social value that results from consumers have an experience to visit a family restaurant. service encounter including result quality had positive effects on customer value including emotional value that results from consumers have an experience to visit a family restaurant. Second, customer value including emotional value, social value and functional value had positive effects on behavior intention. Finally, it was found that the service process performed by service provider and the customers can feel the service from care of employee. These findings showed that it is important to create definition and identification of service process that for starting from a basic service to be done in a systematic services.