외식 프랜차이즈의 서비스 품질이지각된 가치와 재방문 의도에 미치는 영향

Recently increased competition in food-service franchising industry has saturated the marketplace and has aroused food-service franchising management to be more creative and increase a competitive advantage. From this perspective, this study examined the impact of food-service franchisee’s service quality on perceived value and revisit intention. In this study, the service quality consists of three sub-dimensions, such as physical environments, menu, and service. And perceived value consists of hedonic and utilitarian value. In order to achieve research purposes, several hypotheses were developed. The data were collected from 300 respondents who visit franchisee store through online survey. After discarding 31 responses due to missing information, we had the final sample size of 269 respondents. The data were analyzed using frequency analysis, reliability test, confirmatory analysis, and structural equation modeling with SPSS and AMOS. The findings can be summarized as follow: First, menu had a positive impact on hedonic and utilitarian value. Second, physical environment and services had positive impacts on hedonic value, but did not impact on utilitarian value. Third, both hedonic and utilitarian value had a positive impact on revisit intention. At the end of this paper, theoretical and managerial implications were suggested.