개인 가치에 따른 저가 프랜차이즈 레스토랑의 선택속성이 이용 만족도에 미치는 영향 연구

This study conducted to find influences of selection attributes on consumer satisfaction as perceived by low-cost restaurant visiter by considering personal value. Developed survey was distributed and 428 sample who visited the low-cost franchise restaurant were employed the statistical analyze. The internal value and the external value included individual value in order to estimate the influence of the choice factor of the low-cost franchise restaurant on the quality of the product, and the choice factors were consisted of 3 variables that are quality, accessibility and service. Regression analysis was conducted to verify the relationships among the variables. As a result, the internal value (β=.236, p<.0.01), and external value (β=.352, p<.001) have the significant positive relationships with respect to quality. Second, the external value (β=.305, p<.001) has the positive relationship with regard to accessibility, but the internal value has no significant relationships with level of accessibility. Third, the internal value (β= .828, p<.001) has the significant positive relationship with regard to service, but there was no significant influences between external value and service in this study. Fourth, the internal value (β=.472, p<.001), the external value (β=.479, p<.001) were critical antecedents of the quality. Last, while quality (β=.858, p<.001) has significant positive relationship with satisfaction, but it didn’t show any relationships with accessibility and service.