편의식의 간편 선택과 가격이 만족도에 미치는 영향: 가치의 조절 효과를 중심으로

Convenience food is a product that emerged as a trend change in food service industry but it is continuously advancing into a product as it is recognized as one of the non-face-to-face alternatives due to the prolonged prolonged COVID-19. Therefore, convenience meals are easily selected by customers and paid for in a trend environment. In other words, the choice and price of convenience food can affect customer satisfaction. In addition, the study was conducted under the hypothesis that the customer satisfaction with choice and price can play a controlling role by value when considering value. As a result of the study, convenience food showed a higher influence on customer satisfaction than price, and when customers consider value, price had a higher influence on customer satisfaction than choice according to the intensity of value adjustment. This means that, although the choice has a priority on customer satisfaction by the trend environment, when the customer considers value, it is the effect of adjusting the strength of the value, which means that price has a greater impact on customer satisfaction than value. In this study, in order to revitalize convenience food amid the flood of convenient food that pours out as the trend of convenience food and the environment of COVID-19 are fused, the relevant people are rational considering the production strategy of convenient food that is valuable rather than the preferential convenience food selection strategy. It suggests ways of consciousness distribution and marketing.