외식기업 푸드테크 서비스 품질이 고객만족에 미치는 영향:신뢰의 매개효과

Objective:The purpose of this study is to investigate the effect of food technology service quality on customer satisfaction and to empirically verify the mediating role of trust in this process. This study analyzed how quality factors of tangibility, reliability, responsiveness, and empathy affect trust and satisfaction. Methods:This study collected data by applying the convenience sampling method to 280 people using SERVQUAL-based service quality factors. Frequency analysis, exploratory factor analysis, reliability analysis, multiple regression analysis, and mediating effect verification were conducted using the SPSS 23.0 program. Results:. Reliability, responsiveness, and empathy had a positive (+) effect on trust and customer satisfaction, but tangibility did not show significant effect. In addition, trust had a significant positive (+) effect on customer satisfaction, and showed a complete mediating effect between service quality and customer satisfaction. Implications:The findings confirmed that building trust is the core of customer satisfaction rather than technical convenience. Stable system operation and rapid and empathetic response are important, and functional stability and user convenience have a greater influence than visual factors. The findings also show that the companies should move away from technology-oriented strategies and rather strengthen relationship- oriented service strategies based on trust.