외식사업의 입지유형에 따른 서비스품질이 비재무적 경영성과에 미치는 영향에 관한 연구

Abstract

The purpose of this study is to investigate the influence of perceived service quality factors on non-financial performance and the type of location including office, downtown, residential area, sightseeing spot. This study is sampled in rapidly growing casual and fine dining restaurant business in Shandong, China in recent years. The 204 items were analyzed by using frequency analysis, factor analysis, reliability analysis, correlation analysis, one-way ANOVA, and multiple regression analysis. Construct Validity and reliability between service quality and the non-financial performance according to the shopping center, residential area, and sightseeing spot has been analyzed and established. The results of this study can be summarized as follows. First, empathy, food quality, tangibility and reliability except responsiveness among the five factors of service quality have a positive influence on customer satisfaction. There has been a positive effect on firm image in order of reliability, tangibility and reactivity. Second, the analysis of service quality factors according to location types such as office, downtown, residential area, sightseeing spot has been performed. Most of the factors including empathy, responsiveness, food quality, tangibility and reliability in service quality have showed a difference in the different types of location. The firm image as a factor of non-financial management performance have showed significant differences among the location types. Customer satisfaction did not show any significant difference among the location types. Third, there were differences in service quality factors and non-financial performance factors by location type. Based on the results of this study, the company's competitiveness in the food service business in Shandong of China should be presented from a customer-oriented service quality viewpoint. It is necessary to strengthen the advantage of differentiated service quality for continuous profit generation and growth, It is also useful to be knowledgable for customers to select foodservice stores conveniently for each type of location in a specific area. This valuable information could guide us to establish foodservice management strategies.