편의점 패스트푸드의 지각된 품질과 지각된 위험,고객만족, 본사의 신뢰 및 재구매의도간의관계에 관한 연구

Abstract

The purpose of this research is to investigate which factors influence to repurchase intention about fast food of convenience store in Korea. And this research also attempt to compare the process in determination of repurchase intention about fast food of convenience store between Korea and Japan. In the perceived quality, this research drew the four factors as aesthetics of food, variety of menu, trustworthiness of food, convenience of food. Present research focused on the effect of perceived qualities that were selected as antecedents among perceived risk, customer satisfaction, company's trust, and repurchase intention. The data for analysis obtained from 558 customers(409 Korean and 149 Japanese) who have bought the fast food in convenience store. The results through AMOS 4.0, structural equation program show as following: first, trustworthiness of food and variety of menu has a positive influence on customer's satisfaction. Especially, trustworthiness of food is not only effective to customer satisfaction but also having positive influence to company's trust. And also trustworthiness of food has negative influence to perceived risk. Second, perceived risk has negative influence to customer satisfaction. Third, customer satisfaction and convenience of food have a positive influence to repurchase intention. Especially, customer satisfaction significantly effect to repurchase intention for Korean customers. Fourth, there is no big difference in determination of repurchase intention about fast food of convenience store between Korea and Japan.