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KMID : 0664320150210010072
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Journal of the Korean Dietetic Association
2015 Volume.21 No. 1 p.72 ~ p.82
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Exploratory Study on Customer-Oriented Service Contact Elements in Foodservice Indu
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Han Myun-Ai
Chong Yu-Kyeong
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Abstract
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The purpose of this study was to provide preliminary data for competitive dominance in an institutional foodservice environment. Data were collected from 85 experts and practitioners on customer-oriented service contact elements and contact fields in the foodservice industry. PASW Statistics ver.18 and MS Excel were used for data analysis. From the pilot study, 67 service contact-elements were derived. Contribution rate analysis and frequency analysis in each contact field were performed in order to categorize four factors, including environment-oriented contact, product-oriented contact, service-oriented contact, and image-oriented contact fields. Thirty three contact elements were derived, and environment-oriented contact consisted of eight contact-elements (cleanliness of restaurant/kitchen, etc.), product-oriented contact consisted of twelve contact-elements (food taste, etc.), service-oriented contact consisted of seven contact-elements (service quality, etc.), and image-oriented contact consisted of six contact-elements (image/reputation, etc.). The results of study will be useful to develop an effective marketing program for competitive dominance in an competitive foodservice industry environment.
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KEYWORD
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service contact, select properties, customer satisfaction, foodservice industry
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