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KMID : 0665420070220020218
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Korean Journal of Food Culture
2007 Volume.22 No. 2 p.218 ~ p.224
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Measuring the Interaction Effects of Foodservice Qaulity, Value, and Satisfaction on Behavioral Intention of Customers in Tourist Restaurant
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Ko Beom-Seok
Kang Jong-Heon
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Abstract
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The purpose of this study was to measure the effects of value and satisfaction moderating the relationship between foodservice quality and behavioral intention. A total of 273 questionnaires were completed. Moderated regression analysis was used to measure the relationships between variables. Results of the study demonstrated that the analysis result for the data also indicated excellent model fit. The main effects of foodservice quality, value, and satisfaction on behavioral intention were statistically significant. The interaction effect of quality and satisfaction on behavioral intention was not statistically significant. The interaction effect of value and satisfaction on behavioral intention was not statistically significant. As expected, the interaction effect of quality and value on behavioral intention was statistically significant. Moreover, foodservice quality on behavioral intention was statistically significant at all levels of value and satisfaction, except for when value level was low, and satisfaction level was high. The results of this study indicated that restaurant marketers should attach importance to the interaction effect of service quality and customer value to understand the elements of market demand and customer loyalty.
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KEYWORD
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foodservice quality, value, satisfaction, behavioral intention, moderator regression analysis
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