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KMID : 0665420070220030303
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Korean Journal of Food Culture
2007 Volume.22 No. 3 p.303 ~ p.308
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Measuring the Effects of Mediating Variables on the Relationship between Restaurant Sonics Quality and Loyalty In Namhaean Area
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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 mediating effects of sacrifice, value and satisfaction on the relationship between restaurant service quality and loyalty. A total of 273 questionnaires were completed. Structural equation model was used to measure the causal effects of service quality, perceived sacrifice, value, satisfaction and loyalty. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The influences of service quality and perceived sacrifice on value were statistically significant. The influences of service quality and value on satisfaction were statistically significant. The influences of value and satisfaction on loyalty were statistically significant. As expected, the service quality had a significant effect on loyalty. The results indicated that the effect of service quality on loyally was mediated by value. Moreover, the effect of service quality on loyalty w3s mediated by satisfaction.
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KEYWORD
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service quality, loyalty, structural equation model, causal effect
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