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KMID : 0665420140290060585
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Korean Journal of Food Culture
2014 Volume.29 No. 6 p.585 ~ p.592
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Effects of Physical Environment on Risk Perception in Customers at Raw-fish Restaurants - focused on Northeastern Area of Kangwon Province -
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Yoon Tae-Hwan
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Abstract
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The purpose of this article was to research the effects of physical environment on risk perception in customers at raw-fish
restaurants in the Northeastern area of Kangwon province, South Korea. In this research, reliability analysis, factor analysis and path analysis were carried out. Physical environments were divided into four factors and risk perception into three factors. ‘Exterior facility’ had a negative influence on performance (p<0.001) and financial risk (p<0.001). ‘Interior facility’ negatively affected performance risk (p<0.001), financial risk (p<0.001) and time risk (p<0.001). ‘The others’ negatively influenced performance risk (p<0.05). Lastly, ‘press copy’ negatively influenced performance risk (p<0.001). Based on these results, various physical environments affected the risk perception in customers at raw-fish restaurants, and satisfaction level of customers was based on risk perceptions. As a result, food-service companies need to manage the physical environment as a marketing strategy, as well as reduce risk perception to increase customers loyalty.
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KEYWORD
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Physical environment, perceived risk, raw-fish restaurant
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