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KMID : 0665420200350020181
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Korean Journal of Food Culture
2020 Volume.35 No. 2 p.181 ~ p.192
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Combined Effects of Physical Evidence and Functional Service at Bulgogi Restaurants on Customers’ Store Image and Purchase Behaviors: Application of Video Scenario Technique
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Hwang Da-Ye
Chang Hye-Ja
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Abstract
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This study aimed to identify whether or not four service situations varying according to positive and negativecombinations of physical evidence and functional service influence store image and purchase behavioral intentions ofcustomers at bulgogi restaurants. The video-scenario technique was used for the study. Data were analyzed with the SPSS(Window 19.0) package using frequency analysis, one-way ANOVA, 2 by 2 factorial ANOVA, exploratory factor analysis,and multiple regression analysis to confirm the hypotheses. The combined effect of functional service and physical evidenceinfluenced store image and purchase intention. In terms of seperate effect of physical evidence and functional service, theeffect of employee service on store image was more powerful than that of physical evidence, even though the effect differeddepending on the situation. Purchase intention was only influenced by functional service quality from employees under thefour different scenarios. Thus, when opening a Korean restaurant, proper management of tangible evidence suitable toservice, and the prices expected from local customers should be determined. Additionally, extremely high or low levels ofphysical evidence management should be avoided.
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KEYWORD
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Bulgogi restaurant, video-scenario technique, physical evidence, functional service, purchase intention
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