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KMID : 1011620080240030367
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Korean Journal of Food and Cookey Science
2008 Volume.24 No. 3 p.367 ~ p.374
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The Influence of Physical Evidence on Perception of Eating-out Customer’s Value at Family Restaurants in Seoul
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윤태환:Yoon Tae-Hwan
형도윤:Hyoung Do-Yun
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Abstract
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The principal objective of this study was to determine the influence of physical evidence's performance on perception of value at family restaurants in Seoul. Frequency analysis, t-test, ANOVA, reliability analysis, factor analysis, multi?regression analysis were employed to analyze the data. The physical evidence was divided into 3 factors. Factor 1, 'matters related to appearances and decoration'; and Factor 3，'matters related to atmosphere' differed significantly with monthly pocket money. However, all factors differed significantly by partner. Additionally, all factors positively(+) influenced customer's perception of value. In particular, factor 1, 'matters related to appearances and decoration' was the most positive factor. As a result, physical evidence can be regarded as efficient marketing tactic by which the intangible factors of restaurant-business may be removed. Therefore, food-service companies should endeavor to manage physical evidence ideally as a means of reducing the negative characteristics of service toward customers and inducing customers perceptions of value at family restaurants.
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KEYWORD
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physical evidence's performance, customer's value, family restaurant
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