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KMID : 1011620090250010016
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Korean Journal of Food and Cookey Science
2009 Volume.25 No. 1 p.16 ~ p.24
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The Effects of Corporate Social Responsibility in the Foodservice Industry upon Customers' Perceived Service Quality Using DINESERV
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정효선:Jung Hyo-Sun
윤혜현:Yoon Hye-Hyun
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Abstract
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This study suggested a theoretical research system on the effects of corporate social responsibility in the foodservice industry upon perceived service quality. Self-administered questionnaires were completed by 509 customers and the data were analysed by frequency, factor analysis, reliability analysis, correlation analysis and multiple regression analysis. The primary results are as follows - Three corporate social responsibility (CSR) factors were obtained - economic responsibility, legal?ethical responsibility and philanthropic responsibility. In addition, five factors were obtained from the factor analysis of perceived service quality - tangibility, reliability, responsiveness, assurance and empathy. Correlation analysis showed a significant correlation between the CSR factors and the customers' perceived service quality factors. Multiple regression analysis, to verify the hypothesis, showed that CSR in the foodservice industry had a significant influence upon customers' perceived service quality; therefore, the research hypothesis was adopted. CSR, which had an effect on tangibility out of the minutely-perceived service quality factors, was indicated in the order of economic responsibility, legalㆍethical responsibility and philanthropic responsibility. Responsiveness, reliability, and assurance were influenced by legalㆍethical responsibility, economic responsibility and philanthropic responsibility, respectively, in order. Also, empathy was surveyed to be influenced by legalㆍethical responsibility, philanthropic responsibility and economic responsibility in order. Consequently, customers' evaluations of perceived service quality may be inferred to have positive effects when the customer recognizes whether the foodservice company performs social responsibility.
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KEYWORD
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corporate social responsibility, foodservice, perceived service quality, DINESERV, customer
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