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KMID : 1011620090250050545
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Korean Journal of Food and Cookey Science
2009 Volume.25 No. 5 p.545 ~ p.556
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A Study on the Effects of Perceived Service Quality in Korean Food Restaurants upon Customer Satisfaction and Behavioral Intention : Focused on the Mediating Roles of Trust
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정효선:Jung Hyo-Sun
송민경:Song Min-kyung/이선령:Lee Sun-Lyung/강옥구:Kang Ok-Goo/윤혜현:Yoon Hye-Hyun
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Abstract
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The purposes of this study were to understand the influence of perceived service quality in Korean food restaurants on customer satisfaction and behavioral intention and to empirically analyze whether trust plays a mediating role between both the relations of the perceived service quality and customer satisfaction and the perceived service quality and behavioral intention. Based on total 303 samples obtained from empirical research, this study reviewed the reliability and fitness of the research model and verified a total of 5 hypotheses using the Amos program. The hypothesized relationships in the model were tested simultaneously by using a structural equation model(SEM). The proposed model provided an adequate fit to the data, χ2 (df 131) = 536.566, p<.01, RMR .126, GFI .841, NFI .896, CFI .919, RMSEA .101. The SEM results showed that the perceived service quality(β = .823, t = 9.392, p<.001) had a significant positive effect on trust had a significant positive effect on trust, and trust had a significant positive effect on customer satisfaction(β = .730, t = 14.202, p<.001) and behavioral intention(β = .239, t = 3.362, p<.001). Also, customer satisfaction had a significant positive effect on behavioral intention(β = .509, t = 6.978, p<.001). In addition, the effect of the perceived service quality in Korean food restaurants upon behavioral intention was found to be partially mediated by the trust.
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KEYWORD
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perceived service quality, customer satisfaction, trust, behavioral intention, Korean food, restaurant
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