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KMID : 1134820060350081076
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Journal of the Korean Society of Food Science and Nutrition
2006 Volume.35 No. 8 p.1076 ~ p.1087
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The Importance and Performance Analysis of Service Encounter Quality by Types of Restaurants
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Jo Mi-na
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Abstract
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The purpose of this study was to identify critical control points of service encounter by types of restaurants in order to manage moment of truth when customers encounter services. Questionnaires were collected from 812 customers (aged 15 years or older) who had used restaurants in Seoul, from October 24, 2005 to November 6, 2005. The main results of this study were as follows: Statistically significant differences were shown between importance and performance of interaction quality, physical environment quality and outcome quality. Significant differences were also shown in importance and performance of interaction and physical environment quality, and performance of outcome quality by restaurant types but no significant difference was indicated in importance of outcome quality by restaurant types. That is, the importance of outcome quality, which means the quality of food, was regarded as important by customers who use restaurants regardless of types of restaurants. The result of examining interaction quality showed that family restaurants managed waiting customers quite well and provided information on the Internet homepage. Performance of responding to customers with complaints was rated the highest in family restaurants. Regarding physical environment quality, importance and performance scores significantly differed by types of restaurants in order of fine-dining restaurants, family restaurants, and fast-food restaurants. In terms of service encounter quality, items whose importance scores were high but performance scores were low in importance-performance analysis matrix were "quality of provided food is always uniform" and "the space between other tables is enough" for fine-dining restaurants. In family restaurants, "size of chairs or tables is enough", and "the space between other tables is enough" were included in the items, while "interior facilities are attractive", "size of chairs and tables is enough", and "the space between other tables is enough" were included in the items in case of fast-food restaurants. A difference was indicated depending on types of restaurants.
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KEYWORD
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service encounter, interaction quality, outcome quality, physical environment quality, restaurants
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