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The Effects of Quality Attributes on Customers` Emotion and Behavioral Intentions in the Casual Dining Restaurant
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캐주얼 다이닝 레스토랑의 품질, 감정, 행동의도와의 관계 연구

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Type
Academic journal
Author
Journal
Korean Hospitality and Tourism Academe Korean Journal of Hospitality & Tourism Vol.23 No.2 KCI Accredited Journals
Published
2014.4
Pages
107 - 131 (25page)

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The Effects of Quality Attributes on Customers` Emotion and Behavioral Intentions in the Casual Dining Restaurant
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Abstract· Keywords

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The purpose of this study was to 1) investigate the effects of quality attributes on customers` emotion and behavioral intentions and to 2) examine the moderating effects of customers` perceived reciprocity and underlying intention in the casual dining restaurant. A total of 214 diners participated in this study. Factor analysis identified three quality attribute dimensions: food, service, and atmosphere. Regression analysis was performed to examine therelationships among three quality attributes, emotions(positive/negative) and behavioral intentions. Regarding the association between quality attributes and customers` positive emotion and negative emotion, the results showed that food quality and atmosphere quality attributes had significant effects on customers` positive emotion while service quality attribute had significant effects on both customers` positive emotion and negative emotion. The study also found that customers` positive emotion and negative emotion had a significant effect on behavioral intentions. In relation to the association between quality attribute and behavioral intentions, only food quality attribute had a significant effect on behavioral intentions. Using a hierarchical regression analysis, customers` perceived reciprocity was found to moderate the relationships between customers` negative emotion and behavioral intentions. However, the moderation effect of underlying intention between customers` emotion and behavioral intentions was not found. Implications and future research were also discussed.
#품질속성 #소비자 감정 #행동의도 #호혜성 지각 #숨은 의도 지각 #quality attributes #customer` s emotion #behavioral intentions #perceived reciprocity #perceived underlying intention

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References (93)

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공연식 / 2008 / 테마파크 이용행태별 레스토랑의 물리적 환경과 선택속성이 고객만족도에 미치는 영향 / 호텔리조트연구 7(1):55~69 google schola 김도희 / 2012 / 호텔고객의 인지적, 감정적, 감각적 경험속성이 재방문의도에 미치는 영향 / 호텔경영학연구 21(6):61~83 dbpia 서광열 / 2011 / 레스토랑 선택속성이 소비감정 및 고객만족에 미치는 영향 / 외식경영연구 14(1):115~136 google schola 김미정 / 2007 / 패밀리레스토랑의 선택속성이 고객만족과 브랜드충성도에 미치는 영향 : 브랜드간의 비교연구 google schola 김민정 / 2007 / 약선메뉴의 특성에 대한 감정적반응이 고객충성도에 미치는 영향 google schola

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