In order to manage the group feeding’s operation efficiently, the restaurant needs to be objectively aware of the advantages and disadvantages of the restaurant, focusing on the attributes and satisfaction of customers, and at the same time, continuous efforts and attention are needed.
The demand for visual satisfaction as well as taste increased gradually due to the improvement of economic standards, increased frequency of use of commercial feeding stations, and increased demand for various foods due to globalization.
To meet the needs of such customers, it is inevitable that the quality of the service will be improved in maintaining and securing customers through various operational methods, such as developing new menus and implementing various events.
This study was conducted to find out the impact of industrial group feeding on customer satisfaction and customer affections, focusing on Changwon province. The purpose of the study was to figure out strategic measures for the operation of group feeding restaurant operators and businesses and to help them plan and implement them.
The collated data analysis of this study used the social science statistics packages IBM SPSS Statistics (ver. 25.0) and AMOS (ver. 23.0) programs and frequency analysis was performed to identify the demographic characteristics of respondents. Through Reliability Analysis by Measurement items, AVE values and Conceptual Reliability (CR) values were calculated to identify reliability and validity by extracting common dimensions of measurement items. To verify the causal relationship between the derived factors, the suitability and the organic causal relationship of the overall model were verified using the Structural Equation Model.
As the results of this study, it was found that the first hypothesis, ‘The attributes of the group feeding will have a positive impact on customer satisfaction’, was to perform a multiple regression analysis using the food quality, hygiene and restaurant facilities, which are sub-factors of the group feeding attributes, as independent variables and the customer satisfaction as dependent variables, all of which are related to positive effects. These results show that the better the quality, hygiene and restaurant facilities, the better the customer''s satisfaction.
The second hypothesis, ‘Customer satisfaction will have a positive impact on customer affections’, was a multiple regression analysis with the customer satisfaction as an independent variable and the affections as a dependent variable, which was significantly analyzed. This can be showed that the higher the satisfaction level of the customer, the higher the level of recommendation and continuous use by the customer.
The third hypothesis, ‘Customer satisfaction in relation to the attributes of group feedings and customer affections, will have a medial effect,’ is shown to be indirectly significant in favor only under hygienic conditions.
The customers who use the group feeding restaurants can easily get tired of the quality of the food and it is hard to consider individual’s appetite because of characteristic of the group feeding.
To improve this problem, a steady survey of customer preferences should be conducted to upgrade food quality and prevent customers from flowing into outside restaurants. For example, if customers can use facilities in restaurants to make good use of mealtime, or if they prepare a space to rest after meals and operate with more interest in hygiene, customer satisfaction will increase, which will help their operations and continuous operations.
It is necessary to organize diverse diets and operate differentiated operations with the goal of improving nutrition for employees. For the further study, it is needed that draw more fresh implications through a comparative survey among group feeding industry.