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2008, Vol.32, No.5

  • 1.

    The Corresponding Strategy on Blue Ocean of Using by Analysis for Management Strategy of the Food Service Industry

    WooHee Byun | 2008, 32(5) | pp.9~30 | number of Cited : 4
    Abstract
    Food service industry has emerged as the high-value-added growth engine and the key industry that can lead the national and local economic development in the 21st century. The results were used to implement another double-test on supplier value and consumer-oriented purchaser value in order to derive the ERRC evaluation variables of each corporate. Then, the blue ocean strategy for new demands and the market expansion through value innovation were derived. The most important point of this study was to examine the traditional competition strategies based on the existing industrial structures. Since it was determined that the existing traditional competition strategies would not be able to break away from the current situations of tourism corporate, this study attempted a substantial study on blue ocean strategy that can create new demands and promote sustainable growth through value innovation of both purchasers and suppliers. The findings of this study could be used to derive new strategic measures to create a blue ocean through value innovation and provide basic information to establish specific food service industry management plans including marketing plans.
  • 2.

    Relations among Eating-out motivation, Eating-out Constraints and Eating-out Participation: Theoretical and Structural Modeling

    Moon-Soo Cho | Sungeun Lee | LEE, Young-Ran | 2008, 32(5) | pp.31~53 | number of Cited : 14
    Abstract PDF
    In the foodservice research area, there have been many studies concerned with restaurant choice attributes based on consumer behavior theory but relatively little attention was paid to the intrinsic motivation or constraints related to eating-out activity. In this context, this study aims to build a conceptual structural model through related literature reviews, to verify a supposed model and hypothesis and to evaluate the results of empirical study. The total 1394 valid samples were collected from May 20, 2008 to June, 10. Major findings of this study were as follows: First, the supposed model was accepted restrictively in the statistical significance. Secondly, intrapersonal eating-out constraints had strong negative effect on the eating-out participation. Third, interpersonal eating-out constraints didn’t have any relation(+, -) to eating-out motivation, but the other constraints had positive effect on the motivation.
  • 3.

    A Study on the Price Dispersion of the Restaurant Market: Focusing on the Restaurant Menu Items included in the Consumer Price Index

    Chong,Yu-kyeong | Kim Young-Gab | 2008, 32(5) | pp.55~73 | number of Cited : 2
    Abstract
    This paper provides an exploratory study of price dispersion in the restaurant market and checks for the application of the existing concepts of price dispersion. Three research problems are studied: To what extent are the actual price dispersion in restaurant menu items?, To what extent does the customers perceive price dispersion in restaurant menu items? And what are the differences and characteristics between these two types of price dispersion? Twenty-seven menu items were used for the current study. The results showed that the actual price dispersion were in the range of 1.75 and 11.67 whereas the perceived price dispersion had wider range of numbers between 1.43 and 5.2. Based on these two types of price dispersion, 27 menu items were classified into 4 groups where each group implying different search cost and customer welfare.
  • 4.

    The Structural Relationship of Eating-out Motivation, Perceived Crowding, Restaurant Image, and Restaurant Loyalty in Sea Food Buffet-style Family Restaurant

    Kim Hyeon Cheol | 2008, 32(5) | pp.75~97 | number of Cited : 17
    Abstract
    The study explored the structural relationships among the four dimensions of eating-out motivations, perceived crowding, restaurant image, and restaurant loyalty in sea food buffet-style family restaurants. A structural equation model was developed to test a total of 11 research hypotheses derived from extensive literature review. A total of 279 useable questionnaires were collected from customers who dined at the selected franchised sea food buffet-style family restaurants in Seoul, Korea. The results of these empirical survey suggested that most of eating out motivations have significant impacts on customers’ perceived crowding and restaurant image, while perceived crowding and restaurant image are independent to each other. As expected, there is a strong positive relationship between restaurant image and restaurant loyalty. The theoretical and practical implications of this empirical research were also discussed.
  • 5.

    A Study on Relationship Learning on Relationship Performance in Franchise System of Food Service Industry

    박노현 | Yoon Yooshik | 2008, 32(5) | pp.99~120 | number of Cited : 6
    Abstract
    This study is to examine the structural relationships between relationship learning and relationship performance, their antecedents such as reputation, relational norms, quality of communication, past transaction satisfaction, transaction specific investment, and uncertainty of environment in the context of foodservice franchise industry. For these purposes, the author developed several hypotheses. The data was collected from 312 franchisees. The results of this study are as follows: First, relational norms, quality of communication, past transaction satisfaction, and uncertainty of environment had significantly positive effect on relationship learning. Second, relationship learning had significantly positive effect on relationship performance. At the end of this paper, limitations, further research directions, and implications are suggested.
  • 6.

    A Measure of Service Quality in Foodservice Setting: An Extension and Remeasurement

    Yoo jung lim | Kwon, Hyun-Soo | Kim, Young-Gook | 2008, 32(5) | pp.121~141 | number of Cited : 10
    Abstract
    The objective of this study is to extend the important contributions of Brady & Cronin(2001) to the foodservice setting by developing the foodservice quality measurement. Brady & Cronin(2001) developed a conceptual model of outcome quality, interaction quality, and physical environment quality in service quality measurement. The instrument developed for this study consists of four dimensions and each definition was as follow; ‘food’ includes taste, quality menu and meal made out of qualified ingredients; ‘safety’ includes food safety, facility safety and service delivery safety; ‘interaction quality’ was the ability of staffs and systems for performing services well; ‘environment quality’ was clean physical facilities, equipments and appearance of staffs and ‘healthy and nutrition’.
  • 7.

    A Study on Gender Effects on Customer’s Self-Identification,Relationship Satisfaction and Loyalty in Family Restaurants

    YongGu Suh | Lee, Dong-Han | Kim Ji Wan | 2008, 32(5) | pp.143~166 | number of Cited : 16
    Abstract
    Although a considerable amount of studies on brand personality in marketing and consumer research has been done, there are few studies on gender effects concerned with restaurant brand personalities. This study explores how gender relates to restaurant own-brand identification, relationship satisfaction and brand loyalty. We have found both genders have strong effects on factors above. However, some differences are found in each restaurant tested. For instance, woman is revealed as more important gender in the case of VIPS.
  • 8.

    The Effect of the Perceived On-line Coupon Benefit onConsumption Affect, Brand Attitude and Re-visit Intention

    KIM TAEHEE | Lee, Jong-Suk | Eun-Young Son | 2008, 32(5) | pp.167~186 | number of Cited : 34
    Abstract
    The objective of this study is to examine the causal relationship between the perceived on-line coupon benefit, consumption affect, brand attitude, and re-visit intention. A total of 350 samples were used to test the model. Results are shown as the following: 1) a positive relationship exists between the perceived on-line coupon benefit and a positive consumption affect, and 2) a negative relationship exists between the perceived on-line coupon benefit and a negative consumption affect. 3) A positive consumption affect has a positive influence on attitude towards brand, and 4) a negative consumption affect has a negative influence on brand attitude. Lastly, 5) a positive relationship exists between brand attitude and re-visit intention. Results support the conceptual model and suggest that the on-line coupon marketing has significant effects on future re-visit intentions. Implications for practice and future research are discussed.
  • 9.

    The Study of Relations between Family Restaurant Employee’s Service-Orientation and Customer’s Emotional Response, Attitude and loyalty

    Junghak Lee | 2008, 32(5) | pp.187~208 | number of Cited : 20
    Abstract
    The purpose of this study is to confirm relations between restaurant employee’s service-orientation and customer’s emotional response, attitude and loyalty. In order to analyze the proposed constructs, regression analyses is required for this research. Results show the influence of customer-oriented service is a positive emotional response to customers. And it’s analyzed positive influence affect attitude and loyalty as well. So restaurant owners must provide customer-oriented service in marketing in order to increase revenue and enhance customer relationship.
  • 10.

    Differences of Perceived Social Capital on Hotel Employees : Two-step Cluster Analysis

    Hong-bumm Kim | Sanggun Lee | 박종승 | 2008, 32(5) | pp.209~231 | number of Cited : 5
    Abstract
    The purpose of this study is to investigate how the hotel employees differently perceive social capital. Two-step cluster analysis has been used to classify hotel employees into a smaller number of groups. In addition, logistic regression analyses have been conducted to identify significant social capital factors affecting employment status and management types. Factor analysis identified five internal dimensions of perceived social capital as information exchange, relation to boss, relation to subordinates, relation to department, and trust. Two-step cluster analyses are classified into six different clusters. Logistic regression analyses which identify both information exchange and relation to subordinates are significantly related to employment status. Also trust factor is related to management type. The implications of these results are examined.
  • 11.

    An Analysis of Relative Efficiency of Hotel Company Based on Accounting Information

    Yoon Ji-Hwan | CHOI KYUWAN | 2008, 32(5) | pp.233~249 | number of Cited : 11
    Abstract
    The purpose of this study is to evaluate the relative efficiency of hotel company based on accounting information. Specifically this evaluates technical efficiency, pure technical efficiency, scale efficiency, and examines the return to scale. This also analyses the difference of efficiency according to the management characteristics of hotel company: international brand, conglomerate, duty-free shop, casino, location etc. Also it analyze the profit as an output indicator corresponding to practical goal of hotel company. The results indicate that the relative efficiency of non-international brand hotel, non-conglomerate hotel, and hotel owning duty-free shop and casino is greater than others. Implications for the managers and CEOs of hotel company are discussed.
  • 12.

    An Analysis of the Effect of Complaint Handling on Service Recovery and the Perceived Justice of Hotel Restaurant Customers

    Chae Sin Suk | 2008, 32(5) | pp.251~273 | number of Cited : 11
    Abstract PDF
    The purpose of this research is to investigate the effects of various organizational responses to distributional, procedural, and interactional complaints including the perceived justice of the complainants, In particular, this research will identify whether such complaint satisfaction has a positive influence on service recovery and perceived justice as they are indicated through repatronage and word of mouth intent. For empirical analysis, a questionnaire survey was applied to a total 300 customers who experienced satisfactory complaint resolution from super deluxe hotels in Seoul in the past one year. The model was tested using SPSS 12.0 and LISREL 8.72. Among the sample of 276 surveys, 92% were found to be usable response. The results of empirical analysis show that: 1) Three dimension of organizational justice have a significant effect on complaint resolution satisfaction. 2) Complaint resolution satisfaction has a significant effect on the repatronage and word of mouth intent.
  • 13.

    The Effect of Hotel Kitchen Work Environment on Job Satisfaction of Cook and Organization Commitment

    Sung-Pil Hahm | SON, SUN ICK | 2008, 32(5) | pp.275~296 | number of Cited : 22
    Abstract
    This study examines whether kitchen work environment have an effect on the job satisfaction and the organization commitment. The 234 hotel kitchen workers were surveyed by purposive sampling and the data was analyzed to examine 2 hypotheses. Kitchen work environment factors were divided into three factors(human, physical, and safety & sanitation) in this study. Using the three factors as variables, this study analyzed participants’ job satisfaction and organization commitment. The hypothesized relationships were measured using SPSS12.0 through Multiple Regression Analysis. The results of this study indicated that 1) the hotel kitchen work environment factors were statistically significant with the job satisfaction and 2) the hotel kitchen work environment factors were partially significant with the organization commitment.
  • 14.

    The Effects of Hotel Employees’ Brand Identification and Service Value Perception on Emotional Dissonance and Pro-Customer Role Performance

    Wha-In Lee | 2008, 32(5) | pp.297~314 | number of Cited : 6
    Abstract
    Service providers’ emotional state at the hotel service counter is an essential factor that plays a critical role in determining the quality of the customer service. Hotel employees’ heart-felt responses to the customer needs add a personal touch to the employees’ job performances and consequently enhance their service commitment. This study investigated the antecedents and consequences of hotel service employees’ emotional dissonance. The results indicated that brand identification and service value perception have significant suppressing effects on service employees’ emotional dissonance. This study also examined the path that emotional dissonance leads to passive pro-customer behavior of hotel service employees. It found the significant mediating effects of depersonalization between emotional dissonance and voluntary pro-customer role performance.
  • 15.

    Effects of Training on the Job Performances in the Hotel IndustryDepending on Training Environment and Organizational Characteristics : Cases of the Five Star Hotels in Seoul

    Lee, Ki-Sub | Cho, Eun-Jung | Cho, Yong-hyun | 2008, 32(5) | pp.315~338 | number of Cited : 5
    Abstract
    This study is to investigate how staff training programs affect job performances in the hotel industry and how the level of impact is differenent based on the training environment, and the organization’s characteristics . The summary of result is as following; First, the team members agreed with the fact that the service excellence through training can result in a positive effect on job performance. Second, the training performance will be effective if the training is conducted in the stable training facility with an uninterrupted environment during the team members’ working hours not during their break-time nor off-duty time. As for the scheduling of the training of team members, the responsible supervisor needs to plan ‘high skill solution training’ and ‘external training’ for at most 2 hours for effective job performance.
  • 16.

    Evaluation of Convention Tour Program Attributes for Effective Convention Tour Programming

    YOON, SEMOK | Mi-Kyung Kim | Yun, Senam | 2008, 32(5) | pp.339~355 | number of Cited : 9
    Abstract
    The purpose of this study was to investigate the attributes of convention tour program which were expected to influence effective convention tour programming. Two variables, attributes of convention tour program and convention tour activities preferred were selected and their operational definitions were defined. Questionnaires were prepared and distributed to those who were participated in the provided convention tour program. Total 375 cases were collected and analyzed by the statistic package, SPSS ver. 15.0. Factor analysis, regression analysis and descriptive analysis were conveyed. The results of analyses revealed that; 1) those who preferred recreational and event tourism were more likely to emphasize physical factor of program while those who preferred urban culture tourism were more likely to do operational factors and those who chose unique cultural tourism were more likely to do contents factors.
  • 17.

    The Influence of Website Quality and Social Influence on Customers’ Repurchase Intention of Internet Travel Products: Focusing on Mediating Role of Online Hedonic and Utilitarian Values in Internet Shopping

    Ji-eun Oh | 2008, 32(5) | pp.357~380 | number of Cited : 22
    Abstract
    The purpose of this study is to examine whether website quality and social influence affect customers’ intention to repurchase products through internet shopping values, and also to investigate whether a mechanism by which the internet shopping values (hedonic and utilitarian value) affect repurchase intention. This study introduces the comprehensive conceptual frame to show the relative influential relationship among variables. Main findings are that information quality, ease of searching, design/user interface, subject norm and word-of-mouth/site recommendation influence repurchase intention through online hedonic value and/or utilitarian value in internet shopping. Furthermore, hedonic value gives a positive influence on utilitarian value in internet shopping. The results have significant implications for both theory and practice.
  • 18.

    The Effect of the Servicescape on Exhibition Attendees’ Behavioral Intentions in Convention Centers

    Heyryon Lee | 2008, 32(5) | pp.381~400 | number of Cited : 45
    Abstract
    This study explores the effects of the servicescape on exhibition attendees‘ behavioral intentions in convention centers. It is hypothesized that perceived quality will have a positive effect on customer satisfaction with the servicescape, which will affect the behavioral intentions. Data were gathered from the questionnaires of 295 attendees who participated the housing fair held in COEX. The findings were as follows. Facility aesthetics, layout accessibility, pleasantness and safety had positive effects on perceived quality. Perceived quality had a positive effect on satisfaction with the servicescape, which in turn had a positive effect on the length of time customers desired to stay in convention centers and on their revisit and recommendation intentions.
  • 19.

    An Examination of the structural relationships among travel information, an attitude toward a DMO Website and online purchase intention: Focusing on a mediating role of telepresence

    Hyun, Yong-Ho | 2008, 32(5) | pp.403~421 | number of Cited : 4
    Abstract
    This study proposes a structural model to investigate the influential relationships among offline travel information, Web-mediated virtual information, telepresence, attitudes toward a Destination Marketing Organization(DMO)’s Website and online purchase intention. To achieve the goal of this study, virtual information classifies into two types; 3D-based and 2D/text-based virtual information. This research model examines the structural relationships among constructs, using Structural Equation Modeling(SEM). The empirical data collected from the Tourism Tasmania Website by using a Web survey. A total of 328 responses provide the validated data for analysis. The result of this study suggest the following findings: (1) telepresence is influenced by 3D- and 2D-based virtual information; whereas, offline travel information does not; (2) telepresence mediates virtual information to online purchase intentio; and (3) based on the best model, it was found that 3D virtual information has a direct effect on attitude; whereas, 2D-based information has a direct effect on an online purchase intention.
  • 20.