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2012, Vol.36, No.3

  • 1.

    An Exploratory Study for Adoption of Smart Mobile Office in Hospitality Industry and Application of the Hard Laddering Technique

    Lee,Hyung-Ryong | Lee, Keum-Sil | 2012, 36(3) | pp.11~34 | number of Cited : 14
    Abstract
    Smart Mobile Offices (SMO) have recently become a point of interest in the hospitality industry as Knowledge Management Information System (KMIS) tools. In this regard, hospitality management practitioners have specific interest towards the effective management of this technology which is individualized and customized depending on work environment. This paper explores the user’s adoption behavior of SMO's in a means-end framework, which helps understanding the linkage of (A)Attributes-(C)Consequences-(V)Values. An exploratory empirical study using a hard laddering approach provides a deeper understanding of the user’s adoption behavior to the SMO. The results from the Hierarchical Value Map (HVM) illustrate that SMO users who prioritize ‘SMO’s connectivity’, wanted the consequence of ‘No constraints for searching and downloading data’, and that they associated with a value for ‘Capable’.
  • 2.

    Multi-group Study on Emotional Labor and Burnout of Hospitality Service Workers: Factorial and Structural Invariance Test across Multi-sample and Theoretical Elaboration

    Oh, Jeong-hak | Kim Chulwon | 2012, 36(3) | pp.35~58 | number of Cited : 17
    Abstract
    Albeit the pervasiveness of studies on emotional labor and burnout, a causal relationship between them remains unidentified. The purpose of this study is to reexamine these issues and suggest some clues for resolving it. For this, the study raised two presuppositions: First, it is necessary to consider psychological aspects of EL to objectively predict consequences of it; Second, a configurational validity of MBI-HSS should be verified as a standardized measurement instrument to establish theoretical foundation of causal structure between EL and burnout. An empirical analysis was designed by multi-sampling methods and data were analyzed by multi-group CFA and SEM to verify factorial and structural invariance across multi-sample(airline cabin attendants and casino employees). The results revealed two significant findings: First, consequences of emotional labor of hospitality service workers are not same across different samples and this uncasuality is salient in emotive efforts; Second, two dimensions without reduced personal accomplishment of MBI-HSS are more valid than three dimensions. Based on these results, theoretical implications were discussed through by suggesting an alternative theoretical model.
  • 3.

    A Study on the Moderator Effect of Customers' Involvement among Hotel Service Recovery, Service Quality, Relationship Quality, Customers' Satisfaction and Royalty

    Cho, Ik-Joon | Sangun Oh | Moon-Soo Cho | 2012, 36(3) | pp.59~78 | number of Cited : 32
    Abstract
    The purpose of this study was to examine how to build customer loyalty through influencing the perception of service quality and to investigate methods of dealing effectively with service problems, by focusing on the moderator effect of customer involvement. Customers are attracted and retained when their needs are satisfied. To avoid lost customers, service recovery becomes a critical component of customer retention. A total of 230 samples were collected and analyzed, with emphasis on the relationships between the methods of dealing effectively with service problems, and service quality, relationship quality, satisfaction, and loyalty. The results showed positive effects among seven variables, and no effect on the correction of service problems and service quality to customer loyalty and satisfaction. Additionally, there was the moderator effect of customer involvement with each issue based on seven hypotheses. The problem of generalization in structural modeling regarding this involvement emerged; and in so doing indicating that customer involvement could be a criterion used to divide customers into different groups according to the context of various service related issues.
  • 4.

    The Effect of Hotel Food & Beverage Department Employees' Creativity on Organizational Effectiveness and Service Quality

    Euiseon Jeong | Kim, Sang-Wook | Kim, Sun-Il | 2012, 36(3) | pp.79~101 | number of Cited : 17
    Abstract
    The food and beverage sector in the Hotel Industry contributes, on average, 20-30 percent of total revenue and is a major contributing factor for successful hotel management. The focus of this study analyse is the effect of hotel food and beverage employees' creative influence and its impact on organizational effectiveness and service quality. According to the exploratory factorial analysis the food and beverage department employees’ creativity is component autonomy, leadership, and motivation. The organizational effectiveness engages organizational commitment, changing job intention and job satisfaction. The service quality indicates total five constructs such as availability, responsibility, credibility, sympathy and validity. This study investigated confirmatory factor analysis. The goodness of fit shows χ2=246.940 (df=276), p=0.000, GFI=0.923, AGFI= 0.904, NFI=0.923, RMR=0.031, thus the model can be an appropriated through standard figure. For further study the hospitality industry should study on creativity for improve creative management and employees it would direct competitiveness among variable hotel industry.
  • 5.

    Contents Analysis on Korean Casino Industry Transition and Changes in Korean Casino's Perception

    seo wonseok | 이보배 | 2012, 36(3) | pp.103~128 | number of Cited : 17
    Abstract
    The purpose of this study is to understand the historical path of the Korean casino industry and Korean citizens' perceptions of casinos and gambling by conducting a qualitative contents analysis of newspaper articles collected from 1990 to July 2011. 'Casino' was utilized as search keyword and componential analysis and taxonomic analysis were chosen from Spradley (1980)'s Developmental Research Sequence model. In order to quantify the positive and negative perceptions, editorial newspapers were utilized to maintain objective viewpoints. The editorial newspaper analysis findings indicate that in the early years of 1990s, news paper writing tended to report negative views of the casino industry partially towards a reflection of society's outlook; but that general perception of Casinos resulting from awareness of their economic contribution via tourism obtained more favorable consideration from 2005 onwards. As such, this study offers insights pertaining to the historical path and related public perception of the Korean casino industry via diachronic view point.
  • 6.

    The Effect of Organizational Identification of Casino Employees on Job Satisfaction and Customer Orientation : Focusing on Three Dimensions of Organizational Identification

    Kim, Byeong Yong | 2012, 36(3) | pp.129~148 | number of Cited : 16
    Abstract
    Although it has been previously observed that organizational identification consists of multiple dimensions, the relative effect of each dimension on performance outcome, for example, job satisfaction, remains largely overlooked. Thus, the present study attempted how each dimension of organizational identification affects job satisfaction, which in turns affects customer orientation in the casino context. A total of 260 employees working in two casino companies in Seoul were selected as a study sample. The results of this study confirmed that three aspects(i.e., affective, cognitive, and evaluative identification) of organizational identification could be distinguished as separate factors in a principal analysis, and all three factors had an signigicant effect on job satisfaction. Out of three factors, affective identification had the most strong relationship with job satisfaction. In addition, job satisfaction affected customer orientation positively and significantly. Furthermore, implications were discussed and a few things in the conclusion based on this research findings were suggested.
  • 7.

    Disconfirmation of Expectations and Satisfaction with a Restaurant:Focused on the Moderating Role of the Amount of Information about Food Offer

    김광지 | Park KiYong | 2012, 36(3) | pp.149~170 | number of Cited : 15
    Abstract
    The purpose of this study is to examine the disconfirmation of expectations and satisfaction of restaurant experiences through an experimental design. Manipulation of the independent variable (expectations) was accomplished by randomly assigning subjects to one of two different levels of persuasive food information, or no food information. As verified in pretesting, condition one (M1) described the food accurately, (M2) substantially overstated its features, and (M3) no food information. Using structural equation analysis, a survey was conducted among 295 (substantially overstated its features: 99, no product information: 95, described the product accurately: 101) undergraduates. Consistent with the hypotheses, the results of this study are indicated that expectations(M1, M2, and M3) plays a significant role in the customer satisfaction formation process. Results of the experiment have important implications for positioning the level of promotional claims. Assuming that customer dissatisfaction is a function of the disparity between expectations and perceived food performance, unrealistic customer expectations generated by excessive promotional exaggeration can result in customer dissatisfaction. Implications for both theoretical and managerial practice are discussed.
  • 8.

    Analyzing Franchising Company's Brand Positioning Strategies Based on Restaurant Selection Attributes: A Case Study of NBG Nolboo

    Cho, Si-Young | Jaekyoon Jun | HYUN SUNGHYUP | 2012, 36(3) | pp.171~188 | number of Cited : 19
    Abstract
    This study adapted multidimensional scaling analysis to explore how patrons position brands based on restaurant selection attributes. A positioning strategy that establishes competitive advantage is critical for the financial success of a restaurant brand. This study has produced perceptual maps showing the locations of restaurant brands. Data were collected from a sample of 213 restaurant patrons in South Korea. A self-completion questionnaire was used to measure brand similarity, selection attributes and brand preference. The results of multidimensional scaling analysis reveal that Nolboo Budae- Jjigae and Bossam were observed as being highly competitive with each other as can be seen by their close proximity in the perceptual map. The order of the brand ratings on selection attributes were Hangari-Galbi, Jinheuk-Gui, Bossam and Budae-Jjigae. Based on the results of the PREDMAP technique, the ideal point was located close to Budae-Jjigae, indicating that patrons considered Budae-Jjigae to be the more preferable brand. The study provides a useful picture of competitiveness among four brands and offers insight for practitioners.
  • 9.

    The Rlationships of Perceived Conflicts and Styles of Conflict Resolution in Foodservice Franchising Organizations : The Effects of Governance Structures through Multilevel Analysis

    최정은 | Kim, Young-Gook | 2012, 36(3) | pp.189~211 | number of Cited : 5
    Abstract
    This study investigated the effects of governing structures focused on the relationship between perceived goal discordance and styles of conflict resolution at food service franchises. In particular, this has applied multi level prospective to recognize the influence of conflict rather than one level which is insufficient to decide it in the franchise of headquarter organization. Data were collected by different levels of 32-franchisers and 375-franchisees. The analysis of HLM indicated that at the franchisee level, perceived goal conflicts were significantly related to the franchisee's styles of conflict resolution (collaborating and avoiding style). At the franchisor level, the relational governance was significantly related to all styles of conflict resolution(collaborating and aggressive style). The contractual governance was significantly related to only aggressive style. Moreover, governance structure at the franchisor levels was proved to be as a moderator on the relationship between conflicts and collaborating and avoiding style. The results contribute the franchise literature by applying a multi level perspective
  • 10.

    The Relationship among Crowding, Emotion and Behavior Intention in the Family Restaurant Segment

    전정아 | Cho, In-Hwan | 2012, 36(3) | pp.213~231 | number of Cited : 15
    Abstract
    This paper studies the influence of customers' perceived restaurant crowding, emotions and behavior intention. A questionnaire survey, this study applied bias sampling to family restaurant, and employed 258 sheets of questionnaire from effective sample for analysis. For data analysis, this study used SPSS Win 19.0 and AMOS 4.0. The result is as follows: First, human crowding and spatial crowding influence two dimensions of emotions; positive emotions, and negative emotions. Especially human crowding positively influences positive emotion and positively influences negative emotion. Spatial crowding positively doesn't influence positive emotion but positively influences negative emotion; Second, restaurant crowding on intention to behavior channeled through consumer emotion. It was revealed that both of positive and negative emotion have an effect on behavior intention; in particular, the correlation of positive emotion its resulting favorable impact towards behavior intention. That signifies that positive service experiences will translate with positive customer responses such as re-visitation, and referrals. Finally, we discuss the results of analysis and suggest research limitation and future study.
  • 11.

    The Criteria Verification and Renaming of Menu Name for Korean Food

    Kyung Soo Han | Jinyoung Lee | 2012, 36(3) | pp.233~252 | number of Cited : 2
    Abstract
    The aim of this research was to analyze the impact of meaning and the resulting outcome of Korea food menu naming and renamimg. The result shown the main dish of Korean Food was reclassified to Rice, Fried Rice, Rice Mixed with Vegetable and Beef, Porridge and Noodle. Also, the soup of sub dish was reclassified to Soup, Cold-Soup, Soybean Paste Soup, Thick Beef Bone Soup and Stew, and side dish was reclassified to Vegetable Side Dishes, Fresh-Vegetable Side Dishes, Cold-Vegetable Side Dishes, Steamed, Boiled, Grilled, Stir-Fried, Fried, Pan-Fried, Kimchi and Pickled Vegetables. When the renaming standard of Korean Food was developed, an first standard was the combination of main menu name, sub menu name, main seasoning name and main recipe. Later, the definition for each menu reclassification was established. More recently, standard language and native language of the National Institute of the Korean Language 「Standard Korean Language Dictionary」 has been adopted. Based on this rule, the names of total 18 menu were renamed for the intention of further establishing consumer trust through standard menu name in food service industry, increase sales volume through customer repurchase and make use of as a new marketing tool for Korea food brand.
  • 12.

    Tourists' Information Sources and the Importance of Selection Attributes for Restaurant Decision-Making based on Source Process Model

    Sunhee Seo | 2012, 36(3) | pp.253~275 | number of Cited : 8
    Abstract PDF
    When considering the frequency of tourists' restaurant dinning experiences and related expenditure during travel periods, selecting where and what to eat can be one of the most critical part in traveler’s information search behavior. Thus, restaurant choices during travel period need to be understood and traveler’s restaurant information search behavior should be explored. As such. the purpose of this study was to identify and compare traveler’s restaurant information sources and perceived importance of restaurant selection attributes among their daily life, before travel, and during travel period. A total of 345 persons who had travelled in the last 6 months participated in an on-line survey. T-test and repeated measures ANOVA were used to identify the differences in the usage of information sources and importance of restaurant selection attributes among their daily life, before travel, and during travel period. Total participants responded they used past visiting experience when they visit restaurants for daily life, whereas they mentioned friends/family were highly used information source during travel. They also considered sanitation/cleanliness as the most important attributes to choose restaurants both daily life and during travel period.
  • 13.

    Impact of Industrial Catering Food Service Factors on Foreign Workers’ Satisfaction in Ansan City

    Kim, Hyo-Sil | Kim, Young-Kum | Sukbin Cha | 2012, 36(3) | pp.277~293 | number of Cited : 11
    Abstract
    The number of foreign workers in South Korea has increased rapidly in recent years. Thus far, however, relatively little research, has been conducted on dimensions of industrial catering and the food consumption experiences of international employees at Korean firms. Data were collected from 178 foreign workers employed at the Ansan Industrial Complex. Research findings revealed that of the 13 attributes of industrial catering service, three dimensions of cleanliness, food quality, and service experienced featured most prominent. Additionally, food quality and staff’s service dimensions had a significant effect on the catering satisfaction of foreign workers respectively. The findings imply that when providing meals the industrial catering companies should consider background characteristics of foreign workers, paying special respect to religious preferences and related cultural eating practices. In addition, the companies need to train their staffs regularly to be kind to the workers. This study concluded with the limitations of the study and future research areas.
  • 14.

    The Structural Relationship of Perceived Value, Perceived Quality, Environmental Committment, Purchasing Attitude and Purchasing Intention of Organic Food Consumer

    LEE HWANEUI | Kim Hyeon Cheol | 2012, 36(3) | pp.295~318 | number of Cited : 35
    Abstract
    This study examined the structural relationship among perceived quality, perceived value, environmental commitment, purchasing attitude, and purchasing intention, and also the moderating roles of environmental concern of organic food consumers. A total of 420 questionnaires were distributed to female consumers in Seoul and Gyeonggi area, of which 380 were deemed usable for the statistical analysis. To test a total of six research hypotheses, a structural equation modeling approach was utilized and a multi- group analysis was performed to test for the moderating effects of environmental concern. Based on data analysis, the results indicate that perceived value significantly affects environmental commitment which leads purchasing attitude and purchasing intentions while perceived quality indicated no significant effect on environmental commitment. In addition, the moderating effect of environmental concern between environmental commitment and purchasing attitude of organic food was significantly apparent. The Study’s findings provide some meaningful theoretical and managerial implications for organic food industry. Limitations and future research directions were also discussed.
  • 15.

    Content Analysis on the Curricula for the Culinary Art & Science Department of 4-year Universities in Korea

    Cha Jin-A | 2012, 36(3) | pp.319~340 | number of Cited : 16
    Abstract
    The purpose of this study was to investigate the culinary art and science department curriculum at respective 4-year universities in Korea. Data were collected and analyzed from the web pages of 22 universities. Using content analysis, all the subjects were sorted and classified to describe the main aspects and current status. The analysis reveals the following findings: an average of 37 culinary art & science major classes per school are available; lecture subjects vs. practice laboratory occupy a nearly equal ratio of 50:50 with cooking laboratory practice subjects constituting the majority; and field experience/internships being mandatory nearly all universities. The subjects were grouped into 4 categories including basic cooking practice labs, advanced cooking practice labs, culinary science lectures, and management theory lectures. the study further compared and defined more details on the aspects of the importance of each category and curriculum indicating individual school specialties. Finally, a general curriculum model for culinary art and science programs at 4-year universities was suggested.