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2018, Vol.42, No.9

  • 1.

    Position of F&B Service and Customers’ Perception of F&B Service Quality and Revisit Intention in Casino Operations

    김정아 | Chong,Yu-kyeong | 2018, 42(9) | pp.11~28 | number of Cited : 3
    Abstract
    The purpose of this study was to examine the perception of F&B service quality at a foreigners-only casino, which is known as a high value-added industry, and to study how F&B service quality at the casino affects customer satisfaction and revisit intention. In the research results, casino F&B service was recognized as a very important component that was divided into a total of four factors: food service, customized service, service environment, and image of employees. The three factors affecting customer satisfaction were food service, service environment, and image of employees. Only the food service and customized service factors significantly affected the retention of customers. Also, customer satisfaction of casino F&B services was found to have a positive (+) impact on revisit intention. As shown in the research results, the factors that customers perceived to be the most important relating to F&B service quality had a significant effect on customer satisfaction and revisit intention. Therefore, based on such results, it can be concluded that F&B service quality improvement plans proposed in this study can provide casinos with new F&B marketing information to maximize sales by improving satisfaction levels and increasing revisit intention.
  • 2.

    The Effect of Customer Orientation on Servant Leadership in Hotel Restaurants: Focused on the Mediating Effect of Psychological Ownership

    윤선미 | 2018, 42(9) | pp.33~51 | number of Cited : 4
    Abstract
    The purpose of this study is to investigate the mediation effects of psychological ownership on the relationship between servant leadership and customer orientation in first-grade hotel restaurants in Seoul. To address these issues, 330 questionnaires were distributed to employees at first-grade hotels located in Seoul, with 307 used for reliability and factor analyses with SPSS 18.0. The results of the study show that servant leadership (conceptualization and trust) positively affected psychological ownership. Secondly, psychological ownership positively affected customer orientation. Thirdly, psychological ownership positively affected customer orientation. Lastly, it was revealed that psychological ownership partially mediated the interrelationship between servant leadership and customer orientation. This study provides implications pertaining to the development of efficient human resource management strategies for hotel restaurants from academic and practical perspectives.
  • 3.

    A Study on the Relationship Among Airline Companies’ Airscape, job Satisfaction, Cabin Crew Citizenship Behavior(CCB), Job Performance

    Kim Kyu Mee | Kim, Nam Jo | 2018, 42(9) | pp.53~70 | number of Cited : 5
    Abstract
    The purpose of this study was to expand the concept of the Airscape by organizing and integrating the components of the Airscape and to clarify the relationship between the Airscape, job satisfaction, cabin crew citizenship behavior, and job performance. In the theoretical review, definitions of major concepts were suggested, and a research hypothesis to verify the influential relations between the related variables was established. As for the method of this study, a survey was conducted in which a total of 296 valid questionnaires collected from domestic and overseas cabin crew members were analyzed for the empirical research. Based upon these results, a management strategy plan of the Airscape for the human resources management of cabin crew and the airlines’ sustainable management are suggested, and the theoretical and practical implications are discussed.
  • 4.

    A Financial Change of Customer Loyalty Program Focusing on Before and After Applying K-IFRS

    Koo, Wonil | 2018, 42(9) | pp.71~86 | number of Cited : 0
    Abstract
    The purpose of this study is to identify the financial changes that may occur when the accounting process is changed for loyalty programs operated to enhance customer loyalty. As a result of the change in accounting treatment from GAAP to K-IFRS, K-IFRS requires the valuation to be carried at fair value, resulting in an increase in liabilities. By excepting the points that should be paid to customers, the operating income results also fell as the fair value was reflected. It is believed that the financial structure of the company would deteriorate due to changes in the accounting system. Based on these financial statements, a profitability and stability ratio analysis was conducted. As a result, all profit indicators decreased and debt increased. A change in the direction of accounting from GAAP to K-IFRS can only weaken a company's financial structure and reduce its profitability. Nonetheless, the introduction of K-IFRS would ensure transparency of the company to receive investment from abroad or to advance overseas as the reliability of financial statements increases. It is necessary to minimize the problems that may arise by carefully examining the accounting introduction cases of listed companies incorporating K-IFRS from the foodservice company standpoint.
  • 5.

    Symmetric and Asymmetric Influences of Service Quality Attributes of Low Cost Carriers Operating Domestic Routes on Overall Customer Satisfaction

    Sukbin Cha | 2018, 42(9) | pp.87~101 | number of Cited : 8
    Abstract
    Previous research investigating the relationship between service quality satisfaction attributes and the overall satisfaction of customers has been mainly based on the symmetrical analysis that improvement of individual attributes leads to improvement of customer satisfaction. This study compares the symmetric and asymmetric nature of the relationship between service quality attributes and overall customer satisfaction of low cost carriers (LCC) operating domestic routes. Research findings surveying 340 LCC customers showed that there were six dimensions (flight attendant service, in-flight convenience, baggage service, reservation and ticketing convenience, and fare) for 24 service quality attributes. In the symmetric relationship, all factors except fare positively influenced overall satisfaction However, in the asymmetric relationship based on the three-factors model of customer satisfaction, service quality factors were classified differently. Flight attendant service, in-flight convenience, and baggage were identified as “excitement factors,” whereas flight service and reservation and ticketing convenience were identified as “performance factors.” Differences between the traditional symmetric approach and the asymmetric approach using the three-factors model of customer satisfaction and the theoretical and practical implications of the findings are discussed.
  • 6.

    A Study of the Effectiveness of the Gamification Factor in Loyalty Programs on Brand Attitude and Loyalty Focusing on the Starbucks App

    최광림 | Nam Yoonjae | 2018, 42(9) | pp.103~121 | number of Cited : 3
    Abstract
    The purpose of this research was to analyze the link between gamification of loyalty programs and customers’ attitudes toward a brand, measuring how each element of gamification affected customers’ loyalty by surveying users of Starbucks coffee company’s MyStarbucksReward® application, viewed by many as one of the most successful cases of gamified loyalty programs. Through the survey analysis, the results of this study confirmed that each element of gamification positively and significantly affected brand attitude and customer loyalty. In addition, the results implied that gamification could be an effective means for engaging customers. Furthermore, it was suggested that gamification should be considered as an essential element for businesses when building a successful loyalty program in the current business environment.
  • 7.

    A Study of the Mimic Visiting Restaurants: Focused on the Search and Visit of Gourmet Restaurants

    Sunhee Seo | 유은주 | 2018, 42(9) | pp.123~137 | number of Cited : 3
    Abstract PDF
    When mimicking the behavior of other consumers, there are a variety of choices in the restaurant selection decision process. The restaurant search is a typical example of mimicking psychology and mimic purchase behavior, and the psychology of visiting restaurants depending on the reputation of people is included in mimic behavior. Nevertheless, there is a lack of interest in customers’ mimicking psychology and behavioral research inherent in restaurant searches in the food service industry. This study conducted a focus group interview to understand mimicking psychology and mimic behavior in restaurants. Nine males and 18 females aged from their 20s to 50s participated in the focus group interview. Data were analyzed based on Colaizzi’s six steps method deriving 103 significant statements, 13 formulated meaning, and four themes: to find authentic taste, to reduce opportunity cost, to get gracious hospitality, and to experience the latest culture. Ultimately, these were integrated as “searching for value for money.” The results will help to identify the factors affecting decision making in restaurants as well as changes in consumer consumption patterns, and will contribute to the development of strategies to meet the diverse needs of customers.
  • 8.

    A Study on the Effects of Employees' Multi-Dimensional Perfectionism on Burnout and Job Attitude in the Foodservice Industry: Focused on the Moderating Effects on Division

    Yun-Ju Hong | Kim Young Joong | 2018, 42(9) | pp.139~155 | number of Cited : 2
    Abstract
    This purpose of this study was to understand the influence of perfectionism in the foodservice industry upon burnout and job attitude and to empirically analyze the moderating effects of division between the relations of perfection, burnout, job engagement, and turnover intention. Based on a total of 283 employees, this study reviewed the reliability and fitness of the research model and verified a total of six hypotheses using the AMOS program. The hypothesized relationships in the model were simultaneously tested through the use of a structural equation model (SEM). The proposed model provided an adequate data fit, χ2=609.686(df=255), p<0.001, CMIN/df=2.391, IFI=.904, NFI=.845, TLI=.886, CFI=.903, RMSEA=.070. The model's fit was deemed satisfactory, thus providing a good basis for testing the hypothesized paths. The SEM results showed that self-oriented perfectionism (β=.116), other-oriented perfectionism (β=.134), and socially-prescribed perfectionism (β=.300) in the foodservice industry had a positive significant influence on burnout. Also, burnout (β=-.167) had a significant negative influence on job engagement; burnout (β=.203) had a significant positive influence on turnover intention; and job engagement (β=-.358) had a significant negative influence on turnover intention. Limitations and future research directions are also discussed.
  • 9.

    The Relationship Among Self-management, Job Involvement, and Non-financial Management Performance of a Manager in a Small-Sized Foodservice Enterprise

    Eunseong Jeong | 2018, 42(9) | pp.157~173 | number of Cited : 8
    Abstract
    Eating out has been increasing in recent years due to various reasons such as celebrations, pleasure, and business. Accordingly, the foodservice industry has been rapidly developing in Korea. However, the foodservice industry is reaching saturation, and the market is turning unfavorable, especially for small-sized enterprises. Meanwhile, studies claim that individuals’ self-management is a significant determinant of performance outcome; therefore, the purpose of this study is to identify the relationships among self-management, job involvement, and non-financial management performance of small-sized foodservice managers. To investigate the relationship, the researchers conducted an onsite survey to managers of small-sized foodservice enterprises in Gwangju, South Korea. The survey was conducted from May 1 to June 15, 2018, and a total of 287 questionnaires were collected with 259 usable for analyses. Results of the structural equation model show that all sub-factors of self-management (mental, personal relationship, living, and career management) of the mangers had a positive influence on job involvement, while job involvement positively affected non-financial management performance. These results indicate that a manager of a small-sized foodservice enterprise should manage himself or herself to create profit through job involvement.
  • 10.

    A Study on the Demand Prediction of Ramen Using Gompert’s Demand Growth Model

    김태호 | Hak-Seon Kim | 2018, 42(9) | pp.175~189 | number of Cited : 0
    Abstract
    The purpose of this study was to analyze trends of ramen demand forecasting by the Gompertz growth model in order to predict the continuous growth of ramen demand at the 60th anniversary of its invention. In order to predict mid- and long-term demand, this study estimated the potential ramen market size by applying the sales information of the ramen market. As a result, it is expected that the estimated period that can reach the normal level of sales while maintaining the current level is 9.5 years, and that the sales of 2026 will decrease to about 3.1 trillion won and then continue to decrease. Although it took 16 years to grow from 1 trillion KRW to 2 trillion KRW, it will take 13 years to reach 3 trillion KRW. Based on these results, we propose a strategy to introduce products that emphasize product taste differentiation and product differentiation function in accordance with consumer psychology for continuous growth in the domestic market.
  • 11.

    A Phenomenological Study on the Entrepreneurial Experience of Tourism Startups: Focusing on the Theoretical Evolutionary View of the Business Ecological System

    Jang, You-Hyun | 2018, 42(9) | pp.191~214 | number of Cited : 4
    Abstract
    This study analyzed entrepreneurs' experience of Korean tourism start-ups initiated in the Korean business ecological system. Using phenomenological methods, in-depth interviews were conducted with 10 Entrepreneurs, with additional focus group interviews conducted with four members of that group. This study also used the theoretical evolutionary view, which was applied to the business life cycle. By the use of Giorgi's phenomenological approach, this study revealed that the four evolutionary stages could also nicely fit into the business ecological system. The results of this study categorized the concepts into four evolutionary stages,: variation, selection, duplication, and co-evolution. This study has significant contributions for the understanding of the entrepreneurial ecological business systems in the Korean tourism industry. Furthermore, it is expected to be a good starting point for future research on tourism start-ups, which are comparatively not so active in tourism research.