The Effect of Customers' Cognitive and Emotional Responses to Restaurant Service Encounter on Formation of Service Loyalty

JO MI NA

The purpose of this study was to find out the effect of customers' cognitive and emotional responses to restaurant service encounter on formation of service loyalty. The Q&A survey was conducted among 812 customers (aged 15 years older) who had dined at restaurants in Seoul, from the period of October 24, 2005 to November 6, 2005. The main results of this study were as follows : 1) Customer satisfaction did not directly affect service loyalty. 2) Emotional responses directly affected service loyalty, not through customer satisfaction. 3) Significant differences were shown in composition concepts of path diagram by types of restaurants. In family restaurants, positive responses had plus effects on customer satisfaction and service loyalty. In fast food restaurants, negative responses had minuseffects on customer satisfaction and service loyalty.핵심용어(Keywords):서비스 인카운터(service encounter), 인지적 반응(cognitive response), 감정적 반응(emotional response), 고객 만족(customer satisfaction), 서비스 충성도(service loyalty).

KJC Korea
Journal Central

Statistics

Tools