A Study on Quality Attribute Classification of Servicescape and Aesthetic Labor Using the Kano Model: Focused on Family Restaurant
2018, 42(4), pp.169-186
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
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The objectives of this study are to classify how family restaurant customers perceive quality attributes of servicescape and aesthetic labor, and to identify what attributes are comprised of satisfaction or dissatisfaction. A survey was conducted to customers who had visited family restaurants within the previous month in Seoul and Gyeonggi province. A total of 517 questionnaires were collected from an on-site survey and online survey. The data were analyzed by applying the Kano model, and the results are as follows. Among the 15 measured items of servicescape, six items were measured as one-dimensional quality, five items as indifference quality, two items as attractive quality, and two items as must-be quality. Among the 12 measured aesthetic labor items, eight items were measured as indifference quality and four items as one-dimensional quality. By producing a better index and worse index of servicescape and aesthetic labor, the results suggested which attributes family restaurant operators should focus on and improve. Also, this study can guide how operators should interpret each quality attribute and enhance the attributes to obtain competitiveness and differentiation.
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