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The Influence of Perceived Risk on Overall satisfaction and Loyalty : Focused on the customers at family restaurant in Seoul

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2007, 31(2), pp.205-222
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Lee,Jung-Ja 1 Yoon Tae Hwan 2

1강원대학교
2동의대학교

Accredited

ABSTRACT

This study is to investigate how perceived risks of customers have influences on their overall satisfaction and loyalty at family restaurant in Seoul. In the research reliability analysis, factor analysis and path analysis were employed. Perceived risk were divided into six factors. Among customer's perceived risks, three factors(time risk, performance risk and social risk) influenced negatively their overall satisfaction. But customers' overall satisfaction influenced positively their loyalty(revisit intention and recommendatory intention). As a result, customers appeared to perceive various risks at family restaurant and they dissatisfied according to their perceived risks. Authors recommend that food-service corporations study various customers' perceived risks as marketing strategy.핵심용어(Key words):지각된 위험(Perceived risks), 총만족(Overall satisfaction), 충성도(Loyalty), 패밀리레스토랑(Family restaurant), 경로분석(Path-analysis)

Citation status

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