The Influence of Food Service Quality on Customer Satisfaction and Behavioral Intention in Local Food Restaurant:A Focus on the Moderating Role of Customer Involvement (외식 서비스품질이 고객만족과 사후행동의도에 미치는 영향 - 제주지역 향토음식점의 고객관여를 중심으로 -)

이영란; Kim Jung hyun (김정현); Moon-Soo Cho (조문수)

The Influence of Food Service Quality on Customer Satisfaction and Behavioral Intention in Local Food Restaurant:A Focus on the Moderating Role of Customer Involvement

Journal of Tourism Sciences
Abbr : JTS
2010, 34(7), pp.293-315
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

이영란 ¹, Kim Jung hyun ², Moon-Soo Cho ¹

¹제주대학교
²제주관광대학교

Accredited

ABSTRACT

This study examined the relationship between customer's perception of service quality, level of satisfaction and behavioral intention in the tourism based local food restaurant setting. Particularly this study focused on the moderating effects of customers' involvement(i.e., emotional and cognitive involvement) to local food because customers might perceive service quality differently according to his/ her level of involvement. Data were collected from 231 tourists at 8 different local food restaurants on April 2009. Results of hierarchical regression analysis indicated that emotional and cognitive involvement play statistically significant moderating roles between service quality and customer satisfaction Results also showed that customer satisfaction was a precedent variable of the behavioral intentions. Theoretical and practical contributions on local food marketing were also discussed.

KEYWORDS

Local food restaurant, Service quality, Involvement, Customer satisfaction, Behavior intention, Moderating effect

Citation status

* References for papers published after 2023 are currently being built.

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