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Consumer Perceptions of Blog Service Quality in the Restaurant Industry

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2011, 35(8), pp.145-162
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

이선령 1 Yoon Hye Hyun 1 남궁영 1

1경희대학교

Accredited

ABSTRACT

Blog marketing has become an important part of the hospitality industry. Recognizing the vital role blogs play in restaurant online-communication, this study attempts to 1) identify the dimensions of blog service quality in the restaurant industry and 2) assess the effects of these dimensions on overall blog usage satisfaction. A total of 293 samples were conveniently selected from people in their 20s and 30s because they were the majority of internet users. The results of a factor analysis identified five service quality dimensions of blogs: information, design, interactivity, reliability, and technology. Regression analysis was used to determine the relative importance of the blog service quality dimensions. The results showed that out of the five dimensions of blog service quality information, design, reliability, and technology had positive significant effects on overall blog usage satisfaction respectively. Implications of this study were also discussed.

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