Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Measuring the Effects of Mediating Variables on the Relationship between Restaurant Sonics Quality and Loyalty In Namhaean Area

남해안 지역 음식점의 서비스품질과 충성도의 관계에 영향을 미치는 매개변수의 효과 평가

  • Ko, Beom-Seok (Dept. of Hotel Culinary Arts & Beverage, Daegu Health College) ;
  • Kang, Jong-Heon (Dept. of Cooking Science, Sunchon National University)
  • 고범석 (대구보건대학 호텔조리음료계열) ;
  • 강종헌 (순천대학교 조리과학과)
  • Published : 2007.06.30
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Abstract

The purpose of this study was to measure the mediating effects of sacrifice, value and satisfaction on the relationship between restaurant service quality and loyalty. A total of 273 questionnaires were completed. Structural equation model was used to measure the causal effects of service quality, perceived sacrifice, value, satisfaction and loyalty. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The influences of service quality and perceived sacrifice on value were statistically significant. The influences of service quality and value on satisfaction were statistically significant. The influences of value and satisfaction on loyalty were statistically significant. As expected, the service quality had a significant effect on loyalty. The results indicated that the effect of service quality on loyally was mediated by value. Moreover, the effect of service quality on loyalty w3s mediated by satisfaction.

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References

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