패스트푸드점의 서비스品質이 顧客滿足과 顧客忠誠度에 미치는 影響에 관한 硏究

A Study on the Effects of Service Quality of Fast Food Restaurants on Customer Satisfaction and Loyalty : Focused on Hamburger Restaurants

Because of recent uncertainty in global economic and business environment, overall management plan that companies are seeking flexible, business performance for the continued was necessitated. Particularly in customer service, such as fast food restaurant organization has become more necessary. The purpose of this study is how service quality effect customer satisfaction and loyalty in fast food restaurant industry in Korea. To verify, Based on the theoretical background to derive the model and confirmed the hypothesis through empirical research. 306 samples were gathered from the fast food restaurants to perform the empirical study and the statistical program SPSS Win12.0 used and through empirical analysis the following conclusions could be drawn. First, 'empathy', 'assurance', 'tangibles', and 'responsiveness' influence customer satisfaction. Second, all service quality factors; 'empathy', 'reliability', 'assurance', 'tangibles', and 'responsiveness' are affecting the customer loyalty. Third, customer satisfaction affects customer loyalty. Therefore, education to increase service quality as well as perform the work in order to increase satisfaction and loyalty will be needed in fast food restaurant business.