海産物 뷔페 레스토랑의 서비스品質이 再訪問 意圖에 미치는 影響

The Effects of Consumer Perceptions of Service Quality on Revisit Intention in Seafood Buffet Restaurant : Focused on the Moderating Role of Involvement

The purpose of this study is to examine the effects of service quality on revisit intention according to classified consumer groups by involvement. To this end, we collected 200 samples of consumers who visited seafood buffet restaurant in Seoul. Among the collected 200 samples, 175 samples were used for an analysis excluding 25. Using SPSS WIN package, frequency, factor, reliability, cluster, regression analysis were performed. The Results are as follows. Firstly, there is a difference in consumer perceptions of service quality according to involvement level. That is, the consumer perceptions of service quality of high involvement cluster was higher than that of low involvement cluster, which has statistical significance. Secondly, the research which examines the effects of service quality on revisit intention shows the following result. Among the factors of restaurant service quality cognizing low involvement cluster, only tangibility factor had a positive effect(+) on revisit intention. In case of high involvement cluster, tangibility and assurance factor had a positive effect(+) on revisit intention positively. Therefore, making an effort to increase the consumer expectation level about the service quality in seafood buffet restaurant are indispensable.