고객의 재방문의도에 대한 정서중심 모델 개발

Emotion-centric model about Revisiting Intention of Customers in Korean Upscale Restaurant

The purposes of this study have two folds. First;this research extended the findings on the validity of DINESCAPE scale to a South Korean sample. Second;this study try to find the role of employee factor in its relationship with customer emotions and behavioral intentions. Data were collected from a sample of 250 South Korean through Web survey. The results were as follows. Regarding the first purpose of this study;after conducting the factorial analysis with DINESCAPE scale by comparing three models;the original six factor model showed a better fit comparing with two competing models. This finding clearly suggest that;in general;DINESCAPE scale can be generalized to at least one Asian country;South Korea. The general structure of the DINESCAPE measure was duplicated in South Korea with the same six constructs emerging. Regarding the second purpose of this study;emotional labor by employees was found to be an important factor in predicting both customers‘ emotions and behavioral intentions. Specifically;after controlling the DINESCAPE effects on dependent measures;employees' emotional labor can explain the additional variance of dependent measures. Furthermore;after examining the mediating role of customers' emotion between antecedents (DINESCAPE;emotional labor) and revisiting intentions;customers' emotion was partially mediated in all hypothesized models. Clearly;further work needs to be done to understand the role of emotions in hospitality service settings. Future research is also needed to enhance our understanding of service quality and its role in predicting customers' behavioral intentions.