호텔레스토랑 요리표준화가 고객행동에 미치는 영향 연구

A Study on the Effect of cooking Standardization of Hotel R estaurant on the Custom er Behavior

This study w as to consider the attribute of cooking standardization(safety, convenience) and of physical service for the service quality(dining space, convenience space) as antecedent variables. In addition, this study w as to investigate the effect on the custom er satisfaction in hotel service, and to investigate the structural relationship how the custom er satisfaction affected the behavior intention(revisit intention, recom m endation intention). The questionnaire was executed as an object of custom ers w ho resided in Seoul􀀀G yeonggi Province am ong the custom ers w ho used the food and beverage in the hotel in G angnam area, Seoul. The statistical processing of collected data necessary for this study w as analyzed by using a statistical program SP SSW IN 12.0. A s for the analysis tools, this study w as to use the m ethods of reliability and factor analysis. To find out the effect relationship w ith the general satisfaction by the custom ers w ho used the hotel by setting four factors like the attribute factors of cooking standardization (safety, convenience) and attribute of physical service for service quality(dining space, convenience space), this study w as to execute the m ultiple regression analysis. From the result of this research above, it m ay be sum m ed up as follows. This study has found out that ‘safety’ and ‘convenience’ in the attribute of cooking standardization affected each custom er’s overall satisfaction positively. H ow ever, the factors of ‘dining space’ and ‘convenience space’ in the attribute of physical service did not affect the custom er’s overall satisfaction positively. In addition, this study w as to execute the sim ple regression analysis betw een ‘repurchase intention ’ and ‘recom m endation intention ’, considered as the consum er’s behavior intention like dependent variable ‘custom er satisfaction’. This study has show n that the custom er’s overall satisfaction significantly affected the revisit intention positively. Furtherm ore, the custom er’s overall satisfaction significantly affected the custom er’s recom m endation intention positively.