외식서비스 고객의 경험적 가치가 신뢰와 충성도에 미치는 영향

The Effects of Customers’ Experiential Value on Trust and Loyalty in Foodservice

This study is intended to look into the effects of service customers’ experiential value on trust and loyalty in restaurants. An empirical survey was carried out to 241 restaurant customers the structural equation model was applied.. The preview studies on experiential value were reviewed to consist of four categories such as price fairness, time efficiency, service superiority and aesthetic excellence. The research model was established by the fact that the stronger the image association, the better the reliability, and the more it affects customer satisfaction and loyalty as the expected service quality level has a close relationship with the perceived customer trust. Among price fairness, time efficiency, service superiority and aesthetic excellence as experiential value, time efficiency and service superiority were adopted, but price fairness and aesthetic excellence were rejected. While the effect of customer trust on customer loyalty was adopted as it was significant, the difference in the effect of customer trust on customer loyalty according to the marital status was rejected as it was not significant. These results can be seen as certifying that time efficiency and service superiority are very important service factors for trust as the customers’ experiential value. The absolute time and service factors for improving the service customers’ value are the most basic value of service industry, which leads to loyal customers along with customer trust to recreate the value by revisit and positive word-of-mouth. Consequently, the service operation and compliance are required to be faithful to the basics.