레스토랑 서비스 인카운터에 대한 인지적․감정적 반응이 서비스 충성도 형성에 미치는 영향

The Effect of Customers’ Cognitive and Emotional Responses to Restaurant Service Encounter on Formation of Service Loyalty

The purpose of this study was to find out the effect of customers’ cognitive and emotional responses to restaurant service encounter on formation of service loyalty. The Q&A survey was conducted among 812 customers (aged 15 years older) who had dined at restaurants in Seoul, from the period of October 24, 2005 to November 6, 2005. The main results of this study were as follows : 1) Customer satisfaction did not directly affect service loyalty. 2) Emotional responses directly affected service loyalty, not through customer satisfaction. 3) Significant differences were shown in composition concepts of path diagram by types of restaurants. In family restaurants, positive responses had plus effects on customer satisfaction and service loyalty. In fast food restaurants, negative responses had minuseffects on customer satisfaction and service loyalty.