외식동기, 혼잡지각, 레스토랑 이미지 및 레스토랑 충성도 간의 구조적 관계

The Structural Relationship of Eating-out Motivation, Perceived Crowding, Restaurant Image, and Restaurant Loyalty in Sea Food Buffet-style Family Restaurant

The study explored the structural relationships among the four dimensions of eating-out motivations, perceived crowding, restaurant image, and restaurant loyalty in sea food buffet-style family restaurants. A structural equation model was developed to test a total of 11 research hypotheses derived from extensive literature review. A total of 279 useable questionnaires were collected from customers who dined at the selected franchised sea food buffet-style family restaurants in Seoul, Korea. The results of these empirical survey suggested that most of eating out motivations have significant impacts on customers’ perceived crowding and restaurant image, while perceived crowding and restaurant image are independent to each other. As expected, there is a strong positive relationship between restaurant image and restaurant loyalty. The theoretical and practical implications of this empirical research were also discussed.