외식 서비스품질이 고객만족과 사후행동의도에 미치는 영향

The Influence of Food Service Quality on Customer Satisfaction and Behavioral Intention in Local Food Restaurant: A Focus on the Moderating Role of Customer Involvement

This study examined the relationship between customer's perception of service quality, level of satisfaction and behavioral intention in the tourism based local food restaurant setting. Particularly this study focused on the moderating effects of customers' involvement(i.e., emotional and cognitive involvement) to local food because customers might perceive service quality differently according to his/ her level of involvement. Data were collected from 231 tourists at 8 different local food restaurants on April 2009. Results of hierarchical regression analysis indicated that emotional and cognitive involvement play statistically significant moderating roles between service quality and customer satisfaction Results also showed that customer satisfaction was a precedent variable of the behavioral intentions. Theoretical and practical contributions on local food marketing were also discussed.