외식고객의 블로그 이용행태와 서비스 품질 차원 연구

Consumer Perceptions of Blog Service Quality in the Restaurant Industry

Blog marketing has become an important part of the hospitality industry. Recognizing the vital role blogs play in restaurant online-communication, this study attempts to 1) identify the dimensions of blog service quality in the restaurant industry and 2) assess the effects of these dimensions on overall blog usage satisfaction. A total of 293 samples were conveniently selected from people in their 20s and 30s because they were the majority of internet users. The results of a factor analysis identified five service quality dimensions of blogs: information, design, interactivity, reliability, and technology. Regression analysis was used to determine the relative importance of the blog service quality dimensions. The results showed that out of the five dimensions of blog service quality information, design, reliability, and technology had positive significant effects on overall blog usage satisfaction respectively. Implications of this study were also discussed.