레스토랑의 기대불일치와 만족에 관한 연구

Disconfirmation of Expectations and Satisfaction with a Restaurant: Focused on the Moderating Role of the Amount of Information about Food Offer

The purpose of this study is to examine the disconfirmation of expectations and satisfaction of restaurant experiences through an experimental design. Manipulation of the independent variable (expectations) was accomplished by randomly assigning subjects to one of two different levels of persuasive food information, or no food information. As verified in pretesting, condition one (M1) described the food accurately, (M2) substantially overstated its features, and (M3) no food information. Using structural equation analysis, a survey was conducted among 295 (substantially overstated its features: 99, no product information: 95, described the product accurately: 101) undergraduates. Consistent with the hypotheses, the results of this study are indicated that expectations(M1, M2, and M3) plays a significant role in the customer satisfaction formation process. Results of the experiment have important implications for positioning the level of promotional claims. Assuming that customer dissatisfaction is a function of the disparity between expectations and perceived food performance, unrealistic customer expectations generated by excessive promotional exaggeration can result in customer dissatisfaction. Implications for both theoretical and managerial practice are discussed.