한식 뷔페 레스토랑의 서비스품질과 음식품질이 지각된 가치, 고객만족, 고객충성도에 미치는 영향

The effect of Service Quality, Food Quality on Perceived Value, Customer Satisfaction, Customer Loyalty in Korean Buffet Restaurant: The Moderating Role of Perceived Value of competitor

This study was conducted in order to promote qualitative and consistent growth of Korean buffet restaurant. This study aimed at examining the interrelationships among service quality, food quality, perceived value, customer satisfaction and customer loyalty in Korean buffet restaurant. Also this study examined the moderating effects of perceived value of competitor on customer satisfaction and loyalty as the environment changes rapidly. The findings of this study were based on SPSS 21.0 of a convenience sample of 169 respondents. The results demonstrated that service quality and food quality had positive effects on perceived value. Also, perceived value significantly affected customer satisfaction and customer loyalty. Lastly, the moderating effects of perceived value of competitor on the association of perceived value and customer satisfaction and loyalty were not significant. The results indicated that Korean buffet restaurants should focus primarily on service quality, food quality, and perceived value. Finally, practical implications and suggestions for future research were discussed.