The purpose of this study is to analyze the service quality, perceived value, customer satisfaction, loyalty, and popularization of the customers using the restaurant in Yeosu, And satisfaction, and to contribute to the evaluation and competitiveness of Yeosu local food specialty stores.
The specific objectives of this study are as follows.
First, we clarified the service quality and perceived valuation factors of customers of Yeosu local food restaurant through theoretical systematization of the concept of Yeosu local food restaurant, service quality, and perceived value.
Second, the theories of customer satisfaction, loyalty, and popularization of local food customers were identified through the theoretical systematization of related constitution concepts with customer satisfaction, loyalty, and popularization of local restaurants in Yeosu.
Third, we conducted an empirical analysis on the customers of Yeosu local food restaurants and proved the reliability and validity of the variables used in measuring the service quality, perceived value, customer satisfaction, loyalty, and popularization in Yeosu local food restaurant.
Fourth, we analyzed the demographic characteristics and utilization characteristics of Yeosu local specialty restaurants.
Fifth, the evaluation of service quality provided by Yeosu local food specialty stores and the effect on perceived value, customer satisfaction, loyalty, and popularization were analyzed.
Sixth, based on the results of the analysis, suggestions for enhancing the competitiveness of Yeosu local food specialty stores.
The conclusion of this study is as follows.
First, Hypothesis that the tangibility of the service quality of Yeosu local specialty restaurant will have a significant influence on the perceived value is examined. The hypothesis that the tangibility of service quality has a positive (+) influence on the perceived value is rejected. The hypothesis that reliability of service quality in Yeosu local food restaurant will have a significant effect on perceived value has been hypothesized as a hypothesis that reliability of service quality will affect perceived value. The hypothesis that the responsiveness of service quality in Yeosu local food restaurant will have a significant effect on perceived value was rejected. The hypothesis is that the confidentness of service quality in Yeosu local food restaurant will have a significant effect on perceived value. The hypothesis that the empathy of service quality of Yeosu local specialty restaurant has a significant influence on perceived value was adopted. As mentioned above, reliability, assurance, and empathy of service quality of Yeosu local food restaurant were adopted to perceived value, but the tangibility and reactivity were rejected. The service quality of Yeosu local food specialty shops was partially adopted by perceived values.
Second, the hypothesis that the tangibility of the service quality of Yeosu local specialty restaurant had a significant effect on customer satisfaction was adopted. The hypothesis that the trustworthiness of service quality in Yeosu local specialty restaurant has a significant effect on customer satisfaction was rejected. The hypothesis that the responsiveness of service quality in Yeosu local specialty restaurant will have a significant effect on customer satisfaction was adopted. The hypothesis that the confidentness of service quality of Yeosu local food restaurant will have a significant effect on customer satisfaction was adopted. The hypothesis that the empathy of service quality of Yeosu local specialty restaurant will have a significant effect on customer satisfaction was adopted. Hypothesis 2 about the effect of tangibility, reliability, responsiveness, assurance, and empathy on customer satisfaction of the service quality of Yeosu local food specialty store was adopted tacticity, responsiveness, certainty and sympathy but reliability was rejected. The service quality of Yeosu local food specialty shops was partially adopted by perceived values.
Third, the hypothesis that the type of service quality of Yeosu local food restaurant had a significant effect on the loyalty was adopted. The hypothesis that the reliability of the service quality of Yeosu local specialty restaurant will have a significant effect on the loyalty was adopted. The hypothesis that the responsiveness of service quality in Yeosu local food restaurant has a significant effect on customer satisfaction was rejected. The hypothesis that the certainty of service quality of Yeosu local food restaurant will have a significant effect on the loyalty was adopted. The hypothesis that the empathy of service quality of Yeosu local specialty restaurant will have a significant influence on loyalty was adopted. Hypothesis 3 about the effect of type quality, reliability, responsiveness, confidence, and empathy on loyalty of the service quality of Yeosu local food specialty store was adopted tacit, reactivity, assurance, and empathy, but reliability was rejected. The service quality of Yeosu local food specialty shops was partially adopted by perceived values.
Fourth, Hypothesis 4 that the perceived value of Yeosu local food specialty stores will have a significant impact on popularization, and the perceived value will have a significant effect on popularization.
Fifth, Hypothesis 5 that the customer satisfaction of Yeosu local food restaurant will have a significant influence on popularization was examined. As a result, Hypothesis 5 was adopted that customer satisfaction had a significant effect on popularization.
Sixth, hypothesis that loneliness of Yeosu local food specialty stores will have a significant influence on popularization was examined. Hypothesis 6 was adopted that loneliness would have a significant effect on popularization.
The limitations of this study are as follows.
First, this study used the self - reporting method of the respondents through the questionnaire. Results may vary depending on the content of the questionnaire, composition, awareness, or consciousness of the respondent. Therefore, if we investigate more research methods in parallel, more meaningful results will be obtained.
Second, this study was limited to cross - sectional studies and was conducted at a specific point in time. In order to make a more efficient judgment on the influence relations of service quality, perceived value, customer satisfaction, loyalty in Yeosu, and popularization variables, it is necessary to analyze according to time change. In future research, It should be done.
Third, it is not enough to generalize the results of the study by selecting only the consumers using Dae-Gu, Gyeongbuk, Busan and Kyongnam area. Future research should broaden the scope of research and generalize it to a wide range of populations. Despite these limitations, however, The purpose of this study is to provide an indicator for efficient management of consumers using Yeosu Local food specialty stores.