Today's eating out consumers have diversified desires for eating out due to rapid changes in consumption trends, As health awareness and the tendency to pursue a more leisurely life have become clear, the importance of the food service industry is being highlighted. In addition, through video media such as cooking programs of TV show and YouTube, many people's involvement in food and interest in exotic and high-end cuisines are increasing. In particular, as Chef Yeon-bok Lee, a representative Chinese cuisine chef, appeared cooking program on a TV , not only did the perception of Chinese cuisine change, but also consumers began to take interest in various high-end cuisines. Therefore, The purpose of this research is to verify how menu quality and human service quality affect relationship quality through store-oriented Chinese restaurants. Also we tried to check how relationship quality affects customer loyalty. As well as, by dividing the age into two groups, we tried to verify the difference in influence between the groups.

In order to achieve the purpose of this study, there was conducted with those who have used Chinese restaurants within the past year. At this time, the Chinese restaurant was defined as a table service restaurant specializing in Chinese cuisine where not only single-piece menus but also course dishes can be provided. In order to conduct the study, the basic questionnaire was prepared by collecting opinions from experts, and 70 preliminary surveys were conducted from December 15, 2021 to December 31, 2021, and measurement tools were checked, modified, and supplemented. After that, the main survey was conducted from January 1, 2022 to January 30, 2022. As for the survey method, an offline face-to-face survey and online survey by Google questionnaire were combined. First, the offline survey selected 7 Chinese restaurants located in Busan and Gyeongnam, and a total of 300 questionnaires were distributed by asking the owner to investigate. For the offline survey questionnaire responses, 210 copies were collected out of 300 copies, and among them, 12 insincere responses were removed and 198 copies were used for the analysis. In addition, in the case of an online survey, a total of 148 responses were collected by sharing ULRs with acquaintances, and 117 responses, excluding 31 responses without visiting experience, were used for analysis. Among them, 117 copies were used for analysis, excluding 31 responses without visiting experience and unfaithful responses. Finally, the questionnaire responses used in this study were 315 copies.

The results of the hypothesis verification of this study are summarized as follows. First, food quality and originality showed positive (+) effect on customer trust, the variety of menu was adopted because it showed a negative (-) effect on customer trust, but the price factor of the menu was rejected. Second, food quality and originality showed a positive (+) effect on customer satisfaction, and menu diversity was adopted with a negative (-) effect on customer satisfaction, but the price factor of the menu was rejected. Third, food quality, originality, and menu prices were adopted due to a positive (+) effect on relationship commitment, The diversity factor of the menu was rejected. Fourth, responsiveness was adopted with a positive (+) effect on customer trust, and kindness, typicity, and professionalism factors were rejected. Fifth, kindness, tangibleness, and responsiveness showed a positive (+) effect on customer satisfaction, and expertise was adopted as a negative (-) effect on customer satisfaction. Sixth, all factors of kindness, tangibility, professionalism, and responsiveness did not appear to have a significant influence on relationship commitment, so they were rejected. Lastly, customer satisfaction and relationship commitment were adopted because they showed a positive (+) effect on customer loyalty, Customer trust did not appear to have a significant influence relationship.

In addition, as a result of verifying the control effect according to age; First, there was a moderating effect in the path between menu quality (food quality) and customer satisfaction, It was confirmed that the food quality factor in the formation of customer satisfaction had a greater effect in the generation X than in the generation MZ. Second, in the path between menu quality (diversity) and relationship commitment, generation MZ showed a negative (-) influence, whereas Generation X showed a positive (+) influence, and the moderating effect was significant. Third, the moderating effect was confirmed in the path between menu quality (originality) and relational commitment. Looking at the path by group, generation MZ showed a significant positive (+) influence, but Generation X had a very low influence and did not reach the level of statistical significance. Fourth, the moderating effect was confirmed in the path between human service quality (typology) and customer trust, and looking at the path by generation, generation MZ had a positive influence, whereas Generation X had no significant influence. Finally, the moderating effect was confirmed in the path between relationship quality (customer trust) and customer loyalty, and the path between relationship quality (customer satisfaction) and customer loyalty. Looking at the path by generation, customer satisfaction showed a positive influence in the generation MZ , but customer trust was not significant in loyalty, and on the contrary, customer trust was positive in the generation X, but customer satisfaction was not significant in loyalty.

Based on the above research results, academic and practical implications were presented as follows. First, Chinese food, which is mostly warm, is served immediately at the right temperature, In the case of course dishes, the necessity of establishing a service system that can minimize waiting time and cooling of food after serving by frequently checking the remaining amount of food provided in advance, and the need for employee training was suggested. Second, in order to supplement the interactivity, it was suggested that service education of front-line employees who perform tasks at the point of contact with customers should be carried out as the top priority. Third, in order to secure loyal customers, it is suggested that the management of menu originality, food quality, and menu price should be prioritized, which can form customer's favorable feelings and attachment to the restaurant. At the conclusion, as the perceived importance of services by generation is somewhat different, differentiated marketing strategies for each generation are presented in detail.