레스토랑의 사회적 서비스 스케이프가 혼밥 외식 만족도에 미치는 영향

Abstract

Recently, the changes of personalized lifestyle, solo dining became one of the culture, and in terms of restaurants side it became an important fact to attract solo diners. This study explored the relationship between crowding, negative response from other diners, interactional fairness from employees, and solo dining satisfaction as well as moderating effect of restaurant familiarity. The survey was conducted in September 2020 among Korean consumers who have dined alone within the last three months. A total of 403 consumers participated in this study. The results of the structural equation model analysis suggested that the crowding level of the restaurants was identified as the predictor of the negative response from other diners, while it had no significant influence on the interactional fairness from employees. The influence of the negative response from other diners and the interactional fairness from employees on solo dining satisfaction were also verified. Multi-group analysis results found the moderating effect of familiarity between crowding and the negative response from other diners. Specifically, crowding had a significant impact on the negative response from other diners for solo diners with low familiarity, whereas crowding did not show any significant effect on the negative response from other diners for solo diners with high familiarity. This study contributes to enhance understanding of solo dining experience and provide beneficial information to relevant practitioners by verifying the role of social servicescape and restaurant familiarity in the solo dining experience.