외식기업의 기술기반 셀프서비스(TBSS)가 관계품질과 구전의도에 미치는 영향

Abstract

초록·키워드 목차 오류제보하기 In this study, a hypothesis was established and tested to measure the effect of customers" perception of untact service on relationship quality and WOM effect. For this purpose, a total of 260 copies were obtained by conducting a survey through the Internet targeting customers who had experience using TBSS, and the research hypothesis was verified through regression analysis. First, a total of 8 factors were extracted through factor analysis on the perception of TBSS, relationship quality (trust, satisfaction, commitment), and word of mouth effect. Second, the hypothesis was verified through analysis with 8 factors. It has been suggested that the perception of customers formed through TBSS has an effect on relationship quality and is linked to the WOM effect. Customers" perception of TBSS, which evaluated safety and convenience highly, had an impact on relationship quality and was suggested to be linked to the WOM effect. It was understood that customers form relationship quality through their perception of TBSS and deliver it to their surroundings. The management of the company should understand this point and reflect it in the marketing strategy. #기술기발셀프서비스(Technology-based Self-Service) #외식기업(Foodservice Company) #관계품질(Relationship Quality) #구전효과(Word-of-Mouth Effect) AbstractⅠ. 서론 Ⅱ. 이론적 배경Ⅲ. 연구설계Ⅳ. 실증분석Ⅴ. 결론참고문헌