외식업체 직원의 가격할인에 대한 지각이 고객지향성과 서비스 제공수준에 미치는 영향 = (A) Study of the Casual Dining Restaurant Workers' Recognition of Discount have an Influence on their Inclination and their Service for Customers

다국어 초록 (Multilingual Abstract)

As a standard of living is getting higher, it becomes a clear tendency that a lot of people eat out. The industry of restaurants becomes professional and various. It is being improved day by day. But because of the uncertainty of economy, restaurants become very competitive. They use the strategy of discount in order to have more customers. The strategy has worked in gathering customers. But it results in another negative effect that the heavy-burdened and hardworking workers cannot supply better service for the customers because they need to work harder. It is the negative effect of the strategy.
Considering the fact that the success of the industry of restaurants is up to how much the customers are satisfied about the service, it is very important to let workers keep high level of supplying good service for their customers.
Especially the workers who treat customers face to face are very important in managing the restaurant because customers will come again when they are served well by the workers. And customer will have good image of the restaurants because of the good workers who serve them really well.
Therefore, workers should know that their attitude and service in welcoming and treating customers are very important. A restaurant manager should know how to ask workers to understand various means of new goods and cooperate with them. A restaurant manager need to manage the relationship between customers and workers and let workers control their emotion and temper. It is necessary for him to have a standard about those things, make a system to help workers supply high service for customers and manage workers well.
In this thesis, I establish a model based on the previous studies and various kinds of theoretical background and then make a hypothesis and then prove the relationship between variables.
In order to have samples for this study, I distributed research papers to 500 workers from 4 casual dining restaurants. After receiving the papers back, I got rid of untrustworthy papers like those that are not answered well. After that, I used 340 research papers to analyze the final results.
The summary of the results of my analysing the hypothesis is as follows;
Firstly, discount is proved to have a negative influence on the workers' inclination for their customers. Because of discount, workers need to work so harder and they are heavy burdened. So it affects their inclination for customers.
Secondly, discount is proved to have a negative influence on workers' service in welcoming and serving customers. Increasing quantity of work makes a bad influence of the quality of worker's service for customers.
Thirdly, inclination for customers is proved to have a positive influence on the workers' welcoming and serving customers. It means that according to the inclination of the workers for customers, their service level that is supplied for customers can be different. It means that as the workers' inclination for customers is high, their service level for customers is high.

목차 (Table of Contents)

• 목차 = Ⅰ
• 제1장 서론 = 1
• 제1절 문제의 제기 및 연구의 목적 = 1
• 제2절 연구의 방법 및 범위 = 3
• 제2장 이론적 배경 = 7
• 제1절 가격할인에 대한 지각 = 7
• 1. 가격과 가격할인의 개념 및 종류 = 7
• 2. 지각된 가격과 지각된 가격할인의 개념 및 구성요인 = 13
• 제2절 고객지향성 = 20
• 1. 고객지향성의 개념 = 20
• 2. 고객지향성의 분류 = 22
• 3. 고객지향성에 관한 선행연구 = 28
• 제3절 서비스 제공수준 = 39
• 1. 서비스의 개념 = 39
• 2. 지각된 품질의 개념 = 42
• 3. 서비스 제공수준의 측정 = 46
• 제3장 연구설계 = 51
• 제1절 연구모형의 설계 = 51
• 제2절 연구가설의 도출 = 52
• 1. 가격할인에 대한 지각이 고객지향성에 미치는 영향관계 = 52
• 2. 가격할인에 대한 지각이 서비스 제공수준에 미치는 영향관계 = 53
• 3. 고객지향성이 서비스 제공수준에 미치는 영향관계 = 55
• 제3절 실증조사의 설계 = 57
• 1. 조사표본의 설계 = 57
• 2. 변수의 조작적 정의 및 측정도구의 선정 = 58
• 3. 조사도구의 개발 = 61
• 4. 분석방법 및 절차 = 62
• 제4장 실증분석결과 및 시사점 = 63
• 제1절 표본의 일반적 특성 = 63
• 제2절 타당성과 신뢰성 분석 = 66
• 1. 가격할인에 대한 지각의 타당성과 신뢰성 분석 = 66
• 2. 고객지향성에 대한 타당성과 신뢰성 분석 = 67
• 3. 서비스 제공수준에 대한 타당성과 신뢰성 분석 = 69
• 4. 요인들간의 판별타당성 검증 = 71
• 제3절 연구가설의 검증 = 72
• 1. 가격할인에 대한 지각이 고객지향성에 미치는 영향 = 72
• 2. 가격할인에 대한 지각이 서비스 제공수준에 미치는 영향 = 73
• 3. 고객지향성이 서비스 제공수준에 미치는 영향 = 74
• 제4절 실증분석 결과의 요약 = 76
• 1. 연구개념에 대한 타당성과 신뢰성 분석결과 요약 = 76
• 2. 연구가설에 대한 검증결과 요약 = 77
• 제5절 연구의 시사점 = 80
• 1. 시사점 = 80
• 제5장 결론 = 86
• 제1절 연구의 요약 = 86
• 1. 연구의 요약 = 86
• 제2절 연구의 한계점 및 제언 = 88
• 참고문헌 = 90
• 설문지 = 98
• ABSTRACT = 102