치킨 프랜차이즈 점포의 서비스 품질, 점포에 대한 고객만족도, 태도적 충성도 간의 관계 및 인구통계적 변수의 조절 영향 = Relationship between Store Service Quality, Store Satisfaction, Attitudinal Loyalty and the Moderating Effects of Demographics: The Case of Chicken Franchise

다국어 초록 (Multilingual Abstract)

This study examined whether the store service quality affects store satisfaction and attitudinal loyalty of the chicken franchise. Prior studies have shown that the store service quality varied depending on the context of stores. Therefore, this study firstly examined what constitutes the store service quality of the chicken franchise. As a result of factor analysis and reliability analysis, it was found that, in the case of the chicken franchise store, the service quality of the store consists of the store environment, customer orientation, and store accessibility.
A hierarchical moderating regression analysis was conducted to investigate the relationship between store service quality, store satisfaction, and attitudinal loyalty of the chicken franchise and the moderating effects of demographics. The results are listed below. First, the store service quality of the chicken franchise composed of 3 factors, that is, the store environment, customer orientation, and store accessibility. Second, the store service quality of the chicken franchise has a positive effect on the overall satisfaction with the store. Third, the satisfaction with the store has a positive effect on the attitudinal loyalty of the chicken franchise. Fourth, the store service quality has a positive effect on the attitudinal loyalty of the chicken franchise. Fifth, as a result of examining whether the store satisfaction mediates the relationship between the store service quality and the attitudinal loyalty, the store satisfaction partially mediated the relationship between the store service quality and the attitudinal loyalty. Sixth, age negatively impacts on attitudinal loyalty, whereas age positively moderates the relationship between store service quality or store satisfaction and attitudinal loyalty. Seventh, gender (male vs female) positively impacts on attitudinal loyalty, whereas gender negatively moderates the relationship between store service quality or store satisfaction and attitudinal loyalty.
Theoretical and practical implications of the relationship between store service quality, store satisfaction, and attitudinal loyalty of the chicken franchise and the moderating effect of demographics are described in terms of enhancing performance of chicken franchise.

국문 초록 (Abstract)

본 연구에서는 치킨 프랜차이즈 점포를 대상으로 점포 서비스 품질이 점포에 대한 고객만족도와 태도적 충성도에 미치는 영향을 살펴보고, 점포 서비스 품질이 점포에 대한 고객만족도 및 태도적 충성도에 미치는 영향을 인구통계적 변수가 조절하는지를 살펴보았다.
점포 서비스 품질과 관련된 기존 연구들에 의하면 점포 서비스 품질 구성 요인은 점포 맥락에 영향을 받는 것으로 나타났다. 따라서 본 연구에서는 치킨 프랜차이즈 점포에서의 서비스 품질 구성 요인이 무엇인지를 먼저 살펴보았다. 요인분석과 신뢰도 분석을 실시한 결과 치킨 프랜차이즈 점포의 경우 점포 서비스 품질은 점포 환경, 고객지향성, 점포 접근성으로 구성되는 것으로 나타났다.
점포 서비스 품질, 점포에 대한 고객만족도, 태도적 충성도 그리고 이들 간의 관계를 인구통계적 변수가 조절하는지를 알아보기 위하여 계층적 조절 회귀분석을 실시하였다. 그 결과는 다음과 같다. 첫째, 점포 서비스 품질은 점포에 대한 고객만족도에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 점포에 대한 고객만족도는 태도적 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 점포 서비스 품질은 태도적 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 넷째, 점포에 대한 고객만족도는 점포 서비스 품질이 태도적 충성도에 미치는 영향을 부분적으로 매개하는 것으로 나타났다. 다섯째, 연령은 태도적 충성도에 부정적인 영향을 미치는 반면 점포 서비스 품질 혹은 점포에 대한 고객만족도가 태도적 충성도에 미치는 영향을 긍정적으로 조절하는 것으로 나타났다. 여섯째, 성별 구분(남성 대비 여성)은 태도적 충성도에 긍정적인 영향을 미치는 반면 점포 서비스 품질 혹은 점포에 대한 고객만족도가 태도적 충성도에 미치는 영향을 부정적으로 조절하는 것으로 나타났다.
본 연구를 통해 발견된 점포 서비스 품질, 점포에 대한 고객만족도, 태도적 충성도 간의 관계 및 인구통계적 변수의 조절효과에 대한 이론적 및 실무적 시사점을 치킨 프랜차이즈 만족도 제고 차원에서 기술하였다.

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