Exploratory Study on Customer-Oriented Service Contact Elements in Foodservice Industry.
10.14373/JKDA.2015.21.1.72
- Author:
Myung Ai HAN
1
;
Yu Kyeong CHONG
Author Information
1. Department of Foodservice and Culinary Management, College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea. ykchong@sejong.ac.kr
- Publication Type:Original Article
- Keywords:
service contact;
select properties;
customer satisfaction;
foodservice industry
- MeSH:
Marketing;
Pilot Projects;
Statistics as Topic
- From:Journal of the Korean Dietetic Association
2015;21(1):72-82
- CountryRepublic of Korea
- Language:Korean
-
Abstract:
The purpose of this study was to provide preliminary data for competitive dominance in an institutional foodservice environment. Data were collected from 85 experts and practitioners on customer-oriented service contact elements and contact fields in the foodservice industry. PASW Statistics ver.18 and MS Excel were used for data analysis. From the pilot study, 67 service contact-elements were derived. Contribution rate analysis and frequency analysis in each contact field were performed in order to categorize four factors, including environment-oriented contact, product-oriented contact, service-oriented contact, and image-oriented contact fields. Thirty three contact elements were derived, and environment-oriented contact consisted of eight contact-elements (cleanliness of restaurant/kitchen, etc.), product-oriented contact consisted of twelve contact-elements (food taste, etc.), service-oriented contact consisted of seven contact-elements (service quality, etc.), and image-oriented contact consisted of six contact-elements (image/reputation, etc.). The results of study will be useful to develop an effective marketing program for competitive dominance in an competitive foodservice industry environment.
