호텔레스토랑에서 푸드스타일리스트의 역할과 식공간 연출이 고객만족에 미치는 영향

Abstract

In this study, an empirical analysis was made for the purpose of catching customer satisfaction and loyalty by the role of food stylists and the dining space creation, which consumers recognize. The SPSS Ver. 14.0 and AMOS Ver. 5.0 were used to make a frequency analysis, factor analysis, path analysis and hierarchical regression analysis. The results of analysis were as follows. First, for the recognition of food stylists, the majority of respondents didn't know it well, and for the importance of stylists' role, the majority thought it important. Second, a descriptive analysis of the study concept, importance of stylists' role showed that items of high mean value among 23 measurement items are largely cleanness, convenience and natural harmony factors, while items of low mean value are trifling article factors of table and interior. Third, a descriptive analysis of dining space creation-26 measurement items showed that the mean of cleanness and atmosphere factors is high, while that of the menu, table composition and tableware's beauty factors is relatively low. Fourth, an exploratory factor analysis and confirmatory factor analysis for the reliability and feasibility of dining space creation-27 measurement items showed that the level inherent in food stylists' role is an ‘atmosphere’, ‘food styling’ and ‘table setting’, and the level inherent in dining space creation is a ‘cleanness’, ‘harmony’, ‘convenience’, ‘aesthetics’ and ‘comfortableness.’ Fifth, a hypothesis testing on a casual relationship between the cleanness, harmony, convenience, aesthetics and comfortableness of dining space creation, and the customer satisfaction and loyalty showed that the cleanness, convenience, aesthetics and comfortableness among sub-factors of dining space creation have a significant positive effect on the customer satisfaction. While the harmony factor hadn't a significant effect on the customer satisfaction. And in the relation with the customer satisfaction and loyalty, the customer satisfaction had a significant positive effect on the customer loyalty. Sixth, the impact of dining space creation on customer satisfaction through the composition of the food stylists' role as moderating variables showed that for the moderating impact of atmosphere factors, the cleanness, harmony and aesthetics factors play a moderating role. Also, the moderating effect of food setting factor showed that for the effect relationship between dining space creation and customer satisfaction, the food setting and cleanness, and the food setting and aesthetics have not a significant effect on the customer satisfaction. The moderating effect of table setting factor showed that for the effect relationship between dining space creation and customer satisfaction, the table setting and cleanness, and the table setting and harmony have a significant effect on the customer satisfaction. The implications by analysis results were released as follows. First, the importance of food stylist's role and dinning space creation in hotel restaurant was released, and the customer-preferring dinning space creation by food stylist's role could also raise the customer satisfaction and loyalty. This will be a base that can gain a competitive edge secure, and more generally, as this can satisfy customer of restaurant to lead the revisit, the development as a competitive restaurant is expected. Second, For the important factors of the hotel restaurant inside, the whole atmosphere and food stylist's role were important. The reason why the dinning space creation reflects the current of the times and has an unusual sensibility for the change. Therefore, it is necessary to make an effort for the creation of dinning space as beautiful, efficient and pleasant environment, and the dinning space should be made as a cultural space filled with comfort and composure, and a new platform for being in charge of the multi-functional role of rest space, not a space that simply enjoys food. Third, an analysis of food stylist's role and dinning space creation showed that all variables have a positive effect on the dinning space creation, particularly, the cleanness and comfort have a very high effect on the dinning space creation. Therefore, hotel managers and employees have to make an effort for providing hygiene, cleanness and at the same time comfort to customers. Fourth, the cleanness, convenience, aesthetics and comfortableness among sub-concepts of dinning space creation had a positive effect on the customer satisfaction. Therefore, customers have to be effectively tempted by providing customers with explicit and implicit information through the management of physical environment in the dinning space creation of hotel restaurant, and this information should be applied as an effective marketing tool. The last is an understanding of food stylist's role and dinning space creation. The harmonious creation of dinning space by food stylist's role can provide customers with the convenience and visual beauty, and after all, it has an effect on the customer satisfaction and loyalty. Therefore, it is necessary to make many studies on the cultivation of professional food stylists and at the same time, the dinning space creation.