레스토랑의 DINESERV가 고객신뢰와 고객만족, 재방문의도에 미치는 영향관계

초록

This study was conducted to examine how DINESERV, a widely used framework for evaluating restaurant service quality—whose importance has recently grown in the foodservice industry—affects sustainable customer relationship management. Specifically, it aimed to investigate whether DINESERV factors in restaurants influence customer trust, customer satisfaction, and revisit intentions, and whether an integrated series of marketing activities beyond a simple unidimensional relationship could foster sustainable customer behavioral intentions. For this purpose, the study categorized DINESERV into five factors: food quality, service quality, value for money, ambiance, and convenience. An empirical analysis was conducted to determine how these factors influence customer trust, customer satisfaction, and revisit intentions. The results are as follows: First, among the DINESERV factors, food quality, service quality, and value for money had significant effects on customer trust. Second, food quality and value for money were found to have significant impacts on customer satisfaction. Third, customer trust significantly influenced customer satisfaction. Fourth, both customer trust and customer satisfaction significantly affected revisit intentions. These findings suggest that by providing customer-oriented DINESERV, restaurants can enhance customer satisfaction, which in turn fosters revisit intentions and ultimately strengthens their competitive edge. Furthermore, the study confirms the academic significance of customer-focused service quality and offers practical implications for developing effective service strategies centered on customer needs.

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