레스토랑의 DINESERV가 충성도에 미치는 영향관계: 인게이지먼트의 조절효과

초록

This study evaluates restaurant service quality from the perspective of DINESERV, whose importance has been increasingly highlighted in the foodservice industry. Beyond identifying the direct relationship between restaurant DINESERV and customer loyalty, the study further examines the moderating role of engagement in this relationship. By doing so, it aims to uncover the mechanism through which customers’ service perceptions evolve from immediate emotional evaluation to sustainable behavioral intentions. DINESERV was conceptualized using five dimensions—food quality, service quality, price value, atmosphere, and convenience—and a structural equation modeling approach was employed to empirically analyze the effects of each factor on customer loyalty. The main findings are as follows: (1) food quality, service quality, and price value have significant effects on customer loyalty, whereas atmosphere and convenience do not show statistically significant effects; (2) engagement demonstrates partial moderating effects in the relationship between DINESERV and customer loyalty. These findings imply that restaurants can enhance their competitiveness by cultivating customer loyalty through the provision of customer-oriented DINESERV. The study not only confirms the academic importance of service quality and customer engagement but also offers practical implications for developing strategic service delivery approaches focused on customer-centered experiences.

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