패스트 푸드와 고객 행동에 관한 연구

초록

This study researches the attributes to account for the satisfaction and revisit intention of fast food consumers. As explanatory attributes, this research chose perceived waiting time, perceived healthiness, and perceived menu variety. The outcome attributes of this research are satisfaction and revisit intention. This research employed Amazon Mechanical Turk (M Turk) to collect the data. The survey questions were derived from extant literature and modified to meet the aim of research. For the understanding of participants about the service and product, McDonald’s service and product were used as the resarch context. For data analysis, this research carried out confirmatory factor analysis, correlation analysis, and path analysis as structural equation modelling. The results indicate that perceived waiting time negatively affected to the satisfaction. In contrast, the results indicate that healthfulness is positively related to satisfaction and revisit intention. Moreover, the results showed the positive impact of menu variety on the satisfaction and revisit intention. Also the results showed the positive effect of customer satisfaction on the revisit intention in case of fast food restaurant.

키워드