초록 열기/닫기 버튼
The purpose of this study was to understand customers' recognition on service encounter elements in Korean restaurants, and to examine the effect of service encounter elements upon the customer's trust, evaluation and behavioral intention. Based on total 767 samples obtained from the empirical research, this study reviewed reliability and fitness of research model and verified total 5 hypotheses using Amos program. As a result of empirical analysis, the physical environment, and interaction with employee and interaction with other customer as service encounter elements in Korean restaurants, were indicated to have positive influence upon customer's trust. In the influence upon corporate evaluation, the physical environment and interaction with employee was surveyed to have positive influence. Also, customer's trust had positive influence upon corporate evaluation. Customer's trust and evaluation had positive influence upon behavioral intention. Limitations and future research directions are also discussed.
