KOREASCHOLAR

This study aimed to identify whether or not four service situations varying according to positive and negative combinations of physical evidence and functional service influence store image and purchase behavioral intentions of customers at bulgogi restaurants. The video-scenario technique was used for the study. Data were analyzed with the SPSS (Window 19.0) package using frequency analysis, one-way ANOVA, 2 by 2 factorial ANOVA, exploratory factor analysis, and multiple regression analysis to confirm the hypotheses. The combined effect of functional service and physical evidence influenced store image and purchase intention. In terms of seperate effect of physical evidence and functional service, the effect of employee service on store image was more powerful than that of physical evidence, even though the effect differed depending on the situation. Purchase intention was only influenced by functional service quality from employees under the four different scenarios. Thus, when opening a Korean restaurant, proper management of tangible evidence suitable to service, and the prices expected from local customers should be determined. Additionally, extremely high or low levels of physical evidence management should be avoided.

Abstract
I. Introduction
II. Subjects and Methods
    1. Research Hypotheses
    2. Research design of survey with video taping
    3. Subject and data collection
    4. Contents of questionnaire
    5. Statistical analyses
III. Results and Discussion
    1. General characteristics of the samples
    2. Measurement results by scenarios
    3. Factor analyses on service quality, store image andpurchase intention
    4. Combined effects of the physical evidence andfunctional service on store image and purchase intention
    5. Hypothesis test for each effect of physical evidenceand functional service on store image
    5. Hypothesis test for each effect of physical evidenceand functional service on purchase intention
    6. Hypothesis test for relationship between store imageand purchase intention
IV. Summary and Conclusion
References

• Daye Hwang(Department of Food Science and Nutrition, College of Natural Science, Dankook University)
• Hyeja Chang(Department of Food Science and Nutrition, College of Natural Science, Dankook University) Corresponding author