Purpose - The purpose of this study is to classify the quality factors of chicken restaurant customers with the service quality based on the SERVQUAL, the quality factors based on the selection attributes and service qualities of chicken restaurants used in the previous studies.
Research design, data, and methodology - This survey was carried out on the students of Kangwon University in Samchuk City, Kangwon Province from November 20 - November 30, 2017, and a total of 260 questionnaires were distributed, with 222 collected. Of them, effective questionnaires applied in the final study were a total of 193 except 29 that couldn't be used.
Results - The findings of this study are as follows: Firstly, chicken restaurants' quality factors were divided into seven categories like cleanliness, service encounter quality, product quality, aesthetics, overall interior, purchase quality, and convenience. Secondly, it showed that service encounter quality, purchase quality, and cleanliness had a positive impact on customer satisfaction, respectively. Thirdly, it showed that service encounter quality, purchase quality, and cleanliness had a positive impact on trust, respectively. Fourthly, it showed that customer satisfaction had a positive impact on behavioral intention. Additionally, it suggested that customer satisfaction of chicken restaurant consumers had a positive impact on behavioral intention and thereby, higher customer satisfaction leads to higher levels of reuse and recommendation intention. Lastly, after checking the effect relations of trust between customer satisfaction about chicken restaurant and behavioral intention, it was analyzed that customer satisfaction has a positive impact on trust and trust has a positive impact on behavioral intention. On the other hand, it showed that trust have a partially mediating effect in the relations between customer satisfaction and behavioral intention. But, it showed that product quality, aesthetics, overall interior, purchase quality, and convenience did not have a positive impact on customer satisfaction.
Conclusions - Chicken restaurant consumers put more priority on friendly and good services of chicken restaurant staff in service encounter and delivery order, rather than on reasonable price and discount systems. Thereby, chicken restaurant marketers need to take factors like service encounter quality, cleanliness into more consideration.

Abstract
 1. 서론
 2. 이론적 배경
  2.1. 품질요인
  2.2. 고객만족
  2.3. 신뢰
  2.4. 행동의도
 3. 가설설정 및 연구모형
  3.1. 품질요인과 고객만족과의 관계
  3.2. 품질요인과 신뢰와의 관계
  3.3. 고객만족과 행동의도와의 관계
  3.4. 고객만족과 신뢰와의 관계
  3.5. 신뢰와 행동의도와의 관계
  3.6. 연구모형
 4. 연구방법
  4.1. 자료수집 및 분석방법
  4.2. 측정항목의 구성
 5. 결과분석
  5.1. 표본의 특성
  5.2. 요인분석과 신뢰성 분석
  5.3. 상관관계와 다중공선성 분석
  5.4. 가설검증
 6. 결론
  6.1. 연구결과의 요약
  6.2. 시사점
  6.3. 연구의 한계 및 향후 연구방향
 References

• Ho-Sik Kim(Dept. of Public Administration, Kangwon National University) | 김호식
• Jae-Hyun Shim(Dept. of Economics, Kyonggi University) | 심재현 Corresponding Author