|Even though many studies in the filed of family restaurant industry have been conducted, there is a lack of the influence of service quality on experiential value and customer satisfaction. Therefore, the purpose of this study is to investigate three factors of service quality such as process quality, output quality, physical environment on experiential value and customer satisfaction. This research analyzed 227 customers who have visited a family restaurant living in Seoul and Gyeonggi Province. The data were analyzed by SPSS 16.0 and AMOS 5.0 software packages and factor analysis, confirmatory factor analysis, correlation analysis, and structural equation model were performed to test hypotheses.
The results showed that process quality, output quality and physical environment were positively related to experiential value and customer satisfaction. Also, experiential value was positively related to customer satisfaction. Therefore, service quality and experiential value were verified as an important factor of customer satisfaction. Limitations and future research directions are also discussed.