균형성과표(BSC)를 이용한 소규모 농촌형 외식업체의 서비스 품질 차원과 경영성과 간의 관계 분석

Abstract

This research investigated the effects of service quality of small farm restaurants on business performance using balanced scorecard(BSC) based on performance measures. Many studies have suggested the application of BSC performance measures to identify the firm-level performance, however, little performance measurers have been developed to assess the business performance of small-scaled farm restaurant, which is crucial for rural development. A census survey of 63 farm restaurant operators has been conducted to examine the relationships among BSC performance measures and 53 usable answers were collected. The data analysis supported eleven out of fifteen hypotheses. The possible interpretations of these findings and managerial implications are discussed in the latter part of this paper. This study is useful for existing and potential farm restaurant managers and policy makers who establish marketing strategies associated with the significance of quality issues, particular service quality and food quality in the service industry.