A Study on the Impact of Service Quality in Japanese Restaurants on Customer Satisfaction: The Moderating Effect of Perceived Value

Customers" desires regarding dining out are evolving into various forms to enjoy both health and dining culture. Japanese restaurants are being recognized for their ability to meet customers" desires in this era of change with food that satisfies both health and dining culture. As Japanese restaurants often involve face-to-face interactions with customers, it"s a critical time to devise strategies to maximize service quality. This study examined the moderating effect of perceived value on the relationship between service quality in Japanese restaurants and customer satisfaction. The purpose of the research was to analyze 299 survey responses collected from adults residing in the Busan area from February 1st to 28th, 2024, in order to achieve the research objectives. The analysis, conducted using SPSS 29.0 statistical software, revealed the influence of sub-factors of service quality in Japanese restaurants on customer satisfaction. These influences were observed in the following order of significance: responsiveness (β=.491, p<0.001), empathy (β=.395, p<0.001), assurance (β=.234, p<0.001), tangibles (β=.198, p<0.001), and reliability (β= .129, p<0.001). And the results of testing the moderating effect of perceived value showed that the change in R2 value increased from 0.512 → 0.734 (0.223) → 0.769 (0.035), and the significance probability was all p<0.001, which was analyzed as statistically significant. The implication of the study suggests that customers visiting Japanese restaurants are satisfied when employees promptly respond to their needs and requirements.