외식 산업의 부정적 언론 보도가 소비자의 감정 ․ 심리적 반응과 서비스 품질 지각에 미치는 영향

The study aimed to clarify how negative media reports of the food service industry influence customer psychological and emotional reactions, and perception of service quality. Negative media reports had a statistically valid positive (+) co-relevance with psychological and emotional reactions concerning food, safety, affordability, environmental friendless and ethical considerations, and a statistically valid negative (-) co-relevance with service quality. These positive co-relevant factors influenced consumer psychological reactions such as trust or recognition of a danger. Media reports concerning safety and ethical issues had a statistically valid positive (+) effect on emotional reaction of customers (p＜.05), particularly discouragement, distrust and repugnance. Negative media reports lessened consumer confidence in service quality. Consumer psychological andemotional reactions inspired by negative media reports of the food service industry are important variables to recognized, if consumer loyalty is to be cultivated and maintained.