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Prof. Dr. KyungHwa Seo
Department of Hotel Culinary Arts and Bakery, Ulsan College

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0 Customer Satisfaction
0 Organizational Behavior
0 Foodservice
0 HRM
0 Employee Well being

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Journal article
Published: 25 June 2021 in International Journal of Environmental Research and Public Health
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This paper aims to identify service quality dimensions of street food that have an impact on utilitarian and hedonic values and to determine the effect of utilitarian and hedonic values on repurchase intention. It also examines the moderating effect of risk perception toward street food safety on the relationship between service quality and perceived value. An Internet survey was performed in Korea with 285 respondents. The results confirmed that the five dimensions of street food’s service quality—food quality, employee service, physical environment, price, and rapidity of service—had positive impacts on utilitarian and hedonic values. All perceived value (utilitarian, hedonic) has an impact on repurchase intention. Finally, the food quality of street food showed a stronger influence on utilitarian value among the low-risk perception group than the high-risk perception group depending on the consumers’ level of awareness of food safety. This provides new insights for marketing strategies to attract domestic/foreign consumers to street food vendors and for creating a new food culture by emphasizing important domains of service quality, the relation of quality to consumer values, and risk perception toward food safety in street food.

ACS Style

Kyung Seo; Jee Lee. Understanding Risk Perception toward Food Safety in Street Food: The Relationships among Service Quality, Values, and Repurchase Intention. International Journal of Environmental Research and Public Health 2021, 18, 6826 .

AMA Style

Kyung Seo, Jee Lee. Understanding Risk Perception toward Food Safety in Street Food: The Relationships among Service Quality, Values, and Repurchase Intention. International Journal of Environmental Research and Public Health. 2021; 18 (13):6826.

Chicago/Turabian Style

Kyung Seo; Jee Lee. 2021. "Understanding Risk Perception toward Food Safety in Street Food: The Relationships among Service Quality, Values, and Repurchase Intention." International Journal of Environmental Research and Public Health 18, no. 13: 6826.

Journal article
Published: 15 April 2021 in Sustainability
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As various types of robots increasingly influence consumers’ service experiences, companies need to consider how to be competitive in this new artificial intelligence and service automation business environment. However, only limited studies have investigated the factors involved in consumer behaviors toward robot restaurant visitors and their impacts. This study integrates trust, the perceived risk, and satisfaction with the well-known Technology Acceptance Model’s (TAM) original constructs (perceived usefulness, perceived ease of use, and acceptance) in the robot service restaurant setting. A scenario-based online survey was performed on 338 respondents. Structural equational modeling shows the direct impact of PU (perceived usefulness) and the indirect impact of PEOU (perceived ease of use) on consumers’ revisit intention to robot restaurants. Trust significantly increases PU and PEOU toward a service robot, and increased trust in robot service decreases the perceived risk as well as increases satisfaction. Further, perceived risk decreases satisfaction and revisit intention. The study provides useful information for hospitality marketers to acknowledge how consumers accept robot service and better understand the key drivers of robot restaurant revisit intention.

ACS Style

Kyung Seo; Jee Lee. The Emergence of Service Robots at Restaurants: Integrating Trust, Perceived Risk, and Satisfaction. Sustainability 2021, 13, 4431 .

AMA Style

Kyung Seo, Jee Lee. The Emergence of Service Robots at Restaurants: Integrating Trust, Perceived Risk, and Satisfaction. Sustainability. 2021; 13 (8):4431.

Chicago/Turabian Style

Kyung Seo; Jee Lee. 2021. "The Emergence of Service Robots at Restaurants: Integrating Trust, Perceived Risk, and Satisfaction." Sustainability 13, no. 8: 4431.

Journal article
Published: 22 October 2020 in Sustainability
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This study presents fundamental data on the technology acceptance of kiosks in QSR (Quick Service Restaurants) and the marketing plans for efficient management performance. In this paper, the combined concept model was established through the acceptance literature, and an expanded UTAUT2 (Unified Theory of Acceptance and Use of Technology) model was then presented by empirical analysis. This study was evaluated by 303 customers with experience using QSR kiosks. The results show that the seven factors suggested by the UTAUT2 and trust have a positive direct and indirect effect on behavioral intention. In addition, this study confirmed the significant influence relationship between the variables in UTAUT2. It was also found that facilitating conditions and price value have a significant positive effect on trust. Lastly, trust has a significant positive effect on performance expectancy and behavioral intentions. As a result, this research demonstrates an extended and integrated UTAUT2 by verifying the relationship between basic UTAUT2 and trust. The limitations of this study and recommendations for future research are also discussed.

ACS Style

Kyung Hwa Seo. A Study on the Application of Kiosk Service as the Workplace Flexibility: The Determinants of Expanded Technology Adoption and Trust of Quick Service Restaurant Customers. Sustainability 2020, 12, 8790 .

AMA Style

Kyung Hwa Seo. A Study on the Application of Kiosk Service as the Workplace Flexibility: The Determinants of Expanded Technology Adoption and Trust of Quick Service Restaurant Customers. Sustainability. 2020; 12 (21):8790.

Chicago/Turabian Style

Kyung Hwa Seo. 2020. "A Study on the Application of Kiosk Service as the Workplace Flexibility: The Determinants of Expanded Technology Adoption and Trust of Quick Service Restaurant Customers." Sustainability 12, no. 21: 8790.

Journal article
Published: 23 March 2020 in Sustainability
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The purpose of this study is to investigate how foodservice employees’ perceptions of their leader’s integrity affect their work engagement and organizational citizenship behaviors, with the aim of moderating empirical evidence of generational differences. This study was administered to 218 foodservice employees using a self-administered questionnaire. The validity and reliability of the measured items were reviewed using a confirmatory factor analysis (CFA), and they were verified using structural equation modeling (SEM). The study results showed that leader integrity had a significant positive effect on employees’ work engagement, and organizational citizenship behaviors, while employee engagement induced by leader integrity increased organizational citizenship behaviors (OCBs). Also, the results found that the effects of leader integrity on OCBs were stronger for Generation Y workers than for Generation X workers. Limitations and future research directions are also discussed.

ACS Style

Hyo Sun Jung; Kyung Hwa Seo; Hye Hyun Yoon. The Importance of Leader Integrity on Family Restaurant Employees’ Engagement and Organizational Citizenship Behaviors: Exploring Sustainability of Employees’ Generational Differences. Sustainability 2020, 12, 2504 .

AMA Style

Hyo Sun Jung, Kyung Hwa Seo, Hye Hyun Yoon. The Importance of Leader Integrity on Family Restaurant Employees’ Engagement and Organizational Citizenship Behaviors: Exploring Sustainability of Employees’ Generational Differences. Sustainability. 2020; 12 (6):2504.

Chicago/Turabian Style

Hyo Sun Jung; Kyung Hwa Seo; Hye Hyun Yoon. 2020. "The Importance of Leader Integrity on Family Restaurant Employees’ Engagement and Organizational Citizenship Behaviors: Exploring Sustainability of Employees’ Generational Differences." Sustainability 12, no. 6: 2504.