Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Effect of the Consumer-Brand Relationship Quality on the Revisit Intent and Recommendation Intent in the Family Restaurant in Masan, Korea

패밀리 레스토랑의 소비자-브랜드 관계의 질이 재방문의도 및 추천의도에 미치는 영향: 마산지역 대학생을 대상으로

  • Kim, Hyun-Ah (Department of Food and Nutritional Science, Kyungnam University)
  • 김현아 (경남대학교 식품영양학과)
  • Published : 2006.08.31
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Abstract

The purpose of this study was to analyze the effect of the consumer-brand relationship quality on revisit intent and recommendation intent in the family restaurant. The questionnaires were distributed to 320 students in the K University located in Masan, who were sampled by convenience-sampling method. The surveys were conducted from November,10 to 24,2005. The 287 questionnaires were responded, and 15 unusable questionnaires were excluded, then 272 were used for the final analysis(response rate: 85.0%). The result of this study showed that 3 constructs(self-connective attachment, satisfaction and intimacy) of consumer-brand relationship quality have significant effects on the revisit intent(p<.01) and 2 constructs(satisfaction and intimacy) of consumer-brand relationship quality had significant positive effects on the recommendation intent in the family restaurant(p<.01) It meant that as consumer-brand relationship quality became stronger, the customer's revisit intent and recommendation intent became greater. As a conclusion, the foodservice manager in the family restaurant should focus on the marketing strategy to strengthen the quality of consumer-brand relationship especially emphasizing on satisfaction and intimacy in order to increase the revisit intent and recommendation intent of customers.

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References

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