Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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Effects of Brand Evidence on Emotion, Brand Satisfaction and Customer Loyalty in Family Restaurants

패밀리 레스토랑에서의 브랜드 증거가 감정, 브랜드 만족 및 고객애호도에 미치는 영향

  • Jeon, Gwee-Yeon (Department of Child and Family Studies, Kyungpook National University) ;
  • Ha, Dong-Hyun (Department of Hotel.Convention Management, Dongguk University)
  • 전귀연 (경북대학교 아동가족학과) ;
  • 하동현 (동국대학교 호텔.컨벤션경영학과)
  • Published : 2009.04.30
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Abstract

The study assessed the relationship between brand evidence (e.g., brand name, price/value for money, servicescape, core service, employee service and self-image congruence) and positive/negative emotion and brand satisfaction, and between positive/negative emotion and brand satisfaction in the family restaurant setting. Also, the relationship of positive/negative emotion and brand satisfaction with customer loyalty were assessed. Customers who used five brands of family restaurant in Daegu and Pusan during October of 2008 were surveyed by questionnaires. Brand evidence was positively related to positive emotion and brand satisfaction, and was negatively related to negative emotion. Positive emotion was positively related to brand satisfaction and negative emotion was negatively related to brand satisfaction. Brand satisfaction was positively relatively to customer loyalty. The results indicate that management of family restaurants should focus on brand evidence as a means of increasing profits and sales volume.

Keywords

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