Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Effects of Restaurant Franchise Brand Equity and Value on Customer Loyalty and Customer Satisfaction

프랜차이즈 레스토랑 브랜드 자산 및 가치가 소비자 애호도와 만족도에 미치는 영향 연구

  • Kim, Chan-Woo (Dept, of Hotel Culinary & Food Service Management, Catholic Kwandong University) ;
  • Kim, Dong-Soo (Dept, of Hotel Culinary & Food Service Management, Catholic Kwandong University)
  • 김찬우 (가톨릭관동대학교 호텔조리외식경영학과) ;
  • 김동수 (가톨릭관동대학교 호텔조리외식경영학과)
  • Received : 2016.09.11
  • Accepted : 2016.10.12
  • Published : 2016.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study measures the impact of restaurant franchise brand equity and brand value on consumer loyalty and customer satisfaction. The purpose of this study was to investigate the relationship between variables based on previous studies. The survey for this present study was conducted from consumers who visited in a franchise restaurant within three months. in Seoul and the metropolitan area. Research revealed that brand equity and value of the franchise restaurant appeared to have a positive impact on customer loyalty, and then consumer loyalty exhibiting a positive impact on consumer satisfaction. In addition, brand equity and value of the franchise restaurant showed a positive impact on customer loyalty.

본 연구에서는 프랜차이즈 레스토랑의 브랜드 자산과 브랜드 가치가 소비자 애호도와 소비자 만족도에 얼마나 영향을 끼치는지 측정하였다. 선행연구를 토대로 변수간의 영향관계를 규명하고자 하였다. 본 연구의 설문 조사는 프랜차이즈 레스토랑 이용경험이 있는 소비자들을 대상으로 2016년 3월 1일부터 4월 11일까지 시행하였으며, 서울과 수도권을 중심으로 설문을 받아 진행하였다. 연구결과, 프랜차이즈 레스토랑의 브랜드 자산과 브랜드 가치는 소비자 애호도에 긍정적인 영향을 미치는 것으로 나타났고, 소비자 애호도는 소비자 만족도에 긍정적인 영향을 나타냈다. 또한, 프랜차이즈 레스토랑의 브랜드 자산과 브랜드 가치는 소비자 애호도에 긍정적인 영향을 미치는 것으로 나타났다.

Keywords

References

  1. Aaker DA (1991). Managing Brand Equity, NY: The Free Press.
  2. Aaker DA (1996). Measuring brand equity across products and market. California Management Review 38(3):102-120. https://doi.org/10.2307/41165845
  3. Ahn HL, Sohn JM, Choi JM, Kim HS (2015). Brand positioning strategy of franchise family restaurant brand positioning strategy of franchise. Family Restaurant 21(4).
  4. Baek SH (2003). Analyzing and Estimating of the Brand Equity for Fastfood Company : Comparison of International and Local Brands between Korea vs Philippines. Yonsei University Master's Degree.
  5. Choi SH (2012). The Impact of the Fair Value of the Service Types on Customer Sentiment, Customer Satisfaction and Customer Citizenship Behavior and Poor Customer Behavior Research. Doctoral Dissertation, KyungHee University.
  6. Drucker PF (1954). The Practice Management.
  7. Gardner MP (1985). Mood states and consumer behavior: A critical review. Journal of Consumer Research 281-300.
  8. Hangaviavat (2015). The Study of Impact Assessment on Customer Satisfaction, Trust, and Loyalty of Mongolia Customers Value - A Comparative Study of Korean and Japanese Automobile-. Master's Thesis, Kangwon National University.
  9. Howard JA (1969). The Theory of Buyer Behavior. New York, Wliey, 145.
  10. Jones and Sasser (1995). (2000). Switching barriersand repurchase intentionsin services. Journal of Retailing 76(2):259-274. https://doi.org/10.1016/S0022-4359(00)00024-5
  11. Jung HS, Lee IS, Yoon HH (2012). Self-expressive roles of family restaurant brands: Brand personality-self image congruence, brand identification, and loyalty. Korean Journal of Culinary Research 18(1).
  12. Joe SY (2013). Study on Brand Positioning of the Franchise Company. Pukyong National University Master's Degree.
  13. Kim DC, Sung HJ, Koh JY (2007). Family restaurant salad bar service quality on customer satisfaction, impact on the oral effects also revisit: Focusing on the family restaurant franchises in Seoul and the metropolitan area. Korea Tourism Association of Hotel and Tourism Research 26(1):13-29.
  14. Kim DJ (2012). Effect of hotel brand equity on perceived value and customer's loyalty. Journal of Foodservice Management 15(4).
  15. Kim GS, Lee JH (2012). Factors affecting the quality of the service satisfaction and repurchase of social commerce. Korea Contents Association Paper 12(3).
  16. Kim HI, Choi SG, Lee CG (2008). Study on the effect of quality control and customer satisfaction differentiation strategy in the family restaurant. Korea Tourism Association. Tourism Research 31(1): 23-37.
  17. Kim HS (2009). Customer Relationship Management Strategies Principles and Applications, Cytec media.
  18. Kim SH (2011). Effects on hotel brand equity attributes perceived value and intention to revisit the customers. Hotel Management Research 20(5).
  19. Kim SW (2013). Airline Brand Equity Measurement by Brand Asset Valuator Model. Master's Thesis, Kyonggi University.
  20. Kotler P (1994). Markreing Management. 8th ed. Prentice-Hall International Inc.
  21. Kotler PB (2003). Marketing Management. 11th ed., Upper Scaddle River, NY Prentice Hall.
  22. Lee BB, Seo WS (2012). Effect of parent hotel brand equity on customer's attitude toward midscale and economy level hotel brand extension and perceived value - Focused on mega chain upper-upscale hotel brands 26(6).
  23. Linchtenstein DR (1992). Price perceptions and customer shopping behavior. Journal of Marketing Research 30:234-245.
  24. Mowen J (1995). Consumer Behavior. 4th ed. Jersey: Prentice Hall.
  25. Oliver RL (1999). Whence consumer loyalty? The Journal of Marketing 33-44.
  26. Park EJ (2008). A Study on the Effects of Brand Evidence of Customer in Tourist Hotel on Brand Verdict : Mediating Brand Value, Customer Satisfaction, Brand Attitude. Doctoral Dissertation, Dongguk University.
  27. Reichheld and Sasser (1990). Marketing Little. Boston. Brown and Company.
  28. Rosen DE, Surprenant C (1998). Evaluation relationship: Are satisfaction and quality enough?. International Jouurnal of Service Industry Management 9(2):103-125. https://doi.org/10.1108/09564239810210451