Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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The Influence of the Corporation Association of Korean Buffet Restaurant on Relationship Quality and Brand Loyalty

모기업에 대한 기업연상이 한식뷔페레스토랑의 관계품질과 브랜드충성도에 미치는 영향에 관한 연구

  • 강병남 (혜전대학교 호텔조리외식계열) ;
  • 문성식 (장안대학교 프랜차이즈경영과)
  • Received : 2016.09.13
  • Accepted : 2016.10.11
  • Published : 2016.10.31
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Abstract

This study aimed at examining the interrelationships among corporate association, Rrelationship quality, and brand loyalty in Korean buffet restaurants. In addition, this study examined the mediating effects of commitment and attidudinal loyalty. The findings of this study were found through the employong of SPSS 18.0 on a convenience sample of a total of 209 respondents. The results of this study are as follows. First, both corporate ability association and corporate social responsibility association exhibited a positive impact on trust and commitment. Second, trust and commitment positively influenced attitudinal loyalty and behavioral loyalty. Third, commitment acted in a partial mediating role between trust and attitudinal loyalty, and attitudinal loyalty acted in a partial mediating role between commitment and behavioral loyalty.

이 연구의 목적은 한식뷔페레스토랑의 기업연상과 관계품질, 브랜드충성도 간의 상호관계를 증명하는데 있다. 또한, 본 연구는 몰입과 태도적충성도의 매개효과를 검증하는데 있다. 편의추출한 총 209명의 응답자를 대상으로 SPSS 18.0을 사용하여 분석하였다. 본 연구의 다음과 같다. 첫째, 기업능력연상과 사회적책임연상 모두 신뢰와 몰입에 긍정적 영향을 미치고 있다. 둘째, 신뢰와 몰입은 태도적충성도와 행동적충성도에 긍정적 영향을 미치고 있다. 셋째, 몰입은 신뢰와 태도적충성도 사이에서 부분매개역할을 하고 있고, 태도적충성도는 몰입과 행동적충성도 사이에서 부분매개역할을 하고 있다.

Keywords

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