Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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The study on the effect of Brand image, Brand recognize, Relationship Quality in Food-Service on Industry

외식업체의 브랜드 이미지, 브랜드 인지와 관계의 질 간의 관계

  • Seo, Gyeong-Do (Dept. of Hotel food service culinary arts, Gwangju University)
  • 서경도 (광주대학교 호텔외식조리학과)
  • Received : 2016.03.23
  • Accepted : 2016.06.02
  • Published : 2016.06.30
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Abstract

The purpose of this study was to determine the relationship between the brand and awareness of the brand image relationship in a catering company in Gwangju quality(trust, satisfaction). Twenty adults aged 20 years or older residing in Gwangju were surveyed after setting a hypothesis as a convenience sampling method in order to achieve the research objectives via extraction of the sample survey and empirical analysis. Customers using the brand image of catering companies in a relationship significantly affected the quality of the relationship (trust) forming symbolic images, but the images that were empirically related significantly to the trust did not form a significant relationship for trust. Brand image quality significantly impacted the relationship(satisfaction) that is the symbolic image of relations forms a significant relationship between satisfaction. Empirically, however, the image did not form a significant relationship for satisfaction. Brand recognition is significant in relationship quality(trust) and a significant relationship brand recognition, as it has formed a significant relationship on trust. Brand recognition is the quality of the catering companies using the customer significant effect on the relationship (satisfaction) relationship of brand recognition was formed a significant relationship satisfaction. As a result, the catering company's brand image, brand perception and empirical validation suggested a relationship between the quality of the relationship that provided very significant implications in this regard. In the future, overcoming the limitations of this study will necessitate conducting a more in-depth and detailed study.

연구의 목적은 광주광역시 지역의 외식업체를 이용한 고객을 대상으로 브랜드 이미지과 브랜드인식 관계의 질(신뢰, 만족)과의 관계를 파악하고자 하였다. 연구목적을 달성하기 위하여 가설을 설정 한 뒤 광주 광역시지역에 거주하는 20세 이상의 성인 남녀를 대상으로 설문조사를 편의표본추출방식으로 표본을 추출하여 설문조사를 통해 실증분석을 실시하였다. 외식업체 이용하는 고객의 브랜드 이미지는 관계의 질(신뢰)에 유의한 영향관계에 있어 상징적 이미지는 신뢰에 유의한 관계를 형성하였으나 경험적 이미지는 신뢰에 대해서는 유의한 관계를 형성하지 않았다. 브랜드 이미지는 관계의 질(만족)에 유의한 영향관계는 상징적 이미지는 만족에 유의한 관계를 형성하였으나 경험적 이미지는 만족에 대해서는 유의한 관계를 형성하지 않았다. 브랜드 인식은 관계의 질(신뢰)에 유의한 영향는 브랜드인식은 신뢰에 유의한 관계를 형성하였다. 외식업체 이용하는 고객의 브랜드 인식은 관계의 질(만족)에 유의한 영향관계는 브랜드인식은 만족에 유의한 관계를 형성하였다. 결과적으로 외식업체의 브랜드 이미지, 브랜드 인지와 관계의 질 간의 관계유효성 검증을 실증적으로 제시하였다는 점에서 매우 중요한 시사점을 제공하였다. 향후에는 한계점을 극복하고 좀 더 심층적이고 구체적인 연구를 통해 유의한 성과를 얻을 수 있는 연구가 수행되어야한다.

Keywords

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