Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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The Relationship of Loss-Leader Marketing Factors, Brand Attitude and Revisit Intention in the Restaurant Industry: Focus on the Mediating Effect of Brand Attitude and the Moderating Effect of Brand Credibility

외식업체의 로스리더 마케팅 요인과 브랜드 태도, 재방문 의도 관계: 브랜드 태도의 매개효과와 브랜드 신뢰의 조절효과를 중심으로

  • Choi, Dong-Kug (Dept. of Food Service & Culinary Management, Kyonggi University)
  • 최동국 (경기대학교 외식조리관리학과)
  • Received : 2017.09.04
  • Accepted : 2017.10.24
  • Published : 2017.10.30
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Abstract

This study aimed to find the influence with the moderating effects of brand credibility and the mediating effect of brand attitude from the relationship of Loss-Leader marketing factors, brand attitude and revisit intention to make management strategies and provide basic materials for the future restaurant industry. From the findings in this study, only limited sales strategy in the Loss-Leader marketing factors had a positive effect on revisit intention. Both Limited Sales and Price Discount Strategy in the Loss-Leader marketing factors had positive effects on the brand attitude, while Plus Pack strategy had a negative effect on the brand attitude. Also, the brand credibility has a significant moderating effect on the relationship between the Loss-Leader marketing factors and the brand attitude, and the brand attitude has a significant effect on revisit intention. The results indicated that these findings would be basic materials for Loss-Leader marketing factors and related studies in the future. In addition, this study suggests good implications in establishing and using the effective marketing management strategies in the restaurant industry.

Keywords

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