Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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A Study on the Effect of Customer Equity on Behavioral Intentions: Moderating Effect of Restaurant Type

  • Lee, Sun Lyung (Dept. of Hotel & Tourism Management, Woo Song University) ;
  • Namkung, Young (Dept. of Culinary Arts and Service Management, Kyung Hee University) ;
  • Yoon, Hye Hyun (Dept. of Culinary Arts and Service Management, Kyung Hee University)
  • Received : 2017.12.18
  • Accepted : 2018.02.22
  • Published : 2018.02.28
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Abstract

The value of the customer's contribution essentially becomes the value of the dining industry in Korea. Therefore, an increase in the customer's equity maximizes the assets of the business. The purpose of this study intends to examine relationships between customer equity and behavioral intentions in restaurant industry and verify the moderating effect of restaurant type. This study takes an integrated perspective on prior literature on customer equity, as well as on aspects of the general restaurant industry related to customer equity, thereby defining the concept of customer equity in a way that reflects the characteristics of the dining industry. A total of 420 patrons in Korea participated. The results showed a positive relationship between brand equity, relationship equity and behavioral intentions. There were moderating effects related to restaurant type in the causal relationships between behavioral intentions. The components of customer equity and relationship equity in casual dining restaurants, and value equity and brand equity in quickservice restaurants significantly by customers differs according to restaurant type. Limitations and future research directions are also discussed.

Keywords

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