한국프랜차이즈경영연구 (The Korean Journal of Franchise Management)

  • 제15권2호
  • /
  • Pages.1-15
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  • 2024
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  • 2093-9582(pISSN)
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  • 2508-4593(eISSN)
한국프랜차이즈경영학회 (Korea Society of Franchise Management)
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외식기업의 서비스 품질이 긍정적 감정, 브랜드 애정, 그리고 브랜드 충성도에 미치는 영향

The Effects of Service Quality on Positive Emotion, Brand Affection, and Brand Loyalty in Restaurant Sector

  • 김은정 ;
  • 김성훈
  • Eun-Jung KIM (Youngsan University, School of Hotel and Tourism Management) ;
  • Sung-Hun KIM (Youngsan University, School of Hotel and Tourism Management)
  • 투고 : 2024.04.05
  • 심사 : 2024.06.09
  • 발행 : 2024.06.30
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초록

Purpose: Service quality plays an important role in the credibility of consumer behavior as it enhances brand loyality in hospitality business. The objective of this study is to determine the effects of service quality, positive emotion, brand affection, and brand loyalty in restaurant sector by applying the S-O-R model. The study also introduces a new integrated structural model that combines service quality's dimensions of physical quality, interaction quality, and outcome quality. Research design, data, and methodology: This study was analyzed in a quantitative way using the survey results of 395 customers who had experience of visiting restaurants. All constructs were measured with multiple items developed and validated in prior studies. In this study, SmartPLS 4.0 was used to evaluate the research model. The reliability, convergent validity, and discriminant validity of the measurement tool were verified. Result: Result was found that service quality(physical quality, interaction quality, outcome quality) had a positive effect on positive emotion and brand affection. Also both of positive emotion and brand affection had a positive effect on brand loyalty. This study contributes to the service quality literature and has practical managerial implications.

키워드

과제정보

This work was supported by Youngsan University Research Fund of 2023

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