The Korean Journal of Franchise Management (한국프랜차이즈경영연구)

Korea Society of Franchise Management (한국프랜차이즈경영학회)
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The Effects of Delivery Food Benefits in the Restaurant Industry on Brand Image, Trust, and WOM Intention

외식업의 배달음식 혜택이 브랜드 이미지, 신뢰 그리고 구전의도에 미치는 영향

  • Geum-Ok LIM (Graduate school of Department of Hospitality, Tourism and Culinary, Sejong University ) ;
  • Jae-Jang YANG (Graduate school of Industry, Sejong University)
  • Received : 2024.05.15
  • Accepted : 2024.06.22
  • Published : 2024.06.30
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Abstract

Purpose: Delivery food continues to grow. In the past, restaurant companies directly hired delivery workers to deliver food, but now, restaurant companies use delivery service platform companies to carry out delivery work rather than directly hiring delivery workers. Therefore, this study seeks to determine the impact of delivery food benefits in the restaurant industry on brand image, trust, and word-of-mouth intention. Research design, data, and methodology: To test the hypotheses of this study, 400 questionnaires were distributed and 340 were collected. Among these, 321 questionnaires, excluding 19 questionnaires that were answered insincerely, were used in the final analysis. Result. First, delivery food benefits were found to have a significant impact on brand image and trust. Second, brand image was found to have a significant effect on trust and word-of-mouth intention. Third, trust was found to have a significant effect on word-of-mouth intention. Conclusions: First, existing research focused on studying the attributes of delivery food in the restaurant industry, but this study studied the benefits that consumers can obtain through purchase among these attributes. Second, delivery food restaurants need to design promotions and advertisements in a way that displays coupons, points, or mileage. Third, quick delivery of orders can be a competitive advantage for delivery food restaurants.

Keywords

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