한국프랜차이즈경영연구 (The Korean Journal of Franchise Management)

  • 제15권2호
  • /
  • Pages.39-56
  • /
  • 2024
  • /
  • 2093-9582(pISSN)
  • /
  • 2508-4593(eISSN)
한국프랜차이즈경영학회 (Korea Society of Franchise Management)
권호 표지
DOI QR코드

DOI QR Code

외식업의 배달음식 혜택이 브랜드 이미지, 신뢰 그리고 구전의도에 미치는 영향

The Effects of Delivery Food Benefits in the Restaurant Industry on Brand Image, Trust, and WOM Intention

  • Geum-Ok LIM (Graduate school of Department of Hospitality, Tourism and Culinary, Sejong University ) ;
  • Jae-Jang YANG (Graduate school of Industry, Sejong University)
  • 투고 : 2024.05.15
  • 심사 : 2024.06.22
  • 발행 : 2024.06.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

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.

키워드

참고문헌

  1. Aaker, D. A. (1991). Managing brand equity. New York, The free press.
  2. Ahn, D. H. & Lim, G. O. (2023). The Effect of SNS Marketing Activities of Catering Companies on Perceived Value and Continued Use Intention. Journal of Tourism & Leisure Research, 35(187), 127-145.
  3. Ahn, G. S., Lee, J. R., & Min, K. H. (2005). The structural Relationship of Brand Image, Brand Trust, and Brand Loyalty. Advertising Research, 69, 115-137.
  4. Ahn, Y. G. (2011). The effect of the service quality of the low cost airline companies on the brand image, satisfaction, and loyalty. Master's thesis, Jeju National University Graduate School of Business.
  5. AMA (2018). http://American marketing association.
  6. Anderson, P. H., & Kumar, R. (2006). Emotions, trust and relationship development in business relationships: A conceptual model for buyer-seller dyads. Industrial Marketing Management, 35(4), 522-535.
  7. Assael, H. (1998). Consumer behavior and marketing action, 6th ed. Cincinnati, OH: South Western College Publishing.
  8. Bae, K. W. & Ha, Y. S. (2016). The Effects of Experiential Marketing on Brand Image, Brand Attitude and Brand Loyalty. Journal of MICE Tourism Research, 16(4), 157-179.
  9. Bigne, J. E., & Sanchez, M. I. (2001). Tourism image, evaluation variables and after purchase behaviour: Inter-relationship. Tourism Management, 22, 607-616. https://doi.org/10.1016/S0261-5177(01)00035-8
  10. Chai, L. T., & Yat, D. N. C. (2019). Online food delivery services: Making food delivery the new normal. Journal of Marketing advances and Practices, 1(1), 62-77.
  11. Cheon, D. H. & Jeon, Y. S. (2011). A Study on how E-Service Quality of Low Cost Airlines will Affect Customer's Satisfaction and Trust, Commitment and Loyalty. International Journal of Tourism and Hospitality Research, 26(3), 433-454.
  12. Cheon, D. H. & Lee, H. J. (2012). A Study of effect on trust, acceptance and spread of word-of-mouth and purchase intention by characteristics of electronic word-of-mouth on travel industry. Academy of customer satisfaction Management, 14(1), 83-100.
  13. Choi, T. H. & Jeon, J. H. (2007). The Effect of the Brand Image on Customer Satisfaction& Revisit Intention in Foodservice Industry. Journal of Foodservice Management, 10(4), 151-172.
  14. Choi, W., Lee, M. H., & Lee, G. S. (2007) A Study of Relationship Benefit at Hotel Restaurant. Korea Academic Society of Hotel Administration, 16(1), 75-89.
  15. Dagger, T. S., & T. K. O'Brien. (2010). Does experience matter? : Differences in relationship benefits, satisfaction, trust, commitment and loyalty for novice and experienced service users. European Journal of Marketing, 44(9/10), 1528-52. https://doi.org/10.1108/03090561011062952
  16. Day, R. (1980). Research perspective on consumer complaining behavior: AMA proceedings. American Marketing Association.
  17. Fombrun, C. J., & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233-258. https://doi.org/10.2307/256324
  18. Gutman, J. (1982). A means-end chain model based on consumer categorization processes, Journal of Marketing, 46(2), 60-72. https://doi.org/10.1177/002224298204600207
  19. Han, J. S., Jeong, Y. S., & Lee, H. J. (2016). Effects of Benefit Sought of Food Products on Purchase Intention and WOM Intention on SNS: Focused on SNS WOM Information Characteristics as Mediator. Culinary Science & Hospitality Research, 22(4), 302-318. https://doi.org/10.20878/cshr.2016.22.4.022022022
  20. Hartman, K. B., & Spiro, R. L. (2005). Recapturing store image in customer-based store equity: A construct conceptualization. Journal of Business Research, 58(8), 1112-1120. https://doi.org/10.1016/j.jbusres.2004.01.008
  21. Hong, S. N. (2012). A Study on the Impact of Safety Culture Perceptions of Flight Attendants on the Psychological Organizational Effectiveness: Focus on the Moderating Effect of Vocational Calling. Dankook University Graduate School of Business.
  22. Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68-76. https://doi.org/10.1016/j.tourman.2014.09.001
  23. Jacoby, J. (1971). A model of multi-brand loyalty. Journal of Advertising Research, 11(3), 25-31.
  24. Jang, H. S. (2007). The A Study on the Effect of Internal Branding Activity of Hotel Employees on Brand Attitude and Word of Mouse Effect. Doctoral thesis, Sejong University Graduate School.
  25. Je, M. J. & Kim, Y. G. (2011). The relationships of bloggers' trust, perceived risk, benefit and intention to purchase in restaurants. Journal of Foodservice Management, 14(3), 157-174.
  26. Jeon, J. H. & Choi, T. H. (2007). The Impact of a restaurant company's brand image on customer satisfaction and revisit intention, Restaurant Management Research, 10(4).
  27. Jeong, H. S., Choi, S. E., & Choi, D. G. (2017). The effect of perceived risk, perceived benefits on purchase intention for delivery food. Korea Academic Sosiety of Hotel Administration, 26(8), 71-86.
  28. Joo, S. R & Jeong, M. S. (2002). The Effects of Relational Benefits Between Fashion Retail Stores and Customers on Relationship Quality and Customer Satisfaction. Journal of the Korean Society of Clothing and Textiles, 26(7), 1043-1054.
  29. Kang, J. E. (2018). The effects of e-WOM information on trust, purchase intention,and e-WOM intention: Focusing on hotel room purchasing consumers. International Journal of Tourism and Hospitality Research, 32(2), 187-199. https://doi.org/10.21298/IJTHR.2018.02.32.2.187
  30. Keller, K. L. (1993). Conceptualizing, measuring and managing customer based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
  31. Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building. Measuring, and Managing brand equity, (5th ed.). Harlow: Pearson.
  32. Kim, E. H. (2005). The Forming Factors of Long-Term Orientation in Foodservice Franchise System. International Journal of Tourism and Hospitality Research, 19(3), 109-124.
  33. Kim, H. Y., Kim, J. H., & Ko, J. Y. (2008) The Effect of Food Service Companies' Relationship Benefits on Customer Loyalty: Trust and Immersion as Parameters. Journal of the Korea Service Management Society, 19(3), 183-206.
  34. Kim, M. K., Yoon, D. I., & Kim, H. I. (2018). Effect of Dietary Life Style on Home Meal Replacement Selection Attributes and Behavior Intention. Journal of Hotel & Resort Research, 17(2), 237-255.
  35. Kim, S. S., & Kim, M. H. (2011). Effects of Brand Image on Brand Trust and Customer Satisfaction in Healthcare Services. Korea Research Academy of Distribution and Management, 14(4), 151-185.
  36. Ko, S. H. (2014). Research on the Consumer's Delivery Service Quality Perception and Satisfaction in Foodservice Industry Based on the Types of Food-related Life-style. The Journal of the Korea Contents Association, 14(8), 406-415. https://doi.org/10.5392/JKCA.2014.14.08.406
  37. Korea Internet & Security Agency (2015). The power of O2O to change delivery apps and even the delivery industry.
  38. Kotler, P., & Barich, H. (1991). A Framework for marketing image marketing image management. Sloan Management Review, 32, 94-104.
  39. Kotler, P., & Rath, G. A. (1984). Design: A powerful but neglected strategic tool. The Journal of Business Strategy, 5(2), 16-21. https://doi.org/10.1108/eb039054
  40. Koubaa, Y. (2008). Country of origin, brand image perception, and brand image structure. Asia Pacific Journal of Marketing and Logistics, 20(2), 139-155. https://doi.org/10.1108/13555850810864524
  41. Kwon, J. Y., Kim, S. N., Park, E. J., & Song, J. W. (2015). A Study on the Number of Domestic Food Delivery Services. The Korean Journal of Applied Statistics, 28(5), 977-990. https://doi.org/10.5351/KJAS.2015.28.5.977
  42. Lee, A. S. & Yang, S. J. (2015). The Influence of Skin Care Service Provider-customer Relationship Benefits on Customer Loyalty and the Word of Mouth. Journal of the Korean Society of cosmetology, 21(6), 1147-1157
  43. Lee, C. J., Lee, S. M., Iyer, R., & Lee, Y. K. (2023). Do relational benefits influence commitments and loyalty in a non-contract mechanism?. Asia Pacific Journal of Marketing and Logistics, 35(8), 2012-2028. https://doi.org/10.1108/APJML-11-2021-0835
  44. Lee, E. J. & Lee, J. H. (2007). The influences of hotel image factors on customer satisfaction, revisit intention, willingness to recommend -Focused on the deluxe hotels in Busan. Hotel Management Research, 16(4), 47-60.
  45. Lee, E. Y. (2004). A study on the impact of community characteristics and site characteristics on the acceptance and spread of online word-of-mouth. Korean Marketing Association Fall Conference Paper Presentation, 305-325.
  46. Lee, H. S. & Choi, W. S. (2014). A Study on the Effect of Internal Branding Activity of Hotel Employees on Brand Attitude and Word of Mouse Effect. Tourism Research, 39(2), 173-194.
  47. Lee, H. S. & Lee. D. R. (2004). A Study on the effects of online postscript as Word-of-Mouth. Journal of Public Relations, 8(2), 234-28.
  48. Lee, I. J & Ha, J. M. (2021). A Study on the Effect of Single-person Households's Choice of Delivery Food on Customer Satisfaction and Loyalty. Journal of Foodservice Management, 24(2), 259-281.
  49. Lee, S. J. & Shin, S. Y. (2014). The Effect of Purchase Reviews of Internet Shopping mall on Benefits Sought of Sales Promotion, Fashion Customer's Purchase Satisfaction, Repurchase Intention, and Word-of-Mouth Intention. Fashion & Textile Research Journal, 16(1), 79-90. https://doi.org/10.5805/SFTI.2014.16.1.79
  50. Lee, S. N. & Min, D. W. (2016). The Effect of Brand Authenticity on WOM and Purchase Intention: Mediating Role of Effort Saving and Brand Trust. Journal of Management Review, 45(4), 1279-1307.
  51. Lee, C. W. & Choi, N. H. (2006). A study on the role of brand image on brand value, Consumer Culture Research, 9(3).
  52. Lee, Y. G., Choi, B. H., & Moon, H. N. (2002). The Effects of Relational Benefits on Customer's Employee and Restaurant Satisfaction, and Customer Loyalty. Journal of Management Review, 31(2), 373-404.
  53. Lee, Y. G., Kim, S., & Kim, S. Y. (2014). The Impact of Internal Branding on Employee Engagement and Outcome Variables in the Hotel Industry. Asia Pacific Journal of Tourism Research, 19(12), 1359-1380. https://doi.org/10.1080/10941665.2013.863790
  54. Lee, Y. N., Lee, Y. Y., Park, H. H., & Park, S. H. (2007). The Study on Brand Image by Relationship Quality (Satisfaction, trust, commitment) of Family Restaurants Effects on Brand Loyalty: Focusing on Customers at Their Twenties. Journal of Hotel & Resort, 6(2), 221-238.
  55. MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(May), 130-143. https://doi.org/10.1177/002224378602300205
  56. Magnus, S. & Sara, R. (2007). Receiving word-of-mouth from the service customer: An emotion-based effectiveness assessment. Journal of Retailing and Consumer Services, 14(2), 123-136. https://doi.org/10.1016/j.jretconser.2006.10.001
  57. Min, C. H. & Lee, M. S. (2012). The impact of relationship benefits on trust and commitment: Focusing on a luxury hotel bar. Service Industry Research, 9(1), 31-46.
  58. Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factor affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101. https://doi.org/10.1177/002224299305700106
  59. Oh, M. H & Kim. I. (2014). The Effect of Consumer Attitude toward Fashion Products on SNS's Characteristics to Purchase Intention and On-line Word of Mouth. Journal of the Korean Society of Fashion Design, 14(1), 101-120.
  60. Park, M. S. & Bae, H. J. (2020). Analysis of the factors influencing customer satisfaction of delivery food. Journal of Nutrition and Health, 53(6), 688-701. https://doi.org/10.4163/jnh.2020.53.6.688
  61. Park, S. M., Kang, S. A., & Lee, S. B. (2018). The Influence of Creating Shared Value Activities of Food Service Corporations on Corporate Image, Corporate Credibility, Consumer Attitude and Purchasing Intention. Journal of Foodservice Management, 21(3), 53-75.
  62. Seo, D. Y. & Eom, S. H. (1998). Market Segmentation of Condominium Membership. Journal of the Korea Planning Association, 33(6), 303-314.
  63. Seo, H., Lee, C. G., & Lee, Y. G. (2008). The Effect of Perceived Values on Visitor's Satisfaction, Revisit Intention, and Recommendation: Case of Visitors to Kangwon Land Casino. Korea Academic Society of Hotel Administration, 17(4), 181-195.
  64. Shankar, V., Urban, G. L., & Sultan, F. (2002). Online trust a stakeholder perspective, concepts, implications, and future directions. Journal of Strategic Information Systems, 1(11), 325-344. https://doi.org/10.1016/S0963-8687(02)00022-7
  65. Shin, S. Y. & Cha, S. M. (2006). The Correlation Analysis between Word-of-Mouth Message Sender Credibility and WOM Effect. Journal of Korean Society of Food Culture, 21(5), 536-540.
  66. Statistics Korea (2022). http://kostat.go.kr.
  67. Tseng, S., & Fogg, B. J. (1999). Credibility and computing technology. Communication of the ACM, 42(5), 39-44. https://doi.org/10.1145/301353.301402
  68. Yoo, S. R. & Ko, J. Y. (2014). The Effects of Foodservice Corps.' Parent-brand Image and Perceived Fit on Attitude toward Extended Brand: Moderating Effect of Consumer Knowledge. Journal of Foodservice Management, 17(2), 277-298.
  69. Yoon, H. S. & Yoon, H. H. (2013). A Study on the Effect of Personal Consumption Values on Purchase Intention of Environment Friendly Agricultural Products: The Moderating Effect of Environmental Conscious Behavior. Korea Academic Society of Hotel Administration, 22(1), 253-267.
  70. Yoon, K. & Seo, S. H. (2003). The Influence of Corporate Advertising and Social Responsibility Activities on Corporate Image and Brand Attitudes. Advertising Research, 61, 47-72.
  71. Yoon, D. G. (2012). A study on the relationship between casino users' relationship benefits, trust, customer satisfaction, and relationship maintenance intention. Korean Journal of Management, 25(5), 2413-2432.
  72. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.1177/002224298805200302
  73. Zeithaml, V. A., & Bitner, M. J. (1996). Validating customer loyalty model using structural equation modelling in a kenyan hospital. Services Marketing. McGraw-Hill, New York.