Journal of the Korean Society of Food Science and Nutrition (한국식품영양과학회지)

The Korean Society of Food Science and Nutrition (한국식품영양과학회)
권호 표지
DOI QR코드

DOI QR Code

Effect of the Consumer-Brand Relationship Quality on the Brand Loyalty in the Fast Food Restaurant in Masan, Korea

패스트푸드 레스토랑의 소비자-브랜드 관계의 질이 브랜드 충성도에 미치는 영향 - 마산시 일부 대학생을 대상으로 -

  • Kim, Hyun-Ah (Dept. of Food and Nutrition, Kyungnam University)
  • 김현아 (경남대학교 식품영양학과)
  • Published : 2005.04.01
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to analyze the effect of the consumer-brand relationship Quality (CBRQ) on the brand loyalty in the fast food restaurant in Masan, Korea. The Questionnaires were distributed to 250 students in the K University located in Masan, who were sampled by convenience-sampling method. The surveys were performed from December 6 to 14, 2004. The 246 Questionnaires were responded, and 12 unusable Questionnaires were excluded, then 234 were used for the final analysis $(response rate:\;93.7\%)$. For the statistical analysis, SPSS (12.0) was used to conduct the descriptive analysis, factor analysis, reliability analysis, Pearson correlation and multiple regression analysis. The result of this study showed that 2 constructs (satisfaction and commitment) of consumer-brand relationship Quality have significant positive effects on the brand loyalty in the fast food restaurant. It meant that as consumer-brand relationship quality becomes stronger, the customer's brand loyalty becomes greater. The differences of customer loyalty between the high and low group of self-connective attachment, satisfaction, commitment, trust and intimacy were significant. So the brand loyalty of high group of customer-brand relationship quality was significantly higher than that of low group of customer-brand relationship quality. As a conclusion, the operator in the fast food restaurant should focus on the marketing strategy to strengthen the quality of consumer-brand relationship in order to increase the brand loyalty of customers.

본 연구에서는 패스트푸드 레스토랑에 있어서 소비자-브랜드 관계의 질이 고객의 브랜드 충성도에 영 향을 미치는지를 알아보고자 마산 지역에 위치한 K 대학의 대학생들을 대상으로 설문조사를 실시하였다. 설문조사 내용으로는 인구통계학적 자료, 소비자-브랜드 관계의 질 그리고 브랜드 충성도에 관한 문항으로 구성하였다. 2004년 12월 6일부터 14일까지 총 250부의 설문지를 배포하여 234부가 회수되어 $93.7\%$의 회수율을 보였다. 본 조사를 위한 측정도구의 신뢰도 검증 결과 Cronbach's alpha 계수가 0.7이상으로 높은 신뢰도를 나타내었으며 타당도 검증 결과 $60\%$이상의 설명력을 나타내 높은 타당성을 나타내었다. 소비자-브랜드 관계의 질 수준이 높은 그룹과 낮은 그룹 간의 브랜드 충성도의 차이를 비교해 본 결과 브랜드 관계의 질 수준이 높은 그룹의 브랜드 충성도가 낮은 그룹보다 유의적으로 높은 수준을 나타내었다. 패스트푸드 레스토랑의 소비자-브랜드 관계의 질(독립변수)이 브랜드 충성도(종속변수)에 영향을 미치는지 분석하기 위하여 다중회귀분석을 실시한 결과 독립변수가 종속변수에 미치는 영향력은 $54\%$의 설명력을 보였으며, 소비자-브랜드 관계의 질의 5개 구성 요소(자아연계적 애착, 만족도, 신뢰, 몰입, 친밀감) 중에서 만족도와 몰입의 2개 구성 요소가 유의수준 p<0.05에서 유의적으로 브랜드 충성도에 정(+)의 영향을 미치는 것을 알 수 있었다. 결론적으로 소비자 브랜드 관계의 질이 강하게 형성될수록 소비자의 브랜드 충성도가 높아지는 것임이 입증되었다. 따라서 향후 패스트푸드 레스토랑 운영자들은 궁극적으로 소비자의 브랜드 충성도 형성을 통한 꾸준한 매출과 성장을 위하여서는 기존의 브랜드에 대한 홍보보다는 소비자-브랜드 관계의 질을 강하게 형성할 수 있는 마케팅 전략을 강화하도록 하여야 할 것이다.

Keywords

References

  1. Park SY, Yoo SR. 2003. Customer-brand relationship (CBR): the influence of CBR on customer satisfaction and brand loyalty. Ewha Management 21: 23-45
  2. Lee YW. 2004. The development of the measurement scale for the consumer-brand relationship quality. MS Thesis. Yonsei University. p 1, 48-51
  3. Kotler P. 1992. It's time for total marketing. Business Week ADVANCE Executive Brief p 2
  4. Keller KL. 2003. Strategic brand management: building, measuring, and managing brand equity. Prentice Hall, Upper Saddle River, NJ
  5. Lee HS, Ann KH, Ha YW. 2001. Consumer behavior. 3rd ed. Byupmoonsa, Seoul, Korea
  6. Fournier S. 1998. Consumers and their brands: developing relationship theory in consumer research. Journal of Marketing Research 24: 343-373
  7. Lee KM. 1999. Effect of brand personality on the consumerbrand relationship quality-focused on consumer's self monitoring. MS thesis. Seoul National University. p 10-11
  8. Roberts K, Varki S, Brodie R. 2003. Measuring the quality of relationships in consumer services: an empirical study. European Journal of Marketing 37: 169-196 https://doi.org/10.1108/03090560310454037
  9. Park SY. 2002. A study on the measure development of consumer-brand relationship quality. Ewha Management Review 20: 57-70
  10. Shamdasani PN, Balakrishnan AA. 2000. Determinants of relationship quality and loyalty in personalized services. Asia Pacific Journal of Management 17: 399-422 https://doi.org/10.1023/A:1015834214570
  11. Hennig-Thurau T, Klee A. 1997. The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & Marketing 14: 737-764 https://doi.org/10.1002/(SICI)1520-6793(199712)14:8<737::AID-MAR2>3.0.CO;2-F
  12. Aaker J. 1997. Dimensions of brand personality. Journal of Marketing Research 34: 347-356 https://doi.org/10.2307/3151897
  13. Choi JI. 2003. Brand's attitude toward consumer purchasing behavior: It's role in the consumer-brand relationship. MS thesis. Hong Ik University. p 48-60
  14. Yoon HJ, Wi SU. 1994. A survey of college student behaviors on fast food restaurants. Korean J Food & Nutrition 7: 323-331
  15. Han MJ. 1992. A survey of college student behaviors on fast food restaurnats in Seoul area. Korean J Dietary Culture 7: 91-96
  16. Kim HS, Chung CE. 2001. A study on the eating our behavior of university students in Seoul. Korean J Dietary Culture 16: 147-157
  17. Park HJ, Yhang WJ. 2002. A study on the relationship between the use behaviors, demographics and restaurant selection attributes. J Korean Soc Food Sci Nutr 31: 492-499 https://doi.org/10.3746/jkfn.2002.31.3.492
  18. 김원인, 곽은정. 2003. 패스트푸드 브랜드 이미지와 선호도의 관계. 2003 학술연구발표논문집. 대한관광경영학회. p 267-279
  19. Baek SH. 2003. Analysing and estimating of the brand equity for fast food company: comparison of international and local brands between Korea vs Philipines. PhD Dissertation. Yonsei University. p 115-127
  20. Chang DS, Kim YT. 2002. Impact of satisfaction about service quality on store loyalty: A comparative study of the international brand and the domestic brand of fast food franchise in Korea. J Quality Management 30: 26-46
  21. Chang DS, Park SS, Shin CS. 2000. A comparative study in the services quality of Korean and foreign fast food franchise in Korea. J Service Management 1: 101-124
  22. Seo WS, Lee CY. 2002. A study on the brand personality of fast food restaurants. Research of Hotel & Tourism 8: 159-179
  23. Lee JE. 2000. A study on the consumer-brand relationship - focused on consumer's life story interviews -. MS thesis. Seoul National University. p 1
  24. Crosby LA, Evans KR, Cowles D. 1990. Relationship quality in services selling: an interpersonal influence perspective. Journal of Marketing 54: 68-81 https://doi.org/10.2307/1251817
  25. Legace RR, Robert D, Jule BG. 1991. The relevance of ethical salesperson behavior on relationship quality: the pharmaceutical industry. Journal of Personal Selling & Sales Management 11: 39-47
  26. Bejou D, Wray B, Ingram TN. 1996. Determinants of relationship quality: an artificial neural network analysis. Journal of Business Research 36: 137-143 https://doi.org/10.1016/0148-2963(95)00100-X
  27. Dorsch MJ, Swamson SR, Kelly SW. 1998. The role of relationship quality in the stratification of vendors as perceived by customers. Journal of the Academy of Marketing Science 26: 128-142 https://doi.org/10.1177/0092070398262004
  28. Nunnally JC. 1978. Psychometric theory. McGraw-Hill, New York
  29. 허경욱, 배미경, 김기옥, 이승신, 박선영. 2003. 생활과학 연구 방법과 통계 분석. 교문사, 서울. p 112
  30. 채서일. 1994. 사회과학연구방법론. 제2판. 학현사, 서울. p 250, 561
  31. Koo JC. 2000. A study on the effect of transformational leadership on leadership effectiveness. MS thesis. Yonsei University. p 47
  32. Park CS. 2000. The study on the effect of leader-secretary exchange relationship on secretarial organization citizenship behavior. MS Thesis. Ewha Womans University. p 58

Cited by

  1. Effects of brand image on brand relationship quality and reuse intentions in baby food vol.50, pp.3, 2017, https://doi.org/10.4163/jnh.2017.50.3.302