Influence of the Consumer-Brand Relationship Quality on the Customer Satisfaction in the Family Restaurant

패밀리 레스토랑의 소비자-브랜드 관계의 질이 고객 만족도에 미치는 영향

  • Kim Hyun-Ah (Department of Food and Nutritional Sciences, Kyungnam University)
  • 김현아 (경남대학교 식품영양학과)
  • Published : 2006.08.01

Abstract

The purpose of this study was to analyze the influence of the consumer-brand relationship quality on the customer satisfaction in the family restaurant. The questionnaires were distributed to 320 students in the K University located in Masan, who were sampled by convenience-sampling method. The surveys were conducted from November 10 to 24, 2005. The 287 questionnaires responded, and 15 unusable questionnaires were excluded, then 272 were used for the final analysis (response rate: 85.0%). 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 (trust and intimacy) of consumer-brand relationship quality have significant positive effects on the customer satisfaction in the family restaurant (p < .001). It meant that as consumer-brand relationship quality becomes stronger, the customer satisfaction becomes greater. As a conclusion, the foodservice manager in the family restaurant should focus on the marketing strategy to strengthen the quality of consumer-brand relationship in order to increase the satisfaction of customers.

본 연구에서는 패밀리 레스토랑에 있어서 소비자-브랜드 관계의 질이 고객 만족도에 영향 미치는지를 알아보고자 마산 지역에 위치한 K 대학의 대학생들을 대상으로 설문조사를 실시하였다. 설문조사 내용으로는 인구통계학적 자료, 패밀리 레스토랑 이용 실태, 소비자-브랜드 관계의 질 그리고 브랜드 충성도에 관한 문항으로 구성하였다. 2005년 11월 20일부터 24일까지 총 320부의 설문지를 배포하여 272부가 회수되어 85.0%의 회수율을 보였다. 패밀리 레스토랑의 소비자-브랜드 관계의 질(독립변수)이 고객만족도(종속변수)에 영향 미치는지 분석하기 위하여 다중회귀분석을 실시한 결과 독립변수가 종속변수에 미치는 영향력은 31.3%의 설명력을 보였으며, 소비자-브랜드 관계의 질의 5개 구성 개념(자아연계적 애착, 만족도, 신뢰, 몰입, 친밀감) 중에서 신뢰와 친밀감의 2개 구성 개념이 유의수준 p < 0.001에서 유의적으로 고객만족도에 정(+)의 영향을 미치는 것을 알 수 있었다. 결론적으로 소비자-브랜드 관계의 질이 강하게 형성될수록 고객만족도가 높아지는 것임이 입증되었다. 따라서 향후 패밀리 레스토랑 운영자들은 궁극적으로 소비자 만족도 향상을 통한 꾸준한 매출과 성장을 위하여서는 기존의 브랜드에 대한 홍보보다는 소비자브랜드 관계의 질을 강하게 형성할 수 있는 마케팅 전략을 강화하도록 하여야 할 것이다.

Keywords

References

  1. Aaker J (1997): Dimensions of brand personality. J Marketing Res 34: 347-356 https://doi.org/10.2307/3151897
  2. Baek SH (2003): Analysing and estimating of the brand equity for fast food company: comparison of international and local brands between Korea vs Philipines, pp.115-127, Doctorate thesis, Yonsei University
  3. Bejou D, Wray B, Ingram TN (1996): Determinants of relationship quality: an artificial neural network analysis. J Business Res 36: 137-143 https://doi.org/10.1016/0148-2963(95)00100-X
  4. Blackston M (1993): Beyond brand personality: Building brand relationship in brand equity and advertising: Advertisings role in building strong brands, pp.113-124, Hillsdale, NJ
  5. Chae SI (2005): Marketing investigation theory, 3rd ed. p.200, B & M books, Seoul
  6. Choi H (2002): The effects of strategic co-branding card on the buying behavioral intention of customers (focusing on hotel restaurants), p.114, MS thesis, Kyunggi University
  7. Choi JI (2003): Brand's attitude toward consumer purchasing behavior: It's role in the consumer-brand relationship, pp.48-60, Masters thesis. Hong Ik University
  8. Crosby LA, Evans KR, Cowles D (1990): Relationship quality in services selling: an Interpersonal Influence Perspective. J Marketing 54: 68-81 https://doi.org/10.2307/1251817
  9. Dorsch MJ, Swamson SR, Kelly SW (1998): The role of relationship quality in the stratification of vendors as perceived by customers. J Acad Marketing Sci 26(2): 128-142 https://doi.org/10.1177/0092070398262004
  10. Fornell C, Wernerfelt B (1987): Defensive marketing strategy by customer complaint management: a theoretical analysis. J Marketing Res 24: 337-346 https://doi.org/10.2307/3151381
  11. Fournier S (1998): Consumers and their brands: developing relationship theory in consumer research. J Marketing Res 24: 343-373
  12. Huh KO, Bae MK, Kim KO, Lee SS, Park SY (2003): Research methodology and statistic in life science, p.112, Kyomunsa, Seoul
  13. Kang SW (2004): The study on the effects of promotions by family restaurants on customer satisfaction and revisit - centered on coupon and memegership card-, p.67, Masters thesis, Sejong University
  14. Keller KL (2003): Strategic brand management: building, measuring, and managing brand equity. Prentice-Hill, NJ
  15. Kim HA (2005a): Effect of the consumer-brand relationship quality on the brand loyalty in the fast food restaurant in Masan Korea. J Korean Sco Food Sci Nutr 34(4): 489-495 https://doi.org/10.3746/jkfn.2005.34.4.489
  16. Kim HA (2005b): Effect of the consumer-brand relationship quality on custoemr satisfaction on the fast food restaurant in Masan, Korea. J Basic Sci 21: 61-70
  17. Kim HA (2006): A study on the determinants affecting consumer's perception on consumer-brand relationship quality in the fast food restaurant. Korean J Nutrition 39(2): 201-211
  18. Kim HB, Lee SM (2000): A study on the increasing brand image & brand equity in the family restaurant. Hotel Toursim Res 3: 239-257
  19. Kim HS, Ryoo KM (2003): A study on relationship among restaurant brand image, service quality, price acceptability and revisit intention. Korean J Culinary Res 9(4): 163-178
  20. Kim KS (2002): A study on brand value according to brand image in restaurant business. J Tourism Res 16(2): 1-12
  21. Kotler P (1992): It's time for total marketing. Business Week Advance Executive Brief p.2
  22. Lee JE (2000): A study on the consumer-brand relationship - focused on consumer's life story interviews-, p.1, Masters thesis, Seoul National University
  23. Lee JS, Kim EK (2003): The relationship amongs image, guest's satisfaction, and brand loyalty of family restaurant. Tourism Leisure Res 15(2): 99-118
  24. Lee KM (1999): Effect of brand personality on the consumer-brand relationship quality - focused on consumer's self monitoring, pp.10-11, Masters thesis, Seoul National University
  25. Lee YW (2003): The development of the measurement scale for the consumer- brand relationship quality, pp.1, 48-51, Masters Thesis, Yonsei University
  26. Legace RR, Robert D, Jule BG (1991): The relevance of ethical salesperson behavior on relationship quality: the pharmaceutical industry. J Personal Selling Sales Management 11: 39-47
  27. Lim BH, Ahn KH, Joo YW (2003): The empirical study of the relative influence of brand personality and product attributes in the brand choice. Marketing Res 18(4): 1-21
  28. Nunnally JC (1978): Psychometric theory, McGraw-Hill, New York, NY
  29. Park KH, Lee SB, Lee SK (2003b): A study on the effects of service quality on customer satisfaction and brand recognition. J Tourism Res 17(2): 201-214
  30. Park SB, Lee SM, Kim HJ (2003a): A study on brand personality effects on the store image in the foreign brand family restaurant. Hotel Tourism Res 3(10): 231-248
  31. Park SH, Kim TH, Kim JS (2005): A study on the impacts of hotel restaurant brand personality on the quality of the customer-brand relationship and revisits. Hotel Management Res 14(4): 99-115
  32. Park SY (2002): A study on the measure development of consumer-brand relationship quality. Ewha Management Rev 20(2): 57-70
  33. Park SY, Lee SM (2005): The influence of online community activities on flow experience, customer-website brand relationship and loyalty. Ewha Management Rev 23(1): 15-36
  34. Park SY, Yoo SR (2003): Customer-brand relationship (CBR): The influence of CBR on customer satisfaction and brand loyalty. Ewha Management Rev 21(1): 23-45
  35. Reichheld F, Sasser WE (1990): Zero defections: a quality comes to services. Harvard Business Rev 68: 105-111
  36. Roberts K, Varki S, Brodie R (2003): Measuring the quality of relationships in consumer services: an empirical study. European J Marketing 37: 169-196 https://doi.org/10.1108/03090560310454037
  37. Seo WS, Baek JA (2006): A study on the differences in lifestyle concepts of customer's purchase attitude: brand preference of family restaurant customers. Tourism Leisure Res 18(1): 161-178
  38. Shamdasani PN, Balakrishnan AA (2000): Determinants of Relationship Quality and Loyalty in Personalized Services. Asia Pacific J Management 17: 399-422 https://doi.org/10.1023/A:1015834214570
  39. Song JI (2000): Analysis of the internet coupon as a promotion tool for family restaurant. Rev Tourism Res 12: 145-162
  40. Yang IS, Cha JA (2002): Foodservice Management, p.293, Kyomunsa, Seoul