On the Perceived Value, Trust and Customer Loyalty of Fast Food Users

패스트푸드점의 가치, 신뢰 및 서비스 애호도에 관한 연구 - 포항 및 울산 지역 이용고객을 중심으로 -

This study aims at providing managerial insight into researchers and marketers who are intending to maintain and develop a loyal group and long-term relationships in fast food restaurants. The summary of results is as follows : There was a wide difference in evaluation of perceived value, trust and customer loyalty according to sex, age, occupation and customer's visit behavior. Customers considered the convenient and quick service as the most important selective factor. And also, the important attribute of fast food restaurants was taste of food, followed by price, cleanliness, kindly service, quick service. We are able to classify the four customer groups according to analysis results. If we lay great emphasis on the above mentioned selective factors and also develop needs in each customer group, it does much for delivering profits of fast food restaurants.