Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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Effects of Constructs of Brand Evidence on Brand Satisfaction and Customer Loyalty in the Family Restaurant

패밀리 레스토랑에서의 브랜드 증거 형성 요인이 브랜드 만족과 고객 애호도에 미치는 영향

  • Ha, Dong-Hyun (Dept. of Hotel Convention Management, Dongguk University) ;
  • Kim, Si-Hyun (Graduate School of Hotel and Tourism Management, Dongguk University)
  • 하동현 (동국대학교 호텔 컨벤션경영학과) ;
  • 김시현 (동국대학교 대학원 호텔경영)
  • Received : 2009.07.21
  • Accepted : 2010.06.09
  • Published : 2010.06.30
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Abstract

In the service industry brand was getting more importance in marketing and brand should be researched more. So the purpose of this study was to identify the causal relationships of 'constructs of brand evidence-brand satisfaction-feelings-brand satisfaction-customer loyalty'. In this research constructs of brand evidence were brand image, price (value for money), servicescapes, core service, employee service, and self-image congruence. This research used family restaurants settings using a sample of customers visiting and enjoying menus at family restaurant stores of Youngnam province. A total of 222 questionnaires were analyzed with SPSS/PC+12.0 and LISREL8.30. Empirical results were that firstly, price, core service and employee service affected brand satisfaction and secondly, employee service, core service, servicescape affected postive feelings and thirdly, brand evidence constructs except self-image congruence influenced negative feelings and lastly, brand satisfaction influenced customer loyalty. On the basis of these findings, family restaurant manager should pay much attention to constructs of brand evidence and use these variables to appeal to and understand target market.

Keywords

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