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

  • 제21권2호
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  • Pages.298-309
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  • 2011
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  • 1225-6781(pISSN)
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  • 2288-8802(eISSN)
동아시아식생활학회 (The East Asian Society of Dietary Life)
권호 표지

패밀리 레스토랑에서의 전략적 제휴에 의한 판매 촉진이 브랜드 전환 의도 및 브랜드 충성도에 미치는 영향에 관한 연구

The Effects of Sales Promotions of Strategic Alliances on Brand Switching and Brand Loyalty in the Family Restaurant

  • 전귀연 (경북대학교 아동가족학과) ;
  • 하동현 (동국대학교 호텔.컨벤션경영학과)
  • Jeon, Gwee-Yeon (Dept. of Child and Family Studies, Kyungpook National University) ;
  • Ha, Dong-Hyun (Dept. of Hotel?Convention Management, Dongguk University)
  • 투고 : 2010.08.19
  • 심사 : 2011.04.12
  • 발행 : 2011.04.30
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초록

The purpose of this study was to test whether sales promotions of strategic alliances affected brand switching intention and brand loyalty in family restaurants. The types of sales promotions included monetary benefits/non-monetary benefits, and immediate benefit (benefits immediately after consumers agreed to accept promotion)/delayed benefits (benefits received at a later time). For this purpose, a questionnaire survey was completed by 355 customers of family restaurants in Daegu between December 15, of 2009 and January 31, 2010. The study-findings indicated that (1) monetary benefits (application opportunity for gift certificate benefits and price discount benefits) were found to affect brand switching intention and brand loyalty; (2) brand switching intention was partly affected by non-monetary benefits (mileages accumulations benefits, presents benefits, and samples benefits), and (3) brand loyalty was partly influenced by non-monetary benefits (mileages accumulations benefits, presents benefits and electronic newsletter benefits). This study also found that (1) brand switching intention and brand loyalty were partly affected by immediate benefits (sample benefits, presents benefits, and price discount benefits; (2) brand switching intention was partly influenced by delayed benefits (application opportunity for gift certificate benefits and mileages accumulations benefits), and (3) brand loyalty was affected by delayed benefits (application opportunity for gift certificate benefits, mileages accumulations benefits, and electronic newsletter benefits). Based on these findings, family restaurants should use sales promotions as a tool for decreasing brand switching intention and increasing brand loyalty.

키워드

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