Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지

Brand Positioning Strategy of Franchise Family Restaurant

프랜차이즈 패밀리레스토랑의 브랜드 포지셔닝에 관한 연구

  • An, Hye-Lim (Dept. of Hospitality and Tourism Management, Kyungsung University) ;
  • Sohn, Jeong-Min (Dept. of Hospitality and Tourism Management, Kyungsung University) ;
  • Choi, Ji-Mi (Dept. of Hospitality and Tourism Management, Kyungsung University) ;
  • Kim, Hak-Seon (Dept. of Hospitality and Tourism Management, Kyungsung University)
  • 안혜림 (경성대학교 호텔관광.외식경영학과) ;
  • 손정민 (경성대학교 호텔관광.외식경영학과) ;
  • 최지미 (경성대학교 호텔관광.외식경영학과) ;
  • 김학선 (경성대학교 호텔관광.외식경영학과)
  • Received : 2015.07.21
  • Accepted : 2015.08.15
  • Published : 2015.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to suggest positioning strategy according to franchising family restaurant brands. Discriminant Analysis was utilized to suggest methodological framework that seeks to find their relative positions in the family restaurant brands. As a result, the results show that five factors (employee service, physical environment, marketing, accessibility, and food quality) were extracted from Exploratory Factor Analysis that contains twenty three questions related to service quality of family restaurant. Second, Discriminant Analysis revealed that three factors out of five including employee service, physical environment, and accessibility showed the highest discriminant power. Based on the three factors, positioning maps were made and the location of four brands were identified. Third, service quality, satisfaction, and willingness had a significant influence on revisit intention.

본 연구의 목적은 프랜차이즈 패밀리레스토랑의 전략적 포지셔닝 맵을 그리고 실무적 시사점을 제공하는 것이다. 본 연구는 패밀리레스토랑 매출순위와 브랜드가치순위를 참고하여 다섯 곳의 브랜드(빕스, 아웃백스테이크하우스, 애슐리, TGI프라이데이스)를 선정하여 4곳 모두를 이용한 경험이 있는 성인을 대상으로 1500개의 자료를 수집하여 통계분석에 적절하지 않은 24개를 제외한 1476개의 자료를 최종분석에 사용하였다. 총 연구결과를 살펴보면 다음과 같다. 첫째, 요인 분석을 통해 23개의 아이템으로 구성된 다섯 개의 품질 속성(종업원 서비스, 물리적 환경, 마케팅, 접근성, 음식 품질)을 추출하였다. 둘째, 판별분석 결과 4곳의 브랜드에 대한 서비스 품질 요인 중 판별력에 가장 큰 영향을 미치는 종업원 서비스, 접근성, 음식의 품질을 2차원으로 표시한 결과와 브랜드별 차이를 분석한 결과에서 아웃백스테이크하우스는 다른 패밀리레스토랑과 비교해 상대적으로 높은 평가를 얻은 반면, TGI프라이데이스와 애슐리는 대체적으로 평가가 낮게 나타났다. 따라서 TGI프라이데이스와 애슐리는 판별력이 높은 종업원의 서비스, 접근성, 음식의 품질 중 종업원의 서비스와 음식의 품질에 대한 차별화 전략을 구사하여야 할 것이며, 향후 새로운 가맹점을 개설 할 경우 접근성을 고려해야 할 것이다.

Keywords

References

  1. 월간식당 (2006, 2월호). 2005년 결산 2006년 전망.
  2. 월간식당 (2015, 2월호). 2014년 결산 2015년 전망.
  3. Aaker DA (1996). Measuring brand equity across products & markets California. Management Review 38:102-120.
  4. Fournier S (1998). Consumer and their brands: Developing relationship theory in consumer research. Journal of Consumer Research 24(4): 343-353. https://doi.org/10.1086/209515
  5. Frochot I, Kreziak D (2008). Customers' perceptions of ski resorts' images: Implications for resorts' positioning strategies. Tourism and Hospitality Research 8:298-308. https://doi.org/10.1057/thr.2008.27
  6. Giannias DA (1999). Market positioning of differentiated products. International Journal of the Economics of Business 6(1):29-39. https://doi.org/10.1080/13571519984296
  7. Green BC, Muller TE (2002). Positioning a youth sport camp: A brand-mapping exercise. Sport Management Review 5:179-200. https://doi.org/10.1016/S1441-3523(02)70066-1
  8. Jeong HW, Choi EK, Kim HS (2012). Eating behavior and physical activity among college students: A descriptive approach to the gender difference. The Korean Journal of Culinary Research 18(5):165-175.
  9. Keller KL (1993) Conceptualizing, measuring, and managing customer based brand equity. Journal of Marketing 57(1):1-22. https://doi.org/10.2307/1252054
  10. Keller KL (2001) Building customer-based brand equity marketing management: Building customer- based brand equity marketing management. Marketing Science Institute Working Paper Report No.01-107.
  11. Kim KH (2012). Coffee franchise' positioning strategies according to the brand personality: Focused on Busan area. Journal of Foodservice Management 15(3):147-172.
  12. Kim DJ, Kim KR (2010). A perceptual mapping of coffee shop brands and preference attributes. The Korean Journal of Culinary Research 16(3):66-75.
  13. Kim SY (2013). A study on the discriminating factors of old-age and babyboom generations: Focusing upon cultural activities. Journal of The Korean Official Statistics 18(1):16-33.
  14. Kim YO (2003) A study on the choice attributes and customer satisfaction of a take-out coffee shop. The Korean Journal of Culinary Research 9(3):141-154.
  15. Lim HR, Lee SM, Kim HS (2015) Positioning strategy of global franchise coffee shop's brands in Busan, Korea. Journal of Tourism Science 39(3):195-206. https://doi.org/10.17086/JTS.2015.39.8.195.216
  16. Lee S, Kim WG, Kim HJ (2006). The impact of co-branding on post-purchase behaviors in family restaurants. International Journal of Hospitality Management 25(2):245-261. https://doi.org/10.1016/j.ijhm.2005.04.008
  17. Singh J, Kalafatis P, Ledden L (2014). Consumer perceptions of cobrands: The role of brand positioning strategies. Marketing Intelligence & Planning 32(2):145-159. https://doi.org/10.1108/MIP-03-2013-0055
  18. Schultz DE, Block MP, Viswanathan V (2014). Brand preference being challenged. Journal of Brand Management 21(5):408-428. https://doi.org/10.1057/bm.2014.5
  19. Song JW, Lee HR (2015) The effects of the advertising value of SNS on the brand equity, brand loyalty of food service industry. Journal of Foodservice Management 18(1):137-164.