한국조리학회지 (Culinary science and hospitality research)

  • 제23권8호
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  • Pages.128-136
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  • 2017
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  • 2466-0752(pISSN)
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  • 2466-1023(eISSN)
한국조리학회 (Culinary Society of Korean Academy)
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패스트푸드 레스토랑의 서비스 품질과 브랜드 신뢰, 브랜드 차별, 그리고 재방문 의도 간의 영향관계에 대한 연구

A Study on the Relationships among the Fast-Food Restaurants' Service Quality, Brand Trust, Brand Distinctiveness, and Revisit Intention

  • 장상준 (계명문화대학교 식품영양조리학부)
  • 투고 : 2017.11.01
  • 심사 : 2017.12.13
  • 발행 : 2017.12.30
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초록

This study was conducted to identify the relationship among various service quality clues, brand trust, brand distinctiveness and revisit intention focusing on fast-food restaurant consumers. Using online questionnaires tool in South Korea, a total of 450 questionnaires were distributed and 390 participants were used for further statistical analysis through SPSS 21.0 and AMOS 21.0 for Windows. Four service quality factors (menu, interior, exterior, staff) were extracted from twelve questions. According to the result of this study, several service quality factors of fast-food restaurants' have positive effects on brand trust and distinctiveness. Specifically, staff and menu and exterior were significant predictors of brand trust, and staff and menu of fast-food were critical antecedents of brand distinctiveness. In addition, the brand trust has positive influence on brand distinctiveness as well as revisit intention. Although there are many studies which proved the relationships among various selection attributes and other outcome variables such as brand loyalty or image, little research explained the relationships among service quality factors of fast-food restaurants, brand trust, brand distinctiveness, and revisit intention. Therefore, present study will contribute to provide significant results and some practical implications in both the fast-food restaurant industry and academic research.

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참고문헌

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