Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지
DOI QR코드

DOI QR Code

The Influence of Visible Clues on Non-visible Clues in Context of Franchise Family Restaurants

프랜차이즈 패밀리레스토랑의 유형적 요소가 무형적 요소에 미치는 영향

  • Yang, Dong-Hwi (Dept. of Hotel Culinary, ChoDang University) ;
  • Joo, Hyeon-Cheol (Dept. of Food Service & Culinary Management, Kyonggi University) ;
  • Park, Jeong-Mee (Dept. of Food Service & Culinary Management, Kyonggi University)
  • 양동휘 (초당대학교 호텔조리학과) ;
  • 주현철 (경기대학교 일반대학원 외식조리관리학과) ;
  • 박정미 (경기대학교 일반대학원 외식조리관리학과)
  • Received : 2017.03.30
  • Accepted : 2017.04.19
  • Published : 2017.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study was conducted to examine the relationships among various visible clues and non-visible clues as perceived by franchise family restaurant consumers. Using online survey tool in South Korea, total 450 survey was distributed and 400 participants were used for further statistical analysing with SPSS 23.0 and AMOS 20.0. Twelve items were categorized into four visible factors (food, interior, exterior, employee). The result shows that food and employee have positive effects on brand reputation and distinctiveness, and the interior and employee were critical antecedents for brand distinctiveness. In addition, the brand reputation and brand distinctiveness have positive influence on experiential value as well as revisit intention. Although there were many studies which demonstrated the relationships among various quality clues and other outcome variables, such as brand image, loyalty, little research explained the relationships among visible elements of franchise family restaurants, brand reputation, brand distinctiveness, and revisit intention. The present study will provide theoretical and practical implications for both academia and the franchise family restaurant industry. (what is the meaning of the red part?)

Keywords

References

  1. 서울파이낸스 (2017). 1세대부터 신생 브랜드까지: 패밀리 레스토랑의 생존법은?, Retrieved from http://www.seoulfn.com/news/articleView.html?idxno=275661
  2. Bearden, W. O., & Shimp, T. A. (1982). The use of extrinsic cues to facilitate product adoption. Journal of Marketing Research, 19(2), 229-239. https://doi.org/10.2307/3151623
  3. Brady, M. K. & Cronin, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34-49. https://doi.org/10.1509/jmkg.65.3.34.18334
  4. Chen, Y. M. (2017). A study on influence of family restaurant image on satisfaction, trust and revisit intention. Culinary Science & Hospitality Research, 23(2). 74-85.
  5. Choi, S. K., & Chun, B. G. (2000). A study on performances of brand differentiation marketing: Focus on the investigation of multi-chain family restaurants in Seoul. Culinary Science & Hospitality Research, 6(1), 79-102.
  6. Cho, H. S., Back, Y, R., & Park, K, Y. (2013). Study of effects of brand awareness and brand image on the time of purchase. Journal of Foodservice Management Society of Korea, 16(4), 75-96.
  7. Cho, Y. D. (2007). The case study of strategic management on the outback steakhouse. Journal of Tourism Science, 22 (1), 199-220.
  8. Dabholkar, P., Thorpe, D. I., & Rents, J. O. (1996). A measure of service quality fo retail stores. Journal of Academy of Marketing Science, 24(1), 3-16. https://doi.org/10.1007/BF02893933
  9. Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51. https://doi.org/10.2307/1251829
  10. Fombrum, C. J., & Riel, C. B. M. (1997). The reputation landscape. Corporate Reputation Review, 1(1/2), 5-13. https://doi.org/10.1057/palgrave.crr.1540008
  11. Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382-388. https://doi.org/10.2307/3150980
  12. Gronroos, C. (1984). A service quality model and its marketing implication. European Journal of Marketing, 18(4), 36-44. https://doi.org/10.1108/EUM0000000004784
  13. Han, J. S., & Hyun, K. S. (2009). The effect of family restaurants' customer value on satisfaction and behavior intention: Focused on University Student in Seoul. Korean Journal of Hospitality and Tourism, 18(1), 135-150.
  14. Holbrook, M. B., & Kim, P. C. (1985). Quality and value in the consumption experience: How consumers view stores and merchandise. Lexington, MA.
  15. Holbrook, M. B. (1994). The nature of customer value: An axiology of services in the consumption experience in service quality: New directions in theory and practice. Thousand Oaks, CA: Sage Publications.
  16. Hwang, J. S., Lee, H. H., & Hyun, S. H. (2014). The effect of brand experience on brand attachment, word-of-mouth intention, and revisit intention in the context of convention center : Focusing on moderating role of customer involvement. Korean Journal of Hospitality and Tourism. 23(4), 113-127.
  17. Kim, D. J., & Kim, G. J. (2010). A study on moderating effect of sanitation education in relationship between sanitation knowledge and sanitation management performance of culinary employees. Culinary Science & Hospitality Research, 16(2), 291-307. https://doi.org/10.20878/cshr.2010.16.2.019019019
  18. Kim, G. J., Lee, J, S., & Hyun, S. H. (2015). Examining the relationships between airport restaurants" service quality, emotional responses, and behavioral intentions : A moderating role of compensation. Journal of Tourism Science, 30(6), 111-129.
  19. Jang, H. Y., & Joung, K. H. (2004). A structural interactions among customer trust, attitude, involvement and purchase intention in internet shopping ball. Asia Marketing Journal, 6(2), 23-54.
  20. Kim, J. A., Bae, K. G., & Byun, G. I. (2016). A study on the influence of utilitarian/hedonic value in family restaurant on brand attitude, and purchase intention: A kind price discount effect control. Journal of Foodservice Management Society of Korea, 19(2). 33-56.
  21. Kim, J. Y., & Kim, C. A. (2016). A study of the experiential value and satisfaction of coffee shop customers and their impacts on customer loyalty and switching intention: Moderating effects of alternative attractiveness. Korea Journal of Tourism Research, 40(10), 79-93.
  22. Kim, J. H., & Sung, H. J.(2015). The influence of service quality on experiential value and customer satisfaction of family restaurant customers. Journal of Tourism & Leisure Research, 27(5), 239-257.
  23. Kim, S. H., & Gho, H. S. (1998). Differences between family restaurant visitor expectations of and satisfaction with service quality. Journal of Tourism Science, 22(1), 78-97.
  24. Kirmani, A. & Zeithaml, V. (1993). Advertising, perceived quality, and brand image. Erlbaum Associates, Hillsdale, NJ.
  25. Knutson, B. J., & Beck, J. A. (2003). Identifying the dimensions of the experience construct: Development of the model. Journal of Quality Assurance in Hospitality & Tourism, 4(3), 23-35. https://doi.org/10.1300/J162v04n01_02
  26. Kwon, M. Y., & Yoon, K. H. (2013). The effects of the family restaurant service quality on customer satisfaction and revisit intention. Korean Educational Research, 24(1), 109- 125.
  27. Lee. J. H. (2013). A study on the effect of coffee shop service quality on perceived value and behavioral intention: Focusing on Busan-Area college students. Culinary Science & Hospitality Research, 19(3), 211-238. https://doi.org/10.20878/cshr.2013.19.4.015015015
  28. Lee, E. Y., & Lee, S. B. (2009). The effects of franchisor's market oriented intelligence and brand orientation on new product development, differentiation, trust and performance in the foodservice industry. Korean Journal of Hospitality & Tourism, 18(2), 109-129.
  29. Lee, N. R., & Ha, D. H. (2013). The effects of servicescape, brand reputation and experiences on brand attitude and loyalty in Korean restaurants. Culinary Science & Hospitality Research, 19(3), 173-193. https://doi.org/10.20878/cshr.2013.19.3.013013013
  30. Lee, Y, J., Kim, J, Y., & Kim, J, I. (1996). The current status of service industry and service quality. Journal of Consumer Studies, 7(2), 129-157.
  31. Lee, Y. K., Back, K. J., & Kim, J. Y. (2009). Family restaurant brand personality and its impact on customer's emotion, satisfaction, and brand loyalty. Journal of Hospitality & Tourism Research, 33(3), 305-328. https://doi.org/10.1177/1096348009338511
  32. Lewis, R. C. (1983). When guest complain. Cornell Hospitality Quarterly, 29(1), 23-32.
  33. Nam, S. H. (2013). A survey on food purchasing of internet users via On-line shopping. Korean Journal of Food and Cookery Science, 29(4), 367-376. https://doi.org/10.9724/kfcs.2013.29.4.367
  34. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.2307/3150499
  35. Park, C. (2003). Online hedonic-experiential value in internet shopping: Antecedents and consequences. Asia Pacific Journal of Information Systems, 13(4), 73-96.
  36. Rust, R. T., & Oliver, R. L. (1994). Service quality: New direction in theory and practice. Thousand Oak, CA: SAFE Publication.
  37. Rust, R. T., Zahorik, A. J., & Keiningham, T. L.(1995). Return on Quality (ROQ): Making service quality financially accountable. Journal of Marketing, 59(2), 58-70. https://doi.org/10.2307/1252073
  38. Ryoo, A. R., Ryoo, A. H., & Alshammari, M. H. (2014). The effect of Service scape and the quality focus on the value of customers on customer satisfaction and the loyalty. The Academy of Customer Satisfaction Management Journal, 16(1), 89-109.
  39. Seo, S. W., & Ryu, E. S. (2016). A study on the effects of culinary staff's non-verbal communication on service quality preception, customer satisfaction, trust and loyalty. International Journal of Hospitality Tourism Research, 30 (2), 193-209. https://doi.org/10.21298/IJTHR.2016.02.30.2.193
  40. Shin, J. Y., & Park, K. Y. (1999). A study on the concepts of meal and its basic requirements in thc eating - out industry, Foodservice Management Society of Korea, 1(1), 179-198.
  41. Urde, M. (1999), Brand orientation: A mindset for building brands into strategic resources. Journal of Marketing Management, 15(3) 117-133. https://doi.org/10.1362/026725799784870504
  42. Wu, C. H., & Liang, R. D. (2009). Effect of experiential value on customer satisfaction with service encounters in luxuryhotel restaurants. International Journal of Hospitality Management. 28(4), 586-593. https://doi.org/10.1016/j.ijhm.2009.03.008
  43. Yoon, J. K. (2010). A study of structural relationship between pro sports team brand experience : Brand personality, band prestige, brand distinctiveness, and brand identification (Master thesis). Hankuk University of Foreign Studies, Seoul. South Korea.
  44. Zeithaml, V., & Bitner, M. (1996). Services marketing. Mc- Graw‐Hill, New York, NY.