Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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The Influence of the Experiential Marketing Factors of Restaurant on the Brand Image, Satisfaction, and Customer Loyalty : Focused on Restaurants in Complex Shopping Mall

  • Lee, Sang-Mook (Dept. of Foodservice Management, Kyungsung University)
  • Received : 2018.01.27
  • Accepted : 2018.02.22
  • Published : 2018.02.28
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Abstract

The purpose of this study is to develop and test a model that explains the effect of experiential marketing factors on: 1) brand image, 2) satisfaction, and 3) loyalty in context of restaurants located in complex shopping mall. In addition, the study clarified how these variables relate to each other. Survey were distributed to customers who have visiting experience(s) in a restaurants in complex shopping mall. Total 360 participants were distributed and 344 questionnaires were used for analysing. The confirmatory factor analysis and structural equation modeling(SEM) have been employed research methods for frequency analysis, reliability analysis and measurement model validation. The findings of this study identified that relation factor of experiential marketing elements was only significant factor on brand image Furthermore, sense and recognition were critical components of customer satisfaction. Last, present study also identified the significant relationship between satisfaction and customer loyalty. These findings may contribute to provide valuable marketing strategic for this business segmentation, and it can be utilized as a fundamental study to establish an efficient business plan to increase revenue especially for restaurant business located in complex shopping mall.

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References

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