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http://dx.doi.org/10.14400/JDC.2022.20.4.111

Family restaurant's selection attributes are brand image, Effect on revisit intention  

Seo, Gyeong-Do (Dept. of Hotel food service culinary arts, Gwangju University)
Publication Information
Journal of Digital Convergence / v.20, no.4, 2022 , pp. 111-117 More about this Journal
Abstract
In this study, the factors of customers' selection attributes on family restaurants, brand images, and the effect on revisit intention were analyzed. Specifically, the effects of brand, store, and price, which are sub-factors of family restaurants, on customers' revisit intention, store/service value, brand value, food effect, and revisit intention were examined. Among the brand image and four family restaurant selection attributes derived from this study, the most significant selection attributes were the cleanliness and hygiene of family restaurant stores and the menu and quality of family restaurant stores. Therefore, it can be said that family restaurants are price attributes and store/service attributes that have the most influence among the selection attributes. Through this, we intend to provide basic data necessary to find development plans through strategic plans for family restaurant management in the future.
Keywords
Family restaurant selection attributes; brand image; brand importance; brand necessity; revisit intention;
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