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Effect of Consumer-Brand Relationship Quality on Brand Loyalty in Family Restaurants  

Kim, Hyun-Ah (Department of Food and Nutritional Sciences, Kyungnam Univesity)
Publication Information
Korean journal of food and cookery science / v.22, no.4, 2006 , pp. 495-503 More about this Journal
Abstract
The purpose of this study was to analyze the effect of the consumer-brand relationship quality on the brand loyalty in family restaurants. Questionnaires were distributed to 320 students in K University located in Masan, who were sampled by convenience-sampling method. The surveys were conducted from November, 10 to 24, 2005. Of the 287 returned questionnaires, 15 unusable questionnaires were excluded to leave 272 for use in the final analysis(response rate: 85.0%). For the statistical analysis, SPSS(12.0)was used to conduct the descriptive analysis, factor analysis, reliability analysis, correlation and multiple regression analysis. The results of this study showed that 2 constructs (satisfaction and intimacy) of consumer-brand relationship quality have significantly positive effects on the brand loyalty in family restaurants(p<.01). This indicates that as consumer-brand relationship quality strengthens, the customer's brand loyalty increases. In conclusion, food service managers in family restaurants should focus on the marketing strategies to strengthen the quality of consumer-brand relationship in order to increase the brand loyalty of customers.
Keywords
consumer-brand relationship quality; brand loyalty; family restaurant; university student;
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Times Cited By KSCI : 2  (Citation Analysis)
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