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Brand Positioning Strategy of Franchise Family Restaurant  

An, Hye-Lim (Dept. of Hospitality and Tourism Management, Kyungsung University)
Sohn, Jeong-Min (Dept. of Hospitality and Tourism Management, Kyungsung University)
Choi, Ji-Mi (Dept. of Hospitality and Tourism Management, Kyungsung University)
Kim, Hak-Seon (Dept. of Hospitality and Tourism Management, Kyungsung University)
Publication Information
Culinary science and hospitality research / v.21, no.4, 2015 , pp. 339-348 More about this Journal
Abstract
The purpose of this study is to suggest positioning strategy according to franchising family restaurant brands. Discriminant Analysis was utilized to suggest methodological framework that seeks to find their relative positions in the family restaurant brands. As a result, the results show that five factors (employee service, physical environment, marketing, accessibility, and food quality) were extracted from Exploratory Factor Analysis that contains twenty three questions related to service quality of family restaurant. Second, Discriminant Analysis revealed that three factors out of five including employee service, physical environment, and accessibility showed the highest discriminant power. Based on the three factors, positioning maps were made and the location of four brands were identified. Third, service quality, satisfaction, and willingness had a significant influence on revisit intention.
Keywords
franchise family restaurant; service quality; positioning strategy; discriminant analysis;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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