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http://dx.doi.org/10.20878/cshr.2016.22.7.017

A Study on the Effects of Restaurant Franchise Brand Equity and Value on Customer Loyalty and Customer Satisfaction  

Kim, Chan-Woo (Dept, of Hotel Culinary & Food Service Management, Catholic Kwandong University)
Kim, Dong-Soo (Dept, of Hotel Culinary & Food Service Management, Catholic Kwandong University)
Publication Information
Culinary science and hospitality research / v.22, no.7, 2016 , pp. 222-234 More about this Journal
Abstract
This study measures the impact of restaurant franchise brand equity and brand value on consumer loyalty and customer satisfaction. The purpose of this study was to investigate the relationship between variables based on previous studies. The survey for this present study was conducted from consumers who visited in a franchise restaurant within three months. in Seoul and the metropolitan area. Research revealed that brand equity and value of the franchise restaurant appeared to have a positive impact on customer loyalty, and then consumer loyalty exhibiting a positive impact on consumer satisfaction. In addition, brand equity and value of the franchise restaurant showed a positive impact on customer loyalty.
Keywords
brand equity; brand value; customer loyalty; customer satisfaction;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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