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http://dx.doi.org/10.20878/cshr.2017.23.3.021

The Influence of Visible Clues on Non-visible Clues in Context of Franchise Family Restaurants  

Yang, Dong-Hwi (Dept. of Hotel Culinary, ChoDang University)
Joo, Hyeon-Cheol (Dept. of Food Service & Culinary Management, Kyonggi University)
Park, Jeong-Mee (Dept. of Food Service & Culinary Management, Kyonggi University)
Publication Information
Culinary science and hospitality research / v.23, no.3, 2017 , pp. 216-226 More about this Journal
Abstract
This study was conducted to examine the relationships among various visible clues and non-visible clues as perceived by franchise family restaurant consumers. Using online survey tool in South Korea, total 450 survey was distributed and 400 participants were used for further statistical analysing with SPSS 23.0 and AMOS 20.0. Twelve items were categorized into four visible factors (food, interior, exterior, employee). The result shows that food and employee have positive effects on brand reputation and distinctiveness, and the interior and employee were critical antecedents for brand distinctiveness. In addition, the brand reputation and brand distinctiveness have positive influence on experiential value as well as revisit intention. Although there were many studies which demonstrated the relationships among various quality clues and other outcome variables, such as brand image, loyalty, little research explained the relationships among visible elements of franchise family restaurants, brand reputation, brand distinctiveness, and revisit intention. The present study will provide theoretical and practical implications for both academia and the franchise family restaurant industry. (what is the meaning of the red part?)
Keywords
franchise family restaurant; visible clue; non-visible clue;
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Times Cited By KSCI : 3  (Citation Analysis)
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