Browse > Article
http://dx.doi.org/10.20878/cshr.2017.23.8.012

A Study on the Relationships among the Fast-Food Restaurants' Service Quality, Brand Trust, Brand Distinctiveness, and Revisit Intention  

Jang, Sang-Jun (Keimyung College University)
Publication Information
Culinary science and hospitality research / v.23, no.8, 2017 , pp. 128-136 More about this Journal
Abstract
This study was conducted to identify the relationship among various service quality clues, brand trust, brand distinctiveness and revisit intention focusing on fast-food restaurant consumers. Using online questionnaires tool in South Korea, a total of 450 questionnaires were distributed and 390 participants were used for further statistical analysis through SPSS 21.0 and AMOS 21.0 for Windows. Four service quality factors (menu, interior, exterior, staff) were extracted from twelve questions. According to the result of this study, several service quality factors of fast-food restaurants' have positive effects on brand trust and distinctiveness. Specifically, staff and menu and exterior were significant predictors of brand trust, and staff and menu of fast-food were critical antecedents of brand distinctiveness. In addition, the brand trust has positive influence on brand distinctiveness as well as revisit intention. Although there are many studies which proved the relationships among various selection attributes and other outcome variables such as brand loyalty or image, little research explained the relationships among service quality factors of fast-food restaurants, brand trust, brand distinctiveness, and revisit intention. Therefore, present study will contribute to provide significant results and some practical implications in both the fast-food restaurant industry and academic research.
Keywords
Fast-food restaurant; Service quality clue; Brand trust; Brand distinctiveness; Revisit intention;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
연도 인용수 순위
1 Kwon, M. Y., & Yoon, K. H. (2013). The effects of the family restaurant service quality on customer satisfaction and revisit intention. Korean Educational Research, 24(1), 109-125.
2 Lee, G. O. (2016). Study on brand positioning based on selection attiributes of fast food restaurant. Journal of Tourism and Hospitality Research, 30(5), 229-239.   DOI
3 Lee, H. J., & Suh, J. Y. (2012). A comparison of local and global coffee shop brands and the effect of their physical environment on customer satisfaction and revisit intention: based on university students in Seoul. Korean Journal of Hospitality Administration, 21(2), 131-147.
4 Lee, J. H. (2009). The study on the relationships between dining-out activities, eating habits, and the frequency of fast food intake and obesity among the university students in the Busan area. Korean J Culin Res, 15(3), 225-235.
5 Lee, N. R., & Ha, D. H. (2013). The effects of servicescape, brand reputation and experiences on brand attitude and loyalty in Korean restaurants. Culinary Science & Hospitality Research, 19(3), 173-193.   DOI
6 Lee, S. L., Nam, K. Y., & Yoon, H. H. (2013). A study on the effects of perceived value on customer satisfaction and revisit intention - Focused on the differences of involvement level -. The Korean Journal of Culinary Research, 19(3), 18-32.
7 McNeal, J. U., Stem, D. E., & Nelson, C. S. (1980). Consumers' nutritional ratings of fast-food meals. Journal of Consumer Affairs, 14(1), 165-179.   DOI
8 Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. The Journal of Marketing, 57(1), 81-101.   DOI
9 Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 58(3), 20-38.   DOI
10 Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.   DOI
11 Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implication for future research. Journal of Marketing, 49(Fall), 41-50.
12 Park, H. B., Yang, D. H., & Lee, S. M. (2017). A study of the relationship among service quality, relationship quality, and loyalty by applying the third-order factor model: Focusing on 'S' dessert cafe. Journal of Tourism Science, 41(4), 115-129.
13 Park, K. Y. (2008). Food service business administration. Seoul: Daewangsa.
14 Rust, R. T., & Oliver, R. L. (1994). Service quality: New direction in theory and practice. Thousand Oak, CA: SAFE Publication.
15 Segev, E. (1989). A systematic comparative analysis and synthesis of two business level strategic typologies. Strategic Management Journal, 10(5), 487-505.   DOI
16 Seo, S. S. (2008). A study on the effect of service quality on customer satisfaction and revisit intention: Focusing on scalp management room (Master's thesis). Yougin University.
17 Tsao, H. Y., Pitt, L. F., & Berthon, P. (2006). An experimental study of brand signal quality of products in an asymmetric information environment. Omega, 34(4), 397-405.   DOI
18 Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 52(July), 2-22.   DOI
19 Nam, S. H. (2013). A survey on food purchasing of internet users via On-line shopping. Korean Journal of Food and Cookery Science, 29(4), 367-376.   DOI
20 Zeithaml, V., & Bitner, M. (1996). Services marketing. NY: McGraw Hill.
21 Choi, S. K., & Chun, B. G. (2000). A study on performances of brand differentiation marketing - Focus on the investigation of multi chain family restaurants in Seoul. The Korean Journal of Culinary Research, 6(1), 79-102.
22 Brady, M. K., & Cronin, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34-49.   DOI
23 Chang, D. S., Park, S. S., & Shin, C. S. (2000). A comparative study on the services quality of Korean and foreign brand fast food franchisee in Korea. Journal of Korea Service Management Society, 1, 101-124.
24 Chaudhuri, A., & Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. The Journal of Brand Management, 10(1), 33-58.   DOI
25 Dabholkar, P., Thorpe, D. I., & Rents, J. O. (1996). A measure of service quality for retail stores. Journal of Academy of Marketing Science, 24(1), 3-16.   DOI
26 Gronroos, C. (1984). A service quality model and its marketing implication. European Journal of Marketing, 18(4), 36-44.   DOI
27 Delgado-Ballester, E., & Luis Munuera-Aleman, J. (2005). Does brand trust matter to brand equity?. Journal of Product & Brand Management, 14(3), 187-196.   DOI
28 Dess, G. G., & Davis, P. S. (1984). Porter's (1980) generic strategies as determinants of strategic group membership and organizational performance. Academy of Management Journal, 27(3), 467-488.   DOI
29 Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382-388.   DOI
30 Jang, H. Y., & Joung, K. H. (2004). A structural interactions among customer trust, attitude, involvement and purchase intention in internet shopping ball. Asia Marketing Journal, 6(2), 23-54.
31 Kim, D. J., & Kim, G. J. (2010). A study on moderating effect of sanitation education in relationship between sanitation knowledge and sanitation management performance of culinary employees. Culinary Science & Hospitality Research, 16(2), 291-307.   DOI
32 Kim, D. R. (2004). Reserch articles: The influence of the economic growth on the food service industry. J Foodservice Management, 7(3), 165-184.
33 Kim, H. S., Ha, Y. K., & Kim, S. D. (2016). The effects of brand images, brand trusts on repurchase intentions in hotel restaurants: Mediating effects of service quality. Journal of Tourism Management Research, 73, 47-69.
34 Knutson, B. J., Stevens, P., & Patton, M. (1996). DINESERV: Measuring service quality in quick service, casual/theme, and fine dining restaurants. Journal of Hospitality & Leisure Marketing, 3(2), 35-44.   DOI
35 Kim, J. M., & Eu, Y. S. (2011). Research Articles: The effect of the perception in an indicated ingredient's origin on the brand trust and brand loyalty at the family restaurant. Journal of Foodservice Management Society of Korea, 14(2), 235-256.
36 Kim, S. J., Jeong, K. H., & Cho, Y. B. (2008). A study on the influencing factors of intention of revisit in fast food restaurant visitors. The Korean Journal of Culinary Research, 14(2), 46-61.
37 Kirmani, A., & Zeithaml, V. (1993). Advertising, perceived quality, and brand image. Erlbaum Associates, Hillsdale, NJ.
38 Hess, J. S. (1995). Construction and assessment of a scale to measure consumer trust. American Marketing Association, 6, 20-26.