Browse > Article
http://dx.doi.org/10.5762/KAIS.2016.17.6.192

The study on the effect of Brand image, Brand recognize, Relationship Quality in Food-Service on Industry  

Seo, Gyeong-Do (Dept. of Hotel food service culinary arts, Gwangju University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.17, no.6, 2016 , pp. 192-198 More about this Journal
Abstract
The purpose of this study was to determine the relationship between the brand and awareness of the brand image relationship in a catering company in Gwangju quality(trust, satisfaction). Twenty adults aged 20 years or older residing in Gwangju were surveyed after setting a hypothesis as a convenience sampling method in order to achieve the research objectives via extraction of the sample survey and empirical analysis. Customers using the brand image of catering companies in a relationship significantly affected the quality of the relationship (trust) forming symbolic images, but the images that were empirically related significantly to the trust did not form a significant relationship for trust. Brand image quality significantly impacted the relationship(satisfaction) that is the symbolic image of relations forms a significant relationship between satisfaction. Empirically, however, the image did not form a significant relationship for satisfaction. Brand recognition is significant in relationship quality(trust) and a significant relationship brand recognition, as it has formed a significant relationship on trust. Brand recognition is the quality of the catering companies using the customer significant effect on the relationship (satisfaction) relationship of brand recognition was formed a significant relationship satisfaction. As a result, the catering company's brand image, brand perception and empirical validation suggested a relationship between the quality of the relationship that provided very significant implications in this regard. In the future, overcoming the limitations of this study will necessitate conducting a more in-depth and detailed study.
Keywords
Brand; Brand image; Brand recognize; Relationship Quality; satisfaction; Trust;
Citations & Related Records
연도 인용수 순위
  • Reference
1 E. J, Lee, B. S, Chae, "The effect of Hotel bakery Brand Image affecting the Product quality and the Consumer Satisfaction," Journal of Korea Service Management Society, Vol10, No1, pp. 225-246, 2009. DOI: http://dx.doi.org/10.15706/jksms.2009.10.1.010   DOI
2 D. A Aaker, Measuring brand Equity across Products & Markets, California Management Review, Vol39, No,3, pp.102-120, 1996. DOI: http://dx.doi.org/10.2307/41165845   DOI
3 J. W, Nam, S. B, Lee, "The Effect of the Color Marketing of Food Service Corporations on the Brand Awareness," Brand Attitude and Purchase Intention, International Journal of Tourism and Hospitality Research, Vol28, No5, pp.117-132, 2014.
4 Grosby, A. L., Evans, K. R & Cowles, D. (1990). Relationship Quality in Service Selling : An International Influence Perspective. Journal of Marketing, 54, 77.
5 Morgan, R. M. & S. D. Hunt The Commitment -Trust Theory of Relationship Marketing. Journal of Marketing, Vol58, No3, pp.20-38, 1994. DOI: http://dx.doi.org/10.2307/1252308   DOI
6 Wluf, K. D. Schroder, G. O. & Iacobucci, D. Investments in Customer Relationship: A Cross-Country and Cross-Industry Exploration. Harvard Business Review, Vol65(October), pp. 33-50. 2001.
7 Gabarino, E. & Johnson, Mark. The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationship. Journal of Marketing 63(April), pp.70-87, 1999. DOI: http://dx.doi.org/10.2307/1251946   DOI
8 Moorman, C., G. Zaltman & R. Deshpande. Relationships Between Providers and Users of Market Research; The Dynamics of Trust Within and Between Organizations. Journal of Marketing Research, Vol29, No3, pp.314-328, 1992. DOI: http://dx.doi.org/10.2307/3172742   DOI
9 H. M, Jeon, A. J, Lee, "The Impact of Business to Business Relationship Marketing Activities of Wine Supplier on Relationship Quality and Long-Term Orientation: Focused on the Mediating Effect of Gratitude," Journal of Food service Management, 13(4), pp147-172, 2010.
10 Gundlach, G. T. & Murphy, P. E. "Ethical and Legal Foundations of Relationship Marketing Exchanges," Journal of Marketing, Vol57(April), pp.35-46. 1993. DOI: http://dx.doi.org/10.2307/1252217   DOI
11 ReDwyer, R. F., Paul H. Schurr, & Oh, S. "Developing Buyer-Seller Relationship," Journal of Marketing, 51(April), pp.11-27, 1987.   DOI
12 M. J, Dorch, S. R. Swanson & S. W, Kelley, "The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customer," Journal of the Academy of Marketing Science, Vol.26 No2, pp128-142, 1998. DOI: http://dx.doi.org/10.1177/0092070398262004   DOI
13 S. S, Kim, M, H, Kim "The Effects of B, rand Image on Brand Trust and Customer Satisfaction in Healthcare Services," Journal of Distribution and Management Research, Vol.14, No.4 pp151-185, 2011. DOI: http://dx.doi.org/10.17961/jdmr.14.4.201109.151   DOI