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http://dx.doi.org/10.3746/jkfn.2005.34.4.489

Effect of the Consumer-Brand Relationship Quality on the Brand Loyalty in the Fast Food Restaurant in Masan, Korea  

Kim, Hyun-Ah (Dept. of Food and Nutrition, Kyungnam University)
Publication Information
Journal of the Korean Society of Food Science and Nutrition / v.34, no.4, 2005 , pp. 489-495 More about this Journal
Abstract
The purpose of this study was to analyze the effect of the consumer-brand relationship Quality (CBRQ) on the brand loyalty in the fast food restaurant in Masan, Korea. The Questionnaires were distributed to 250 students in the K University located in Masan, who were sampled by convenience-sampling method. The surveys were performed from December 6 to 14, 2004. The 246 Questionnaires were responded, and 12 unusable Questionnaires were excluded, then 234 were used for the final analysis $(response rate:\;93.7\%)$. For the statistical analysis, SPSS (12.0) was used to conduct the descriptive analysis, factor analysis, reliability analysis, Pearson correlation and multiple regression analysis. The result of this study showed that 2 constructs (satisfaction and commitment) of consumer-brand relationship Quality have significant positive effects on the brand loyalty in the fast food restaurant. It meant that as consumer-brand relationship quality becomes stronger, the customer's brand loyalty becomes greater. The differences of customer loyalty between the high and low group of self-connective attachment, satisfaction, commitment, trust and intimacy were significant. So the brand loyalty of high group of customer-brand relationship quality was significantly higher than that of low group of customer-brand relationship quality. As a conclusion, the operator in the fast food restaurant should focus on the marketing strategy to strengthen the quality of consumer-brand relationship in order to increase the brand loyalty of customers.
Keywords
consumer-brand relationship quality; brand loyalty; fast food restaurant; college and university student;
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Times Cited By KSCI : 1  (Citation Analysis)
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