Browse > Article

An Empirical Study on the Comparison of Satisfaction and Loyalty of Customers at McDonald's Stand Alone and Co Branded Outlets+  

Kim, Young-Kyu (Dept. of Tourism Management, Keimyung University)
Publication Information
Journal of the Korean Society of Food Culture / v.19, no.4, 2004 , pp. 407-418 More about this Journal
Abstract
A study of the comparison of customers' satisfaction and loyalty at McDonald's two types of outlets is presented. The objective of this study is to test correlation among selection attributes, customer satisfaction and loyalty of customers patronizing two types of Mcdonald's restaurants - stand alone and co-branded, as Mcdonald's is known to be actively participating in co-branding with discount stores such as E-Mart. In order to measure customer loyalty, benchmark scores from customers showing extreme satisfaction are compared to the mean scores of total sample customers at each outlet. Meeting or exceeding benchmarking scores does not automatically bring in and create loyal customers but in doing so will certainly help build up strong customer relationship which will create additional loyalty. Marketers should be well aware that statistically significant difference do exist between these two groups of customers and should take into consideration these findings in opening up new outlets or renovating existing outlets.
Keywords
Selection Attributes; Customer Satisfaction; Loyalty; Benchmark Score; Stand Alone; Co-Branding;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Park C, Chun JK. Consumer Attitutes and Satisfaction For Fast Food Restaurant in Busan. Korea J. Food Service Management. 4(2): 73-91. 2001
2 Restaurant. Outlook - Food Service Industry in 2003. January. 214
3 Yoo YJ. A Study on the Selection Attributes According to the Use Types of Family Restaurants With the main focus on the Taegu Area. Journal of Tourism and Leisure Research. 11(l): 43-67. 1999
4 Bagozzi, R. P., Wong, N., Abe, S. and Bergami, M. Cultural and Situational Contingencies and the Theory of Reasoned Action: Application To Fast Food Restaurant Consumption, Journal of Consumer Psychology, 9(2): pp.97-106. 2000   DOI
5 Bojanic, D. C. and Rosen, D. L. Measuring Service Quality in Restaurants: An Application of the SERVQUAL Instrument, Hospitality Research Journal, 18(1): 3-14. 1994   DOI
6 Taylor, G. and Tolbert, S. Coupon Promotions in Quick Service Restaurants. Cornell Hotel and Restaurant Administration Quarterly, August, pp.41-47. 2002   DOI   ScienceOn
7 Knutson, B. College Students and Fast Food. Cornell Hotel and Restaurant Administration Quarterly, 41(3): 68-74. 2000   DOI
8 Rumore, N., Zhu, Z., Tanner, J. and Scheuermann, L. Effectiveness of Competitive Strategies in Fast Food Markets: An Analysis of Customers' Preferences, Journal of Restaurant & Foodservice marketing, 3(3/ 4): 39-47. 1999   DOI
9 Huh YJ. A Study on the Selection Attributes of Consumers on Chain Restaurant. Kyunghee University Master Degree Thesis. 1999
10 Tepeci, M. Increasing Brand Loyalty in the Hospitality Industry, International Journal of Contemporary Hospitality Management, 11(5): 223-229. 1999   DOI   ScienceOn
11 Bowen, J. and Chen, S, The Relationship Between Customer Loyalty and Customer Satisfaction, International Journal of Contemporary Hospitality Management, 13(5): 213-217. 2001   DOI   ScienceOn
12 Toh, R., Hu, M and Withiam, H. Service: The Key to Frequent Guest Program, Cornell Hotel and Restaurant Administration Quarterly, 34(3): 66-72. 1993
13 Park HJ, Won CS. An Exploratory Study on Co-Branding in Food Service Industry. Research Bulletin. Youngsan University. 2003
14 Wong, A., Dean, A. and White, C. Customer Behavioral Intentions in the Hospitality Industry, Australian Journal of Hospitality Management, 6, Autumn, pp.53-63. 1999
15 Aaker, D. and Keller, K. Consumer Evaluation of Brand Extension. Journal of Marketing, 54(1): 27-41. 1990   DOI   ScienceOn
16 Hahm, S. P. Co Branding as a Market Driven Strategic Financial Investment Option in the Hospitality Industry. Doctoral Dissertation. The Virginia Polytechnic Institute and State University. 2001
17 Hahm SP. An Exploratory Study of the Co-branding Franchisees in the Foodservice Industry. Korean Journal of Food Service Management. 6(3): 75-87. 2003
18 Hahm, S. P., Co Branding as a Market Driven Strategic Financial Investment Option in the Hospitality Industry. Doctoral Dissertation. The Virginia Polytechnic Institute and State University. 2001
19 Lee EH and Yang SJ. Consumer Using Behavior and Attitude on Coupon. The Social Science Research Institute of Sang Myung University. 15.2002. pp.l-22
20 Bowen, J. and Chen, S, The Relationship Between Customer Loyalty and Customer Satisfaction, International Journal of Contemporary Hospitality Management, 13(5): 213-217. 2001   DOI   ScienceOn
21 Park HJ, A Study On the Relationship of the Eating-Out, Motivations, Use Behaviors, Demographics and Fast Food Selection Attributes. Shilla University Master Degree Thesis. 2001
22 Bowen, J. and Chen, S, The Relationship Between Customer Loyalty and Customer Satisfaction, International Journal of Contemporary Hospitality Management, 13(5): 213-217. 2001   DOI   ScienceOn
23 Rao, A. and Ruckert, R. Brand Alliances as Signals of Product Quality. Sloan Management Review, 36(1): 87-97.1994
24 Halverson, R. Fast Food Giant Go With The Traffic Flow. Discount Store News, 34(21): 7. 1995
25 Krummert, B. Fast Food Fades, Fast Casual Climbs, Restaurant Hospitality. Apri1 2003. p.87
26 Kang JH. Measuring Fast Food Restaurant Attractiveness: A Multi Attribute Approach. Korea J. Dietary Culture. 17(1):16-30. 2002
27 Lee, M. and Ulgado, F. Consumer Evaluations of Fast Food Service: a Cross-National comparison, The Journal of Service Marketing, 11(1): 39-50. 1997   DOI   ScienceOn
28 Nation's Restaurant News. Wrong Turns Point in Right Direction, Nation's Restaurant News, September 29: 42-46.1997
29 Kim HB, Huh C. Research Articles : Impacts of Dining - out Motives on the Customers' Choice Behavior of Restaurants; An Empirical Examination of Foreign - Chain Restaurants. Journal of Tourism Science. 21(2): 205-221. 1998
30 Park C, Chun JK, Consumer Attitutes and Satisfaction For Fast Food Restaurant in Busan. Korea J. Food Service Management. 4(2): 73-91. 2001
31 Park SJ. A Study on the Restaurant Selection Attribute Based on the Consumers' Change in Behavior. Kyunghee Univeristy Master Degree Thesis. 2000
32 Son HK. A Study on the Co - Branding between Korean Tourist Hotels and Foreign Branded Restaurants. Sejong University Master Degree Thesis. 1997
33 Chung KY, Son HK. The Co - Branding between Korean Tourist Hotels and Foreign Branded Restaurants. Korean Journal of Hospitality Administration. 7(2): 157-173. 1998
34 Park HJ. A Study On the Relationship of the Eating-Out, Motivations, Use Behaviors, Demographics and Fast Food Selection Attributes. Shilla University Master Degree Thesis. 2001
35 John, L. and Smith, L. J. Service Attributes and Situational Effects on Consumer Preference for Restaurant Dining, Journal of Travel Research, Fall, pp.20-27. 1987
36 Hunter,V. Measuer Customer Loyalty for Complete Picture of ROI, Business Marketing, 83(3): 18. 1998
37 Namasivayam, K. The Consumer As Transient Employee. International Journal of Service Industry Management. 14(4). 2003. pp.420-435   DOI   ScienceOn
38 Park JH, Lee JS. The Relationship among Service Quality , Customer Satisfaction, Image, and Service Loyalty in Fast Food Service. Journal of Tourism and Leisure Research. 12(1): 85-101. 2002
39 Lim HC. A Study on Consumers Selection Behavior on Fast Food Restaurant. Youngnam University Master Degree Thesis. 1998
40 Taylor, G. and Tolbert, S., Coupon Promotions in Quick Service Restaurants. Cornell Hotel and Restaurant Administration Quarterly, August, pp.41-47. 2002   DOI   ScienceOn
41 Shoemaker, R and Tibrewala, V. Relating Coupon Redemption Rates to Past Purchasing of the Brand. Journal of Advertising Research, 25, 1985, pp.40-47
42 Lee, M. and Lee, Y. An Analysis of Consumer Images of International Fast Food Restaurant Chains in Taiwan, Asia Pacific Tourism Association 6th Conference proceedings, pp.615-624. 2000
43 Kim HY, Yang IS, Shin Sy, Kim SH. Analysis of the Customer's Expectation and Satisfaction for Service Quality in Restaurants. Korea J. Food Culture. 15(1):41-50. 2000
44 Bowen, J. and Chen, S, The Relationship Between Customer Loyalty and Customer Satisfaction, International Journal of Contemporary Hospitality Management, 13(5): 213-217. 2001   DOI   ScienceOn
45 Boone, J. Hotel-restaurant co branding - a preliminary study. Cornell Hotel and Restaurant Administration Quarterly, 10, 34-43. 1997   DOI
46 Park MR, Kim SH, Wi SU, The Consumption Patterns of Fast Food in Small Cities. Korea J. Dietary Culture. 14(2): 139-148. 1999
47 Pattijohn, L. S., Pettijohn, C. E., and Luke, R. H. An Evaluation of Fast Food Restaurant Satisfaction: Determinants, Competitive Comparisons and Impact on Future Patronage, Journal of Restaurant and Foodservice Marketing, 2(3): 3-20. 1997   DOI
48 Corney, W. J. and Cummings, W. T., Quality Feedback From Patrons in the Fast Food Industry, Journal of Restaurant and Foodservice Marketing, 1(3/4). 1996
49 Roh, Y. and Smestad, C., Strategic Alliance: The Economics of Dual Branding in Restaurant Franchising. Journal of Restaurant & Foodservice Marketing, 4(4): 321-332 2001   DOI   ScienceOn
50 La Veccchia, G. Fast Casual Enters the Fast Lane. Restaurant Hospitality. February 2003. pp.43-50
51 Coyne, K. Beyond Service Fads - Meaningful Stragegies for the Real World. Sloan Management Review, Vol.30, Summer 1989, pp.6-76
52 Burns, G. French Frieds With That Quart of Oil?, Business Week, November 27: 86-87. 1995
53 Lim KH, Kim DK. A Study on the Consumer Attitudes and Service Quality for Fast-Food Restaurant. Korean Journal of Tourism Research. 18(2): 1-21. 2003
54 Kim KS. A Study of Co-branding Between Dining Restaurant and Hotel for the effective management of Hotel Food and Beverage Outlets. Korean Journal of Tourism Information. 12: 259-280 2002
55 Chang DS, Kim YT. Impact of Satisfaction about Service Quality on Store Loyalty: A Comparative Study of the International Brand and the Domestic Brand of Fast Food Franchise in Korea, Journal of Korean Quality Management. 30(2): 26-47. 2002
56 Roh, Y. and Smestad, C. Strategic Alliance: The Economics of Dual Branding in Restaurant Franchising. Journal of Restaurant & Foodservice Marketing, 4(4): 321-332 2001   DOI   ScienceOn
57 Nation's Restaurant News. Top 100, Nation's Restaurant News, June 30: 57-80. 2003
58 Shin JY, Park KY, Introduction to the Korean Foodservice Industry. Daewangsa, Seoul. 2003
59 Oliva, T., Oliver, R., and MacMillan, D. (1992). The Loyal Traveller: Examining a Typology of Service Patronage. Journal of Travelers Research, 35(4), pp2-11
60 Chang DS, Park SS, Shin CS. A Comparative Study on the Services Quality of Korean and Foreign Brand Fast Food Franchisee in Korea. Korea Service Management Society. 1(1): 101-125. 2000
61 Young, J., Hoggatt, C. and Paswan, A. Food Service Franchisors and Their Co Branding Methods. Journal of Product and Brand Management; 10(4):218-227. 1997   DOI   ScienceOn
62 Corney, W. J. and Cummings, W. T. Quality Feedback From Patrons in the Fast Food Industry, Journal of Restaurant and Foodservice Marketing, 1(3/4). 1996
63 Bowen, J. and Chen, S, The Relationship Between Customer Loyalty and Customer Satisfaction, International Journal of Contemporary Hospitality Management, 13(5): 213-217. 2001   DOI   ScienceOn
64 Strate, R. and Rappole, C. Strategic alliances between hotels and restaurant. Cornell Hotel and Restaurant Administration Quarterly, 7, pp.50-61. 1997   DOI
65 Young et al., Food Service Franchisors and Their Co Branding Methods. Journal of Product and Brand Management; 10(4):218-227. 1997   DOI   ScienceOn
66 Halverson, R. Fast Food Giant Go With The Traffic Flow. Discount Store News, 34(21): 7. 1995
67 Oliva et al., Fast Food Fades, Fast Casual Climbs, Restaurant Hospitality. Apri1 2003. p.87
68 Bowen, J. and Chen, S, The Relationship Between Customer Loyalty and Customer Satisfaction, International Journal of Contemporary Hospitality Management, 13(5): 213-217. 2001   DOI   ScienceOn
69 Chen, W. Benchmarking Quality Goals in Service Systems. The Journal of Service Marketing, 12(2), 1998. pp.113-128   DOI   ScienceOn
70 Bowen, J. and Chen, S. The Relationship Between Customer Loyalty and Customer Satisfaction, International Journal of Contemporary Hospitality Management, 13(5): 213-217. 2001   DOI   ScienceOn