• The Korean Journal of Franchise Management
• /
• v.10 no.1
• /
• pp.33-42
• /
• 2019

Purpose - Since the number of cafés operated by using cultural marketing in Jeju Special Self-Governing Province is increasing, this study emphasizes the necessity of cultural marketing, which is a different strategy of specialty coffee shops, focusing on Jeju Island. The purpose of this study is to investigate the effect of positive effects of service quality and brand image on customer satisfaction through cultural marketing. Research design, data, and methodology - It emphasizes the necessity of cultural marketing of specialty coffee shops, and how the positive effects of service quality and brand image brought through cultural promotion, culture support, cultural support, cultural enterprise influence customer satisfaction. The results of this study are as follows. In order to verify the research hypothesis of this study, Jeju residents who have experience using cultural marketing conducted in coffee shops in Jeju Island are targeted. The cafe in Jeju area, which runs from April 4 to April 14, 2018. A total of 110 copies of the questionnaire were distributed, and the final 100 copies were used as final empirical analysis data. Result - The results of the study are as follows. First, promotion and culture business activities have positive influence on brand image. Second, production and cultural business activities had positive effects. Third, brand image has a positive effect on customer satisfaction. Fourth, service quality has a positive effect on customer satisfaction. Conclusions - The implications of this study are following as: First, if you want to grow into a cultural enterprise in the province by enhancing your brand image, you need to prioritize cultural direction and business direction for cultural companies among sub-factors of cultural marketing. Second, it is necessary to improve the customer satisfaction through the improvement of the brand image considering the composition of the stores in the city, the facilities and the atmosphere, and the consumer tendency such as product and customer age.

• Korean Journal of Community Nutrition
• /
• v.11 no.4
• /
• pp.512-519
• /
• 2006

The purpose of this study was to analyze the influence of the consumer-brand relationship quality on the customer satisfaction in the family restaurant. The questionnaires were distributed to 320 students in the K University located in Masan, who were sampled by convenience-sampling method. The surveys were conducted from November 10 to 24, 2005. The 287 questionnaires responded, and 15 unusable questionnaires were excluded, then 272 were used for the final analysis (response rate: 85.0%). 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 (trust and intimacy) of consumer-brand relationship quality have significant positive effects on the customer satisfaction in the family restaurant (p < .001). It meant that as consumer-brand relationship quality becomes stronger, the customer satisfaction becomes greater. As a conclusion, the foodservice manager in the family restaurant should focus on the marketing strategy to strengthen the quality of consumer-brand relationship in order to increase the satisfaction of customers.

• Korean journal of food and cookery science
• /
• v.25 no.5
• /
• pp.531-544
• /
• 2009

Strategic alliance is increasingly becoming a popular strategy in the family restaurant industry. In general, strategic alliance can be defined as several brands collaborating in technology development, marketing, or production while keeping their independence as separate business entities. This study identified segments on the basis of sales promotion resulting from strategic alliances between family restaurants and card companies. This study further investigated how brand image, brand value, price fairness, customer loyalty and demographics are different among the segments. From the statistical analysis, three segments were found; 'short-period benefits oriented' segment, 'intangible and discount benefits oriented' segment and 'free benefits oriented' segment. Among the three segments, the 'free benefits oriented' and 'intangible and discount benefits oriented' segments had greater perceived brand image, brand value and customer loyalty than the 'short-period benefits oriented' segment.

• Culinary science and hospitality research
• /
• v.15 no.2
• /
• pp.136-149
• /
• 2009

The purpose of this paper is to explore the types of failed service and its effect on customer's negative emotions in the restaurant business and their influence on customer's behavior. The study examines the restaurant attributes of failed service in order to determine which variables have the greatest impact on customer's negative emotions and behaviors. To accomplish the purpose of this study, a casual model is developed - which analyzes the main antecedents, moderators and consequences of failed service in the restaurant business. The findings of this study are as follows. 4 types of failed services are found: lack of tangibles, doubt of reliability, unresponsiveness, no expressed empathy. They have an effect on customer's negative emotions(regret and disappointment). And the customer's negative emotions brings out negative behaviors(bad actions, switching brand, protest, negative word of mouth). Customer's regret causes bad actions and switching brand, and customer's disappointment caused switching brand and bad information by word of mouth.

• The Journal of the Korea Contents Association
• /
• v.21 no.9
• /
• pp.322-332
• /
• 2021

In this study, the relationship between Customer Satisfaction and Selection Attributes of Hotel Michelin Restaurant was studied. It was attempted to investigate the influence relationship on whether there is a moderating effect by introducing a variable into the Hotel Brand Image. Convenience sampling was used for customers who have recently experienced Hotel Michelin Restaurant, which is currently located in a hotel in Seoul. It has been held for about 60 days from July 1, 2020. The survey tool constructed through prior research was distributed to customers who have experienced the Michelin Restaurant commissioned by hotels in Seoul. 287 copies of the collected effective specimens were statistically processed using SPSS 22.0. As a result of the empirical analysis of this study, it was found that among the factors of Selection Attributes, physical environment, food quality, service quality, and convenience had a significant positive (+) effect between customer satisfaction. It was found that price fairness had no influence. Finally, it was found that there is a moderating effect on the physical environment and service quality variables by introducing the interaction variable between Selection Attributes and Customer Satisfaction.

• Culinary science and hospitality research
• /
• v.17 no.3
• /
• pp.33-46
• /
• 2011

This study is concerned with the effect of a brand symbol of a family restaurant on brand image, preference, and purchasing intention. With regard to analysis methods, the study carried out a reliability test and a validity test concerning a precedent research concept, ahead of verifying the hypothesis by using the SPSS Ver. 16.0. Also, the study conducted a frequency analysis, technical analysis, exploratory factor analysis, and regression analysis for verifying the hypothesis. As a result of the research, regarding a brand symbol as a visual symbol, three factors including a functional factor, a value factor, and an aesthetic factor were extracted, and of them, the functional factor and an aesthetic factor were discovered to influence of the brand image and preference which affected purchasing intention. In addition, consumers preferred a logo type that includes a company name or a brand name rather than a picture or a mark type of a symbol regarding a brand symbol, and they answered that outdoor advertising would raise awareness more than TV advertising. Based on these results, using a logo type symbol and the mix of outdoor advertising and TV advertising should be considered for brand launch.

• Journal of the Korean Society of Food Culture
• /
• v.33 no.6
• /
• pp.543-549
• /
• 2018

Product replacement (PPL) is used widely in marketing and plays crucial roles but the effects of the PPL attributes on a restaurant brand are not well known. Therefore, this study examined the effects of PPL attributes on brand awareness and brand credibility. In addition, the relationship among brand awareness, brand credibility, and brand loyalty was investigated. The study found that the characteristics of PPL, such as information and entertainment, affected brand awareness. On the other hand, inconvenience did not have any impact on brand awareness. In addition, information, entertainment, and inconvenience affected brand credibility. Furthermore, brand awareness and credibility influenced brand loyalty significantly. These results suggest that PPL can be a very effective way to advertise. Hence, PPL should be done with a sense of information and entertainment than simply with more frequent exposure to consumers, which that might cause inconvenience.

• Journal of the East Asian Society of Dietary Life
• /
• v.16 no.4
• /
• pp.481-487
• /
• 2006

Coupons that restaurants are competitively issuing have considerable effects on company profits, depending on the performance of redemption rate. The purpose of the study is to identify the coupon type that consumers most prefer, among coupon types the most frequently issued restaurants, and to investigate consumers' coupon redemption rate and revisit intention based on brand familiarity. In this study, freshmen and sophomores in the 2-year colleges and the universities located in Seoul and Kyoungi province were sampled by convenience sampling, and surveyed about 3 coupon types (free meal coupon, discount rate coupon, discount price coupon) with 150 copies of questionnaire for each type, totally 450 copies randomly distributed. As a result, relationship between coupon redemption intention and revisit intention based on brand familiarity was that, the higher brand familiarity was, the higher coupon redemption intention and revisit intention were, regardless of coupon types. This study lies in that it approached to discount method, one of the coupon types, by further subdividing into discount rate and discount price, and that redemption intention and revisit intention were studied by taking account of coupon familiarity.

• Journal of the Korean Society of Food Culture
• /
• v.17 no.5
• /
• pp.629-637
• /
• 2002

This study sought to determine family restaurant patrons' attitudes toward nutrition and healthy menus. A written questionnaire was handed out to 300 dine-in customers at the three different sites of T brand family restaurant. A total of 265 questionnaires were usable for data analysis, resulting in 88% response rate. Two attitude statements eliciting the strongest agreement were that 'Diet and chronic diseases risk are closely connected each other(4.44)' and 'Koreans are more nutrition & health conscious than they were in the past(4.41)'. The attitude statement-that nutrition is important when I eat out- received the lowest scores(2.92), which indicated that nutrition was not yet considered the most important factor when dining out. 23% of the respondents were interested in healthful foods, while 30% said they were unconcerned. Nutrition conscious group showed significantly (p<.000) higher attitude scores for most of statements than unconcerned group. Significant differences were found in age groups(p<.05, p<.01, p<.001), income levels(p<.05), educational levels(p<.05), health status groups(p<.05), and weight control interest groups(p<.05). Older respondents, respondents with higher income and educational levels were more interested in nutrition and healthy menus. Respondents who reported good health status and showed higher interest in weight control were more interested in nutrition and healthy menus. These findings indicate that restaurant firms should respond to consumers' increased interest in nutrition and healthy menus by offering healthful menus and increasing nutrition marketing activities. This may positively result in increasing customer counts and revenue as well as customer satisfaction level and brand image of restaurant firms. Moreover, restaurant firms are strongly encouraged to play an active role in promoting public's nutritional and health status because increasing consumption of meals away from home will seriously affect good health of our consumers.

• The Korean Journal of Franchise Management
• /
• v.9 no.4
• /
• pp.7-19
• /
• 2018

Purpose - Recently, global management in Korea franchise industry is becoming an important keyword. As an important branch market, Chinese market plays a major role not only by making experience of the competitiveness among global brands which offers a foothold to become a top global brand, but also by actualizing an economies of scale in production, sales, etc. Therefore, it is necessary to identify key successful factor influencing customer evaluation and responses of Korean franchise restaurant targeting Chinese consumers in China context. The purpose of this study is to examine the effects for Korean franchise restaurant selection attributes on perceived value, customer satisfaction and customer loyalty in Chinese context with SmartPLS 3 and Artifical Neural Network(ANN). Research design, data, and methodology - For these purposes, the authors developed several hypotheses. A questionnaire survey was conducted on the panel of online survey companies for Chinese consumers who have visited Korean franchise restaurants. A total of 404 data were analyzed using structural equation modeling(SEM) and artifical neural network(ANN) with SPSS 22.0 and SmartPLS 3.0. Result - The findings of this study are as follows: First, the alternative model findings show that facilities & atmosphere, employee service, and menu influenced on utilitarian value, customer satisfaction, and customer loyalty directly. Second, employee service influenced on customer satisfaction. Third, menu influenced on hedonic value. Fourth, brand reputation influenced on utilitarian value. Fifth, hedonic value increase customer satisfaction and customer loyalty. Sixth, hedonic value increase customer loyalty. Seventh, customer increase customer loyalty. And, the ANN analysis shows that utilitarian value is the first most important factor influencing customer satisfaction, followed by hedonic value, facilities & atmosphere, menu and employee service. However, the ANN analysis shows that customer satisfaction is the first most important factor influencing customer loyalty, followed by utilitarian value, hedonic value, brand reputation, menu, and employee service. Conclusions - This study provides practical implications for enhancing customer satisfaction and customer loyalty by applying the ANN technique that complements the limitations of the linear structural relationship analysis using the proposed model and the alternative model. In other words, the SEM-ANN model provides guidelines on how Korean franchise restaurants should formulate facilities & atmosphere, employee service, and menu mix strategies in China. In addition, ANN 's analysis shows that restaurant brand reputation plays a pivotal role in increasing customer loyalty. The fact suggests that Korean franchise companies should establish their domestic brand reputation prior to their entry into overseas markets such as China.