• Culinary science and hospitality research
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• v.21 no.5
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• pp.14-24
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• 2015

Fast food restaurants are one of the fastest growing industries in the world. Even though it is an emerging field, there are few studies about the relationship of fast food customer satisfaction about brand value and behavior intention. The current study examined which factor concerning brand value affects to customer satisfaction in fast food restaurants and investigated how customer satisfaction affects the behavior intention. The subjects of this study are current undergraduate students in Busan, South Korea. A self-administrated questionnaire survey was distributed to 528 students who have been to fast-food restaurants in Busan, Korea and 493 questionnaires were used for data analysis. Research findings indicated that food quality, brand image, brand awareness, and brand association through multiple linear regression were significant factors for customer satisfaction. In addition, the result of a simple linear regression showed that customer satisfaction was positively related to behavior intention. This study can provide valuable information and offer specific ways for fast food managers to increase customer satisfaction and behavior intention.

• Culinary science and hospitality research
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• v.18 no.5
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• pp.33-44
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• 2012

The purpose of this study is to investigate the impact of experiential marketing on brand personality in the hotel restaurant. Especially, it verifies the relationship between experiential marketing and brand personality factors in hotel restaurants. Research methods targeting customers with deluxe hotel dining experience draw detailed brand personality factors and hotel restaurant experiences, along with an investigation of relationship between brand personality and strategic experience. As a result, among five factors of sense, emotions, perception, behavior, and relationship, only action and relationship influence competence, good feelings, activity, sophistication among five factors of competence, good feelings, activity, sophistication and strength. Therefore, future research should include the comparison of brand personality dimensions and the development of criteria for brand personality.

• Journal of the East Asian Society of Dietary Life
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• v.21 no.3
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• pp.438-450
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• 2011

The purpose of this research was to investigate the impact of brand prestige on luxury marketing variables (patrons' perception of well-being, favorable inequity, affective commitment, and dedicational behaviors) in the luxury restaurant industry. Based on a thorough literature review, the clear definitions of each construct were established and theoretical causal relationships between the seven constructs were proposed (brand prestige, perception of well-being, favorable inequity, affective commitment, enhancement, advocacy, and brand consciousness). During this process, the moderating role of brand consciousness was also suggested. Integrating the proposed theoretical hypotheses, a structural model was created. This model was tested using the data collected from 527 luxury restaurant patrons in the United States. Data analysis revealed that brand prestige is a key determinant of favorable inequity and patrons' perception of well-being, thereby inducing two types of dedicational behaviors (enhancement and advocacy). More importantly, during this process, brand consciousness played a moderating role in the relationship between brand prestige and patrons' perception of well-being. Based on the data analysis results, the theoretical/practical implications were discussed.

• Culinary science and hospitality research
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• v.23 no.8
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• pp.173-183
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• 2017

The purpose of this study is to investigate the causal relationship between new brand awareness and new brand awareness according to type of restaurant menu purchase information. This study will provide basic research data on viral marketing strategy through online marketing of restaurant companies. The purpose of this study is to investigate the effect of information obtained through blog information and SNS advertisement on word effect (information acceptance and information transfer) and to investigate the effect of word of mouth effect on consumers' purchase intention. A total of 206 samples were used for this analysis and regression analysis was performed using SPSS 18.0. The results of the study are as follows. First, experience type, timely relevance and consensus among the characteristics of blog information affect information acceptance. Experience, and accuracy are affecting information delivery. Second, information discomfort among the characteristics of SNS advertising information influences the acceptance of information. Information, entertainment and trust are affecting information dissemination. Third, information acceptance and information diffusion affect purchase intention.

• Culinary science and hospitality research
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• v.24 no.2
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• pp.112-118
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• 2018

The purpose of this study is to develop and test a model that explains the effect of experiential marketing factors on: 1) brand image, 2) satisfaction, and 3) loyalty in context of restaurants located in complex shopping mall. In addition, the study clarified how these variables relate to each other. Survey were distributed to customers who have visiting experience(s) in a restaurants in complex shopping mall. Total 360 participants were distributed and 344 questionnaires were used for analysing. The confirmatory factor analysis and structural equation modeling(SEM) have been employed research methods for frequency analysis, reliability analysis and measurement model validation. The findings of this study identified that relation factor of experiential marketing elements was only significant factor on brand image Furthermore, sense and recognition were critical components of customer satisfaction. Last, present study also identified the significant relationship between satisfaction and customer loyalty. These findings may contribute to provide valuable marketing strategic for this business segmentation, and it can be utilized as a fundamental study to establish an efficient business plan to increase revenue especially for restaurant business located in complex shopping mall.

• East Asian Journal of Business Economics (EAJBE)
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• v.1 no.3
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• pp.42-50
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• 2013

Brand Equity plays a major role in the highly competitive Quick Service Restaurants (QSR) industry in India. There are a variety of factors which affect the brand equity that a company commands in the market. Integrated Marketing Communication (IMC) is an emerging concept in marketing wherein all the major promotional activities are used to create a synergic output and send across a clear and consistent message to the customers. This study aims to find out the impact of five major tools of IMC namely Advertising, Word of Mouth, Sales Promotion, Event Sponsorships and Public Relations which are most applicable in the QSR industry on the four major dimensions namely Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty which aid in creating Brand Equity. The study was conducted by collecting data from a sample and analyzing the data using statistical tools to find any relationships between the above mentioned variables. The findings suggest that marketers should focus on building favorable opinion about the brand amongst customers and take care regarding the news published about the brand since it affects brand image. Moreover, it was also found out that making people aware about the brand and the perceived quality about the brand play the major role in creating brand equity more than other factors.

• Culinary science and hospitality research
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• v.14 no.1
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• pp.123-133
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• 2008

Hangwha is a part of our traditional culture; however, it is now barely maintaining its name. This study intends to contribute to the development of the Hanghwa industry. In this respect, 'Brand Image' is adopted to suggest the ways to develop the Hangwha industry. Commercializing factors that consumers prefer were analyzed and their effects on brand image were investigated. In addition, the effects of brand image on consumers' awareness and preference were analyzed. This research conducted analysis on 294 people who have used Hangwha in Busan and Gyeongsangnamdo. The results of this empirical study are as follows: It turned out that Hangwha influences the society-oriented and consumer-oriented brand image. Its quality-oriented image has influence on awareness. Its society-oriented and quality-oriented brand image turned out to influence preference.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.10 no.3
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• pp.660-664
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• 2009

Over the past several years many researchers have attempted to explore the determinants of franchise restaurant success. This study is a research on the critical success factors of the franchise restaurant management which is expanding. The purpose of this study is to present right information to the managers of franchise restaurant fur their marketing and sales. The information is achieved from studying customers' intention. I also measured customers' satisfaction fur management of franchise restaurant and assessed maturation extent. In conclusion, The results show franchise restaurant's menu, atmosphere and accessibility are a considerable level in research results. However, franchise restaurant's brand, service, food, price and size are low level(determinants fact). Therefore, franchise managers have to complement a those factors. The result indicated that the points in time of forecast about the franchise restaurants CSFs are in 5 years mainly.

• Culinary science and hospitality research
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• v.23 no.5
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• pp.159-168
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• 2017

This study was conducted to investigate the effects of high class korean restaurants' servicescape on customers' emotional response and intention to revisit. This study also examined the relationship among emotional and cognitive reactions and intention to revisit. A total of 216 questionnaires were analyzed using the factor analysis, reliability test, and structural equation modeling analysis. The results revealed that space, aesthetics and comfortableness were positively related to emotional reaction, and convenience and cleanliness were related to cognitive reaction. This study also found that intention to revisit was positively related to emotional and cognitive reactions. Moreover, it was found that think was positively related to emotional reaction, and feel, think, act and the related were positively related to cognitive reaction. Finally, cognitive reaction was positively related to revisit. The results of the study suggested that high-class Korean restaurant marketers should introduce or strengthen servicescape, brand reputation and experiences, which increased brand attitude or revisit.

• The Korean Journal of Franchise Management
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• v.6 no.1
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• pp.91-111
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• 2015

This paper aims to examine the effect that cultural marketing influences on visit motivation and customer responses. We found that cultural marketing promotion activities by Benares, Indian restaurant had a positive effect on motivation to visit the store. Also research showed that the cultural direction and positioning marketing activities of Benares' cultural marketing had a statistically significant positive effect on all items of customer responses, that is service, atmosphere, brand but cultural promotion and cultural support marketing activities had a positive effect only on brand, except service, atmosphere. In addition, research showed that while all items of customer responses had a positive effect on revisit intention. In other words, it was proven that cultural marketing promotion activities by the Third World restaurant influence on visit motivation and customer responses and it provides practical implications to business marketers that foodservice companies' marketing associated with cultural marketing activities can be efficient marketing strategies that influence on revisit intention.