• 한국조리학회지
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• 제12권3호
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• pp.219-236
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• 2006

The purpose of this study is to examine the elements that satisfy customers in order for restaurants to survive in competition, and to examine effective positioning strategies. Since the designation of Haeundae in Busan as a Special Tourism Zone, diverse food service markets have been established and various marketing activities are anticipated accordingly. The results of this study can be summarized as follows: First, after the examination of the competitive relationships among restaurants, based on the image similarity data, it was found that Bennigan's, Outback Steakhouse, and T.G.I. Friday's are in close proximity with one another. Hence the fierce competition between them. Secondly, as a result of PC-MDS PROFIT analysis, a positioning map was drawn with image similarity measurement of the restaurants and scores 9 evaluation categories for each brand name as follows: food taste, food price, service, access convenience, hygienic condition and cleaning, atmosphere, various events, circumferential environment, and public image. Thirdly, as a result of MDPREFMAP analysis based on the customer preference, data from the restaurant brand names, an ideal location of a restaurant preferred by customers and the position of restaurant brand names were indicated at the same time.

• 한국관광식음료학회지:관광식음료경영연구
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• 제15권1호
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• pp.19-36
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• 2004

This study was to investigate brand image and its influence on customers perception of fast-food restaurants. A total of 25 brand image attributes were selected on the basis of the literature review and were asked to indicate respondents' perceptions of their image targeting for fast-food restaurants such as Lotteria, McDonald, KFC, and Popeyes. A on-site survey method was applied to collect data. Out of 300 distributed survey questionnaire, a total of 271 useful sample were collected and analyzed in SPSS 10.0. From the factor analysis with 25 brand image attributes, five underline dimensions were identified and named such as interior factor, store factor, atmosphere factor, service factor, and product factor. Then, T-test and ANOVA were conducted to investigate any differences between/among the groups based on those five brand image factors. The results provided that in terms of gender, age, preference for fast food, food cluster, and four different brand, customers differently perceived restaurant brand image. It is hoped that this information may help for restaurant managers and marketers to understand customers' restaurant perception and choice behavior in order to launch appropriate marketing strategies.

• 한국조리학회지
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• 제23권3호
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• pp.216-226
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• 2017

This study was conducted to examine the relationships among various visible clues and non-visible clues as perceived by franchise family restaurant consumers. Using online survey tool in South Korea, total 450 survey was distributed and 400 participants were used for further statistical analysing with SPSS 23.0 and AMOS 20.0. Twelve items were categorized into four visible factors (food, interior, exterior, employee). The result shows that food and employee have positive effects on brand reputation and distinctiveness, and the interior and employee were critical antecedents for brand distinctiveness. In addition, the brand reputation and brand distinctiveness have positive influence on experiential value as well as revisit intention. Although there were many studies which demonstrated the relationships among various quality clues and other outcome variables, such as brand image, loyalty, little research explained the relationships among visible elements of franchise family restaurants, brand reputation, brand distinctiveness, and revisit intention. The present study will provide theoretical and practical implications for both academia and the franchise family restaurant industry. (what is the meaning of the red part?)

• 한국조리학회지
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• 제14권3호
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• pp.143-155
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• 2008

The objective of this study is collecting the basic information about the consumption of fish paste for developing Busan Fish-Paste products. Also, we tried to validate the effects of Busan Fish-Paste's Brand factors for its consumers. A survey was conducted to analyze the consumers who purchased fish paste products. The result showed that 60 percent of the respondents preferred Busan Fish-Paste. And 41 percent of the respondents considered the taste of fish paste products when purchasing them. As for brand, the perceived quality of Busan Fish-Paste had extremely positive influence on consumers' satisfaction. And consumers' satisfaction had significantly positive influence on brand preference and brand loyalty.

• 한국식생활문화학회지
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• 제20권2호
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• pp.261-272
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• 2005

The color and its coordination should intensify the customer's memory and awareness in a brand website, through the consistent communication strategy by which a variety of brand identification in the offline could be expressed efficiently. We evaluated top 5 brand-valuable family restaurants in this study, how they made the best use of the website as a new communication channel, and how they constructed the brand identification by the coloring of a website. We found out that they employed colors with a dynamic and lilting feelings matching the concept of a family restaurant. In addition, A color scheme was well designed for the specific character of a brand, though web-safe colors were seldom employed. This report can be a guide to a corporation for the color and its coordination in the website, when existing brand images need to be intensified and enhanced, or when a new brand image need to be constructed.

• 한국조리학회지
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• 제22권6호
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• pp.61-70
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• 2016

The purpose of this study is to identify the effects of a company's response strategies (response type, communication style, and response sincerity) on customer's brand attitude and purchase intentions. A fictional Facebook fan page containing 6 separate scenarios was developed based on actual customer reviews and company responses observed on Facebook restaurant fan pages. Participants were recruited from Amazon's Mechanical Turk (MTurk). A total of 202 responses were obtained; 185 responses were analyzed after deleting insufficient responses. The results of MANOVA found that an accommodative response leads customers to have a more favorable attitude towards a brand and have stronger purchasing intentions. In addition, customers who perceive the company's response to a negative review as sincere are more likely to have a positive brand attitude and purchasing intentions, as compared to those who perceive it as either insincere or neutral.

• 한국조리학회지
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• 제10권4호
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• pp.201-214
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• 2004

The brand image had an effect on customer loyalty degree "Traditional characteristic", "Reliability", "Future events sliced raw fish directivity". With it appears, causing the effect which is powerful in customer loyalty degree "Traditional characteristic or reputation of restaurant", "Reliability of advertisement". The brand image had an effect on customer satisfaction "Reliability", "Customer directivity", "Traditional characteristic". With appears and with it is referred from above together "Traditional characteristic of restaurant" or "Reliability of advertisement public information", "Policy of the restaurant management customer first of all poem".

• 한국콘텐츠학회논문지
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• 제14권9호
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• pp.484-493
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• 2014

본 연구는 뷔페레스토랑의 브랜드 자산과 고객만족, 충성도와의 관계를 연구하고자 한다. 따라서 다음과 같은 연구 과제를 두었다. 첫째, 뷔페레스토랑 고객이 지각하고 있는 레스토랑의 브랜드 자산을 측정한다. 둘째, 측정된 변수인 브랜드 자산, 고객만족, 충성도를 요인분석 한다. 셋째, 브랜드 자산이 고객만족, 충성도에 미치는 영향을 연구한다. 넷째, 고객만족이 충성도에 미치는 영향을 연구한다. 본 연구를 위한 모집단은 경기 남부 지역 뷔페레스토랑을 이용하고 있는 고객들을 대상으로 하였고, 레스토랑에서 일대일 면접형식으로 진행하였으며, 250부를 배포하여 최종적으로 221부를 SPSS 18.0과 AMOS 18.0을 활용, 분석 자료로 사용하였다. 연구결과는 첫째, 뷔페레스토랑의 브랜드 자산은 고객만족에 부분적으로 정(+)의 영향을 미쳤다. 둘째, 뷔페레스토랑의 브랜드 자산은 충성도에 어떠한 영향도 끼치지 않았다. 셋째, 뷔페레스토랑의 고객만족은 충성도에 정(+)의 영향을 미쳤다.

• 한국프랜차이즈경영연구
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• 제13권2호
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• pp.53-66
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• 2022

Purpose: How to build the attitude on brand is very important, because it affects the positive word of mouth and revisit intention. Brand attachment, brand name, and image congruence play important role on consumer behavior in terms of reinforcing consumers' perception of food service companies and differentiating them from competing brands. Following the planned behavior theory, this paper examines the effect of linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector. Research design, data, and methodology: This paper examines the structural relationship among brand attachment, brand name, image congruence, brand attitude, WOM, and revisit intention. In order to test the purposes of this study, research model and hypotheses were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All constructs were measured by multiple items tested and developed in the previous research. The study is based on the quantitative method and considered 519 questionnaires fulfilled by customers of restaurants. The data were explored employing the partial least square-structural equation modelling (PLS-SEM). Frequency analysis was conducted to identify the general characteristics of the survey subjects. To measure the reliability and validity of the measurement tools, confirmatory factor analysis was conducted. Structural model analysis was conducted to verify the research model. Result: The findings demonstrate that brand attachment and brand name had positive effects on attitude while image congruence did not have. Also, attitude had positive effect on WOM and revisit intention. Conclusions: This study expands the literature about WOM and revisit intentions. This study expands prior research in a similar field to which the theory of planned behavior (TPB) is applied, and reveals that brand attachment, brand name, and brand image congruence play an important role in developing brand attitude that affect revisit intention and WOM. And provide guidelines on how to enhance competitiveness in the restaurant sector based on understanding of linking brand attitude to customer loyalty and repeat business. By putting into practice these suggestions in the restaurant industry, brands can easily build up their attitude and boost a positive WOM and the intention to revisit.

• 한국콘텐츠학회논문지
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• 제15권7호
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• pp.520-530
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• 2015

본 연구는 치킨전문점에서의 마케팅믹스활동과 브랜드충성도와의 관계에서 고객만족의 매개효과를 연구하고자 한다. 따라서 다음과 같은 연구 과제를 두었다. 첫째, 치킨전문점에서의 마케팅믹스활동 요인을 분석한다. 둘째, 마케팅믹스활동이 브랜드충성도에 미치는 영향을 연구한다. 셋째, 고객만족이 마케팅믹스활동과 브랜드충성도와의 관계에서 매개역할을 확인한다. 본 연구를 위한 모집단은 전국 100호점 이상의 체인규모를 지닌 업체로 한정하여 청주, 전주, 원주, 천안 지역의 대학생 400명을 대상으로, 400부를 배포하여 최종적으로 331부를 분석 자료로 사용하였다. 연구결과는 첫째, 치킨전문점의 마케팅믹스활동 요인은 가격, 판촉, 접근성, 상품의 4요인으로 분석되었다. 둘째, 마케팅믹스활동 요인 중 상품요인이 브랜드충성도에 유의한 정(+)의 영향을 미쳤다. 셋째, 상품요인이 브랜드충성도에 미치는 영향관계에서 고객만족은 매개역할을 수행하였다. 본 논문은 대학생으로 국한된 표본의 한계점을 지녔지만, 다양한 입지 혹은 대상으로 연구를 확대할 경우 여러 결과를 기대할 수 있다.