브랜드관계품질에 대한 레스토랑 유형별 차이 연구

• 발행기관: 한국외식경영학회
• 저자명: 유은이(Eun Yi Yoo) 고재윤(Jae Youn Ko) 김영근(Young Keun Kim)
• 간행물 정보: 『외식경영연구』15권 1호, 27~47쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.02.28

영문 초록

The purpose of this study is to evaluate the differentiation of types of restaurants (Fast Food, Family Restaurant, Hotel Restaurant) based on the analysis of differentiation by Brand Relationship Quality(BRQ). This study shows BRQ by literature review proposed various views of relationships between customer and brand. It is to evaluate how different among types by BRQ factors made up of Fournier (1994). The research data are analyzed using three major statistical methods: reliability analysis, factor analysis, and discriminant analysis. It is given to a random sample of customer visiting one of three types of restaurants within 3 months. 250 questionnaires are collected. The results are blows. First, the questionnaire is made by FournierQ994)`s 48 variables of BRQ. However there are 4 factors (Brand Partner Quality, Brand Passion, Brand Self-connection, Brand Interdependence), which are different from 6 factors proposed by Fournier (l998) in this study. Second, it shows differences among customer types by discriminant analysis, The differences between fast food restaurants and family restaurants is smaller than hotel restaurants, And also hit ratio is 62.5%. It`s resonable figure compared to the maximum chance, 60.2%. Therefore, this study suggests that BRQ will be some ways to manage relationship marketing.

키워드

Brand relationship quality Types of restaurants Discriminant analysis