패밀리레스토랑의 마일리지 프로그램이 브랜드 충성도에 미치는 영향

• 영문명: The Effect of the Mileage Program of Family Restaurant on Brand Loyalty
• 발행기관: 한국외식경영학회
• 저자명: 김대철(Kim Dae Chul) 정미란(Jung Mi Ran) 김현주(Kim Hyun Ju)
• 간행물 정보: 『외식경영연구』10권 2호, 119~137쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2007.06.30

영문 초록

The main purpose of this study is to find out the effect of mileage program in the family restaurants on customer's brand loyalty. Survey methodology was used and the study sample included restaurant patrons based on 317 completed surveys from family restaurants in seoul. A factor analysis delineated three dimensions of mileage program: benefit, convenience, common value. Mean values indicated that 'financial benefit' was primary important attribute for customers using mileage program. Finally the regression analysis yielded all factors had positively influence on behavioral brand loyalty of customers, and 'benefit', 'convenience' had positively influence on attitudinal brand loyalty of customers. The findings of this study suggest that restaurant managers should make good use of mileage program. This paper helps family restaurant managers to better understand customer for mileage programs and to realize the value of targeted rewards.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구 방법

Ⅳ. 결과분석

Ⅴ. 결론

참고문헌

키워드

Mileage program Brand loyalty Family restaurant