패밀리 레스토랑 브랜드개성이 소비자-브랜드 관계의 질과 재방문의도에 미치는 영향에 관한 연구

• 영문명: A Study of the impact of Family Restaurant Brand Personality on the Quality Customers-Brand Relationship and Revisits
• 발행기관: 한국외식경영학회
• 저자명: 박선희(Park Seon Hee) 김태희(Kim Tae Hee) 이수범(Lee Soo Bum)
• 간행물 정보: 『외식경영연구』9권 2호, 47~66쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.06.30

영문 초록

This study purporting that examine the correlation between a Family restaurant brand personality and the customer-brand relationship, and analyze the impacts of the quality of the customer-brand relationship and the brand on the revisits, by customers. The objective of this study is to identify the types and personality of the quality formed in the customer-brand relationship on restaurant service marketing's point of view. This study suggests a new relationship between the Family restaurant's brand and its customers with the result that facilitating more strategic customer management. In general, in order to increase the customers' will to revisit the same Family restaurant, the quality of the customer-brand relationship should be improved. The customer-brand relationship here was subject to the dominance by the inherent personality of the brand. This study, therefore, indicates that differentiation of the brand by the type of restaurants and multi-dimensional structure of the customer-brand relationship are necessary in establishing marketing strategies for Family restaurants.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구의 설계

Ⅳ. 실종 분석

Ⅴ. 결론

참고문헌

키워드

Brand personality Quality of the customer-brand relationship Will to revisits