호텔 베이커리 브랜드이미지가 재방문의도에 미치는 영향에 관한 연구

• 영문명: The Influence of Hotel Brand Image on the Consumer Intention to Revisit Bakery
• 발행기관: 한국외식경영학회
• 저자명: 임현철(Lim Hyun Cheol)
• 간행물 정보: 『외식경영연구』9권 2호, 169~188쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.06.30

영문 초록

Brand image is defined as certain image or feeling, or trust level that a consumer has towards a particular brand. This may or may not reflect the quality of the product, nor is measured with objectivity. A good brand image has competitive power and superiority, while there might be unexpected problems and incidences. The purpose of this study is to research the hotel bakery brand's influence on the consumer's intention to revisit. Questionnaires were administered two times, preliminary and main, to examine the brand, the brand image, customer satisfaction, the quality of their products and their intention to revisit. 300 questionnaires were collected and analyzed by using SPSSWIN 12.0. Analyzed factors were reliability analysis, frequency analysis, factor analysis, descriptiveness analysis and regression analysis. Results of the study ; First, the utility, reliability, favorableness, services and advertisement made a difference in the formation of brand image, becoming a factor for consumers' intention to revisit. Second, the appearance, the quality, and the description of a product make an impact on consumers' revisit intention and their satisfaction level. In conclusion, hotel bakery's brand image does make an impact on consumers' intention to revisit. Therefore hotel bakeries need to improve the quality of their products and consumer service to create positive brand image.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 실증분석의 결과

Ⅴ. 결론

참고문헌

키워드

Hotel brand image Quality of product Customer satisfaction Intention to revisit