위험지각 고객의 전환의지가 재구매 의사에 미치는 전환장벽 요인

• 영문명: Switching Barriers Affecting the Repurchase Intentions of Fast Food Customers Despite Perceived Health Risks
• 발행기관: 한국외식경영학회
• 저자명: 유지은(Yu Ji Eun) 장미향(Chang Mee Hyang)
• 간행물 정보: 『외식경영연구』8권 2호, 45~63쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.08.30

영문 초록

When surveyed, customers of fast food restaurants site "health risk" as their primary concern in eating fast food, placing it before social or environmental concerns. Despite this, data from 257 fast food restaurant users indicate that customers remain loyal to their chosen fast brands due to considerable switching barriers. Switching barriers considered in our study include substitute foods, service levels and recovery, interpersonal relationships, and switching costs. Of these, only two factors, service levels and recovery and interpersonal relationships, are shown to be significant. Statistical methods employed in our study include frequency analysis, reliability analysis, factor analysis, logistic regression analysis, and regression analysis.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구의 설계

Ⅳ. 실증분석 방법 및 결과

Ⅴ. 결론

참고문헌

키워드

Switching barrier Risk perception Repurchasing intention