패스트푸드 레스토랑 고객의 관여도, 고객 만족도, 브랜드 선호도간의 관계에 관한 연구

• 영문명: Investigation of Fastfood Restaurant Consumers' Involvement, Service Satisfaction, and Brand Preference
• 발행기관: 한국관광학회
• 저자명: 이지혜 김학선
• 간행물 정보: 『관광학연구』제37권 제8호, 171~188쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.10.31

영문 초록

Fastfood restaurant is one of the fastest growing businesses in Korea. There has been a lack of research, however, fastfood restaurant operators should require affluent information of their consumers. The purpose of this study is, first, to examine the relationship between consumers’ involvement and demographic information, second, to investigate the relationship between consumers’ involvement and membership card usage, third, to examine the influence of involvement on consumers’ satisfaction, forth, to investigate the influence of consumers’ satisfactions on brand preference of fastfood restaurant. A survey has been conducted on 218 consumers of “L” fastfood restaurants in Busan. The results showed that a significant relationship between involvement, age and job, and also a significant difference in involvement by membership card usage. Additionally, the results show that consumers' involvement affected satisfaction, and satisfaction influenced brand preference. This study provides the practical marketing strategies for fastfood restaurant operators.

목차

I. 서론

II. 연구 설계

III. 연구설계

IV. 결과 분석

V. 결론 및 시사점

참고문헌

키워드

관여도 브랜드 선호도 서비스 만족도 Involvement Brand preference Service satisfaction