레스토랑 품질이 브랜드 사랑과 증오, 그리고 온∙오프라인 구전에 미치는 영향

• 영문명: The Impacts of Restaurant Qualty on Brand Love and Hate, and Off-line and On-line Word-of-Mouth*
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 조미옥 유연우
• 간행물 정보: 『한국프랜차이즈경영연구』제14권 제1호, 1~21쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.03.30

영문 초록

Purpose: During COVID-19, consumers prefer social distancing or contactless activities for safety, and hygienic condition has become one of the most important factors in evaluating restaurants. Therefore, this study aims to investigate whether offline/online word-of-mouth is affected by restaurant quality. Research design, data and methodology: The data were collected from 480 consumers who had experiences of visiting a restaurant in the past 90 days and analyzed with SPSS 28.0 and SmartPLS 4.0 programs. Results: Physical environment and menu had positively significant effects on brand love, while employee service and hygiene had no significance on brand love. Restaurant environment, menu, and hygiene had negatively significant effects on brand hate, but employee service had not significant impact on brand hate. Brand love had positively significant effects on offline and online word-of-mouth, and brand hate had negatively significant effects on offline and online word-of-mouth. Conclusions: First, restaurants need to develop a pleasant space where customers can have emotional experiences. Second, restaurants need to fulfill customers' desire for global food consumption. Third, restaurants should ensure hygiene and safety to prevent customers' brand hate. Lastly, restaurants need to establish offline/online word-of-mouth strategy to identify which restaurant quality attributes influence brand love/hate and offline/online word-of-mouth.

목차

1. 서론

2. 이론적 배경

3. 연구가설

4. 조사설계

5. 연구결과

6. 결론

References

키워드

레스토랑 품질 브랜드 러브 브랜드 증오 온오프라인 구전의도 Restaurant quality Brand love Brand hate Online and offline word-of-mouth intention