Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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The Influence of Corporate Social Responsibility of Family Restaurants on Image, Preference and Revisit Intention - Based on the University Students in Seoul -

패밀리 레스토랑의 사회적 책임 활동이 기업 이미지, 기업 선호도, 재방문 의도에 미치는 영향에 관한 연구 - 서울 지역 대학생을 중심으로 -

  • Jung, Hyo-Sun (Dept. of Culinary Science and Arts, KyungHee University) ;
  • Yoon, Hye Hyun (Dept. of Culinary Science and Arts, KyungHee University)
  • 정효선 (경희대학교 조리과학과) ;
  • 윤혜현 (경희대학교 조리과학과)
  • Published : 2008.06.30
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Abstract

This study suggested a theoretical research system on the effects of the corporate social responsibility in family restaurants upon corporate image, corporate preference and revisit intention. Based on total 342 university students from the empirical research, this study confirmed the reliability and fitness of research model and verified total 4 hypotheses with structural equation modeling(SEM) by Amos program. SEM results showed that the corporate social responsibility of family restaurants had positively significant influence on corporate image(legal and economic aspect 0.203-p<0.05; philanthropy aspect 0.318-p<0.001; ethical aspect 0.203-p<0.05), and corporate image had positively significant influence on corporate preference(0.979-p<0.001) and revisit intention(0.258-p<0.05) as well. Also, corporate preference had positively significant influence on revisit intention(0.844-p<0.001). The findings of this study verified a hypothetical ground that the corporate social responsibility of family restaurants has positive effects upon revisit intention. Additionally, regarding the activity of social responsibility in the foodservice industry, it is proved that the practices in the activities of philanthropy and contribution to society rather than the practices in the legal and economic aspect had significant relations with the customer's favorable behaviors.

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