Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A Study on the Brand Personality of Foodservice Companies using Correspondence Analysis: Comparative Analysis of Family and Quick-service Restaurants

대응일치분석을 이용한 외식기업의 브랜드개성 고찰: 퀵서비스 레스토랑과 패밀리 레스토랑의 비교

  • Jung, Hyo-Sun (Department of Culinary Service Management, Kyung Hee University) ;
  • Yoon, Hye-Hyun (Department of Culinary Service Management, Kyung Hee University)
  • 정효선 (경희대학교 조리서비스경영학과) ;
  • 윤혜현 (경희대학교 조리서비스경영학과)
  • Received : 2010.12.13
  • Accepted : 2011.03.09
  • Published : 2011.04.30
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Abstract

This study investigated and compared the brand personality of domestically run family restaurants with quick service restaurants. Information was elicited from respective patrons using self-administered questionnaires which asked questions on recognizable brand characteristic and attributes of each restaurant through image maps. Data from the self-administrated questionnaires were collected and analysed using comparative statistical analysis, including frequency, t-test, chi-square, factor analysis, reliability analysis and correspondence analysis. Overall, patrons identified 5 factors which they used to rank individual restaurants; sophistication, competence, likeableness, trendiness, and ruggedness. Overall results showed the family restaurants that scored highly on likeableness and trendiness were Outback and TGIF. Furthermore, Vips was the only family restaurants that scored highly in ruggedness. In relation to quick service restaurants, Lotteria scored highest for competence while McDonalds and Burger King scored best for sophistication. Limitations and future research directions are also discussed.

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