Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on Influence of Family Restaurant Image on Satisfaction, Trust and Revisit Intention

패밀리 레스토랑의 이미지가 만족, 신뢰 및 재방문 의도에 미치는 영향

  • 전유명 (울산과학대학교 호텔외식조리과)
  • Received : 2017.01.06
  • Accepted : 2017.02.02
  • Published : 2017.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study conducted to analyze the causal relationships among image factors (brand, store, enterprise) of family restaurants, customer satisfaction, customer trust, and revisit intention as perceived by 271 customers, who have visited a family restaurant located in Ulsan and Busan regions. Present study performed frequency analysis, factor analysis, customer trust analysis, correlation analysis, and multiple (simple) regression analysis using SPSS 18.0 statistical program. The analysis results indicated that the image of family restaurants had significant positive (+) influences on customer satisfaction, customer trust, and revisit intention, among which the biggest influential factor was found to be the store factor. Significant influence was shown for brand image followed by corporate image. In addition, customer satisfaction and customer trust had significant positive (+) influences on revisit intention. As a result of this study, store image among family restaurant images appeared as the most important element; hereupon, this study considers that it is necessary for a family restaurant to build a differentiated image to increase revisit intention by satisfying customer needs and by encouraging customers to have trust in the restaurant.

Keywords

References

  1. 뉴스웨이. (2014, December 13). 위상 꺽인 '패밀리 레스토랑' 아 옛날이여…. Available from: http://news.newsway.co.kr/view.php?tp=1&ud=2014111323445713025&md=20141114140307_AO
  2. Cho, S. H., & Lee, J. W. (2011). The effects of coffee house image on perceived value, customer satisfaction, trust and revisit intention. Journal of Foodservice Management Society of Korea, 14(4), 297-320.
  3. Choi, J. P. (2011). The effect of resort visitors perceived value on service quality and customer satisfaction. Korea Journal of Tourism Research, 26(1), 467-478.
  4. Choi, T. H., & Jun, J. H. (2007). The effect of the brand image on customer satisfaction & revisit intention in foodservice industry. Journal of Foodservice Management Society of Korea, 10(4), 151-172.
  5. Choi, W., & Lee, K. S. (2005). A study on choice attributes and purchasing behavior in the family restaurants. Korea Hotel Resort Association, 4(2), 351-364.
  6. Choi, Y. H., & Lee, H. S. (2013). A study on effects among brand image, customer perceived value of service quality, customer satisfaction, and behavioral intentions at family restaurants. Korea Journal of Tourism Research, 28(3), 169-187.
  7. Ha, H. S., Kim, G. W., & Choi, Y. S. (2014). LOHAS brand of the hotel's restaurant assets impact on store image, customer satisfaction and customer loyalty. Korean Journal of Tourism Research, 29(4), 171-188.
  8. Isobel, D., & Robin, L. (2001). International Marketing Strategy 5th edition. SOUTH-WESTERN CENGAGE Learning, United Kingdom, p. 313.
  9. Jang, Y. J., Kim, T. H., & Han, J. S. (2010). A study on the impacts of restaurant employees to store image and behavioral intentions. Korean Journal of Hotel Administration, 19(4), 229-246.
  10. Jung, H. S., & Yoon, H. H. (2008). The influence of corporate social responsibility of family restaurants on image, preference and revisit intention - Based on the university students in Seoul -. The Korean Journal of Culinary Research, 14(2), 138-152.
  11. Kang, J. (2001). A study on measuring brand equity of family restaurant with conjoint analysis (Focus on T.G.I. Friday's, Bennigan's, Outback Steakhouse and Snoopy place). (MS thesis). Sejong University, Seoul, p. 42.
  12. Kang, J. H., Kang, J. H., & Cho, W. S., (2016). The effect of the korean buffet selection attributes on corporate image and customer loyalty. Korean of Tourism Research, 31(6), 1-25.
  13. Kang, M. S. (2002). Satisfaction of Korean restaurant near world cup stadium. The Korean Journal of Culinary Research, 8(2), 117-132.
  14. Kim, J. A., Bae, G. K., & Byun, G. I. (2016). A study on the influence of utilitarian/hedonic value in family restaurants on brand attitude, and purchase intention - A kind price discount effect control -. Journal of Foodservice Management Society of Korea, 19(2), 33-56.
  15. Kim, Y. J., & Kim, D. J. (2010). The effects of family restaurant and LOHAS images on customer satisfaction, relationship quality, and customer loyalty. Journal of Foodsercice Management Society of Korea, 13(4), 33-57.
  16. Kim, Y. J., Kim, D. J., & Byun, G. I. (2009). The effects of family restaurant and LOHAS images on customer satisfaction. Journal of Hospitality & Tourism Study, 11(1), 91-106.
  17. Ko, J. Y., & Lee, S. I. (2011). The effect of menu quality and brand image on customer satisfaction and repurchase intention in family restaurant. The Korean Journal of Culinary Research, 17(2), 153-167.
  18. Kotler, P. (1974). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.
  19. Kwon, H. J., Gang, M. S., & Han, H. S. (2014). Investigating the differences on customers' experiences with luxury-hotel restaurants for physical environment, image, satisfaction, revisit intention, and visit intention to other restaurants. International Journal of Tourism and Hospitality Research, 28(12), 45-60.
  20. Ladhari, R., Brun, I., & Morales, M. (2008). Determinants of dining satisfaction and post-dining behavioral intentions. International Journal of Hospitality Management, 27(4), 536-573.
  21. Lee, G. O., & Choi, H. J. (2007). A study on the choice properties of restaurant customer's characteristics. The Korea Journal of Culinary Research, 13(4), 1-18.
  22. Lee, J. S., & Kim, E. K. (2003). The relationship among image, guests's satisfaction, and brand loyalty of family restaurant. Journal of Tourism & Leisure Research, 15(2), 99-118.
  23. Lee, S. G. (2005). Relationship between restaurant store image and purchase motivation. Journal of Hospitality & Tourism Study, 7(3), 137-155.
  24. Lee, S. J. (2008). The study of general characteristics on the menu quality, customer satisfaction, trust, revisit intention - Emphasized on the customers of family restaurants in seoul and gwangju -. Journal of The Industrial Technology Honam University, 14, 97-108.
  25. Lee, S. I. (2010). A study on the effect of physical environment on the customer satisfaction, revisit intention of food service company. Journal of Hotel & Resort, 9(1), 85-99.
  26. Lee, S. I., & Choi, S. K. (2009). The effect of menu quality of family restaurants on customer satisfaction, trust, revisit intention. The Korean Journal of Culinary Research, 15(1), 16-29.
  27. Morgan, R. M., & Hunt, S. D. (1994). The commitment-Trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.2307/1252308
  28. Nam, W. J. (2007). Effect of physical environment of family restaurant of customer's emotional response and behavioral intention: Focused on family restaurant in Busan area. Journal of Hospitality and Tourism Studies, 26, 136-148.
  29. Osman, M. Z. (1993). A conceptual model of retail image influences on loyalty patronage behavior. The International Review of Retail, Distribution and Consumer Research, 3(2), 133-148. https://doi.org/10.1080/09593969300000011
  30. Park, N. H., Yoon, Y. S., & Hwang, J. Y. (2010). A study on relationships among restaurant image, customer satisfaction, credibility, and loyalty in franchised family restaurant. Journal of Foodservice Management Society of Korea, 13(3), 289-309.
  31. Park, S. B., Lee, S. M., & Kim, H. J. (2003). A study on brand personality effects on the store image in the foreign brand family restaurants. Journal of Hospitality & Tourism Study, 4(3), 231-248.
  32. Park, S. H. (2009). A study on the effect of brand perception and image on consumer' satisfaction in family restaurants - Focused on domestic and imported brand family restaurant -. A Journal of Brand Design Association of Korea, 7(1), 122-134.
  33. Pyo, D. S., & Lee, J. S. (2015). The effects of corporate social responsibility on corporate image, trust and behavior intention in foodservice industry. Northeast Asia Tourism Research, 11(4), 103-126.
  34. Seo, K. H., & Lee, S. B. (2011). The effect of corporate image on the service quality, fitness of extension brand and attitude: Focus on food service corporate. Korean Journal of Hospitality & Tourism, 20(1), 69-92.
  35. Son, E. J., Choi, J. G., Hwang, S. A., & Li, H. B. (2011). A study on the reward programs for unsatisfied hotel guests and its impact on service satisfaction, trust, and revisiting intentions. Korean Hospitality and Tourism Academe, 20(2), 137-155.
  36. Song, H. Y., & Lee, J. H. (2015). A study on the effect of the mediator of the service quality of Japanese restaurants to behavior intention. The Korean Journal of Culinary Research, 21(1), 174-190.
  37. Song, K. S., & Park, K. Y. (2009). The effect of experience marketing in family restaurant on brand image, reliability and royalty: On consumers in their twenties to thirties. International Journal of Tourism and Hospitality Research, 23(3), 199-218.
  38. Song, R. H., & Choi, H. S. (2012). A study on structural relationship among restaurant image, trust, and customer satisfaction. Food Service Industry Journal, 8(3), 39-56.
  39. Yom, J. C. (2004). Image analysis for repositioning of food service product. (Doctoral degree thesis). Kyonggi University, Seoul, p. 9.
  40. Yoo, K. M. (2005). A study on the effects of business environment upon corporate image. The Korean Journal of Culinary Research, 11(4), 30-45.
  41. Yoon, S. H. (2009). The effect of Korean company image on the chinese consumers' evaluation of Korean products and behavioral responses - In terns of beijing region and samsung/nongshim product -. The International Association of Area Studies, 13(1), 189-217. https://doi.org/10.18327/jias.2009.07.13.2.189
  42. Yoon, S. J. (2000). A study on the antecedents of trust toward shopping mall web sites and its effects on purchase intention. Korean Academic Society of Business Administration, 29(3), 353-376.

Cited by

  1. A Study on the Influence of Content Properties of YouTube Mukbang on Brand Selection: Focusing on Chicken Franchise Brand vol.26, pp.12, 2021, https://doi.org/10.9708/jksci.2021.26.12.273