This study aims to investigate the effects of factors of brand equity which is involved with overall attitudes of the family restaurant on brand familiarity, customer perceived value, satisfaction and trust and to offer help and theoretical data in terms of marketing. For samples for empirical analy...
This study aims to investigate the effects of factors of brand equity which is involved with overall attitudes of the family restaurant on brand familiarity, customer perceived value, satisfaction and trust and to offer help and theoretical data in terms of marketing. For samples for empirical analysis, a survey was conducted with customers living in Seoul, Ulsan, Busan, or Gwangju having visited family restaurants, and in order to achieve research aims, employing SPSS 18.0 statistical package program, we conducted frequency analysis, reliability analysis, factorial analysis, correlation analysis, variance analysis, and regression analysis. Research findings are summarized as follows: First, as a result of factorial analysis, 4 factors were extracted for brand equity, and they were named as brand royalty, brand image, brand awareness and brand quality. In addition, as a result of doing factorial analysis of brand familiarity, customer perceived value, customer satisfaction, and trust, one factor was extracted for each of them. Second, as a result of doing variance analysis on frequency and factors of using family restaurants out of common eating-out behavior, it was found that all of them have significant effects in p<0.001. Third, it was found that brand equity has effects on brand familiarity and value perceived by customers and every factor of brand equity has a significant effect in p<0.001. Fourth, it was found that brand equity has effects on brand familiarity and value perceived by customers and value consumption which is a consumption trend of customers has a partial regulating effect. Fifth, it was found that brand familiarity has significant effects on value perceived by customers in p<0.001. Sixth, it was found that brand familiarity and brand value perceived by customers have significant effects on customer satisfaction in p<0.001. Seventh, it was found that as a result of verifying a hypothesis in relation to the effects of customer satisfaction on trust, significant effects were exerted in p<0.001. This study indicates the followings: First, in order to evaluate brand value, it's important to evaluate brand equity and its components, and this study suggested a necessity to strengthen brand equity based on basic factors of composing brand equity in relation to brand royalty, brand image, brand awareness and brand quality. Second, it was found that brand equity of the family restaurant had positive effects on brand familiarity, and it was found that effects are exerted in order of brand royalty, brand awareness, brand image, and brand quality in the process of forming brand equity and brand familiarity. In order to increase brand familiarity, it is considered that brand royalty should be enhanced. Third, it was found that brand equity has positive effects on value perceived by customers, and it can be said that it's important to enhance value perceived by customers so as to enhance brand royalty, and that it's necessary to do continuous management. Fourth, it can be said that this study has meanings in that it first investigated whether as a regulating variable, value consumption which is a recent eating-out consumption trend has positive(+) effects on brand equity, brand familiarity value perceived by customers, and brand marketing is required to analyze the recent consumer trends and to adjust to customers' trends. Fifth, it was found that brand familiarity and value perceived by customers have effects on customer satisfaction. It can be said that satisfaction is involved with final evaluation of consumption behavior and perceived value is of importance as a preceding requisite of satisfaction, and it is conceivable that if brand familiarity and customer perceived value is enhanced, brand image will differentiated and customer recognition will change to increase customer satisfaction. Sixth, it was found that as a result of analyzing relationships between customer satisfaction and trust, significant effects were exerted between them. Brand equity allows customers visiting a restaurant to feel the company's positive image, which leads to satisfaction, trust, revisit and intention to recommend and by this, brand royalty will be enhanced to be able to expect an increase in sales of the company. Seventh, variance analysis between frequency of using the family restaurant and factors indicates the more frequency of using the family restaurant was, the more average value of factors was. Namely, using frequency is a variable to have significant effects on brand equity, brand familiarity, brand satisfaction and trust and marketing strategy is needed to increase frequency of using family restaurants.
This study aims to investigate the effects of factors of brand equity which is involved with overall attitudes of the family restaurant on brand familiarity, customer perceived value, satisfaction and trust and to offer help and theoretical data in terms of marketing. For samples for empirical analysis, a survey was conducted with customers living in Seoul, Ulsan, Busan, or Gwangju having visited family restaurants, and in order to achieve research aims, employing SPSS 18.0 statistical package program, we conducted frequency analysis, reliability analysis, factorial analysis, correlation analysis, variance analysis, and regression analysis. Research findings are summarized as follows: First, as a result of factorial analysis, 4 factors were extracted for brand equity, and they were named as brand royalty, brand image, brand awareness and brand quality. In addition, as a result of doing factorial analysis of brand familiarity, customer perceived value, customer satisfaction, and trust, one factor was extracted for each of them. Second, as a result of doing variance analysis on frequency and factors of using family restaurants out of common eating-out behavior, it was found that all of them have significant effects in p<0.001. Third, it was found that brand equity has effects on brand familiarity and value perceived by customers and every factor of brand equity has a significant effect in p<0.001. Fourth, it was found that brand equity has effects on brand familiarity and value perceived by customers and value consumption which is a consumption trend of customers has a partial regulating effect. Fifth, it was found that brand familiarity has significant effects on value perceived by customers in p<0.001. Sixth, it was found that brand familiarity and brand value perceived by customers have significant effects on customer satisfaction in p<0.001. Seventh, it was found that as a result of verifying a hypothesis in relation to the effects of customer satisfaction on trust, significant effects were exerted in p<0.001. This study indicates the followings: First, in order to evaluate brand value, it's important to evaluate brand equity and its components, and this study suggested a necessity to strengthen brand equity based on basic factors of composing brand equity in relation to brand royalty, brand image, brand awareness and brand quality. Second, it was found that brand equity of the family restaurant had positive effects on brand familiarity, and it was found that effects are exerted in order of brand royalty, brand awareness, brand image, and brand quality in the process of forming brand equity and brand familiarity. In order to increase brand familiarity, it is considered that brand royalty should be enhanced. Third, it was found that brand equity has positive effects on value perceived by customers, and it can be said that it's important to enhance value perceived by customers so as to enhance brand royalty, and that it's necessary to do continuous management. Fourth, it can be said that this study has meanings in that it first investigated whether as a regulating variable, value consumption which is a recent eating-out consumption trend has positive(+) effects on brand equity, brand familiarity value perceived by customers, and brand marketing is required to analyze the recent consumer trends and to adjust to customers' trends. Fifth, it was found that brand familiarity and value perceived by customers have effects on customer satisfaction. It can be said that satisfaction is involved with final evaluation of consumption behavior and perceived value is of importance as a preceding requisite of satisfaction, and it is conceivable that if brand familiarity and customer perceived value is enhanced, brand image will differentiated and customer recognition will change to increase customer satisfaction. Sixth, it was found that as a result of analyzing relationships between customer satisfaction and trust, significant effects were exerted between them. Brand equity allows customers visiting a restaurant to feel the company's positive image, which leads to satisfaction, trust, revisit and intention to recommend and by this, brand royalty will be enhanced to be able to expect an increase in sales of the company. Seventh, variance analysis between frequency of using the family restaurant and factors indicates the more frequency of using the family restaurant was, the more average value of factors was. Namely, using frequency is a variable to have significant effects on brand equity, brand familiarity, brand satisfaction and trust and marketing strategy is needed to increase frequency of using family restaurants.
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