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한식프랜차이즈 업체와 고객간의 관계형성 결정요인에 관한 연구

Relationship-Making Factors in Franchised Korean Restaurants


Existing literature on the CRM [Customer Relationship Management] has emphasized the marketing strategies between the franchisor and franchisee. In this study, we focused instead on factors involved in forging relationships based on marketing strategies between franchisee and the customers. A survey questionnaire was completed by 250 customers of Korean-style food franchises located in Seoul and Inchon. Each questions is based on a 5-point likert-type scale. After initial data recording, 41 questionnaires were deleted from the data set because of missing or insincerely answer. Finally, the sample data of 209 questionnaires were used for the statistical analysis. The data were analyzed with SPSS version 13.0 software to assess consumer satisfaction, trust, and support/reputation on flexibility and commitment. Regression analysis was performed to analyze the relationship between flexibility and commitment. Satisfaction and support/reputation significantly influenced flexibility, both satisfaction and trust significantly influenced commitment, and both flexibility and commitment significantly influenced the restaurant-consumer relationship.

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이 논문을 인용한 문헌 (3)

  1. Jung, Hyo-Sun ; Yoon, Hye-Hyun 2010. "A Study on the Effects of Perceived Service Quality in Upscale Korean Restaurants upon Customer's Feeling Response and Revisit Intent" 한국식품조리과학회지 = Korean Journal of Food & Cookery Science, 26(2): 129~137 
  2. Jung, Hyo-Sun ; Yoon, Hye-Hyun 2010. "Study on the Effects of Service Encounter Elements in a Family Restaurant Based on Customers' Emotional Response and Satisfaction" 韓國食生活文化學會誌 = Journal of the Korean Society of Food Culture, 25(4): 456~465 
  3. Jung, Hyo-Sun ; Yoon, Hye-Hyun 2010. "A Comparative Study of Consumers' Recognition of Service Quality in Korean Restaurants" 東아시아食生活學會誌 = Journal of the East Asian Society of Dietary Life, 20(4): 596~605 


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